How Your New Store Can Learn J.R.R. Tolkien’s Creativity

Tolkien’s approach to creating can be applied to the creation of a new store.

Does it take creativity to open a new store?  You bet.  Does it take support from others?  Indeed.  Does it require stick-to-itiveness?  Yes, absolutely.  Does it also require a leap of faith to get going?  Heck, yeah!  If you’re like me, you might find inspiration for all the above in the life and work of J.R.R. Tolkien.   Read more

Why Your New Store Can’t Live Without eCommerce

With ecommerce skyrocketing to a $200 billion industry and expected to expand 15% yearly, is your new business equipped to compete in the world of cyber shopping?

Used to be you could open a new store with a great product or service, a killer Yellow Pages ad and a handful of loyal contacts and feel fairly confident in your ultimate success. More current evolving marketing strategies, fierce competition and the explosion of the Internet have changed all of that. Read more

Top 7 Grand Opening Pitfalls For Your New Store to Avoid

Give your next grand opening every chance to succeed by avoiding these common mistakes.

The other day Dave and I were being interviewed for a magazine article about retail grand openings.  During the course of the discussion, the writer asked very simply, “what are the main pitfalls that stores should avoid when staging a grand opening celebration?”  It’s a deceptively simple question that gave me pause. Read more

4 Tips to Create a Successful Grand Opening TV Commercial

Guidelines to help you use television to its fullest potential and generate the awareness necessary for a great new store grand opening.

First, let’s talk about the nature of television.   It’s the only medium (if you don’t include digital video) that engages both the audio and visual aspects of your brain.  The combination of the two gives TV the greatest potential for memorability of all the mediums.  Which also makes it the most expensive. Read more

2 Tactics for Reaching Multi-tasking Consumers for Your New Store

There is no question that consumers are using multiple devices simultaneously, but good news, there IS a way to use this behavior to your advantage.

It is not uncommon for young people to be multi-tasking across five screens; TV, phone, laptop, desktop and either a tablet or some handheld gaming device.  So with this type behavior becoming more and more common among all age groups, how do marketers grab the attention of these people as they are simultaneously moving from screen to screen? Read more

What Your New Store Needs to Know About Programmatic Buying

As retail marketers are starting to shift more advertising dollars towards programmatic buying, consider these pros and cons to determine if this technology is right for your new store.

In June of 2014, Proctor and Gamble announced it wanted “to buy 70% to 75% of its U.S. digital media programmatically by the end of the year,” which elevated the conversation and debate around programmatic buying. Read more

4 Communications Tactics to Avoid in New Store Partnership

How a little psychology can help you co-exist with a new business partner.

So, you’ve entered into a partnership to open a new store.   It’s certainly understandable.  After all, as the old adage goes, two heads are better than one.  And, of course, there are the financial benefits.  If your new store goes under, you’ve lost half the money you would have if you were the sole owner.  Another benefit is that you do not have to invest as much up front. Read more