Table of contents for Marketing your retail shop in the internet age / Bob and Susan Negen.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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Marketing Your Retail Store In The Internet Age	7
Introduction	8
Who Should Read This Book	10
Who Are Bob And Susan Negen And Why Should You Listen To Them?	10
The Bad News	11
The Goods News	14
The New Millennium Merchant	15
The WhizBang! Marketing System: Four Steps To Higher Sales and Happier Customers	21
How To Use This Book	24
Step One: How To Get New Customers Without Going Broke	31
Five Key Concepts For Getting New Customers	32
Key Concept #1: Be Willing To Pay To Get New Customers	32
Key Concept #2: Understand the Lifetime Value of a Customer	37
Key Concept #3: Break Even on the Front End, Break the Bank on the Back End	38
Key Concept #4: Apply the ?Rule of Reciprocity?	39
Key concept #5: Leverage the Power of Affinity Marketing	41
Six Low-Tech Tactics To Get New Customers Without Going Broke	47
New Customer Tactic #1: Give Away Gift Certificates	47
New Customer Tactic #2: Send Endorsed Mailings	54
New Customer Tactic #3: Partner With A Charitable Cause	57
New Customer Tactic #4: Create A Referral System	71
New Customer Tactic #5: Engage in ?Donut Marketing?	77
New Customer Tactic #6: Generate Publicity	79
Six High-Tech Tactics To Get New customers	90
New Customer Tactic #7: Have a Great Website	91
New Customer Tactic #8: Seek Out Reciprocal Links	110
New Customer Tactic #9: Set Up Email Endorsements	113
New Customer Tactic #10: Ask Customers to ?Forward To a Friend?	115
New Customer Tactic #11: Online User Groups and Chat Rooms	118
New Customer Tactic #12: Get Good Search Engine Placement	120
Special Section: The Traditional Media	128
Why Advertising Doesn?t Usually Work for Independent Retailers And What You Can Do About It	128
Special Section: Copywriting for Retailers	140
Killer Copy: How to Write Messages That Sell	141
The Ten Commandments of Copywriting for Retailers	169
Step Two: Turn A First-Time Buyer Into A Regular Customer	170
Two Key Concepts For Turning A First-Time Buyer Into A Regular Customer	171
Key Concept #1: Lifetime Value of A Customer	171
Key Concept #2: The Big Switch	172
Three Low-Tech Tactics For Turning A First-Time Buyer Into A Regular Customer	175
Turn Them Into A Regular Customer Tactic #1: Give a Great First Experience In Your Store	176
Turn Them Into A Regular Customer Tactic #2: Ask For Their Contact Information	188
Turn Them Into A Regular Customer Tactic #3: Follow Up Immediately	191
Two High-Tech Tactics For Turning A First-Time Buyer Into A Regular Customer	196
Turn Them Into A Regular Customer Tactic #4: Have A Newsletter Sign Up On Your Website	196
Turn Them Into A Regular Customer Tactic #5: Create Automatic Welcome Emails	199
Step Three: Get Your Customers To Shop More Often	207
Three Key Concepts To Get Your Customers To Shop More Often	209
Key Concept #1: It?s Your Responsibility To Be Remembered, Not Your Customer?s Responsibility To Remember You.	209
Key Concept #2: The Secret Strategy: Become a Broader Resource	212
Four Low-Tech Tactics To Get Your Customers To Shop More Often	216
Shop More Often Tactic #1: Have LOTS of Promotions	216
Shop More Often Tactic #2: Have a Big, Bold, Preferred Customer Club	233
Shop More Often Tactic #3: Send Snail Mail	247
Shop More Often Tactic #4: Use Bag Stuffers and Bounce Backs	251
Four High-Tech Tactics To Get Your Customers To Shop More Often	253
Shop More Often Tactic #5: Manage Your Customer Database	253
Shop More Often Tactic #6: Use Email Marketing To Stay In Touch With Your Customers	260
Shop More Often Tactic #7: Make Your Website A Resource For Your Customers	284
Shop More Often Tactic #8: Use Email Campaigns To Sell Related Products	290
Step Four: Keep Your Customers For Life	293
Six Key Concepts To Keep Customers for Life	293
Key Concept #1: Keep Your Customers For As Many Years As Possible	293
Key Concept #2: Never Take Your Customers For Granted!	294
Key Concept #3: Be Constant	295
Key Concept #4: Be Consistent	295
Key Concept #5: Keep Your Approach To Your Business Fresh And Exciting	296
Key Concept #6: What?s a Customer Worth? Show Me the Money!	298
Two Terrific Tactics To Keep Customers For Life	301
Terrific Tactic #1: Build A Marketing Plan	301
Terrific Tactic #2: Track The Effectiveness Of Your Marketing Efforts	307
Terrific Tactic #3: Fight ?Perceived Indifference? Tooth And Nail?	308
Conclusion	309

Library of Congress Subject Headings for this publication:

Stores, Retail.
Retail trade.
Consumers.
Internet marketing.