Furniture Store Marketing – When Everyone Is Your Customer, No One is Your Customer!

One of the biggest challenges home furnishing owners must overcome, in order to be successful in this new economy, is the dreaded I-offer-everything-for-everyone syndrome. On the surface this looks like a sure-fire way to get more customers, but it is already proven time and time again that it is not always the most successful way to prosper in your store.

If you are an independent home furnishing retailers, then chances are you have a limited budget and limited space to work with. So, if your store offers several contemporary collections, several ultra-modern collections and some eclectic pieces as well as some early American collections scattered through you store, do you really think that you have enough of any of those styles to satisfy the type of customers who are looking for a specific style? However, style is only one way to target your customer.

In fact, the most successful furniture retailers in my area focus on a couple of things to attract a specific type of customer:

  • Complete living room packages for under $ 2,000 or furnish your entitlement home for under $ 5,000.
  • Long-term low or no interest financing
  • Fast delivery within 3 days or less
  • Lower prices for packages

So, by narrowing down their advertising, they attract a customer that wants to purchase multiple pieces, which in turn, drives the average ticket sale and profits up. They then offer attractive financing terms which attracts customers with good credit and income, while enticing them to spend more money because the customer has longer to pay for it.

Most importantly, they save the customer money by buying more and can get it in their homes in a couple of days. There is also another twist to these retailers. They reward their salespeople handsomely for NOT selling the financing, but getting customers to pay off their balances in less than 90 days.

There is a common slogan in marketing statute, "There are riches in niches." Simply put, this slogan means determine who your most profitable, enjoyable and easy to attract customer is, and then specialize in getting more of those customers to come into your store and buy. You do this by creating a USP (Unique Selling Proposition) that compels your most profitable customer to come back into your business again and again.

What if you reviewed your business over the last couple of years and discovered the following trends about your customers and prospects:

  • Wives initially visited the store without their husbands.
  • Recently married
  • Had three kids
  • Lived within five miles of your store
  • Spent between $ 800 – $ 1500 on sofa, loveseat and tables.
  • Paid by Visa, MasterCard or Discover

Once you have this information, you can redesign your store and business to cater to more of the same types of customers that are currently spending good money in your store.

However, you can only use this information to your advantage if you take the time to find out who your customer is, what is important to them and what they really want.

It may come as a surprise to you, but your customers want more than just a sofa. If you are just selling a sofa, you are missing out on a ton of business. Here are a few of the keys I have discovered over the years:

  • Do not sell mattresses, sell relief from back pain.
  • Do not sell home theater seats, sell the entertainment experience.
  • Do not sell sofas or loveseats, sell comfort and warmth.
  • Do not sell furniture, sell status and prestige.
  • Do not sell interior design, sell ENVY and the WOW factor!

Once you know what your customers really want then, you could use that information to create a USP that attracts more of the same type of customers. For example:

  • "Do not hire expensive interior designers, use our 23 point design checklist and give your home a million dollar look for FREE!"
  • "Discover how to give your home an extreme $ 20,000 makeover, on an $ 8,000 budget."
  • "Your family and friends will say" Oh my gosh! Your home is simply amazing! "In 27 seconds flat … we guarantee it!"

How To Start A Restaurant Business

First of all you will need to think about the type of restaurant you want to open. Primarily, restaurants are grouped into three categories: quick service or fast food, midscale where you will get a good meal for a good price, and upscale with plenty of charm and fancy cuisine. This will also be dependent upon the type of food you want to serve, and the type of customers frequent the area.

One idea is to open an ethnic restaurant such as, Italian, Mexican, French, etc.. You can open an ethnic restaurant in any of the three categories, but before you choose take a look at the demographics of your area. You may want to take a demographic survey so you can get information on:

o The ages of the customers that will eat at your restaurant business.

o What types of ethnic groups live in the surrounding area.

o The occupations and income levels near your restaurant business.

o How many people will be interested in the type of food you will be serving.

o What are the needs, in terms of services or products, of the people in your area? Will you get enough business in the area you are planning to put your restaurant business?

A competitive analysis will show you what other restaurant business are in the area and what type of competition they will give you. You can do this by going to the restaurants as a customer, and checking out the menu to see how much they charge for their food and drink. This will help you decide how much to charge for your fare. To start your competitive survey, you should check the phone book and yellow pages in that area that have a restaurant business in the same category as yours.

