This story appears in the
May 2004 issue of
Entrepreneur.
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Q: I want to offer cooking classes
in our gourmet kitchen store as a way to get new business.
What's the best way to promote this to new and existing
customers?
A: Sharing your talents in the
kitchen is a terrific way to attract new customers and build
loyalty with those who already patronize your store. There are a
variety of low-cost ways to advertise your cooking classes. You can
post signs in your store and hand out fliers advertising the
classes. If you haven't already, start collecting
customers' contact information, including their home and e-mail
addresses. Use this information to send them postcards or e-mails
announcing the classes. If you have a Web site or an e-zine,
mention the classes there, too.
To broaden your potential student base, cross-market with a
local health-food or grocery specialty store. Place signs in the
store, and tap into its customer database-in exchange for promoting
the store in class (verbally and in recipe handouts and
accompanying shopping lists with the name of the store where
ingredients can be bought).
Expand your audience by linking with a local food pantry or soup
kitchen. Donate part of your class fee to the charity, and, in
turn, ask the charity to help you promote your classes.
Finally, call the customers you think would be most interested
in your classes. A personal invite goes a long way toward building
goodwill.
Nancy Michaels is president of ImpressionImpact.com, a marketing consulting company.
Reach her at nmichaels@impressionimpact.com.