Publicity Tips for Large Retail Stores
Large retail stores have several problems that they have to tackle when considering their publicity tactics. Most people in the area have heard of your store; however, they might not be fully aware of the full range of merchandise you offer or how much better your prices are. There are so many other large retail stores out there that the competition can be brutal and your store might get lost in the battle if you don't come up with a great way to make yourself stand out. Also, while most people end up shopping at large retail stores, they often have a bad reputation for bad products, poor customer service, and are the object of the typical consumerism-is-destroying-the-earth attack. So what are some ways that a large retail store can overcome its reputation, soar above its competitors, and make money in the process? Check out the following ideas.
--Come up with a good ad. This seems simple, but how many times have you seen a row of billboards, TV commercials, or newspaper ads that were so similar that you could swear they were all for the same store? It's time to come up with something new. A trademark spokesperson, spokes-animal, or saying would be a good idea. Be careful, though! If your trademark is too annoying, you will suffer a backlash! The public has little tolerance for over-the-top advertising. Make your ads clever. And go for streamlined and modern as opposed to cluttered and confusing. Provide only the most necessary information-if your ad is intended just to get your name out, focus on innovative advertising. If you're advertising a sale or any special promotion, maintain the same creativity. Just because you're discounting a ton of stuff doesn't mean that your ad has to be boring and basic. Make yourself stand out. Why should people visit your furniture store instead of the one next door? If your ad catches their eye, they'll remember it before any of the other large retail stores marketing similar products.
Don't just advertise the products you sell. Advertise yourself! Talk about your great customer service, "the feel of a small business with the prices of a larger one," the care that you put into making sure that each customer feels at home and that you sell them quality products.
--Discount! A great publicity approach for a large retail store is to hold special discount events. Promote these heavily, on TV, newspapers, even the radio. There are other ways to provide discounts: advertise senior discounts, or discounts for students. Aim your discounts at your primary consumers. Grocery stores should discount barbecue supplies and tailgate treats when the local college has a football game. Grocery stores would also benefit from discounts aimed at mothers, or students in the local college community. Don't forget your other consumers, though! Too often a large retail store will aim its ads at too specific a group, alienating others in the process. Large entertainment stores shouldn't forget that everyone needs a TV. Don't just advertise for the young.
--Tailor yourself to the community. A large retail store, if organizing its publicity on a national level, should highlight its dedication to communities across the country. Dedicating a certain amount of profits to charities is not a bad idea; people will see that you are involved in helping their communities and will buy your products accordingly. When it comes to publicity on a local level, large retail stores should get involved in community events. Hold seminars highlighting different products and how to use them. Donate money to local events and charities. Both the soup kitchen and the high school football game are great ideas. If people see you supporting them, they'll be more inclined to visit your store.
Large retail stores often have a bad image in the community. They have to work hard to market themselves to overcome that image and also to set themselves apart from other large stores.
