A Retailer's Guide to Frugal In-Store Promotion by Carolyn Howard-Johnson

Click on cover image to purchase a copy

Click on cover image to purchase a copy

MWSA Review

Retailers and anyone selling anything need more than hope to reach their customers.  Carolyn Howard-Johnson has written an excellent "How-To" guide that even a novice can follow.  In-Store promotions is not as it sounds, but rather a method to follow regardless of where or how one sells.

Promotion is the key to success, do none and you stand small chance of succeeding.  If all you do is write a book you are performing half the job.  This book can be set out in a simple formula; promotion = recognition = sales = success.  If success is your goal then doing something to improve your business is essential and in this book it is made easy, and key parts offer inexpensive methods for doing so.

I recommend this book to anyone in any business, fixed store location or web-business.  The ideas and approaches have application to both and more; it is not just for the corner stationary store or the local tire shop.

Reviewed by: jim greenwald (2010)

Author's Synopsis

Retailers need more than crossed fingers to get and keep customers. In-store promotion--everything from in-store branding to events--is the most effective and economical way to do that. This book gives retailers the benefit of Carolyn Howard-Johnson's nearly three decades experience as founder and manager of her own chain of stores, a stint as a New York publicist and as a retail consultant and journalist. It is the first in the Survive and Thrive series for retailers in her USA Book News award-winning HowToDoItFrugally.com books.