A Retailer's Guide
To Frugal In-Store Promotions

How-To Increase Profits and Spit in the Eyes of Economic Downturns
Using Thrifty Events and Sales Techniques


A Retailer's Guide
To Frugal In-Store Promotions

How-To Increase Profits and Spit in the Eyes of Economic Downturns
Using Thrifty Events and Sales Techniques

 

A Retailer's Guide to Frugal In-Store Promotions was named best business book award by USA Books News and was a Military Writers' Society of America Gold Medal Winner.

See Carolyn's other awards.

 

Cover Design by John Quinn,
www.designsolution360.com
A Retailer's Guide is available on Amazon.


 

Endorsements
for
A Retailer's Guide to Frugal In-Store Promotions


“As a columnist for Home Décor Buyer, Carolyn’s no-nonsense approach to retailing and her easy-to-read writing style made her a coach to thousands of retailers.”
~ Jim Carper, founding editor of Home Décor Buyer

"This book is just what retailers need to help them through this economy. Step-by-step with nearly no money at all!"
~ Debra Gold, acknowledged expert in buyer education for the retail industry and President of Gold & Company

“Carolyn Howard-Johnson uses her wit and experience to share easy, low cost business-building ideas to attract clients and make them feel special. A Retail Guide was invaluable in assisting me to create a mission statement and a successful promotion plan.”
~ Debra Synott, Creative Memories unit leader

"[A Retailer's Guide to Frugal In-Store Promotions] will be as helpful as the books I already have from from the HowToDoItFrugally series. They are full of sticky notes and dog-eared like crazy."
~ MaAnna Stephenson, author of Blogaid's book on making Wordpress work for you


Excerpt

From the chapter on building lists in
A Retailer's Guide to Frugal In-Store Promotions

Here’s a retail riddle: Which of your assets never shows up on your inventory list or your general ledger? Which asset do we often praise but then neglect to utilize in our business building plans?

Of course, the answer I’m after is my customers.” You may protest, But I do recognize the importance of my customers!”

Of course you do. But you may not treat their names, addresses, and preferences like collectibles—each a mini treasure—in your quest for building a better business.

BUILDING YOUR CONTACT LIST is the single most important thing you can do to assure your future success. So, if my customers” is at the top of the list you made when you were reading the last chapter, then building that customer list (and yes, other kinds of contacts is the single most important reason for you to have an event. So now, you’ll want to move that contact list to the top of the list and keep it mind as you plan. There is a way you can put almost every idea in this book to work as part of your list-building effort.

Even if you believe you are already doing a good job of collecting your customers’ names, check your techniques against this list:

  • I keep a list of my customers’ vital statistics, including names, addresses, phone numbers, and e-mail addresses. Preferably even birthdates and anniversaries.
  • I know exactly what aspects of my business interests each one. In other words, I categorize them by something more than their zip codes and/or how much they spend with me each year.
  • I can tell from my list precisely where my business can grow to meet their needs.
  • I stay in regular contact with this list—in ways that will arrest their attention. (Yes, that’s where in-store promotion comes in!)
  • My list is so detailed and organized that I can filter and focus a specific promotion effort on the customer each would most appeal to. (This is a great way to save mailing costs when indicated.)
  • Though I may keep a list handy in an index card box, I also capture the data on a program like Excel so that I can use its power to reach exactly the right customers at the right time.
  • Media contacts are an important way to get the word out about your in-store events. They should be on your list specially coded in your database as to media type. It should include feature editors, business editors, TV producers, radio and TV hosts, and even bloggers and editors of related Web sites.
  • Your contact list should also include networks other than customers and media. They might be advertising department contacts, community leaders, and even resources including your vendors They can be kept on separate lists. If you use one database for all your lists, code each name as to the kind of network it fits in. That way you can easily filter your list by category.

Caveat: If your store isnt computerized so that you can keep detailed lists, dont let that derail this effort. You can design an effective system that lets you manipulate lists by hand. It wont be as time efficient as a computer, but it will work in most, if not all, other ways.

 

MORE ON THIS SUBJECT AND OTHERS IN
A Retailer's Guide to Frugal In-Store Promotions
..
.


Contents
of
A Retailer's Guide to Frugal In-Store Promotions

 

Introduction  

1 h In-Store Promotion: The Frugal Way to Turn Bad Times into Good  

BE CLEAR ON THE BASICS.
WHAT ARE YOUR GOALS FOR AN EVENT
  

2 h List Building: Your In-Store Promotion Campaign’s Major Goal  

BUILDING YOUR CONTACT LIST  

3 h Map Your Campaign in Advance  

THINK AHEAD AT LEAST SIX MONTHS 

4 h Not the Usual Way: Turn Your Store and Your Whole Community into Promotion Zones 

NICHES, CRANNIES, AND WORKPLACES AROUND YOUR STORE  

SOME IN-STORE EVENTS ARE FRIENDLY GHOSTS

5 h Your Major Events 

MAKE YOUR EVENT PROFITABLE  

VARY THE VENUE OF MAJOR EVENTS 

6 h The Big Occasions in Your Store’s Life  

BIG EVENTS MAY BRING CHALLENGES 

7 h Signs, Display, and Categorizing Merchandise  

YOUR SIGNS 
RECATEGORIZING AND REMERCHANDISING  

Appendixes 

APPENDIX ONE: STUDY FOR BETTER RETAILING 
APPENDIX TWO: SAMPLE MEDIA RELEASE  
APPENDIX THREE: SAMPLE BLOG ENTRY  

Index 

 


Tip

Use coupons to drive in-store traffic; unlike events, the results are traceable.
Well, the sales results are. But wait! What if the results are poor?
Don't ditch that promotion yet! There are still other things to consider.
Learn what those are in A Retailer's Guide to Frugal In-Store Promotions.

