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52TOBACCOOUTLETBUSINESSSEPTEMBEROCTOBER2009Weinerputsanemphasisondis-countsduringtheholidays.Whole-humidorsaleswhereeverythinginthehumidorisdiscountedandx1cbuy-threeget-one-reex1dpromo-tionsseemtoworkespeciallywell.x1cAnytimeyoucanputadiscountonanitemithelpsbecauseyoux19recompetingwithallothoseotherstoresouttherethathaveholidaysales.x1dx18opromotethesesalesWeinersaysSmokerFriendlyin-creasesadvertisingduringtheholidays.x1cRadioseemstoworkbestx1dhesays.x1cWex19lldothetypeoadsthatencouragecus-tomerstocomeinoranicegit.x1dTeSilvermansalsorelyheavilyonradioadvertisingespe-ciallyortheirPittsburgh-areastoreswhereradiohasprovedtobeacost-ex1ectivewaytoreachawideraudience.Teytendtouseprintadvertisingorstoresinsmallermarketswherereachingtheentiremarketdoesnx19trequireadvertisinginanumberodix1erentpublications.InadditiontheSilvermanssaytheycontinuetoexpandtheire-mailmarketingex1orts.TeirSmokerFriendlyCigarExpressstoreshaveacigarclubwherememberscansignuptoreceivecouponsandnotifcationsocompanyevents.Soartheyx19vesignedupmorethan5000customerstoreceivethesee-mails.x1cWex19redoingmoree-mailblaststhaneverx1dsaysRenee.x1cTisholidayseasonwemaydooneeveryweekoreveryotherweektoletcustomersknowwhatkindosalesoreventswehavegoingon.x1dSomeotheSmokerFriendlycorporatestoresalsohaveanx1ce-clubx1dthatthecompanystartedtwoyearsago.Tee-clubispromotedin25storesmostlyinthestoreswithhumidorsandthecompanyhassignedupabout4200customers.x1cWex19veoundthistobeacost-ex1ectivewayogettingcustomerstocomebacktothestorex1dsaysWeiner.ROOMFORIMPROVEMENTLikemanyretailerstheSilvermanshavetriedaewpro-motionsthatdidnx19tworkaswellastheyhadhoped.Lastyeartheyexperimentedwithtwoater-hoursstoreeventswithspecialsandcomplimentarygitwrappingasawaytoen-couragewomentocomeintothestoretobrowseorgits.InhindsighttheSilvermanssaytheyprobablywouldhavehadmoresuccesswithaone-daysaleduringnormalhours.x1cYoux19llseealotodepartmentstoresintheareathatwillhavetheseextended-hourssalesx1dsaysRenee.x1cWetrieditandoundourcustomersaremorelikelytocomeinduringthenormalstorehoursthattheyareusedto.x1dTeyalsotriedaone-dayholidaykioskinalocalmall.Liketheater-hourseventsitdidx1cOKx1dsaytheSilvermansbutitprobablydidnx19tpayox1fnancially.Alsohigh-endaccessoriesdonx19ttypicallydrawinmanyaddition-alholidaycustomerstoSmokerFriendlyCigarExpressstores.x1cWex19vetriedacoupleopromo-tionswherewex19llox1eradiscountsuchas10to15percentox1humi-dorsbutthosedidnx19treallyseemtoworkx1dsaysRenee.Randyagrees.Accessorieses-peciallythemoreexpensiveacces-soriesrequiremoretimetoexplainthebeneftsotheitemtothecus-tomer.x1cPuretobacconistshopsthemorehigh-endshopsdoabetterjobwithaccessoriesx1dhesays.x1cOurcustomersaremoreocusedongettinginandget-tingout.x1dStillaccessoriesholdpromisesaytheSilvermansandtheycontinueworkingtoincreaseholidaysalesothoseitems.x1cWedonx19treallyhavetheroominmanyoouroutletstodisplayawidevarietyoaccessoriesbutthereisroomorimprovementx1dReneesays.SettingthattypeogoalseemstocapturetheoverallspiritosuccessulretailerssuchasWeinerandtheSilvermansandyoucanbettheywillkeepsearchingorimprovementsastheyrefnetheirholidaysalestacticseachyear.TOBx1cTrenchMarketingx1dlooksformarketingtacticsthatworkx14ordonx19tworkx14fortobaccooutletbusinesses.Wex19reeagertohearyourtipsandsuggestions.Callusat877-702-4427orsende-mailstoinfotmginternational.com.