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MARKETING <br /> 1 <br /> Selliry Beyond The Storefront <br /> By Swaloh Iqbal �,cl.Operators can choose <br /> There are lots of operators who i om three broad markets:the mass <br /> think that if they spend a lot of market,a niche market or a growing <br /> n <br /> rechoose,opera- <br /> efined target <br /> ed target might <br /> d 'uals ages 25 to 34, <br /> 01 household in- <br /> t. ni nivans or four-door <br /> I our target market, <br /> would be geared <br /> I sting that profile. <br /> i g a defined target <br /> 1 an you wouldn't <br /> I s who don't fit the <br /> ers should be treat- <br /> st that your market- <br /> ocus primarily on <br /> target market. <br /> i <br /> suppose you have a <br /> t market and a clear <br /> �,.,y y,......r ,,..,,..,,,_,,.r•-'- --- t have the money to <br /> oriented.For example,the department advertise.There are lots of operators <br /> store chain Neiman-Marcus is quality- who spend so much money making the <br /> oriented,while Ross is price-oriented. storefront look nice that they don't have <br /> When you enter a Neiman-Marcus, enough money left to implement an ef- <br /> you expect quality merchandise,orga- fective marketing plan. <br /> nized neatly by department.When you It's almost always a good decision <br /> walk into a Ross,you're willing to sort to put at least 5%of gross revenues into j <br /> through disorganized shelves so you can marketing efforts.This may seem like a <br /> get the best bargain.Drycleaners should lot of money,until you realize that the i <br /> also have a clear message,whether they 5%could increase your business 20% <br /> wish to be a full-price,quality-oriented to 30%.Customers love nice stores,but <br /> cleaner,or an"Everyday Low"cleaner. to get them to appreciate your fine art <br /> 36 American Drycleaner,January 2006 <br />