6 Differentiating Marketplace11 24 08

TAbLE OF CONTENTS

Segment
1
U N DERSTANDING YOUR C ONSUmER A ND YOUR mA R kETpL ACE

Segment
2
WhAT IS YOUR b R A ND I D ENTI TY ?

Segment
3
bEST pRACTI C ES F ROm R ETA I L ER S

Segment
4
mAR kETI NG I D EA S

Segment
5
WORkING W I Th ShA W A D SOURC E

Segment
6
WhY CREAT E A mA R kETI NG pL A N?

DIFFERENTIATING YOURSELF PARTICIPANT WORKBOOK 7.4.2008 1

[ WELCOmE ]

Shaw Learning Academy is pleased to offer Differentiating Yourself in the Marketplace: Tips and
Techniques for Advertising and Marketing. This course includes a series of short segments with
practice activities to help you become more effective at differentiating your store in your market area.

The learning sessions will work like this. First, you’ll view a short segment about techniques that store
owners and managers can use in marketing. Then, you’ll use your participant workbook for customized
activities that target your store culture and your needs. Some segments will have scenarios or questions
for you to evaluate and answer.

Following each activity, you’ll be able to check your answers. So, by going through the various segments
and filling in answers that are specific to you, including the use of the examples on the resource CD, you
will be able to create some documents and processes that are unique and useful to your business.

Our Agenda for Complete Course
SEGmENT 1: Understanding Your Consumer and Your Marketplace
SEGmENT 2: What is Your Brand Identity?
SEGmENT 3: Best Practices from Retailers
SEGmENT 4: Marketing Ideas
SEGmENT 5: Working with Shaw AdSource
SEGmENT 6: Why Create a Marketing Plan?

Objectives for the Full Series are to help you:
■Identify key demographic information you would like to learn about your customers.

■ Define the elements of branding and select the most appropriate steps that you are willing to take
to market your brand.

■ Identify promotions and best practices that will work in your area.

■ Rank the possible marketing initiatives according to your market needs and select a new marketing
idea you would be willing to institute.

■ Identify what is available on Shaw AdSource and view a demo of how to access the materials.


DIFFERENTIATING YOURSELF IN ThE mARkETpLACE:
TIpS AND TEChNIqUES FOR ADvERTISING AND mARkETING
UNDERSTANDING YOUR CONSUmER AND YOUR mARkETpLACE
WhAT IS YOUR bRAND IDENTITY?
bEST pRACTICES FROm RETAILERS
mARkETING IDEAS
WORkING WITh ShAW ADSOURCE
WhY CREATE A mARkETING pLAN?

SEGmENT 1 | Understanding Your Consumer and
Your Marketplace
Objectives for Segment 1:
■ Be able to identify key demographic information you would like to learn about your customers.
■ Rank the consumer information that you feel would be most important to you.
■ List the characteristics of your target residential consumers and your business customers.

Who shops at your store? What is the profile of your typical consumer? Is she 35 – 40 years old, does
he live in a 3-bedroom house, are there children in the household?

Demographics are statistical data on the human race which includes all types of information useful in
helping businesses identify target markets for their products. Because many businesses have little room
for error in spending their marketing and advertising dollars, using demographic information can help you
learn who your customer is, where she lives, family income, education, lifestyle, and many other statistics.

While it might seem overwhelming to gather this type of information, Shaw Industries has provided a source
to help you in your market analysis.

Shaw AdSource works with Marketing Alliance to help you target your ideal customer. The list information is
collected by some of the nation’s leading compilers: Acxiom, Equifax, HomeData and D & B. Whether you
are marketing Business to Business, or Business to Consumer, they can be your one-source list provider.

Shaw Industries undertook a three-year research project to determine how consumers research and
shop for flooring.

Here’s what they found:
■ 40% list proximity to their homes as the primary factor that determines at which flooring store they
will shop.
■ 52% did internet research before visiting a flooring store, and 44% continued to research on the
internet during their floor-buying process.
■ Average shopping time was 4.5 weeks with visits to an average of three stores.

Let’s talk about the demographics. Using these services provided through Shaw AdSource, you can
narrow down your targeted audience with over 300 specific demographics or psychographics
(lifestyle indicators) such as:

■ Consumer/Demographics such as age, type of home, education, income, occupation and children.


