Promotional Strategy

• Four major promotional

tools1. Advertising2. Public Relations3. Personal Selling4. Sales Promotions

Advertising

• Essential to their success as a new business

– Makes presence known

– Enticing consumers to visit store

• Advertising Used:

– Print

• Newspapers

• Magazines

• Direct Mail

• Brochures

• Business Cards

Newspaper

• Dallas Morning News– Caters to local

community– Sunday edition

• 26.5% Dallas Market reach

• 52 weeks/year

– Guide Daily • April edition (Earth Day)• December edition (gift

guide for the home)

Magazines• D Home

– 70% female– 25-54 year-olds– Ave. household income = $355,000

• Texas Monthly– 50/50 female/male– Median age 46.5– Median household income = $91,946– 78% own a home– Highest circulation is in DFW

• Dallas-Fort Worth Design Guide– Annual publication of fine home

furnishings, products and services

Brochures• Location• Map Visual• Information• Recycling Facts• Promotion

Business Card

Public Relations

• Personnel in charge of:– Press releases– Event sponsorship– News releases– Avenues to support

community activities

• Can raise awareness @ lower cost

Personal Selling

• Business-to-Business (B2B)– To inform and persuade

possible clients of available services, products, and advantages of doing business with them• Hotels, country clubs,

office buildings

• Events

Personal Selling

• Events– Set up a booth to inform

potential consumers of their products and services • Earth Day

• Arts and Crafts Fair

– Feature Cradle 2 Cradle finished items (including before and after pictures)

– Event specific featured item

Sales Promotions• Initial promos to get customer to visit

store– i.e. “buy 1 chair, get your custom

upholstery free”

• To existing customers– Referrals

• to encourage customer to tell friends and family

– Become specific and tailored to our customer