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4TOBACCOOUTLETBUSINESSSEPTEMBEROCTOBER2009MarketingMakeoverDoesthissituationsoundx1camiliarx1cIx19maretailer.Iowntwostoresbothinprettygoodlocationsonestoreisinastripmallandtheotherisx1creestanding.Thebestthingwex19vegotgoingx1corusisaccessibilityandgoodparking.Iwanttoimprovemytop-linerevenuerealizingthatwithgoodcostcontrolsIx19llmovesomeox1cthosedollarstothebottomlineandbeabletorestockmyinventorypayde-centwagesandtakeax1cewdollarstothebank.x1cIdonx19thavealotox1ctimetoread.WhenIdoIx19mlookingx1corideasthatwillhelpmecompetesellmoreandattractmorecustomerstomystore.Iknowthatx1crequentcustom-erspaythebills.Mynaggingconcernishowtoattractmorenewcustomersandconvertthemintorepeatcus-tomers.Ix1cIcanaccomplishthisIx19llhavetakenabigstepx1corwardinthedevelopmentox1cmytwooutletstores.x1dThesearethewordsox1cafctionalretailerbutthechar-acterizedsituationisreal.Tobaccooutletretailersworkassiduouslytosellmoreitemstrackmorecustomersthroughtheirstoresandconvertvisitorsintorepeatbuy-ers.ConcurrentlyTOBisworkingtox1cgetinsidethemindsx1dox1cthetalentedretailersintheoutletcommunityretailerswhothinkaboutmanyox1cthesamethingsthatconcernyou.Ourgoalistoprovideyouwithsuperiormerchandis-ingresourcesthatsupportyourneed-to-knowastoldtousbytheindustryretailingpros.Theneedx1corchangegrowsslowlyox1ctenx1cromaperceptionox1cthediminishedutilityox1cwhatworkedyesterday.TOBisacceleratingthehuntx1corpracticalideasnothingtheoreticalmarketingideasthathavebeenprovedintheretailtobaccoenvironmentandthatcanbere-createdandintegratedinyourstores.IntroducIngx1ctrenchMarketIng.x1dx1cTrenchMarketingx1disanewx1ceaturesectionox1cTOB.Itreplacesx1cMarketingStrategiesx1dandseekstoexploreandx1cocusonkeyprovenideasthatbuildsales.Wehaveworkedtodrivex1cmarketingx1doutox1cthetextbookandintothetrenchesox1cthepracticalday-to-daymerchandisingpracticedbysuccessx1culoutletretailers.x1cTMx1dtakesyoupersonallyintothestoresox1csuccessx1culretailersandintro-ducestheirprovenideasdesignedtomakeyourcashreg-isterringx14ideasconcerninggix1ctingpromotionaleventsinventorymixsamplepackssignagemediamixwhentodiscountyourinventorybesttimesox1ctheyeartopressx1corincrementalbusinessandmore.Thefshermanx19swisdomistogofshingwhenthefsharebiting.Thewisdomox1cthesuccessx1culmerchandiseristomerchandiseaggressivelywhencustomersarebuying.ThecorollaryCustomersbuywhentheyperceiveaggressivemerchandisingmak-ingeverydayasalesday.Whichmediaworkbestx1coryoursellingeventsx14radioprintTVHowdoesgix1ctingftintoyoursellingplansIsyourstoreinvitingorganizedinterestingIsituniquex1cTMx1dbringsyouthebestideasx1crommanyox1cthebestto-baccomerchantsinthecountry.Andwhatabouttheideasthatdidnx19tworksowellorthatcouldhaveworkedbetterhadtheybeenmodifedx1cTMx1dqueriesyourpeersandox1c-x1cerstheirsuggestionstohelpyouavoidexpensivepromo-tionalerrors.x1cTMx1dseparatesthevitalx1cewgoodideasx1cromthetrivialmanysothatyoudonx19thaveto.x1cTrenchMarketingx1ddebutsinthisSeptemberOctoberissueox1cTobaccoOutletBusinessmagazine.Inthisissueleadingindustryretailerstakeyouthroughwaystoboostseasonalsalesintimex1cortheupcomingholidays.x1cTrenchMarketingx1dappearsonpage48.ColumnistMattMullenhasworkedtoextractanddistillthebestideasx1cromsuc-cessx1culretailers.x1cTMx1dgivesvoicetotheideasthatwouldotherwisehavelaindormantdeprivingyouox1cthemarket-inggoldresidentinthemindsandexperiencesox1coutletretailersallacrossthecountry.Enjoyx1cTM.x1dItx19soursincerewishthisx1ceaturebecomesavaluablestapleinyourlibraryox1ctrulyrelevantmarketingandsellingresources.Besttoyouandgoodselling.PUBLISHERx19SLETTERBYedox19connorTOBwelcomesanewcolumnthatofferstipsfromthefrontlinesofretailing.