■ Psychographics such as magazine subscribers, lifestyle values, social interests, members of groups,
hobbies, etc.
■ Business/Demographics such as position in business, annual sales, years in business, number
of employees.

Data hygiene for Shaw AdSource Customers
In addition to the wide variety of sorting opportunities, this demographic information undergoes constant
data hygiene to insure its accuracy, and with the use of presort software, you can reduce postage rates,
improve delivery times and obtain all the necessary documentation for the U.S. Postal Service. While the
typical industry average deliverability quote is 90%, Marketing Alliance Group guarantees an above
average deliverability rate of 94% on their lists.

Demographic Categories
As you review the types of demographic information that can be provided, please rank the top four most
important items you would like to know about your target customers in each of the columns. The first
chart is for consumers and the next chart is for business customers. These charts list some of the
basic information that is provided. If you would want other information, please add that to the chart
and include it in your ranking.

Activity
Rank your top 4 in each category, with 1 being your highest priority. Add other information you’d like
to know and rank in the rows at the bottom.

Consumer/Demographics psychographics business/Demographics

Item Rank Item Rank Item Rank

Age Pet Owners Business Owner

Dwelling Type Religious Groups Business Type Code

Education Sports Fans Employee Size

Estimated Income Travelers Estimated Annual Sales
Ethnicity Hobbyist Gender of Owner

Home Owner/ Renter Magazine Subscribers Location Code

Home Market Value Lifestyle Values Ownership Code

Length of Residence Social Interest SIC Codes

Occupation Role of Money Year Business Started

Presence of Children Risk Takers Years in Business


Your Target Consumers?
In the lines below, describe what you feel are the characteristics of your target consumer, that is who you
WANT to shop in your store. Using the same charts, fill in the information on what you perceive i.e., the
customer you want to target.

Consumer/Demographics

Item Fill in Your Answers
Age Range
Dwelling Type
Education
Estimated Income
Ethnicity
Home Owner/ Renter
Home Market Value
Length of Residence
Occupation
Presence of Children

psychographics

Pet Owners
Religious Groups
Sports Fans
Travelers
Hobbyist
Magazine Subscribers
Lifestyle Values
Social Interest
Role of Money
Risk Takers


Your Target business Customers?
In the lines below, describe what you feel are the characteristics of your target business, i.e., whose
business you WANT to get. Using the same charts, fill in the information on what you perceive are
the characteristics of the business customer you want to target.

business/Demographics
Business Owner
Business Type Code
Employee Size
Estimated Annual Sales
Gender of Owner
Location Code

Ownership Code
SIC Codes
Year Business Started
Years in Business

Remember, using demographic information can help you learn who your customer is,
where she lives, family income, education, lifestyle, and many other statistics that
can be useful as you decide how to spend your marketing and advertising dollars.

mARkETING IDEAS

SEGmENT 2 | What is Your Brand Identity?
Brand identity communicates visually and verbally the standards of an organization. It implies a potential
promise to customers and helps differentiate the organization’s products and services from those of its
competitors. Every business wants to be a customer's first choice, so that you come immediately to a
customer’s mind whenever she thinks about purchasing the type products you offer. Concentrating on
building and managing your brand can play a significant part in making that happen.

The concept of a brand extends far beyond just your company logo and signage to the core values of your
business, to the appearance of your showroom, and to each and every interaction you have with customers
and suppliers. In effect, your brand creates and maintains your reputation and also reflects your customers'
perception of your company.


An emotional attachment to your brand can create strong loyalties in both your customers and your
employees. A strong brand can help your business stand out from the crowd, particularly in competitive
markets. If you want to build and manage a brand, you'll need to focus on what your customers want and
how you can guarantee to deliver it. You'll need to be consistent in your service and in all your materials
and all your interactions with customers.

It’s important that you create the impression that your brand has certain qualities or characteristics that
make it unique, so that just hearing a company name or seeing its name creates a positive feeling. It is
one of the most valuable elements in your advertising campaigns and your goal should be that people
in your market area instantly think of your brand name when they think of flooring.

Activity: What is Your brand?
In the chart below, fill out information about your brand.

1. What do your customers perceive
as the value of doing business with you?

2. What is your mission statement?

3. What are the key message(s) and/or
brand values you want to convey to
customers?

4. How is your brand identity consistent and
evident in all your marketing materials and
in your company processes and procedures?

