'NEAT AS A PIN"- NEW STORE MARKETING

"NEAT AS A PIN"- NEW STORE MARKETING

"Neat as a Pin" is the new cleaners opening on the West Side. The reason is simple- like death and taxes, everybody needs clothes washed and cleaned. Despite some cleaning chains within a couple of blocks, the hopes for this new enterprise are high, and prospects rosy. Now, as to having $10,000 available for introductory marketing plans. The idea here is- just because you have the money, unless it is spent wisely, and economically, there is no need to blow it all. So, on the next few pages, a plan will be developed to get maximum mileage out of minimum bucks, with enough money in reserve for follow up marketing. In a way, this goes against the advice some business people give you: You have to spend money to make money. The reality is- you have to spend money when you can get some sort of return, if not today or tomorrow, then next week or next month.

However, there are many people starting new businesses who go at it the wrong way: When you start a new business, especially a small business, you will have nightmares about two areas: Obtaining new business, and Continuing sales through existing customers The answers to these problems are commonly misunderstood. "Most new entrants into business will answer both the above questions with 'advertising'. The problem with this answer is that advertising is only one part of many options that can be used to obtain new custom, and maintain sales from your existing customer base. To be suc

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ers in those areas. The city directory should give you an approximate number of addresses and names. However, before you ask for bids from printer and mailer, create the direct mail piece. How do you get customers to come in to a new store? Offer them (1) special prices (2) gifts, and/or a frequent customer discount plan. As a Grand opening offer, the direct mail piece will introduce 50% off cleaning of dresses, suits, sweaters, skirts and children's clothes. The mailer will contain a coupon which spells this offer out. Good for the next thirty days. In addition, there will be a second, similar coupon which, the letter will state, can be given to a friend, relative, neighbor, co-worker. A visit to a stationer's can find a small telephone list which can be attached to the refrigerator. It will highlight NEAT AS A PIN's address, phone, and hours, and leave blanks for both emergency numbers and other frequently called numbers. Total cost is estimated at about $325 per thousand. There are also other gift opportunities- ball point pens with the store name, phone, and address, laundry bags, perhaps even storage bags for clothes. The cost for any of these giveaways is small, and well below the available marketing funds. With a custom

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