0816_TOEFL-Test-and-Score-Manual-1997

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164 ● 201 Great Ideas for Your Small Business Tips from the Electronic Retailing Association • Do your homework. Find out what worked for successful infomercial producers. • Pick the right stations, market, and time to air your infomercial. • Offer strong money-back guarantees to boost consumer confidence. • Believe in your product. • Contact the ERA at www.retailing.org. Smart Inventions Tips for Selling Products on TV • Have something that makes consumers say, “Wow, what a great idea!” • Your product has to be unique, innovative, and of good quality. • Your product should be easy to demonstrate. • Your product should solve a common problem and be easy to use. • Your product should appeal to a mass audience. Niche markets are difficult to make profitable. • Not currently available to the public. • Have a retail markup with enough of a margin to still make a profit after production and media costs. • If it is an infomercial product, it should sell for $29.95 or more. • If it is a DR (direct response) spot product, it should sell for $19.95. • Make a prototype of your product. • Prevention products don’t sell well on TV (i.e., fire extinguishers, burglar alarms).
Marketing Strategies ● 165 something easy enough for an eight-year-old to use. It has to be cheap to make but have a high perceived value. In his case, the mops cost under $5 to manufacture, but they sold for six times that much (including refills) on the air. Nokes said a successful infomercial sets the stage for huge retail sales. “We went into retail stores, and during the first three months we sold one million mops a month,” he said. “The following year we sold almost four million units.” His company has sold five million Smart Choppers, five million Tap Lights, and millions of Quick Sand easy-cleaning cat boxes. He believes infomercials are a great way for entrepreneurs to introduce new household products. “It doesn’t matter how good the product is if the public doesn’t know about it,” he said. “When you have a new product, you need to educate the public.” GREAT Put a Pig in Your Window Veteran retailer Iris Fuller told me she cried for two IDEA hours after attending a retailing seminar by the late Peter Glen. They were tears of joy and inspiration. “He made such a difference in the way we did what we did,” said Fuller, who owned Fillamento, a San Francisco boutique that closed a few years ago. Fuller ultimately hired Glen, a former actor turned retail guru, to meet with her staff and teach them the secrets of visual merchandising. At his suggestion, she took all her employees to Las Vegas so they could steal ideas from Cirque du Soleil’s magical performance. Thousands of small retailers relied on Glen’s advice and zany ideas to get them out of a slump. He urged retailers to set themselves apart from their competition by creating “cheap miracles” to attract shoppers. For example, Glen suggested tying a big ribbon around your retail store. Put a stuffed pig in the window or a bull in your china shop—as
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Additional Praise for 201 Great Ide
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Since 1996, Bloomberg Press has pub
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Copyright © 2011 by Jane Applegate
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Contents Introduction xvii CHAPTER
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Contents ● xi 58. Hire a Savvy Re
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Contents ● xiii 116. Publish a Ne
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Contents ● xv 174. Hire a Mystery
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Introduction In the absence of disc
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Introduction ● xix Three years la
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2 ● 201 Great Ideas for Your Smal
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10 ● 201 Great Ideas for Your Sma
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Money Matters Entrepreneurs are obs
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Money Matters ● 41 current busine
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Money Matters ● 43 Remember to wr
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Money Matters ● 45 Pixability Inc
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Money Matters ● 47 How to Raise M
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Money Matters ● 49 Despite these
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Money Matters ● 51 accountant or
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Money Matters ● 53 legislation ai
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Money Matters ● 55 So, consider j
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Money Matters ● 57 But operating
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Money Matters ● 59 “I had 3,000
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Money Matters ● 61 The couple obt
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Money Matters ● 63 GREAT IDEA Inv
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Money Matters ● 65 Small Business
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Money Matters ● 67 If employees b
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Money Matters ● 69 Contact the ES
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Money Matters ● 71 subject to the
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Money Matters ● 73 GREAT Collect
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Money Matters ● 75 ranging up to
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Money Matters ● 77 Working hard o
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Money Matters ● 79 In 2001, he mo
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Money Matters ● 81 Between doing
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Money Matters ● 83 get thrown out
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Money Matters ● 85 Be sure to fac
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Money Matters ● 87 • Ask these
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Money Matters ● 89 founded in 200
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Technology and Telecommunications B
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Technology and Telecommunications
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Page 135: Technology and Telecommunications
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Page 163 and 164: Marketing Strategies Your business
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Page 171 and 172: Marketing Strategies ● 149 Exclus
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Page 191 and 192: Marketing Strategies ● 169 Produc
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Page 201 and 202: Marketing Strategies ● 179 “You
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Page 209 and 210: Marketing Strategies ● 187 GREAT
Page 211 and 212: Marketing Strategies ● 189 One th
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Page 215 and 216: People People can make your life ma
Page 217 and 218: People ● 195 of employment. “Ch
Page 219 and 220: People ● 197 their jobs into what
Page 221 and 222: People ● 199 interviewed by him a
Page 223 and 224: People ● 201 Best of all, “if y
Page 225 and 226: People ● 203 she won a national b
Page 227 and 228: People ● 205 How to Evaluate Your
Page 229 and 230: People ● 207 My dad, Marty Weisma
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Page 233 and 234: People ● 211 GREAT IDEA Offer Cla
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People ● 215 all costs. (See Grea
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People ● 217 One caution: Be sure
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People ● 219 He favors what he ca
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People ● 221 Coping with Mental I
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People ● 223 As of October 2010,
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People ● 225 “If you do hourly
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228 ● 201 Great Ideas for Your Sm
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Customer Service We all know that a
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Customer Service ● 245 If you cal
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Customer Service ● 247 Cherry is
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Customer Service ● 249 GREAT Don
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Customer Service ● 251 “When sh
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Customer Service ● 253 Advisers,
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Customer Service ● 255 One of my
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Customer Service ● 257 When I arr
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290 ● Conclusion many of my speak
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292 ● Resources Regional Governme
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294 ● Resources Department of Com
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296 ● Resources Offers a variety
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298 ● Resources National Associat
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300 ● Resources Women’s Busines
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302 ● Resources Other Association
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About the Author Jane Applegate is
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308 ● Index Brief Reunion (film),
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310 ● Index Financial issues: (co
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312 ● Index Lesonsky, Rieva, 113
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314 ● Index Reactor Design Studio
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316 ● Index Trask, Sarah, 151 Tra
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0816_TOEFL-Test-and-Score-Manual-1997

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