 Find at least one tip on writing, promotion or tech on every page of this Web site. 


Multi Award-Winning
A Retailers Guide to Frugal In-Store Promotions:

How-To Increase Profits and Spit in the Eyes of Economic Downturns
Using Thrifty Events and Sales Techniques

Is available in paperback and as an e-book on Amazon.


Reviews

of
A Retailer's Guide to Frugal In-Store Promotions

 

Review on Amazon

 

Carolyn Howard-Johnson’s new “A Retailer’s Guide to Frugal In-Store Promotions” is exactly what every (and any) retailer needs, not just now in these vicarious economic times, but always!  As if standing right there, coaching and encouraging, Carolyn’s straight forward advice often seems like common sense, but for some reason, we need reminding!  A fast and very easy read, you’ll be nodding your head yes, and implementing the tips and tactics needed to increase your profits and thumb your nose at the economy!
~ Millie Szerman, president of New Directions Marketing and PR

~~~

 

Review by Pamela Kelly, author and UCLA Extension instructor

If your retail enterprise is challenged during the current economic dip, you must read Carolyn Howard-Johnson's "The Retailer's Guide to Frugal In-Store Promotions." This is the latest in her enormously successful and multi-award-winning How To Do It Frugally Book Series and the first in her brand-new Survive and Thrive spin-off.  Speaking from decades of retail, marketing and promotional experience, Howard-Johnson encourages us to grow our profits with her generous helpings of tried and true sales techniques and practical tips for producing low- or no-cost events.  She leaves no stone unturned in her recommendations for list-building, ways to transform your entire store into a promotional zone, tricks for getting the most bang out of your location and making the most of the internet, and much, much more.  This is an easy-breezy read, but you'll want a highliter, pen and pad nearby because it's full of immediately useable insights and advice. This is the first of Howard-Johnson's Survive and Thrive books... topping a growing list of other books to come that will "...increase profits and spit in the eyes of economic downturns...".  In other words, if you're in retail, this is a must-read!
 ~
Pamela Kelly author of award-winning Speak with Passion, Speak with Power! and communications coach 


Buy Links for Carolyn's Books

Great Fiction
Purchase THIS IS THE PLACE
and
HARKENING at Amazon in their new and used feature.
Both of these books are out of print. They are available only on Amazon's New and Used feature for about $1.

Great Poetry
Purchase TRACINGS (Finishing Line Press) at Amazon.
IMPERFECT ECHOES: Writing Truth and Justice with Capital Letters,
lie and oppression with Small

Give the gift of poetry with a chapbook from Magdalena Ball's
and
My Celebration Series

CHERISHED PULSE: Unconventional Love Poetry
IMAGINING THE FUTURE: Ruminations on Fathers and Other Masculine Apparitions
SHE WORE EMERALD THEN: Reflections on Motherhood
BLOOMING RED: Christmas Poetry for the Rational
DEEPER INTO THE POND: Celebration of Femininity
SUBLIME PLANET: Celebrating Earth and the Universe
 

HowToDoItFrugally Series for Writers
Purchase THE FRUGAL BOOK PROMOTER,
THE FRUGAL EDITOR
Second Edition
GREAT LITTLE LAST MINUTE EDITING TIPS FOR WRITERS
GREAT FIRST-IMPRESSION BOOK PROPOSALS
HOW TO GET GREAT BOOK REVIEWS FRUGALLY AND ETHICALLY

Survive and Thrive Series of HowToDoItFrugally Books for Retailers
A RETAILER'S GUIDE TO FRUGAL IN-STORE PROMOTION
FRUGAL AND FOCUSED TWEETING FOR RETAILERS
YOUR BLOG, YOUR BUSINESS

Most of Carolyn's books are also available for the Kindle reader.
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"Careers that are not fed die as readily
as any living organism given no sustenance." 
~
Carolyn Howard-Johnson

Studio photography by Uriah Carr
3 Dimensional Book Cover Images by iFOGO
Logo by Lloyd King

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Speaking

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Tip

Gift Shop magazine presents a series of Webinars on managing retail businesses. Often one of my books (and other goodies) are included as part of the registration fee. I love Webinars. The comfort of growing a business from one's own office!

 Find at least one tip on writing, promotion or tech on every page of this Web site. 

 

 


Carolyn's Blogs

The Frugal Retailer Blog
Carolyn shares nearly three decades of retailing experience   with
an emphasis on marketing.


Sharing with Writers
All things publishing with
an emphasis on book
promotion. Named to
Writer's Digest
101 Best Website list.


The New Book Review
Great way for readers, authors, reviewers and publicists to get more
mileage out of
a great review.


The Frugal Editor Blog
This is the Frugal, Smart
and Tuned-In Editor blog.
Covers editing, grammar, formatting and more.
Get the answers you need.



Find Carolyn on the Web

  writers retailers

Motto

 

"Careers that are not fed die as readily as any living organism given no sustenance." 

