Give yourself a promotion: 10 ways to raise your community profile and profits

The famous showman P.T. Barnum, known as the "Prince of Promotions" in the 1800s, had a favorite saying: "Without promotion, something terrible happens--nothing!" That's as true today as it was then.

Perhaps your hot tub retail promotions won't involve a three-ring circus, but they can be every bit as effective as Barnum's. The following low-cost, high-impact promotional tips help boost traffic--and your bottomline.

1 Develop effective sign language.

Create signage that says, "Look at me!" For billboards, try turning the entire ad upside down and leave only your Web site address or phone number right side up.

2 Give and take.

Work out agreements with complementary businesses. Create mutual benefits by simply handing out each other's coupons or promotional information such as brochures.

3 Be neighborly.

Referrals from friends and neighbors of customers is the No. 1 source of business for most hot tub retailers. But many don't have a systematic referral program. When someone makes a purchase, offer him or her a bonus accessory in exchange for allowing you to send a referral letter in their name to all their neighbors.

4 Create unique promotional ideas.

Think outside the box when planning your promotions. One retailer I know went online and downloaded public domain aerial photos of homes in his market area. He then sent letters to affluent prospects, offering each a free, blown-up aerial photo of their home if they'd visit his store. The promotion was wildly successful.

5 Go to them.

If your prospects don't come to you, why not go to them? Set up mobile selling units in the form of retail carts that will generate leads. You can then get the word out about your store in malls and at local events such as bridal shows, croft fairs, and jewelry and boat shows.

6 Get exposure.

Helping the community is a worthy goal for every local business. It also provides much-needed exposure. Consider becoming a drop-off point for the local food bank. Not only will you get a lot of free advertising, but you'll also attract more foot traffic that can translate into sales.

7 Seize the day.

Each person walking by your store can be considered a potential hot tub customer. If your retail business is in a strip mall or near a parking lot, create a flier with an irresistible "Today Only!" offer. Have an employee attach fliers to all the cars in the parking lot every four hours throughout the day.

8 Offer free perking.

Nothing gets people more excited than taking advantage of free opportunities. Invest in a video library and offer a free video check-out service in your store. Charge a small fee if the video is returned late. It works for my local public library, so why can't it work for a retail store?

9 Be charitable.

There are two things everyone loves to do: Help charities and participate in contests. Partner with local schools and sponsor an "I Love Daddy" or "I Love Mommy" drawing contest, in which children at the school create a drawing of their parent. The drawings are then posted on a wall inside your store. Invite parents to come in to view or buy the drawings, with all the proceeds going back to the school.

10 Call customers.

Leave an automated voice message on your customers' home answering machines, inviting them in for a promotion. This is probably one of the most effective, least costly ways to bring people into a retail store.

ShowTime

Who: David Frey

What: "Low-Cost Methods for Driving Massive Traffic to Your Hot Tub Retail Store"

Where: 2004 International Pool & Spa Expo, Las Vegas

When: Tuesday, Nov. 30, 10:15 a.m.-12 p.m. Attendees will learn about the various traffic-generating strategies, see photo examples of each strategy in action--and much more.

NSPI Certification: BLP, CBP; 200 Level, 1.75 Business Credit Hours

Frey is president of SpaPoolSuccess.com, author of "Recession-Proof Your Spa and Pool Business" marketing system; and editor of the Spa and Pool Success Newsletter.

COPYRIGHT 2004 Hanley-Wood, Inc.
COPYRIGHT 2004 Gale Group