Page 87 - DMGT554_RETAIL_BUYING

Retail Buying

Notes Golfers want to latest golf club. Often consumers relate trendy stores with higher price tags.
Marketing these higher-end products is a challenge and overcoming this perception with targeted
advertisements informs consumers that the store carries the latest products at affordable prices.

Self Assessment

State whether the following statements are true or false:
13. In tough economic times, many consumers may think that purchasing high-ticket items
requires them to make a long-term sacrifice.

14. The ads should focus on the store’s owner credentials to provide what the bigger name
brand stores can offer.
15. Trends in retail stores are often what make a store successful.



Case Study Newsletters

Background
Working Mum’s Masterclass runs events for working mums and mumpreneurs. Penny,
the owner, is a Mum of 2 boys, runs her business, writes a blog and lectures at ICMS, so is
extremely busy. She had been sending out newsletters to her mailing list but found she
wasn’t managing it regularly and didn’t have a plan in place to help her with content.
Objectives
The objectives for the newsletters were:
1. Increase subscribers to the newsletter, blog and social media

2. Encourage sales of tickets to Penny’s events
3. Have regular newsletters sent at specific dates
Strategy
The strategy for the newsletter was to get organised! This was done during an initial
planning session which resulted in an outline for the next 6 newsletters. The plan
highlighted all the topics to be covered, dates it was to be written by and dates for it to be
sent to the mailing list.
With this in place a template for regular newsletters and one for inviting subscribers to
events were next on the list to be developed, giving brand continuity to the newsletters.
One of Penny’s biggest issues was putting the newsletter out at a regular time, having an
external party involved meant she would be prompted each month to organise the
information and get it ready to send out.
Execution
Each month Penny supplied bullet points, images and links for the newsletter which was
drafted into the final newsletter by Paperbag and given back for review. Once the content
was approved, the final polish was put on it ready for sending out to the mailing list.

As well as sending to the database, links were placed on social media ensuring a larger
coverage to readers who may not have subscribed.
Contd...

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