Are you guilty of doing next day advertising in your store?

Recently I was on the phone with a retailer, and he suddenly says, “Well I’ve got to go, my advertising rep just walked through the door and I need to figure out what I’m going to advertise this week” and with that he was gone.

I would like to say this is a relatively rare occurrence- a retailer not knowing what they’re going to with their advertising until the advertising rep comes through the door. It goes without saying that this isn’t the best way to manage perhaps the most important part of any business- that being the marketing of the business. But I understand why it happens.

Hey, when I started out in retail I did the same. Between not knowing any different when it came to dealing with marketing and having my hands full managing a store, my marketing was a “fly by the seat of my pants” affair.

And I hear the same from retailer’s today- they simply do not have the time to plan ahead when it comes to marketing. I’ve had a couple even admit that when they see the ad rep coming through the door, they do whatever they can to get away from having to deal with advertising.

If you think this approach would result in a marketing program that is “hit & miss” at its best and pretty disappointing at its worst, then you would be right.

Again, I understand why it happens. Between handling customers and dealing with employee issues and all the other details a store manager/owner has to confront on a daily basis, it’s not a surprise that the marketing gets short-shift.

And from my perspective this is one of the clear advantages a chain of several (or more) stores has over the retailer who has 3 stores or less. The chains that have several or even many stores can afford to have a full-time marketer whose one job is guiding the marketing of the company.

However, on the other hand the retail store owner or manager with one, two or even three stores usually doesn’t have the cash flow to afford a marketing professional earning $50,000 or more per year. As you can guess the results between the two approaches can lead to a big difference in results.

So while the small chain or single store operator can offer lines just as good as the large chain, can offer customer service just as good as the large chain and can manage their sales floor just as well as the large chain, if they can’t match the marketing expertise they many times put at a disadvantage that leads to a loss of market share and a continual uphill fight for customers.

If you want an affordable way of advertising your store that puts you on the same level as the “big guys” or If you’re sick and tired of advertising that’s getting you little or no return on your investment then drop me an email at mwinicki@yahoo.com¬†or call me at 716-373-0983.

Making retailers rich… one at a time…
Mike W.

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