persona advertising

Monday, October 20th, 2008

Recession Survival Kit, Part II

If you’re in High Point, come find out what’s working for other retailers during this “economic downturn” tomorrow at 2:30 pm in the 12^th floor resource center.

There are actually six things- no, seven things your family business can do in a recession. The first is to understand that there are two types of shoppers, transactional shoppers and relational shoppers. Yesterday I explained to traits for transactional shoppers. Today let’s talk about the relational consumer.

Relational customers consider today’s transaction to be one in a long series of many future purchases. They are looking less for a product than for a store in which to buy it.
Their only fear is of making a poor choice. Relational shoppers will purchase as soon as they have confidence. Will your store and your staff give them the confidence they seek?
They don’t enjoy the process of shopping and negotiating.
Relational shoppers are looking principally for an expert they can trust.
They consider their time to be part of the purchase price.
Confident that they have found “the right place to buy,” relational shoppers are very likely to become repeat customers.

Sound familiar? If so, you are most likely a relational advertiser!

Stop by the seminar or give me a call if you’re wondering what your next promotion should be. We can tell your story better than anyone else.

Tags: furniture advertising, furniture retail, persona advertising, retail advertising, retail furniture
Posted in Communication, Family Business | Leave Comment

Sunday, October 19th, 2008

How to survive a recession

This week in High Point, North Carolina, furniture retailers from around the country will be asking, “How do I survive this recession?” Come find out what’s working on Tuesday at 2:30 pm in the 12^th floor resource center.

There are actually six things- no, seven things your family business can do in a recession. The first is to undersand that there are two types of shoppers, transactional shoppers and relational shoppers. Together we will explore both, and I’ll post more about them later this week.

Here are five traits for transactional shoppers.

They live for today’s transaction and give little thought to the possibility of future purchases.
Their only fear is paying more than they have to. Transactional shoppers are looking for price and value. (PE-P=V)
They enjoy the process of comparing and negotiating and will likely shop at several stores before making their decision to purchase.
Transactional shoppers do their own research and don’t need the help of an expert. Consumer Reports are published primarily for the transactional shopper.
Because they enjoy the process, transactional shoppers don’t consider their time spent shopping to be part of the purchase price.

Sound familiar? If so, you are most likely a transactional advertiser!