Eleven Affordable Tips for Promoting Your Antiques Business

Promoting your antiques business

For those in the antiques business, hope springs eternal. Dealers look forward to a new year, hoping for profitable merchandise, good inventory turnover, and new customers. Some dealers will spend the year hoping; others will make a plan and work to make the plan a reality. Central to gaining more customers and making more sales is building store traffic. An antiques business has the same challenges as other retailers: how to build awareness for their business and get more customers in the door. This month, I’ll share some promotions that retailers in other businesses have successfully used; perhaps a few

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Virtual Antiquing: Putting Pictures to Work

virtual antiquing

Antique Trader’s “virtual antiquing” Facebook page feature has become one of my favorite newsfeed items. I enjoy seeing how shops display merchandise and what types of inventory they carry. When I occasionally spot an unusual item, I get particularly excited. Many of the goods in such photos you just don’t see on eBay. I often find myself clicking to a dealer’s website to see more items, and discover their prices. Of course, what makes virtual antiquing enjoyable is a lot of high-quality photos We are visually oriented creatures. The reason that “a picture is worth a thousand words” is because

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Survey Says: Antique Shops Must Adopt More Strategies

strategy

I read with great interest Worthpoint’s 2011 Antiques & Collectibles Survey Results, released on Feb 14, 2011. Worthpoint is a leading provider of valuation and associated services for art, antiques and collectibles. The survey was taken from mid-January through early February 2011, and reflects the opinions of dealers and collectors who visited the Worthpoint website during that period. As I reviewed their survey, my initial reaction was that its results must heavily favor Internet dealers; after all, it was an online survey. As it turns out, this initial assumption about the respondents to the Worthpoint survey was incorrect. Their survey sample was

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Selling to the Rich: DINKS, WOOFS, and HENRYS

mansion

The list of social-status acronyms grows longer each year. I’m sure you’ve heard of YUPPIES (young urban professionals) and probably DINKs (double income, no kids), SINKs (single income, no kids) and SITCOMs (single income, two children, and oppressive mortgage). This week, I discovered the acronyms WOOFs (well-off older folks) and HENRYs (high earners, not rich yet). I’m continually impressed by the amount of money these cohorts spend. Daily, my inbox fills with reports of six-and-seven-figure auction results. Fabulous amounts of money are spent on collectibles, yet antique shops seldom see any of it. Oh, we may score a five-figure sale

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Antique Dealers Can Master Web Marketing

web marketing

Yesterday’s tools don’t work very well in modern applications. Take a rotary phone, for example: It can still make phone calls, but it won’t work outdoors, it won’t connect to the Internet, and it won’t take photos. A few of you are now saying, “I just want a telephone that makes phone calls.” I’d be willing to bet that it’s these same few who have said “Internet marketing doesn’t work.” It’s not that Internet marketing doesn’t work; it’s that they are taking a new tool (the Internet) and using it like it’s an old tool. It’s like owning an iPhone

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Put Your Antiques Biz on Page 1 with Google My Business

google my business logo

“I’ve never been lost,” said Daniel Boone; “But I was once perplexed for a few days.” It’s said that Boone was a master at staying found. Making his way through the wilderness with nothing more than an incomplete map, a compass, and his own sensibilities, he blazed a trail that thousands would follow from Virginia to Kentucky. “Staying found” is a significant challenge for bricks-and-mortar Antique stores. New customers will stumble upon stores that are located on well-travelled thoroughfares. Dealers who pump money into traditional media advertising (newspapers, radio, yellow pages) may also attract new customers. But, high-traffic locations and

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Online Video: Tap a Super Bowl Sized Audience for Pennies

youtube logo

Do you remember the Super Bowl ad about the antiques dealer? Neither do I. At nearly $3 million for a 30-second ad, you won’t see any small retailers advertising during the Super Bowl. In fact, I don’t recall ever seeing an ad for an antiques store on television – ever. The Super Bowl attracted about 111 million viewers last year. The $3-million-for-30-seconds price tag breaks down to less than 3 cents per viewer. Not bad for a cost-per-impression. Now hold on to your seats: 111 million viewers a year is a drop in the bucket compared to how many viewers

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Social Media Marketing For Your Business

social media marketing

These days, social media marketing is pervasive. Sites like Facebook, Twitter, MySpace, and LinkedIn now have membership bases that span generations and spread across the globe.  It is estimated that the membership of Facebook alone exceeds the population of the United States.  The above sites allow you to create a page for your business, as well as a personal page. They are also great because they allow you to discover new business connections.  These social networking websites are free to join and are driven by sharing information and referring friends. Properly using social media marketing with such a huge, referral-focused

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Viral Marketing Success

viral marketing

It’s said that in order to sell something to someone, they must know you, like you, and trust you.  The know-like-trust combination is time-consuming to implement as a marketing strategy.  It requires building one-on-one relationships with your customers; getting introductions to prospects, finding common ground with them, and establishing a level of trust.  This process can be considerably sped up when the quality of your goods or service is recommended from friend to friend.  Friends recommending your business to friends is called word-of-mouth marketing, and viral marketing is word-of-mouth marketing on steroids. Social networking is what powers viral marketing. Let’s

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Antique Dealers: Don’t Give Up on eMail Marketing

email marketing

Just to watch her reaction, I asked my mail carrier to break the law. “Jane” I said, “I’m going to put a trash can right here next to my mailbox. Would you mind just throwing the junk mail into the trash can and putting the important stuff into my mailbox?” “I certainly will not!” she replied (she wasn’t being a very good sport about this). “It’s against the law for me to do that. I have to deliver your mail to an approved box! Besides, how do I know what mail is important to you and what isn’t? I can’t

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