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DayWear
Special Occasion And Catalogs
Originally published June 2014 Newsletter



Personal contact with customers is the key to your marketing success.

These three examples tell the story.

Business A regularly stays in touch with customers. This business has staying power.
Business B occasionally talks to a few friends. This business stagnates.
Business C does nothing. She waits for a customer to call or stop by. This business declines.

The most powerful marketing you can do for your business is making regular, friendly and personal contact with each of your customers.

Broad contact on a regular basis

No matter how you stay in touch with customers, find a way to do it. The traditional type of broad contact is by mail using a catalog, flyer or newsletter. The Internet type of broad contact is an Internet blog journal or a Facebook for Business. Here are some ideas about timing.
• At the beginning of each new fashion season, announce the season describing a new catalog or a new group of merchandise.
• Feature a new group of items that mix and match well.
• Prior to a big sale, send advance notice offering a preview of the sale.

No matter how you do it, start and keep up broad contact with all your customers and potential customers.

Personal contact by mail

To increase your business’ staying power, look for opportunities to send your customers a personal note.

Consider getting fresh business cards along with postcards, note cards and postage. Assemble and update your list of customers with the mailing address, phone number and other information such as the email address. Keep a record of what she has purchased.

Here are some ideas on when to send personal note.
• In the middle of the fashion season, send a note about a particular style she might like.
• Before each holiday, send a note describing a style or brand that would be perfect for her event.
• After she has bought something, write a thank you note, and ask how she likes it.
• Always send a birthday note, unless she says she doesn’t have birthdays any more! In that case, send a card on Mother's Day or New Years.

Keep your business vibrant by maintaining regular personal contact with your customers. After all, your customers want to feel that they are important to you.

Personal contact in person

If your customer walks in the door of your shop, there she is. Are you available to talk to her? Do you make her feel welcome, even on a busy day? This may sound obvious, but haven't you been in a store where the owner seemed preoccupied with something other than you? Your smile and welcome is priceless to each of your customers.

If your customer doesn't walk in the door, the challenge is on you to find ways of meeting her. This is time to create a special event for shopping. The afternoon tea and the girls' night out are types of events that will bring customers back to your business. It's always fun when there are more women in your shop, so make it easy for them.

Your sales rep will assist you select new items for your special event, whether it is to spice up a seasonal sale or to support the theme of an afternoon tea or girls' night out.

Contact with each of your customers shows your interest in having her business. When you remember what she bought and what she is looking for, she will know you appreciate her business. No business sells to "everyone". A successful business sells to individuals - one customer at a time.



Your good service and fine products should be the talk of the town.

BUSINESS CARD: Review your business card to ensure that it represents your business well. It doesn't do much good if your customers love to buy from your shop, but have nothing to give their friends who would like to visit, too. The business card should have all the necessary information to find your shop including your hours.

GOOGLE MAPS: More and more shoppers use the Internet to find a business by name. If your shop has a physical address where customers come to shop, make sure you have a listing with Google Places for Business. This listing is how you control what will be show on Google Maps, which includes directions and travel routes. What could be better for the friends of your customers than finding your business on a map with directions from Google!






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