5. How do you keep your brand promise in the
minds of both your employees and your
customers?

Tips on branding
To build a successful brand identity it’s important to:
■ Identify what your company really stands for. Focus on how you provide solutions for your customers.
■ Keep your brand simple by focusing on a small number of key brand values.
■ Take ownership and pride in your brand. Believe wholeheartedly in your brand and always refer to it
in a positive manner. If you don't, no one else will.
■ Be consistent. Every aspect of your business should make customers feel the same way about you.
■ Be thorough. Look at all your systems and processes to make sure they help to support your brand.
For example, if you say customer satisfaction is your number one priority, but it’s difficult for a
customer to find out how long it will be until a product is installed, then you aren’t supporting
your brand.
■ Try to view your business as if looking through the eyes of your customer. Look at the kind of image
that is portrayed to the customer in every encounter: one the phone, in person, through the mail, in
your newspaper ads, and when installers go into their home. View all this with a critical, exacting eye,
just like your customers do. Then, change what does not support your brand values.
■ Involve all your employees. Make sure they understand your brand and believe in it. Tell them you
expect them to live up to the brand values and watch that they do.


■ Communicate your brand constantly. Make sure every advertisement, brochure and letter helps
reinforce the same message. If you have a logo, use it everywhere, but make sure the quality
is consistent.
■ Meet and exceed what your brand promises. Always think of ways you can exceed your customers’
expectations, that is, how can you provide service and products that delight the customer?
■ Manage your brand. Continually look for opportunities to make improvements. And don't be afraid
to make changes to reflect shifts in the way you do business or new trends in your market.

Remember, a strong brand can help your business stand out from the crowd,
particularly in competitive markets.

mARkETING IDEAS

SEGmENT 3 | Best Practices from Retailers
■ Review practices from other Shaw retailers.
■ Evaluate practices by selecting those that you already do and those that you would be willing to try.
■ Be able to state the benefits of private label credit cards.

best practices of Shaw Retailers
At a recent convention, retailers were asked to share their best practices concerning advertising,
promotions and special events. In the columns to the right, place a check in the “Already Use” column by
those that you already feel you do well. Then place a check in the “Willing to Try” column by those which
you would like to try.

best practice Already Use Willing to Try

1. brand yourself using your picture. In the newspaper, on
TV or on your website, include your picture. People like to look at
pictures and the instant recognition you can achieve will be invaluable.
You may also want to include pictures of your management team
and your salespeople to get people familiar with some key names
and faces, i.e. how real estate agents get their names noticed.

2. One-day sales create urgency. However, you must send out
private invitations two weeks in advance, make sure your staff and
customers recognize that the product is a real value, and accept
deposits, even if customers need some time to consider the
purchase.



3. Internet advertising is very important. You must have a
presence on the internet, whether it’s your own website or you are
in a web mall or advertising group. Visit www.myshawflooringcenter
.com or www.myshawdesigncenter.com, contact Web Express at
1.888.377.7249 or contact a local web developer.

4. Consider a 6-week event. Because people do need time to
make a flooring purchase, consider having a seasonal sale that lasts
about six weeks and support it with direct mail and advertising.

5. Track your advertising. For a certain time period, ask customers
how they heard about the sale or learned about your store. Chart
or document whether it was from a referral, a newspaper ad, a
radio ad, from your website, etc. This will help you decide where
to spend your advertising dollars.

6. Consider coupons. Suggestion was for $100 off / $1000
purchase. Put an SKU number on coupons so you can tell how
many were used.

7. Yellow pages. Yes, and use your major phone book most of the
time with an ad at least the size of a dollar bill. You can even use
a different phone number for the ad that still rings into your main
number, and receive monthly reports on how many calls came
in from the ad.

8. home shows are effective. Retailers have had success
participating in home expos, showcase houses for garden clubs and
fundraising events, tours of homes, etc. Be sure to have an adequate
supply of brochures or business cards available when your products
are featured.

9. money for advertising. Retailers suggested 3-5% of your budget
in competitive markets and 1% in non-competitive markets.

10.plan your marketing campaign and budget. Instead of just
reacting to advertising opportunities and salespeople, plan your
advertising for at least six months ahead knowing which sales or
seasonal events you want to advertise and what other materials
need to accompany your ads, such as direct mail, private sale
invitation, coupons, point-of-purchase signs.

