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Pen Point: Dim economy fosters bright ideas
I had never been much of a shopper. If I needed a pair of black slacks, I went to the store only to buy a pair of black slacks. If they were on sale, great. If not, I bought them anyway.I avoided large sales where masses of people would look into overflowing bins of reduced-price merchandise, grabbing at anything they found of remote interest.
I hated using coupons. It seems that anytime I collected them, it took too much time to clip and organize them in some sort of order. By the time I remembered to use them, it took me hours to get through the aisles of the grocery store, only to realize that the coupon had already expired.
But as I grew older, I grew a little smarter. I didn't become a rabid shopper, but I began to appreciate the art of marketing. I opened a checking account at a bank offering a free weekend to Hilton Head. I took advantage of all of the “buy one, get one free” offers I could find — and afford.
When I began a career in public relations and advertising, I took a particular liking to marketing. I helped clients develop all types of ideas to attract customers. I became a problem-solver for business.
But I ended up with a problem myself. I had to sell a home in tough economic times. I did all of the typical things a home seller does, but nothing worked.
One of my advertising colleagues and very best friends suggested that I develop a direct-mail piece, sending it to hundreds in a selected demographic. The campaign's hook was that the buyer of my home would receive a free vacation to Cancun. The price of such an offer was certainly worth it compared to making extra mortgage payments.
Well, it was a good idea...unfortunately, it didn't work. But it didn't stop me from noticing and participating in other's marketing ideas. I started back with coupons and sales and special offers. With bad economic forecasts looming, this past Christmas, I decided to shop both locally and online, with free shipping.
I have noticed that since then, online businesses are continuing their offers of free shipping to encourage commerce, and some local stores and restaurants are offering deep discounts with frequent coupons. I get weekly, sometimes daily, coupons from such businesses as Borders and Staples. And I use them.
While shopping in Sears Grand recently, I noticed that there was a small technology center with six computers and a printer. Shoppers were using the free Internet service to check e-mail or visit favorite Web sites.
Bert Hettinger, assistant store coach, said that many people will do comparison shopping right in the store to see if there is another merchant with a better price than Sears. Noting that there is an Internet safety notice posted for user information, he said that many young people use the computers while their parents shop.
What a great marketing idea. I'm sure there are many other ideas out there that consumers use to save money and merchants use to promote economic growth.
The Times-Democrat would like to hear from you on such ideas that can be shared with our readers in what we hope will become a regular feature on the business pages.
Send us a letter, an e-mail, give us a call. Maybe we all can grow to be a little smarter.
E-mail the reporter: afelts@timespapers.com.
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