The type and size of your restaurant business will determine the amount or size of the following:

o What you will need in the line of equipment.

o How many pieces of dishware, glassware, flatware, linens and napkins, you will need.

o Cooler, freezer, and storage size.

o How large your building will need to be.

o How many employees you should hire.

o How much parking you will need.

o What you will need in the line of advertising.

What will you call your restaurant business? The choice of a name should be one that reflects what you sell and will help you sell your goods. You will want all of your customers to be able to pronounce and spell the name to look it up in the phone book, or when writing a check. The name should be more creative than the competition, and represents the type of menu you are offering.

Make sure you are not stepping on someone else, check to see if the name you have chosen has been registered to someone else under a trademark. If it isn’t, make sure that you register the name with your county clerk. You should also check with the federal government to see that there are no trademarks registered through them with the name you have chosen. You can be sued for using an already registered name.

A Guide for Traveling To Turkey

Traveling to Turkey can be an experience like no other. Located between two continents, one portion of Turkey belongs to Europe where the rest is located in the Middle East. Whichever area you are visiting, though, is gorgeous and full of incredible customs and beautiful landscapes.

There are many languages ​​spoken in modern day Turkey. These include Turkish which is their official language, as well as Greek, Kurdish, Arabic, and Greek. If you are traveling from Western Europe, you are not required to have a Visa unless you live in Great Britain; but if you are coming from other areas, you will then need your Visa or a passport.

The transportation to and around Turkey is contemporary, so there are plenty of options to move about, from buses, to trains, to taxi cabs. Taxis are the main form of public transportation, and drivers welcome tourists who need to go not only to the main cities but also towns that lie on the outskirts. The buses are modernized as well and very comfortable for travel. Some of the buses offer a snack and a drink on a particularly long ride. They will even stop at restaurants every few hours if you are traveling outside the main sections of the nation.

When driving through Turkey you need to be fairly careful, as traffic accident rates are high. The roads tend to be in reliably poor condition. So if your trek will take you off the beaten path, it might be better to take a bus or car service to take you where you need to go. It is worth it though, since there are so many great things to do in Turkey.

Turkey's ski areas are extremely popular. During the winter season, they are the highlight of the country. In the warmer months there is plenty to do as well if you are adventurous and want to take a rafting tour or relax on a yacht for the day. The possibilities are endless.

The culture itself can not be beat. With innumerable great cuisines that consist of lamb, Turkish coffee, and incredible desserts you need to be sure to walk off some of the calories you consume through a day. To do that you can enjoy some of the Turkish history at museums and landmarks in just about every major city.

Try to get to Topkapi Place, Ayasofya Museum, and the ancient City of Troy if you can. Finally you have the diverse wildlife that is so popular in Turkey. The nation has preserved many rare animal species and are very proactive in their ecological research.

The landscape, the culture, and the history of Turkey are so important to the country, that you would be wise to try to take it all in while you have the opportunity.

SEO – The Downfall of SEO Content

You can search engine optimize your website or blog all you want with keyword rich copy but if the information you are providing is stale, repetitive, robotic or plagiarized then you are not likely to attract many visitors. Furthermore most search engine spiders and robots will penalize you for plagiarizing and rewriting content from elsewhere by not including your pages in its search engines.

Another reason that your SEO content could be failing is not necessarily that you have committed the sin of plagiarism or being out of touch, but you may have chosen to search engine optimize copy for a product that has a glutted market. If a lot of people are writing about the product then it means you have failed to properly define your niche market in terms of how it will make a profit. Trying to make a profit in a glutted market is often useless and it is also a bane to SEO marketing as the keywords that are used to market glutted products are often too general and too popular to bring you the targeted customers that you need.

Sometimes the problem is that you have identified yourself as some kind of online consultant or guru but then somehow did not live up to the expectation of the people who have visited your site. A simple mistake in your SEO, niche language or keywords (or even a simple spelling mistake!) Could have many people turned right off of your site. You may have also hired a ghostwriter who knows nothing about their assigned topic and you have no idea that your book is plagiarized from sources all over the web. Who wants to pay for information that they can already get on the World Wide Web for free?

Always remember that SEO selling always has to do with your credibility. Trying to sell things with a web page full of innocuous advice or copy full of nonsensical keywords
never works.