What Is Your Objective?

To be the Mayor, you need to know two things:
-- What's your objective?
-- Who's your audience?

For many business owners, "Sell more product!" is the standard answer to the question "What's your objective?" It's wrong. How do you want to sell more product? Do want to get more customers? What if all of your current customers came in one more time per month? What if every person in your store spent an extra $1 on each visit?

Each of these objectives raises sales, but we use different tactics for each.

Think about how credit card companies increase their sales:

• 0% interest 'til 2015 with all balance transfers (generate new customers)
• Earn rewards points and be entered to win $1 million dollars every time you use our card! (generates frequency of use)
• Sorry, we received your payment 10 minutes late. Your new interest rate is 28%. (increases your ticket average)
• No interest 'til May on purchases over $299 (a nicer way also used to increase ticket average)

Different tactics for different uses. Different audiences will require different objectives. Using a Local Store Marketing framework simplifies the process, creating a step-by-step path to success.