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ADAMS LAW CENTER
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Carl David Adams
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by the Texas Board of Legal Specialization

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If Your Doors Are Open You Should Be Advertising

From "The 33 Ruthless Rules of Local Advertising"
by Michael Corbett

1. People Shop All The Time: You're not advertising to a standing army. You're advertising to a passing parade.
a. Different people are shopping all the time for the goods and services you sell, and they'll buy from you or your competitors. If you want a bigger share of the consumer market, you have to let people know about you. You do that by advertising all the time.

2. People Move: As much as 25% of your market is mobile each year.
a. Each time a household in your area replaces itself, you have a chance to educate and motivate a new consumer. There are always new consumers to educate and motivate.

3. People Forget: How many advertising impressions do you remember from yesterday?
a. You are constantly bombarded with ad impressions from the newspaper you read, to the TV you watch, to the label on your toothpaste.

4. People Often Take Their Time Before Buying:
Most people are impulse buyers, but not when it comes to larger purchases. A consumer can
be in the market for a big ticket item for weeks or months before the purchase is made. Your job is to keep yourself in front of the consumer throughout the buying cycle.
a. Deciding to shop
b. Making final determinations on product, brand, and price
c. Actively shopping
d. Making the purchase

Because you don't know when any particular prospect will be in the market for your product or service, you cover yourself when you advertise all of the time

5. To Establish An Equity Position In The Consumer Community:
An equity position among consumers is: when someone needs your product or
service they think of you.
a. Facial Tissue = Kleenex
b. Photocopy = Xerox
c. Table Tennis = Ping Pong

"Advertising is that force which gets the share of the consumer mind ... which must precede getting an increased share of consumer market."
(Former President of General Foods)

From the Dallas Morning News:
Luxury shoppers: Leading the way

10:58 PM CST on Saturday, December 3, 2005
By MARIA HALKIAS

Luxury is one of the fastest-growing categories on the Internet, according to comScore Networks.

"Consumers who buy luxury goods online know exactly what they want," said Michael Silverstein, co-author of Trading Up: The New American Luxury. "They are buying specific items, generally not breezing through links. They want a particular watch or a particular piece of glassware."

As Internet sites get better, more luxury will be purchased online, he said.

For the first time, a dot-com was awarded the Accessories Council's retailer of the year award: Neimanmarcus.com.

Online jeweler BlueNile's sales grew 31.3 percent last year to $169.2 million. According to Internet Retailer rankings, BlueNile is bigger than the next three largest online jewelers combined, and its stock price is up 55 percent from a year ago.

Shopping surveys consistently show higher-income respondents as most likely to have shopped online.

Kurt Salmon Associates found that more than half of luxury shoppers – 58 percent – said they planned to do some holiday shopping this year online vs. 44 percent of shoppers with incomes under $75,000, according to preliminary results of a survey taken Nov. 21-28.

Mr. Silverstein, also senior vice president at Boston Consulting Group, predicts that "watches, fashion accessories and handbags are all big future sellers."

The link to this article is the same as the next article below. Just click on that link and scroll down to view Maria and Crayton's extensive research on online buying trends. Very informative.

Online shoppers are clicking now
Online shoppers may not rule retail, but they've gained considerable clout

10:58 PM CST on Saturday, December 3, 2005
By MARIA HALKIAS and CRAYTON HARRISON / The Dallas Morning News

Online shopping arrived in Americans' homes as a tiny retailing niche. And after 10 years of surging growth, it has become, well, a larger niche.

Die-hard Internet shoppers may be surprised to know that the fastest-growing retail channel represented only 1.9 percent of total retail sales in 2004.

The sector's sales – $69.2 billion – were the equivalent of about one-fourth of the take just at Wal-Mart Stores Inc. Web sales are expected to top $85 billion this year, rising more than 24 percent this holiday season, according to comScore.

Read this article and other associated articles on the same page:

Women Shoppers outclick men in an e-commerce role reversal

Women are slightly more likely than men to be online shoppers this year, according to Retail Forward Inc.

That's a "significantly different picture from the early days of online shopping when men dominated the ranks," said Mary Brett Whitfield, the research firm's senior vice president.

And it's good news for online retailers because women are the primary shoppers in most U.S. households.

http://www.dallasnews.com/sharedcontent/dws/bus/stories/DN-onlineretail_04bus.ART0.State.Edition1.3dc99c4.html

From Dallas Morning News: Tech Bits:

12:00 AM CST on Saturday, November 26, 2005
By VICTOR GODINEZ

Workers shop till they drop the mouse

Roughly 52 million American workers will use their Internet access at work to shop online or browse for holiday gifts this year.

As a result, online retailers are gearing up for so-called Cyber Monday after the Thanksgiving weekend, a Shop.org survey said.

The survey found that 51 percent of people between the ages of 18 and 24 will shop online during work, as will 49 percent of those in the 25 to 34 age bracket.

Men (42 percent) are more likely than women (32 percent) to use their work computers to hunt for holiday gifts.

Forty-three percent of online retailers will be luring Monday shoppers with special discounts and promotions.

http://www.dallasnews.com/s/dws/bus/stories/DN-techbits_26bus.ART.State.Edition2.1e0e3cbc.html

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