Q: I'm thinking
about opening a children's fine clothing boutique, and I have
several great marketing ideas. A new hospital just opened less than
a mile from the proposed store. Can I make some type of advertising
offer through the maternity ward? Is it bad marketing to distribute
fliers in my large competitors' parking lots? I'm also
planning to contact the PTA at nearby elementary schools for a
fashion show and fund-raiser. Any thoughts or other
suggestions?
A:
First and foremost, it's important to make the way you promote
consistent with the image you wish to project. Unlike megastores
that offer low prices to the masses through hundreds of outlets,
your unique boutique must draw from a carefully targeted market
within a small geographic area. Instead of fliers on car
windshields, which would cheapen the image of your "fine"
apparel, create an upscale direct-mail campaign to households with
the right qualifications within a 5- to 10-mile radius of your
boutique. Support your direct mail with advertising in local
publications that reach parents and have appropriately targeted
subject matter.
Since you plan to offer fine clothing for children in your new
boutique, develop a creative marketing message uniquely different
from that of your major competitors. Devise a slogan or theme for
your store's campaign to carry through into your advertising
and promotional activities that focuses on quality, value and the
finer aspects of the apparel you offer.
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Lastly, special promotions are a great way to build awareness
for your new boutique. Your fashion show idea sounds like a winner.
While you probably can't advertise in the local maternity ward,
you may be able to offer a gift to new mothers that's
accompanied by a gift tag with information about your store. Join
local organizations whose memberships consist largely of
parents—if the groups are focused on children's issues,
so much the better—and get involved with membership drives
and contribute door prizes. Set up in-store promotions that build
repeat business, such as forming a "Grandmothers' Gift
Club" to give all grandmothers a special discount and notices
of upcoming sales. When new members join, you can record their
grandchildren's birth dates, then mail friendly reminders with
gift suggestions.
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media spokesperson—and one of the country's foremost
experts on entrepreneurial success. Her newest book, Bringing Home The Business(Perigee),
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The opinions expressed in this column are
those of the author, not of Entrepreneur.com. All answers are
intended to be general in nature, without regard to specific
geographical areas or circumstances, and should only be relied upon
after consulting an appropriate expert, such as an attorney or
accountant.