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Discover Mid-America — May 2008
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Taking advantage
by Bruce Rodgers, Editor/Publisher
The economy seems to be on everyone’s mind. No surprise. The media reports about it constantly, and with every sunrise comes a price spike in gas.
Here and there some people ignore it, which is good. In our network a few new shops have opened despite the general gloom (see Sister’s Antiques, pg?) and with that the usual grumbling about how bad sales are continues to be aired.
Here at Discover Central, we can track the situation somewhat by measuring the number of ads in each issue compared to last year or earlier. To use an aviation analogy: We’re in a holding pattern and have yet to expand routes.
Trying to find ways to boost sales for our advertisers is, for us, an important reason-for-being. (Duh.) And I’ve been thinking. (Look out!)
Come early May, the feds are going to start mailing out “economic stimulus checks” to those who qualify. The amounts run from $300 to $1,200, maybe more in some cases. The hope is that people will spend the money to kick the economy back in gear. For the sake of argument, let’s assume most people will be itching to spend the money.
So are they going to drop a few bucks at a nearby antique shop or mall, or daytrip to an antique hub in a nearby town? Let’s hope, but from what I see they’re not being enticed that much. How do I know? Because I don’t see any advertising aimed at folks that will be getting the money.
We’re bound to see Macy’s, Sears, Nebraska Furniture and other retail chains design advertising toward folks getting those stimulus checks. Why not antique retailers? Why isn’t there some advertising that says:
“Help the economy, invest that stimulus check in an antique.” Or, “Stimulate your local antiquer, spend that fed check on something old and good.”
Okay, maybe I’m not an advertising copywriter, you get the point.
Another aspect of this down economy antique business owners can possibly take advantage of is the depressed commercial real estate market. Mainline retail stores are closing, good leasing deals are emerging as commercial property owners worry about vacancy rates. It’s a buyer or lessee’s market if you’re not happy with what you’re paying or where you’re located.
As for the bogeyman of high gas prices…a good counterattack appears on the pages of Discover Mid-America — group ads. Antique consumers, like everyone else want mileage from those gallons of expensive gas. One good way is coming to a town knowing where all the shops are first-hand without driving around wasting gas. Let’s face it; the days of a leisurely drive are gone except for those unnerved by the price of gas. Which, in my book, makes billboard advertising suspect.
Chambers of commerce, CVBs, merchant associations and antique business owners should be creative when it comes to battling high gas prices. Offer some sort of discount system based on dollars a consumer spends. Maybe something like X number of dollars spent shopping equals so much of discount per gallon of gas bought in town. Could work.
The point is to take advantage of the current situation rather than being on the defensive.
Bruce Rodgers can be contacted at publisher@discoverypub.com.
> Refurnished Thoughts Archive — past columns
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