11.Tie into community events. Think of ways that your company
can be a part of a charitable or community event and advertise
to coordinate with the event. For example, a community might have
an annual festival for a food grown in the area, for a season or for
a famous person. Tie your advertising and marketing into that event.



12.make television ads work for you. Pick the programs and not
the stations. You want programs that your target audience watches.

13. Advertise on one radio station at a time. Use that station
for a period of time; track your traffic and then try another station
and do the same.

14. Focus on times when customers want to impress others
or make changes. The holidays or the spring season are good
times because people have company coming or they want to start
remodeling in the springtime. Look at your past sales and select
your biggest months to focus your ads on change or on the holidays.

15. Use billboards for directions. They’re good if your location
isn’t easily visible or accessible. Make them bold and easy to read
with your logo and a reason to do business with you.

Shaw will continue to solicit best practices from retailers and will share those with you through several
types of media in the future. And, as a special benefit for aligned dealers, the Shaw Learning Academy’s
future website will feature a password-protected forum for dealers to share ideas and best practices.

private Label Credit Cards: how to Double Your Average Sale
Imagine doubling your average ticket – taking it from $500 for a VISA/MasterCard sale, or $750 for
a cash sale – to $1,400 or more! It’s not magic… that is the average for a Shaw/CitiFinancial
Consumer Credit transaction.

These days, you need powerful selling tools to close the sale for every customer who comes into your
store. Shaw/CitiFinancial Consumer Credit can help you fulfill the needs of your customers by providing the
money they need to purchase what they really want. History has shown that when consumers are aware of
available Shaw/CitiFinancial Consumer Credit, more often than not they will upgrade their
purchase. And, they buy even more when longer credit terms are offered.

High approval rates and generous credit lines allow your customers to make the flooring purchase they
need today, with easy monthly payments that fit their lifestyle.

With Shaw/CitiFinancial Consumer Credit your consumers get a branded credit card with your company
name on it to encourage repeat business. You have the option to print personal messages from you about
your store using the statement messaging program from Citi. A great way to inform customers about new
products, sale events, or just to say “Thank You!” Building a stronger relationship with your customers
has never been easier.

Check out these key Shaw/CitiFinancial Consumer Credit benefits to you:
■ No dealer fees (No terminal or monthly service charges)
■ Superior customer service – for you and your customer
■ Everyday low rates
■ 24-hour access to account information
■ Higher average sales


■ Consumer open-to-buy lists provided to you by CitiFinancial – target your customers who have
available credit with special product offers.
■ Sales credit deposited into your bank account within 48 hours.
■ Exclusive buy downs on Shaw products for SFA/SDC dealers
■ Shaw/CitiFinancial Consumer Credit can save you time and money, while encouraging your
customers to buy now. The CitiFinancial program reduces your paperwork and overhead.
You have a competitive edge.

To learn more about Shaw/CitiFinancial Consumer Credit please call 1-888-622-4345.

mARkETING IDEAS

SEGmENT 4 | Marketing Ideas
Marketing provides so many opportunities yet so many decisions to make. In an effort to help you with
these marketing decisions, we’ll be discussing the advantages and limitations of various methods of
marketing in general and then outline the specific marketing advantages you receive as a Shaw retailer.

marketing Advantages as a Shaw Retailer

ShawFloors.com Generates business for You
Shawfloors.com has over 55,000 unique visitors a week; that's over 3 million visitors in a year. A unique
visitor is one new person each time, not the same person visiting the website 5 or 6 times. And, on
average a visitor clicks on 20 – 25 pages.

National Advertising Generates business for You
Each year Shaw’s advertising campaign delivers hundreds of millions of impressions through a media mix
of national print, web and TV. We’ve taken a creative approach with this ad campaign by designing a
concept that stands out from other flooring home furnishings advertising. Specifically, the ads use
imagery and messages that inspire homeowners to use their imagination and look at flooring in
a new context.

The advertising media used for the national campaign varies due to market conditions and media
opportunities. For the past few years, Shaw has employed a combination of national magazines
and television.

