Re-examinate AMES advertizing?
AMES has weekly flyers delivered privately into inner cities, using "bargains by the bagful" slogan. Recently, added more pages. They have been avoiding the outer affluent suburbs(income average $45,000/year), leaving them without any delivery of flyers. They are not competing with Bradlees using Sunday papers which reaches certain higher income bracket customers.
Cheap and effective?
Email is free, and effective; if used as invitations to visit local AMES stores, weekly. Maybe Tuesday with free coffee for senior citizens. Or special events with new line of merchandises? Email is free and still has less than 2% return guaranteed. Also could be tied to the amesstore.com merchandise pages to lure the reader to the nearest stores. Internet ISP customers are targets with income averaging $35,000/year.
TV brand recognition?
Last year, AMES did substantial TV spot advertizing to introduce newly converted Hills store locations on brand recognition. Success failed at E.Cleveland and Ohio in general. However, the sale events advertizing on TV did work.
Local event TV advertizing for slow moving stores are recommended; especially, this year's GRAND OPENING of new stores.
Corporate accounts?
Unheard of? Captive customers are built that way? Have email to corporate purchasing agents, to handle discounted sales to companies and their employees? Use Key club concepts of membership cards or AMES charge cards(high interest rates?). Cut into Sam's, Costco, B.J.'s, business. Ames pricing will be extremely competitive already.
Do whichever is the easiest ones first? |
