News Management
Retailers tend to be quite labor intensive and therefore employ a high number of staff relative to other businesses. The products they sell and the prices that they charge have obvious significance to the populace. These factors mean that what happens at a
retailer, especially a large one, can have an impact on many people’s lives.
The prices they charge can have a direct effect on the local economy or even the national economy, especially as the inflation rate calculation for a region or country usually includes a high proportion retail price data.
Free Advertising
All of this means that press statements and press conferences by retailers are often run by
local and sometimes national media outlets. Many retailers will use this interest to keep their business in the public eye. News stories tend to have more authority than advertising and are virtually free.
Store Openings
A new store opening will often be reported locally. A number of simultaneous openings may gain regional or even national coverage. Even bad news can be used as a promotional tool. For instance, the store chain retailer may also participate in media coverage of store closures, stressing the availability of products in alternative stores that are still open.
Interviews
Interviews given directly to the media by retailers may allow the spokesperson to expand the subject matter being discussed to a promotion of the company and its products and services. The retailer spokesperson may have more freedom when giving live broadcast interviews.
"Price War"
Another way of gaining media attention is to announce a substantial program of price reductions and encourage the notion that a “price war” has been started. While this may or may not be the case, having such publicity will be seen by many
retailers as positive and very cost effective compared to paid advertising.
Character Promotion
Much free publicity can be gained by having a famous character affiliated to the retailer. Such individuals often have a flair for gaining publicity. This can occasionally backfire but if it is managed well can be a significant source of promotion. Occasionally the person who owns, or is the chief executive of, a retailer may be good at self-publicity, which will reflect back onto the company.
Décor | News Management | Price Deals | Staff Presentation | Merchandising
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