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If you are opening a dollar store there comes a time when you start to ponder adding radio and television advertising to your marketing strategy. Likely business growth has been solid, yet you are ready for a big breakthrough in sales. You want to develop a successful campaign to take your dollar store sale levels to new, record heights. With the huge audiences served by television and radio, a well-thought-out campaign might seem like the perfect solution. #1) When opening a dollar store it is important to clearly understand your demographic. Make sure the advertisers you consider are well aligned to your dollarstore demographic. It does little good to spend hundreds or even thousands of dollars advertising on a station targeted to serve a demographic mix that totally misses your target shopper audience. #2) Carefully study and understand the drawing area for each advertiser. While your prime drawing area when opening a dollar store might only be within 1, 2 or even 5 miles of your store, most radio and television station audiences reside across 100’s of miles of area. #3) Ask how they hand out ‘free’ extra advertising spots that go un-purchased during the month. Negotiate to have a certain number added to your campaign at no extra charge. Many stations are happy to add these bonus spots if they remain unsold to other clients. Just know most are during low audience times of the day and night. However, those low audience free spots can help build dollar store sale levels as well. #4) Whenever possible align your campaign to a trusted personality. While this will generally add to the total cost of advertising, someone who is well-known and trusted by their audience can provide instant credibility to your business with all of the listening and viewing audience. Where there might be some resistance to driving all the way to your dollarstore, many in the audience will be much more willing when a trusted personally tells them your store is one they must visit. #5) One month of advertising simply isn’t enough to have maximum impact and results. While you will see an increase directly linked to the campaign, if you’ve done your research and created a solid campaign, the best results come from consecutive months of advertising. #6) If your budget is limited, consider ending the year with a bang. When opening a dollar store try to focus your advertising campaign to begin just before the year-end holidays. Keep the campaign going well into the holidays for even more impact. This strategy can result in significantly higher dollar store sale levels during the holidays and more return traffic during the slow January and February timeframe. To your dollarstore success! Find out how you can open your own dollar store business.
Bob Hamilton is an entrepreneur, author, writer, business consultant and trainer.
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