~ Carolyn Howard-Johnson

 


Carolyn's Awards

Awards for Carolyn's Books, Blogs and More

The New Book Review
Named to
Master's in English.org Online Universities'

101 Essential Sites for Voracious Readers

Writer's Digest 101 Best Websites
for
Sharing with Writers blog.

 


Best Book Award for The Frugal Book Promoter (2004) and The Frugal Editor (2008) and the Second Edition of The Frugal Book Promoter (2011).

 

Reader Views Literary Award for The Frugal Editor

New Generation Award for Marketing and Finalist for The Frugal Editor

Book Publicists of Southern California's Irwin Award

Military Writers Award of Excellence for
Tracings, A Chapbook of Poetry.


A Retailer's Guide to Frugal In-Store Promotion wins author Military Writers Society of America's Author of the Month award for March, 2010

 

Gold Medal Award from Military Writers Society of America, 2010. MWSA also gave a nod to She Wore Emerald Then, a chapbook of poetry honoring mothers.

The Frugal Editor Named #! on Top Ten Editing Books list.

Finalist New Generation Book Awards 2012, The Frugal Book Promoter; Finalist 2010 The Frugal Editor;
Winner 2010 Marketing Campaign for the Frugal Editor


The Oxford Award
recognizes
the alumna who exemplifies the Delta Gamma precept of service to her community and who, through the years, devotes her talents to improve the quality of life around her.

The Frugal Book Promoter is runner-up in the how-to category for the Los Angeles Book Festival 2012 awards.

Glendale City Seal
Winner Diamond Award for Achievement in the Arts
Glendale California's Arts and Culture Commission and the City of Glendale Library,
2013

And more than a dozen other awards for Carolyn's novel, short story collection and poetry. See the awards page on this site.


Published Works Almanac


Other Interests

Acting
Speaking
Travel

Tolerance


Carolyn's Poetry

Tracings
Imperfect Echoes
Celebration Series
Travel


Carolyn's Literary Works

This is the Place
Harkening
Published Shorter Works


Carolyn's How to Do it Frugally Series

For Writers
For Retailers

Retailers are definitely writers, too, these days. To compete they must write blogs, ad copy, store and business mottos--or pay a bundle to have it done for them.


Other Books for Retailers

Your Blog, Your Business
Frugal and Focused Tweeting


Video Trailer

Click on the logo below to see an example of Reno Lovison's trailer for my Survive and Thrive Series of books.

Authors Broadcast for reasonably priced and thoroughly professional video book trailers. 


Poetry Greeting Card-Booklets Available in Quantity at Wholesale

Cover art by Vicki Thomas, Poetry by Magdalena Ball and Carolyn Howard-Johnson

"Cherished Pulse is full of poems that describe love from the eyes and hearts of young and old. We see love in its youthful stage, stirring the hearts of man and woman alike and tying a bond that even death cannot break. As we continue reading, we understand that love deepens into an awesome, but quiet joy as the couple grows older. These poems renew our faith in love as they remind us of our own experience with this most sought after emotion."
~ Lucille P Robinson for Alternative-Read.com

 

Third in the Celebration of Chapbooks with Magdalena Ball, Imagining the Future is written expressly for fathers "and other masculine apparitions."

She Wore Emerald Then is a book of Moods of Motherhood: thirty poems by award-winning poets Magdalena Ball and Carolyn Howard-Johnson, with original photography by May Lattanzio. A beautifully presented, tender and strikingly original gift book, ideal for Mother's Day or any day when you want to celebrate the notion of motherhood in its broadest sense.  Share this collection with someone you love.

More on Blooming Red: Christmas Poetry for the Rational on this Web site.

Sublime Planet is an e-chapbook and paperback published in the time-honored tradition of poets everywhere. This collection of ecologically oriented poems traverses a wide terrain, moving from the loss of species to the beauty of the natural world, from drought to the exploration of alternative planets. It's an exhilarating collection that breaks boundaries and leads the reader deep into the personal heart of perception. Released by award winning poets Carolyn Howard-Johnson and Magdalena Ball to celebrate Earth Day, this is a collection of poetry that weaves the personal with the universal. Photograpy by Ann Howley.

“Whatever your age these poems celebrating women will speak to you of times to look forward to or to remember. These are not poems to be read once. They will stay with you forever.” ~ Nancy Famolari, author.

Also by Carolyn:

Tracings is winner of the Military Society of America's Award of Excellence and named to the Compulsive Reader's Ten Best Reads of 2005

Imperfect Echoes is Carolyn's newest poetry book. Writing Truth and Justice with Capital Letters, lie and oppression with Small. 

Cover and interior art by Richard Conway Jackson
All proceeds go to Amnesty International

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