Linda from Tennessee writes...

Dear Gerry,

This is all well and good, but it doesn't help unless we can get someone in the door! How about focusing on what stores could do the improve foot traffic.....newspaper, tv, cable, direct mail, billboards, referrals etc. I have tried everything and I am about to give up!

Traditional advertising isn't working in this economy! Consumers are smart, they know that the prices have gone up dramatically and, if they hunt around long enough they will, unfortunately, find someone who is desperate enough to give away the store. I wish the manufacturers and owners of bedding stores would begin acting like business owners interested in creating their own following and not like they're on "Let's Make A Deal".

We shop local stores once a month and I cannot tell you how many salespeople rely on, the deal, and not the features and benefits of the product fitting them to the needs of the customer. Many offer the deal before the customer has found what they like. How about asking business owners to share what they are doing to hold the line, not give away the store, thinking out of the box, and promote business.

Everyone in the southeast is concentrating on price, and all that is doing is destroying the intrinsic value of our business and making the product nothing more than a commodity.

We need HELP! Thanks for listening.

Desperate in the southeast.

Linda

Gerry's Response:

Hi Linda,

I feel your pain. You are asking the same question that most every retailer across the country asks. Recent surveys still show that consumers primarily look at the newspaper, but I have to believe the younger shoppers go to the Internet.

I don't mind admitting that I am not the big no it all so on this subject I can only offer some ideas. However, I do have good resources. I've forwarded your concern to someone that may be able to help.

My ideas are this:

It's the dealers that think outside of the box that grow their market share. You must find some way to differentiate yourself and create curiosity. Curiosity is what has made Tempur-Pedic the giant it is. Come up with some unique reasons why people should buy from you.

Unfortunately you won't be able to differentiate yourself with the products you sell. To the consumer, a bed is a bed and they are available everywhere. Pricing is not the way to go as there is no bottom to it and in addition advertising low prices just feeds into what hurts business. People go on a mission to find that elusive best value.

Your target demographic is women aged 25 to 54. What if instead of advertising stacks of beds, you ran lifestyle images that tap into the imagination. Engaging the imagination invokes the emotion that can motivate people to action. Create an awesome environment and shopping experience so your customers will want to tell others.

You could set yourself up as the expert on sleep. "Not only do we know how to find the best bed for you, we know how to help you get better sleep." You could conduct seminars on a regular basis. "Shopping for a mattress? Come here first to learn what to look for"- Seminars every Saturday 9-10 am. Have coffee and treats. You could even have your reps participate occasionally.

You may want to run some columns or attach articles to your ads with all the new info out about the benefits of good sleep and the detriments when lacking it.

Also, you may seek different avenues of advertising and exposure by helping sponsor running or bike riding events maybe even hand out coupons at athletic clubs. See about conducting a fitness seminar that highlights the importance of sleeping on a good bed. Have a presence in your community; participate in parades and events. Offer incentives to come test beds at your store that have nothing to do with beds. For example, two tickets to a movie, or dinner.

If you have any large corporations in your area, come up with a program for their employees.

Consider speaking to different organizations. I know of some companies that have done good will by working with Housewarmers, or some welcome wagon organization that greets all newcomers to town.

It is more effective to offer a gift than a discount or better yet offer both.

 "Stop by the store so we can meet you, we have a set of pillow protectors no purchase necessary plus a X% discount for new customers.”

I hope this helps,

Gerry