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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Dealers Must Diversify Marketing Channels

marketing channel

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. Marketing channels were a prime focus of the survey. 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

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Selling to the Rich: DINKS, WOOFS, and HENRYS

rich dink woof henry

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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3-Step eMail Marketing Formula

email marketing

For decades, companies have depended on demographic marketing to target customers. But, demographics aren’t as powerful as they used to be. As U.S. society has evolved sub-groups have emerged within the traditional demographic groups. Our market has fragmented to the point where the old demographic tools are useless. New tools are needed if we are going to define our market and reach new customers. Those tools are available, and they all revolve around email marketing. “Interactive” is the new marketing buzzword Businesses are engaging new customers where the new customers live: on social networking sites like Facebook and Twitter. Once

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Maximize Your Google My Business Listing

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. Stay found with Google My Business If your website is lost in the wilderness, Google My Business can significantly increase your chances of being found, and it’s free. It will take you about fifteen minutes to get it set up, and another couple

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YouTube: Tap a Super Bowl Sized Audience for Free

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 $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 YouTube is pulling in every month. According to The Business

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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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