Advertising is a necessity in business. You must inform people about your goods or services. However, there are many forms of incentive advertising which can be employed to promote sales. And in some cases the cost is very small.
The small business proprietor who is often dwarfed by the giant super stores who carry a massive variety and quantity of products to attract customers has to constantly think up unique strategies to draw customers to avoid being swallowed up by the whales of the business world.
In the suburb where we live is a French bakery. Only a small store, but always with freshly baked crusty bread. At the entrance the aroma simply drags you inside the store. There's even more to come once inside.
In the center of the store is a large wooden table filled not just with appetising baguettes, croissants and breads of all shapes and sizes, but with sample loaves for tasting, complete with bread knives and butter. In addition, cut up pastries. No doubt, some people take the opportunity to eat their breakfast from the fare on offer, but more importantly, this tactic is a clever way to encourage customers to buy once they've had a free taste. And the cost to the shopkeeper is minimal!
Another example. The proprietor of our local wine store conducts a monthly Friday lunch for invited customers with a guest speaker, often from the industry, but not always a wine expert. Attached to his wine shop is a salon which holds 10 tables with six guests at each table.
Customers pay for the lunch, which is catered for externally, but at each table of six people a complimentary bottle of wine is provided by the owner of the store.
Most participants at the lunch usually buy some wine from the store before leaving. After an enjoyable lunch, hearing a good speaker and meeting a few people for the first time, they are well and truly primed up for spending a little extra.
Again, the cost to the shopkeeper is very little.
Customers who get the opportunity to TRY before they BUY appreciate this type of service. It is really advertising dressed up in different colored clothing. A tactic which many business proprietors prefer to use in preference to mass media advertising.
