Get all your ducks in a row
Finally, before implementing your marketing program, make sure you "get your house in order." Before generating floor traffic, how does the store look? Are displays well-stocked and creatively laid out? These are common-sense details, but are important elements to your plan just the same.
Make sure your establishment exudes the image you portray in your marketing message. If you claim to be the "complete source for outdoor power equipment," make sure you have it all, including accessories and attachments. If you promise quick turnaround, make sure you have the staff to execute just that.
Make sure there are no empty promises in your marketing message. In the age of sensational advertising, it is tempting to promise the world to get the message heard. But be careful. "Some want to be everything to everybody," says Rivers. "It's better to promise, say, five important things, then deliver in spades on those five."