Promotions: the Good, the Bad, and the Indifferent

There’s much more to a successful promotion than donating a piece of jewelry to a local charity. For a promotion to make an impact and have a chance to earn an adequate return on investment, it needs publicity value and should merit a radio, print, and direct-mail campaign. Involve your sales associates. They should talk up the event, make phone calls, write e-mails, and send personalized note cards with the particulars weeks in advance. The personal touch is critical in selling the affair and making sure your customers make time in their Day Planners and Outlook Calendars. Use an ad campaign to create elbow room in your retail sector. A flight of radio commercials the week before the event is an excellent way to give a sense of importance, as well as excitement, to the promotion. Never underestimate thevalue of a live remote right from the store with the radio station’s van parked

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