Your customers will see ads in major national media such as:
■ Southern Living
■ Country Home
■ Country Living
■ Traditional Home


■ House Beautiful
■ Good Housekeeping
■ Sunset
■ This Old House
■ O, At Home
■ Better Homes & Gardens special interest publications:
■ Kitchen and Bath
■ Renovation Style
■ HGTV
■ DIY

E-mail marketing – Economical and Trackable
E-mail provides a way to contact consumers on a one-to-one level. Not only can e-mail be used to
communicate with existing customers, but also can be used – with limitations – for customer acquisition
and lead generation. E-mail addresses of prospective customers are very difficult to acquire, and change
often. Acquiring e-mail addresses requires creative techniques, such as requiring an e-mail address on
registrations for prize drawings during home shows. E-mail marketing content can be one-size-fits-all or
highly customized based on customers’ interests and purchasing habits. And, through Shaw AdSource
you can receive special assistance on e-mail marketing.

E-mail marketing enables real-time tracking by offering the following benefits:
■ Ability to track click-throughs and purchases related to a specific campaign.
■ Ability to generate measurements/reports on such items as:
■ Who opened your message
■ Who clicked a link
■ What links generated the most clicks
■ Percentage of opens that converted to a sell
■ Which list pulls the most click/conversions
■ Which campaign is most effective

One of the biggest advantages of e-mail is its ability to boost the effectiveness of direct mail, particularly
in following up on or leading to a direct mail campaign. It is a low-cost way to increase frequency of
communication with customers. For example: A national charity that implemented an e-mail program
with an existing postal mail program increased their return on investment by 30%.

here are some statistics about customers’ perceptions of e-mail.
■ Customers expect certain communications via e-mail, such as transactional messages
(order confirmations, receipts, shipping information, etc.)
■ 97% of consumers and 94% of marketers use e-mail (Forrester, 2007)
■ 77% open marketing e-mails from trusted sources
■ 76% want to receive relevant marketing e-mails
■ 67% more likely to visit your website after opening a marketing e-mail

Information from Forrester, 2007, MarketingSherpa 8/2007 and E-mail Marketing Benchmark Survey


place Your marketing on Auto-pilot
Place your direct marketing on Auto-Pilot with Shaw AdSource and www.thedmspot.com. Whether
using your existing customer base, or trying to reach new customers, this resource can develop a
program through direct mail and e-mail marketing to stay in-touch with your customers all year long.
Imagine mailing your customers a birthday card or “missed you” card and not having to lift a finger,
it’s automatically done!

Need to expand your customer base? Shaw AdSource and Marketing Alliance can place reaching
out to the community on auto-pilot for you. From a general marketing plan of sending 15,000 mailers
out four times a year, to a more sophisticated marketing plan, call 800.322.2944.

For more information on Direct Marketing, call Shaw AdSource at 800.322.2944 or visit
www.thedmspot.com or www.shawadsource.com.

personal Website programs
Personal Website Programs (pURL Programs) use information about a customer (name, age, sex,
etc.) to create a truly personal mail piece. These mailers direct the recipient to a website that is also
personalized with his or her information on each page. This customer interaction allows you to collect
data, track responses, and generate lead lists for immediate follow-up. The technology is cutting edge
and is unlike anything your customers have ever seen, sparking their curiosity and capturing
their attention.

For more information on Personal Website Programs, contact Shaw AdSource at 1.800.322.2944.

WebXpress for Shaw Retailers
Interested in the power of the internet but not sure how to get started or where to find all the information
you might need to make your site a good resource to your customers? WebXpress can help.

Using all of the product information that Shaw Industries has created, WebXpress can create and
maintain a customized website for your store for a very reasonable fee. Available only to Shaw aligned
dealers, this web service allows you to select from a variety of prepared templates that feature flooring,
window treatments, wallpaper, and decorative surfaces.

Here are some benefits of working with WebXpress:
■ Speed of launch: After answering a series of questions about your products and your store, pages
can be populated in just a few days for your review.
■ Easy to use: It was designed for people who are not computer experts with tech support and
update buttons to allow you to make changes 24/7.
■ Customized: Your store logo, photos, projects and employees can be featured on your site.
And, it even includes an online employment system and has password protection for builder accounts.
■ Affordable: Cost is only $649 per year with no contracts and no set-up fees. Gold dealers can get
a 25% discount and Platinum dealers can get a 50% discount.
■ Unlimited pages: You can have as many pages as you need to feature your products, services,
locations, contacts, projects, photos and FAQ (frequently asked questions.)

