互连网时代的零售店营销 MARKETING YOUR RETAIL STORE IN THE INTERNET AGE 下载 网盘 kindle mobi 115盘 pdf pdb rtf

If you own and operate a small retail business, this guide will give you a proven system for marketing your store, allowing you to compete with online merchants and big-box stores alike. Full of fresh and innovative ideas for promoting small stores, it will show you how to create a great in-store experience and build loyal, long-lasting relationships with customers.

Acknowledgments

Introduction

　Who Should Read This Book

　Who Are Bob and Susan Negen and Why Should You Listen to Them?

　The Bad News

　The Good News

　The New Millennium Merchant

　The WhizBang! Marketing System: Four Steps to Higher Sales and Happier Customers

　How to Use This Book

Step One: How to Get New Customers without Going Broke

　Five Key Concepts for Getting New Customers

　　Key Concept #1: Be Willing to Pay to Get New Customers

　　Key Concept #2: Understand the Lifetime Value of a Customer

　　Key Concept #3: Break Even on the Front End, Break the Bank on the Back End

　　Key Concept #4: Apply the “Rule of Reciprocity”

　　Key Concept #5: Leverage the Power of Affinity Marketing

　Six Low-Tech Tactics to Get New Customers without Going Broke

　　New Customer Tactic #1: Give Away Gift Certificates

　　New Customer Tactic #2: Send Endorsed Mailings

　　New Customer Tactic #3: Partner with a Charitable Cause

　　New Customer Tactic #4: Create a Referral System

　　New Customer Tactic #5: Engage in “Donut Marketing”

　　New Customer Tactic #6: Generate Publicity

　Six High-Tech Tactics to Get New Customers

　　New Customer Tactic #7: Have a Great Website

　　New Customer Tactic #8: Seek Out Reciprocal Links

　　New Customer Tactic #9: Set Up Email Endorsements

　　New Customer Tactic #10: Ask Customers to Forward to a Friend

　　New Customer Tactic #11: Online User Groups and Chat Rooms

　　New Customer Tactic #12: Get Good Search Engine Placement

Special Section: The Traditional Media

　Why Advertising Doesn’t Usually Work for Independent Retailers and What You Can Do About It

　Special Section: Copywriting for Retailers

　　Killer Copy: How to Write Messages That Sell

　　The Ten Commandments of Copywriting for Retailers

　Step Two: Turn a First-Time Buyer into a Regular Customer

　　Two Key Concepts for Turning a First-Time Buyer into a Regular Customer

　　Key Concept #1: Lifetime Value of a Customer

　　Key Concept #2: The Big Switch

　　Three Low-Tech Tactics for Turning a First-Time Buyer into a Regular Customer

　　Turn Tem into a Regular Customer Tactic #1: Give a Great First Experience in 　　Your Store

　　Turn Them into a Regular Customer Tactic #2: Ask For Their Contact Information

　　Turn Them into a Regular Customer Tactic #3: Follow Up Immediately

　　Two High-Tech Tactics for Turning a First-Time Buyer into a Regular Customer

　　Turn The into a Regular Customer Tactic #4: Have a Newsletter Sign-Up on Your Website

　　Turn Them into a Regular Customer Tactic #5: Create Automatic Welcome Emails

　Step Three: Get Your Customers to Shop More Often

　　Two Key Concepts to Get Your Customers to Shop More Often

　　Key Concept #1: It’s Your Responsibility to Be Remembered, Not Your Customer’s 　　Responsibility to Remember You

　　Key Concept #2: The Secret Strategy: Become a Broader Resource

　　Four Low-Tech Tactics to Get Your Customers to Shop More Often

　　Shop More Often Tactic #1: Have Lots of Promotions

　　Shop More Often Tactic #2: Have a Big, Bold, Preferred Customer Club

　　Shop More Often Tactic #3: Send Snail Mail

　　Shop More Often Tactic #4: Use Bag Stuffers and Bounce Backs

　　Four High-Tech Tactics to Get Your Customers to Shop More Often

　　Shop More Often Tactic #5: Manage Your Customer Database

　　Shop More Often Tactic #6: Use Email Marketing to Stay in Touch with Your 　Customers

　Shop More Often Tactic #7: Make Your Website a Resource for Your Customers

　Shop More Often Tactic #8: Use Email Campaigns to Sell Related Products

Step Four: Keep Your Customers for Life

　Six Key Concepts to Keep Customers for Life

　Key Concept #1: Keep Your Customers for as Many Years as Possible

　Key Concept #2: Never Take Your Customers for Granted

　Key Concept #3: Be Constant

　Key Concept #4: Be Consistent

　Key Concept #5: Keep Your Approach to Your Business Fresh and Exciting

　Key Concept #6: What’s a Customer Worth? Show Me the Money!

　Three Terrific Tactics to Keep Customers for Life

　Terrific Tactic #1: Build a Marketing Plan

　Terrific Tactic #2: Track the Effectiveness of Your Marketing Efforts

　Terrific Tactic #3: Fight “Perceived Indifference” Tooth and Nail

Conclusion

Index

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作者简介：

BOB NEGEN founded WhizBang! Training after owning an award-winning chain of kite stores for more than two decades. He has spent the last six years teaching other store owners and managers the nuts-and-bolts skills they need to run successful retail businesses. In his work as a speaker, author, and consultant, Bob shares the hard-earned lessons he learned along the way.

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If you own and operate a small retail business, this guide will give you a proven system for marketing your store, allowing you to compete with online merchants and big–box stores alike. Full of fresh and innovative ideas for promoting small stores, it will show you how to create a great in–store experience and build loyal, long–lasting relationships with customers.