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Word-of-Mouth
This month I ran into a situation directly related to last month’s poll question: “What have you found to be the most effective method of promotion for your store?” You responded by saying it was word of mouth, Internet/e-mail and then in-store events, which brings me to my story.
I am a member of a local botanical garden and sculpture park, meaning that along with the privileges extended to me at the location — including store discounts — I also receive e-mail updates and early invitations to events.
The last e-mail I received was inviting me to a Late Night at the Gardens designed for young professionals in the community. Although I am a member, I was encouraged to RSVP and pass along this invitation to others who were not. It turns out that this was a completely free evening, simply a party where they unveiled a new membership level designed to connect our demographic with art and green spaces.
I forwarded the e-mail on to others I thought might be interested and couldn’t believe the response that evening. They had a great turnout and brought hundreds of people to their location to expose them to their product.
The point is that all they did was send me one e-mail talking about one event. I forwarded it on to at least a dozen people who used word of mouth to spread the news. Before you know it, that one e-mail that they sent me reached a large contingent of people who otherwise wouldn’t have known the store existed — much less shopped in it. A little music, a little food, a little shopping and a lot more people interested in the Gardens and the store. Success!
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Industry Profile
Frank M. Hnat, Wildbird Artist
Tell me briefly how you got to where you are today.
I am a lifelong resident of the Pittsburgh area and gained prominence nationally as a graphic designer. After attending Carnegie Institute of Technology, Carnegie Mellon University and then Art Institute of Pittsburgh, I established a graphic design studio in Pittsburgh that for many years served major corporate clients.
In college, we had to go the museum and draw anything we wanted. For some reason I chose birds and after a 35-year career as an art studio owner and graphic designer, I gave up the studio when computers started appearing. I did not want to get involved with computer art.
What kind of art do you create and what inspires you?
Wildlife and wild birds inspire me, and I draw from mounts borrowed from the museum or birds at my feeders rather than photos. My unique style of pen and ink, including watercolor and pastel, gives a soft and realistic effect. I’m one of a handful of American artists who have successfully combined an uncommon technical expertise with an eye for color, design and setting.
Where is your art sold and what is the most popular product you sell?
I’ve been selling art for 20 years and it is sold throughout the United States, Canada and South America to serious collectors, corporations, institutions and residential buyers. Limited edition prints and my wildbird calendars are distributed in galleries, gift shops and other retail stores throughout North America.
My wild bird calendars are the most important item that I sell because the birds are all realistic to the feather.
What advice do you have for other retailers and artists?
Most of all, be personal with the customer and talk to them. Ask them if they need help and give suggestions, as the more you converse with a customer the friendlier they get. That makes it easier to complete the sale.
For retailers, I give out free items such as items that do not sell well — the secret in retailing is the word free; people love it. |
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What method of payment
do you deal with most?
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Leanin' Tree to Celebrate 60th Anniversary with New Products
Leanin' Tree Inc., a long-time industry leader in alternative greeting cards and gifts, will celebrate its 60th anniversary in 2009..
Online Registration Open For January 2009 NYIGF
With one quick visit to www.nyigf.com, retailers can now register online for the winter edition of the New York International Gift Fair (NYIGF), January 25-29, 2009.
Bestever Inc. Partners with Kids Wish Network
California-based Bestever Inc., designer, manufacturer and distributor of unique soft toy creations and lifestyle gifts, is proud to announce its partnership with Kids Wish Network..
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Native American Playing Cards
Celebrate Native American History Month with a deck of 52 colorful portraits of 19th century Native Americans from the Indian tribes of North America.
U.S. Games
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Naturally Christmas
Earth-friendly boxed Christmas cards from Pumpernickel Press are handcrafted sculptures you can send in an envelope. More than 200 design choices available.
Pumpernickel Press
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Into the Wild
These sterling silver finished necklaces by Cool Jewels/Phillips International come presented on a Natural Recycled Paper tag with felt backing and are available in a variety of pendant choices.
Cool Jewels
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Top of the Line
High-quality plastic puzzle cubes from Topline Products, Inc. are now available in space, zoo and sea life designs. A great mind exercise. Includes convenient packaging and instructions.
Topline Products, Inc.
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TEXT-ONLY ADS ARE AVAILABLE!
Call Gavin Cribbs to find out how you can advertise your product or business in this special text-only ad area! 800-825-0900, ext. 109 |
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