Want to see what your website might look like? An example is at www.myshawflooringcenter.com or
www.myshawdesigncenter.com. For more information, call Dan Whelan at 1.888.377.7249.


Overview of media Types
The chart below lists a variety of media types that you might consider for your store, their advantages and
limitations and a general cost level.

media Type Advantages Limitations Cost
E-mail Content can be personalized Might seem too impersonal Very low
or all-inclusive to some customers

Flexible timing makes it Only reaches people with
easily accessible, easily changed provided e-mail addresses

Coupons can be printed and used E-mail addresses can be
at no cost to your business blocked or changed

Can easily monitor responses Many consumers are leery of
to gauge effectiveness SPAM and afraid to read it

Is very effective when used to
follow-up on direct mail contacts

Web Site Huge viewing audience Available only to those who Very low
use the web address or search
and find the web site

Creativity is endless: visual, Should not be only form of
audio, motion, links, etc. advertising

Option to either pay someone Best if used in conjunction
to design site from scratch, with other media advertising
design it yourself, or use a to get web address out there
company that provides templates
for your use

Newspaper Flexibility in timing Neighboring print Inexpensive
can overshadow yours compared to
other forms of
advertising

More content possibility allows Limited by demographics
for deeper message

Coupons are an option Newspapers get thrown
away daily

Fast, immediate advertising No sound or motion

Can select specific newspaper, Position of ad in newspaper
day, and section according to not usually guaranteed
audience needing to reach

Poorly designed ads don’t
get seen or remembered



Yellow pages Ad lasts for a full year Bigger, brighter, more Costly
expensive ads more noticeable

Customers find you when they Repeat advertisers get
need your services better positions

Can offer discount for anyone
mentioning the ad

Direct mail Target audience demographically Can be costly for well-designed, Can be
and geographically eye-catching color ads costly or
and postage inexpensive,
depending
Many design opportunities Use of mass quantities of on who
available paper is not environmentally develops
friendly your direct
mail pieces
Can personalize mail and how
they are
Provides web address for delivered.
customers to further research and
contact you on their own terms

Can offer coupons or discounts
for customers who bring in the ad
(provides a call to action)

Chance to promote seasonal /
special pricing offers

Greater efficiency in reaching a
targeted audience than any other
local media

magazines Specific customers can be Can be costly More
targeted effectively expensive
than
Long shelf-life: costs more, but Scheduling must be planned newspaper-
readers keep magazines to refer ahead of time less than
back to for months or years audio
media
Visually cleaner and more Not a fast solution
appealing than newspaper

Lends more credibility to your Smaller advertisers usually
business / brand bunched together in back
of magazine



Outdoor Reaches many people many Lengthy lead time High
times each day production
costs

24-hour advertising Difficult to make changes

Can select specific Can be destroyed or altered
geographic areas by weather or vandalism

Can personalize message
for local community Message must be simple

Radio Connected to a community on a Busy commercial breaks can Inexpensive
personal level: consumers identify drown out your message compared to
with their radio stations other forms of
advertising
Can use humor and have fun with No visuals: doesn’t allow
listeners in this format details of product to be seen

Radio is everywhere: home, car, Only a section of community Cost goes up
office, headphones reached in large markets for spots
during peak
Short lead time makes it easy Listeners may tune out drive /
to target specific days for during commercial breaks commuting
specific offers / specials times

Repeated play leaves a lasting Ad cannot be clipped and
impression on listeners saved for future reference

Requires frequent, ongoing
commercials for effectiveness –
messages not remembered for
long after you are off the air

Television Sound, visuals and motion lend Not much flexibility in time High out-of
credibility to your business / ad -pocket costs

Reaches more people than other Long lead time Higher
media types production
costs

Target audiences according to Changes are difficult
programs / time slots and costly

Viewers are usually attentive to
the television as opposed to
other media types



Television Creativity is endless

Personal connections can be
made or strengthened for
repeat customers

Requires frequent, ongoing
commercials for effectiveness –
messages not remembered for
long after you are off the air.

Activity:
Listed below are additional marketing ideas. In the table, check off in the appropriate column if you have
employed this technique before or if you would consider using this technique/idea.

