Local publicity sells, and now more than ever, it is extremely important to effectively market yourself and your products to local media. Building relationships with media in your region can help turn you into a local “media darling,” someone journalists can count on and consumers love.
Surely at some point during a shopping experience, you have walked into a store, only to be ignored by the sales staff. In these situations, you can’t help but wonder, “Does this person want my business?”
There are three areas in which businesses compete; people, product and place. Investing in one area takes pressure off the other two. If you pay your nutrition staff well, for example, you can spend less on your physical space. Here’s a story about Frances, one retailer who—even though she leases her space—decided to invest in her store and reaped record sales.
I can remember 12 years ago, there was a buzz about the coming of an “information highway” that would change how we do business. Then, all of a sudden, a line listing was added to my budget for Internet and web services.
Tesco is the world leader in customer loyalty programs, with its Clubcard, and owns dunnhumby, the world’s largest customer-loyalty analyst. For example, dunnhumby provides customer-loyalty analysis to Kroger, the second-largest U.S. grocer (after Wal-Mart), with 2,500 supermarkets.