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Malls require promotion just like any other site. Traffic is present but you must bring it in to the store and you must build awareness in the neighborhood (the other mall stores) about your presence. Clubs, Sampling, Handouts, Windshield, Public Relations Events, Tasting and Shows Having a inline store also makes it easier to have a cart on the other side of the mall. In the Cumberland Mall in Vineland, NJ the Auntie Ann's has an in line store at one end of the hall and a kiosk at the other end, both are just outside anchor entrances. In this case they get traffic from the anchors and awareness at both ends of the mall. It is not unusual for consumers to pick a favorite store in the mall and never venture beyond it. It is their Right of Passage, the right to go where they want to go. This may not be where you want them to go, so you have to find a way to get them to come to your site. Or, like Auntie Ann's, bring your site to them. Top ClubsSee also Clubs and come back here, Clubs in malls are the same as other places but the method of giving them out changes. I would regularly go around to the other stores and hand out the club cards to build awareness and break the Right of Passage. Top SamplingThis is a great place to sample. Put a person at the entrance to your store and give stuff away. There are always issues with malls as to how you can do this, but if you stay within the bounds set you can. See Sampling on how to sample. There is a good method and I urge you to use it. Top HandoutsCoupons, gift certificates, surprise discounts are a few ideas. Do what the big department stores do. Handout at the register, handout at the door, handout in the parking lots if the mall will let you. Make them on your computer and if you are not sure how to do that then it is a good thing to learn. Top WindshieldsIf you can do this, do it at Thanksgiving for your Christmas promotion. One time a year or you will be in trouble. Have the boy scouts do it for you and pay them with donations of great coffee. Top Public Relations EventsBecome a speaker. Kiwanis, Rotary, Zonta, Ladies Clubs, Men's Clubs, Schools and Colleges, especially Colleges with culinary programs are looking for outside speakers. It isn't easy, but it isn't hard either. If you can't do it, find a friend who can help out. Concerts and symphony groups love to have coffee at the break. Supply it along with cards on your store. Art galleries, new artist shows, and libraries all need good coffee. Supply it and give out your cards. The idea is to generate traffic for the store, and to minimize your cost of the event you may charge for the coffee. Top Tasting and ShowsYou are in the entertainment business. We did tastings and shows in both the mall and our cafe. Once you get an agenda (see House Parties Checklist) you will become expert and people will see you as the expert. Set up a Podium and taste away. Top Shows are full blown presentations on coffee: origin, history, sources, brew methods, roasting colors, taste, decaf methods and whatever else you want to add, and there is plenty. Just go to the David's Book on Coffee and Tea and use the contents page as an outline for your talk. Top |
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