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promoting a warehouse sale

by NewParadigm
14 replies
Need some Warrior ideas on promoting a warehouse sale for a candle manufacturing company(approximately a semi load). Open 3 weekends Nov-Dec. 1st weekend in conjunction with a large arts/crafts sale 3 blocks away that draws thousands. I have an organic list of 4,500 i am mailing a postcard and emailing a few times for daily deals/promos etc.... doing another 10,000 postcards dropped in local papers, and 5,000 postcard coupons in EDDM. Also one local paper traditional coupon ad. All materials contain a 50% off coupon for one item. I'll assign one person at the sale taking everyone's pic after checkout and posting to our FB page(hoping they'll tag and share) , also give them a free small item for liking and checking on to the sale on FB for exposure to all their friends, as well as making sure everyone who attends sale has signed up on email list.

any other ideas for cheaper/better marketing of this 3 weekend event? one area I haven't pursued is PR/news media.

thanks in advance!
#promoting #sale #warehouse
  • Profile picture of the author Peter Lessard
    The best thing you can do is figure out a way to get the traffic from 3 blocks away to come to you. Give them a reason to keep shopping and make it so easy to get there. Signs, leaflets/coupon on windshield making it clear that the sale is on RIGHT NOW and SO CLOSE.

    Next best thing you could do is cause a major power outage making everyone need candles ;-)
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  • Profile picture of the author bizgrower
    Are you working with the arts/crafts fair?
    Cross promote with them - at least get a booth there.

    Get on popular local local blogs/websites, including print, radio and TV stations.
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    • Profile picture of the author Claude Whitacre
      Create several large signs that have a front and a back, and a person stands in the middle. I don't know what they are called. But they work wonders if the people holding the sign are a block or two away. You see them with, "Liquidation Sale" advertising for furniture stores.

      It shows immediacy to the sale, and you cannot miss them.
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      • Profile picture of the author ewenmack
        Originally Posted by Claude Whitacre View Post

        Create several large signs that have a front and a back, and a person stands in the middle. I don't know what they are called. But they work wonders if the people holding the sign are a block or two away. You see them with, "Liquidation Sale" advertising for furniture stores.

        It shows immediacy to the sale, and you cannot miss them.
        Possibly human sandwich board as they are akin to the footpath signs
        in shape and purpose.

        Best,
        Doctor E. Vile
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        • Profile picture of the author NewParadigm
          Originally Posted by ewenmack View Post

          Possibly human sandwich board as they are akin to the footpath signs
          in shape and purpose.

          Best,
          Doctor E. Vile
          I like that idea, I may check into a human candle character costume for someone to wear. Definitely an attention getter over more stagnant directional signs we have now.
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      • Profile picture of the author trip3980
        Originally Posted by Claude Whitacre View Post

        Create several large signs that have a front and a back, and a person stands in the middle. I don't know what they are called. But they work wonders if the people holding the sign are a block or two away. You see them with, "Liquidation Sale" advertising for furniture stores.

        It shows immediacy to the sale, and you cannot miss them.
        that I think is a good wording too. Gives consumers a sense of urgency.
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      • Profile picture of the author NewParadigm
        Originally Posted by Claude Whitacre View Post

        Create several large signs that have a front and a back, and a person stands in the middle. I don't know what they are called. But they work wonders if the people holding the sign are a block or two away. You see them with, "Liquidation Sale" advertising for furniture stores.

        It shows immediacy to the sale, and you cannot miss them.

        thanks Claude! and a couple others mentioning signs. We have 40 or so bright vibrant pink colored plastic fluted type ground signs that we place at various intersections (including the exit from the craft sale with arrows leading them to our spot, and that drives some traffic for sure. I put up a 30 foot sign on their property entrance once, but they got mad and tore it down

        We word ours "warehouse sale" but I like the immediacy and bargain baiting "liquidation sale" wording as well. I'll have to plug that in to future marketing pieces.
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        In a moment of decision the best thing you can do is the right thing. The worst thing you can do is nothing. ~ Theodore Roosevelt

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        • Profile picture of the author Claude Whitacre
          Originally Posted by NewParadigm View Post

          thanks Claude! and a couple others mentioning signs. We have 40 or so bright vibrant pink colored plastic fluted type ground signs that we place at various intersections (including the exit from the craft sale with arrows leading them to our spot, and that drives some traffic for sure. I put up a 30 foot sign on their property entrance once, but they got mad and tore it down

          We word ours "warehouse sale" but I like the immediacy and bargain baiting "liquidation sale" wording as well. I'll have to plug that in to future marketing pieces.
          Not just "Warehouse Sale" or "Liquidation Sale" you need to say what the sale is at least say that it's candles. Like "Candle Liquidation Sale".

          And the signs should be the one that has to have a person carry it. That's what gives the urgency, and draws the eyes of the drivers.
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          • Profile picture of the author NewParadigm
            Originally Posted by Claude Whitacre View Post

            Not just "Warehouse Sale" or "Liquidation Sale" you need to say what the sale is at least say that it's candles. Like "Candle Liquidation Sale".

