Growing sales in 2009

People are still spending money; restaurants are still
busy. Here’s how to get those who still have money to
spend some of it with you.

Get back to basics with your message – back to why
the customer is buying from you in the first place. Has
your advertising gotten vague or self-indulgent over the
last few years? Consider a new, simple and frank message.
An “under-produced” ad may work better than anything
else you’ve done lately.

Close the deal. In your ads, ask consumers to act now,
and tell them what to do – maybe visit your Web site, or
one of your stores. Why captivate a consumer without
motivating an action? Ask for the order.

Promote a value. Consumers are more careful with
their money, but many will buy when you show them a
value to buying now. McDonald’s ‘08 sales went up 3%
with its dollar menu.

Promote a bonus. A gift with purchase will bring your
current customer back sooner and also lure new customers.
Even some car dealers are out with buy-one-get-one
car sales.

Ask for referrals and give rewards. Referrals are many
times more likely to buy than other potential customers,
and they buy at a higher profit margin than average.

Delight the customer. Walmart welcomes customers with
a free coffee station. A local car dealer offers free car
washes any day of the week. This keeps customers coming
back and the salespeople can say hello to their customers
without any pretense.

Adam Armbruster, TVWeek, 01/19/09
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Haynes Marketing Network is a full-service marketing and advertising agency
in Macon, Ga. 478-742-5266 www.haynesmarketing.com