Hardware Retailing

MAR 2018

Hardware Retailing magazine is the pre-eminent how-to management magazine for small business owners and managers in the home improvement retailing industry.

Issue link: http://hardwareretailing.epubxp.com/i/945288

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Page 64 of 114

HARDWARE RETAILING | March 2018 58 Plan Your Tactics The most effective marketing campaigns incorporate tactics that make the marketing goal clear and compelling, using vehicles that reach the target demographic directly. Planning exactly how you'll accomplish your marketing goal is the make-or-break moment. To increase subscribers for your e-newsletter, consider directing your marketing at people who are already invested in your operation in some way but haven't subscribed. This method can help your team get its footing and work out any bugs before you expand your campaign to reach more people. Pushing beyond your reliable clientele can work wonders for your business. Take time to write a quick summary of your e-newsletter's benefits to post on your Facebook account. Condense that message and send regular Tweets using hashtags that incorporate your location, your store name and e-newsletter info to help amplify your reach. Post a screenshot to Instagram to help people become familiar with the e-newsletter's design. It's also possible to promote social media posts, which could be an inexpensive method that draws more eyes to your marketing efforts. Welter recommends setting a schedule to organize your marketing tactics. By charting when you send e-blasts, social media posts and direct mailers, you can ensure you don't bombard potential attendees and sour them on your brand. "You can brainstorm and plan all day, but if you don't have a schedule for execution and a point person to make sure all the elements of the marketing campaign are launched and seen through, it's very easy for initiatives to fall through the cracks," Welter says. Contact Epicor 888.463.4700 | eagle@epicor.com See Klem's Success With the right tools, connected retailers can serve customers wherever and however they prefer to shop to grow profits, margins, and loyalty. See how Klem's Tractor grew their customer loyalty program using Epicor solutions. Meet Your Customers Where They Are Copyright ©2018 Epicor Software Corporation. All rights reserved. Epicor, Eagle, and the Epicor logo are registered trademark or trademarks of Epicor Software Corporation in the United States and certain other countries.

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