Introduction to Customers & Community

The Personal Touch

Customer Connection and Recognition

Back in the eighties, the theme song of a popular sitcom called Cheers hit the nail on the head – ‘you want to go where everybody knows your name’. Fast forward to today, and this is where your store can compete with internet. Staff hiding behind the counter is not the marketing tool you want, but in book sales neither is aggressive ‘hard selling’. Staff should be approachable, knowledgeable and accessible. This is as much part of your branding and marketing as any campaign or point of sale.

Trend watching

Your recommendations, your messaging, your campaigns must remain relevant and contemporary. You need to keep an eye on:

• current affairs
• book award winners 
• every respectable book review space 
• current blogging topics 
• dinner table conversation – word on the street 
• magazine articles 
• big book events, like say the launch of a new Harry Potter 
• events around the country that have the potential to stimulate sales – Discovery Summit, Design Indaba, Decorex, etc. 

Building relationships

marketing theory

  Number of Pages:

• MODULE: Basic Principles
• MODULE: Below the Line, Above the Line and Through the Line
• MODULE: Branding
• MODULE: The Sensory Experience
• MODULE: Customers & Community

• Customer Acquisition