¡ marketing Idea have Already Used Would Consider

1. Have a private sale for your preferred customers and
send out an invitation. Perhaps offer a special discount
when they bring the card.

2. Issue bonus bucks or your store brand play money with
each purchase. At a certain time of the year, have
an auction with their bucks where they can bid on
merchandise or generate dollars for a favorite charity.

3. Offer incentives. For example, give a bonus to employees
who reach a sales goal or who service a certain number
of new customers per month.

4. VIP Customer Appreciation Night for your best customers.
Consider the importance of keeping the customers you
already have and helping them feel special. Remember,
it costs a lot more to find a new customer than to keep the
good customers you already have; however, building that
brand loyalty to your store takes a special effort.

5. Offer a special incentive for your existing customers who
provide referrals to you.

6. Coordinate with a local charity to hold a fundraising event at
your store. The more you are involved in the community, the
more your credibility increases in your customers’ minds.

7. Create events or sales that go along with events in your
community. For example, if every December, your
community sponsors a “Night on the Town,” then tie into
that event with something at your store.


marketing Idea have Already Used Would Consider

8. Your customers must see your message many times
before they take action. So consider all the different
ways you could deliver your store message to keep
your name constantly in front of them. For example,
sending out direct mail one month, e-mails the following
month, coupons, etc.

mARkETING IDEAS

SEGmENT 5 | Working with Shaw AdSource
Participants will be able to
■ Identify how to access Shaw AdSource website.
■ Review a list of materials available from Shaw AdSource and designate which you have used and which
you might like to use.

What’s Available on Shaw AdSource
As we feature some of the materials in the video, check off the ones you have used in the past, and
put a star by the ones you might consider using in the future. We’ll be viewing some web pages at
www.shawadsource.com. AdSource is continually updated, so be sure to visit often for access
to new items.

marketing materials Ad kit
Special Financing Accessories
National Campaign Direct mail materials
Anniversary promotion Television Radio
kathy Ireland Fall Flooring Days price Tags
kathy Ireland Standard promotion Image Library
Tuftex Anso® Nylon
Stationery
poster kit Shaw AdSource is your one-stop marketing site.
Direct mail If you need assistance learning to use the site or
brochures have questions about any of the materials on the
Shaw Green Edge site, please call 1.800.322.2944.


mARkETING IDEAS

SEGmENT 6 | Why Create a Marketing Plan?
Because marketing is so important to the success of your business, it’s important to spend the effort to
create a customized marketing strategy for your store.

What is a strategy? Actually, it’s a well-defined path that you want to follow with a specific end result
you want to achieve. Although it may sound like a relatively simple process, getting started is probably the
hardest part. What will be most beneficial is to bring a good team of people together who can help
you develop this shared marketing strategy and who will help you implement it.

key elements of a strong marketing plan include the following:
■ Fully understanding who your target customers are.
■ Creating goals for what you want to accomplish.
■ Defining the strengths and benefits of your company.
■ Highlighting what the customers need and want, and how you can provide solutions to their issues.
■ Analyzing your competition and determining where you can differentiate yourself from your
major competition.
■ Determining the key message(s) that you want to deliver to your customer base.
■ Setting sales goals and new customer goals.
■ Determining a budget.
■ Creating a workable plan, assigning responsibility and implementing your plan over a set
period of time 9 months, 12 months, etc.
■ Analyzing whether your plan achieved your desired goals.

In a future Performance and Profitability Resource, we will address the specifics of creating a Marketing
Strategy. In addition, Shaw Learning Academy offers business and training consultants who can assist you
with all phases of your business development. For more information on business consulting,
contact Shaw Learning Academy at 1.800.811.2404.

Thank you for viewing Differentiating Yourself in the marketplace: Tips and Techniques
for Advertising and marketing.

In this series we have discussed understanding your consumer, your marketplace and the value of your
brand, in addition to providing best practices from successful retailers and information on working with
Shaw AdSource. We appreciate your participation and hope you have gained some useful insight into
skills to enhance your ability to differentiate yourself in the marketplace.

Shaw Learning Academy offers a wide variety of programs for retail stores. Please visit our website
at shawlearningacademy.com or call 1.800.811.2404 for more information about development opportunities
and training services.


6 Differentiating Marketplace11 24 08

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