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Article: Beyond crying 'sale:' change what you say to change how you sell. (home furnishings industry)(Column)
- Article from:
- HFN The Weekly Newspaper for the Home Furnishing Network
- Article date:
- May 5, 1997
- Author:
CopyrightCOPYRIGHT 1997 MacFadden Communications Group LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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One advertising technique that has brought buyers through retail doors all across America is somewhat similar to yelling "fire." It's a single word: "sale."
Many retailers swear by the word. Others swear it is killing our industry. Let's take a quick look at the situation, the pros and cons and some alternatives.
First, the positives.
1. We can prove "sale" advertising works -- right? Well, we know we get people through the door once. We know that we sell more products when we have a sale than when we don't.
Doesn't this mean that having a sale works? Not necessarily. If you have used no other advertising or traffic-building technique, you have ...