            And the signs should be the one that has to have a person carry it. That's what gives the urgency, and draws the eyes of the drivers.
            yep, we have "candle sale" now on the signs. some larger signs have "candle warehouse sale". I'll have to make the signs bigger to fit more readable text on them for cars whizzing by at 45-50mph.
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          • Profile picture of the author trip3980
            Originally Posted by Claude Whitacre View Post

            Not just "Warehouse Sale" or "Liquidation Sale" you need to say what the sale is at least say that it's candles. Like "Candle Liquidation Sale".

            And the signs should be the one that has to have a person carry it. That's what gives the urgency, and draws the eyes of the drivers.
            I just wanted to point out that sign spinner can work but it depends on the location and type of traffic going threw that aria. For example, If people are looking for new homes to buy and they spot a sign spinner that would be an effective example. But for the case of a product that makes people feel something you need to engage the community. For example, going to a public beach with the products and say something like free samples or arts and crafts for kids. thats something that would attract them with a positive feeling. you don't just want to spin signs because that just comes off as desperate. your message needs to be stubble. another example is pinterest. you never see a for sale sign on pinterest next to a project. the target market for candles is females and often times they want to envision them selves with that product and their loved ones. IE fantasy buying that's how you sell to women. your selling the idea that that product fits in with their lives and their love ones lives.
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    • Profile picture of the author NewParadigm
      Originally Posted by bizgrower View Post

      Are you working with the arts/crafts fair?
      Cross promote with them - at least get a booth there.

      Get on popular local local blogs/websites, including print, radio and TV stations.
      Thanks Biz! The craft sale charges a fee for vendors and for customers. Several nearby businesses have opened their own warehouse sales as well. So I doubt the craft sale is going to cooperate, even with a fee

      For me, their booths are way too small, i've got a temp warehouse of 10,000 sq feet. with about 48 pallets of candles.

      But I should at least ask them about cross promotion and let them tell me no.

      Yep, PR/TV/Radio I need to do something with. It would make a nice consumer type story and have great reach!
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      In a moment of decision the best thing you can do is the right thing. The worst thing you can do is nothing. ~ Theodore Roosevelt

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      • Profile picture of the author bizgrower
        Originally Posted by NewParadigm View Post

        Thanks Biz! The craft sale charges a fee for vendors and for customers. Several nearby businesses have opened their own warehouse sales as well. So I doubt the craft sale is going to cooperate, even with a fee

        For me, their booths are way too small, i've got a temp warehouse of 10,000 sq feet. with about 48 pallets of candles.

        But I should at least ask them about cross promotion and let them tell me no.

        Yep, PR/TV/Radio I need to do something with. It would make a nice consumer type story and have great reach!
        Does not hurt to talk to them. Your candles might not be craftsy enough for them.

        You could position as complimentary to what their vendors do. Fill that hand made
        ceramic candle holder....

        Booth prices might come down if they have not sold out.

        The booth might be a good ad for your warehouse sale.
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        "If you think you're the smartest person in the room, then you're probably in the wrong room."

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  • Profile picture of the author trip3980
    A major advise is key wording. Find out what keywords trigger target audience participation the most. For you I would use the words "clearance sale" for starters. Use images with before and after prices. Fries does this the best with their sale items. They have stupid cheep items to get people to come to the store. Often times people will buy more then what they came for. keeping something like this on a regular will keep people coming to your location. as long as the costumers "feel" like they are getting a good deal that's all that matters. costumer experience should be at the top of your list. For some reason people often seek out something just to fill the void in their life. Understand this and you will understand how to maintain a relationship with your consumers.
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    • Profile picture of the author NewParadigm
      Originally Posted by trip3980 View Post

      A major advise is key wording. Find out what keywords trigger target audience participation the most. For you I would use the words "clearance sale" for starters. Use images with before and after prices. Fries does this the best with their sale items. They have stupid cheep items to get people to come to the store. Often times people will buy more then what they came for. keeping something like this on a regular will keep people coming to your location. as long as the costumers "feel" like they are getting a good deal that's all that matters. costumer experience should be at the top of your list. For some reason people often seek out something just to fill the void in their life. Understand this and you will understand how to maintain a relationship with your consumers.
      Great advice, yes, many of our customers do not know the real retail value and what kind of deals they are getting. So we started last year with retail photos of the product and retail prices then show the "XX% OFF" deal that we put into plastic display holders by each product. Many people want to know that they've saved tons of money to give them some reference of value.

      Correct, candles are the epitome of filling voids, creating good feelings for people, escape from stress, thrill of romance etc.... I'll be implementing these themes as benefits in our upcoming newly launched product lines. I see many sellers trying to sell features, instead of selling the benefits.
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      In a moment of decision the best thing you can do is the right thing. The worst thing you can do is nothing. ~ Theodore Roosevelt

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