jimlondon Posted October 18, 2007 Report Share Posted October 18, 2007 Was just reading the postings about toe pieces and repairs and how we should have a poster campaign cos people don't know we do things like that. Same is true for Blakeys and quartertips for me. Do any of you actively offer/promote them as part of the repair or encourage customers to use them? I've managed to make a fair bit out of them and increase sales with a few simple steps. For example when customers come in with new shoes I'll just offer to whack in a pair of 'protectors' usually as a routine matter of course. Or a quick 'smart shoes mate' to a lace or sundry buyer: and since I keep Blakeys on the counter I might add something like: 'These protectors - put a pair in now if you like mate - stop em scuffing' = quick sale and grateful returning customer usually. A few quid made on each sale like this soon mounts up. I have loads of customers who don't know about them till I show or suggest them. A lot of lads that come in the shop in particular have no idea about quarter tips but like them once they start using them in their heels. Same's true for Blakeys for men and women. Most are keen to try when I offer them and I get a lot of repeat custom for them as well as word getting around their mates. I've really increased sales of Blakeys and quarters simply by offering them and selling the quartertips as a premium heel/superior product. Now, my nephew made an interesting point. There's a whole generation of younger men and women who've never used them or never heard of them. Have no idea what to ask for but would use them if they knew about them and where to get them. A lot of the ones I do are for younger people with slick smart shoes like Patrick Cox Let me know what you think. How many of you encourage customers to use Blakeys.? Having them on the counter to show as I do repairs helps as does explaining Blakeys stop scuffing. About 75 per cent of customers use them when I offer. I think it's also something we could do a poster campaign if anyone's interested perhaps marketing to slick smart shoes market perhaps geared to blokes. I'm also not sure whether it's the protection/noise aspect. What do you think and anyone interested in joining up to do posters or know someone who could help market/design? Jim Link to comment Share on other sites More sharing options...
keithm Posted October 18, 2007 Report Share Posted October 18, 2007 Welcome to the Forum Jim. I'm sure someone will be along soon with an opinion Link to comment Share on other sites More sharing options...
Hugh-Candoit (ENG) Posted October 18, 2007 Report Share Posted October 18, 2007 Welcome to the Forum Jim. I'm sure someone will be along soon with an opinion Dead right they will Keith. This has been brought up on several occasions by myself, you as trades people are not taking advantage of the marketing skills that are available to you. No1 You have to pay someone to design a Poster unless we have a supplier cabable of doing it. No2 You have to engage the customer in an interactive sales pitch for these extras. No3 There can be more profit in these add-ons. No4 You are losing your customer base gradually each year due to the newer generation not being aware of what you can do with shoes. Classic example is the Lady coming in for Heel tips with the Toe area completly worn out and part of the upper too. "I did not know you could do that". Instead of a Shoe Repair Week that in the main fails each year it is done, you need a National Shoe repair Awareness Month where the emphasis is on what jobs you can do that the general public are not aware of. These could include work yo damaged Heel covers, Toes, Quarter Steels/Rubber, Zips, Elastics,Waterproofing, Insock changing,Stretching, etc etc. The way to go about it is to have a Poster within a Poster, that is to say a very large Poster or Board that will take 9 sheets of A4 size paper with a border. The large sheet has a Header applicable to all shops, a sort of "Did You Know" type of Header. The smaller A4 sheets can be for each of the different jobs (or a combination of 2 jobs), you put onto the main poster the smaller ones with the message that you are happy to provide, some of you may not want to do Zips for instance. This main large poster if sturdy enough can be used over and over again year after year with just the smaller cards getting changed according to the season or fashion change, you could even do you own message on the smaller ones on your computer providing it is of a professional quality to match the other existing ones. ascap29, I can see a MDF Framed Board being made to take these Link to comment Share on other sites More sharing options...
Lee Posted October 18, 2007 Report Share Posted October 18, 2007 Hi Jim a cracking first post! welcome to the forum. I can't stand the sound of a pair of 1/4 steels, so I don't promote them Lee Link to comment Share on other sites More sharing options...
Hugh-Candoit (ENG) Posted October 18, 2007 Report Share Posted October 18, 2007 Hi Jim a cracking first post! welcome to the forum. I can't stand the sound of a pair of 1/4 steels, so I don't promote them Lee that's a thow back from when the Police used to wear them and you were forever listening for that dreaded sound so you could do a runner. Link to comment Share on other sites More sharing options...
Lee Posted October 18, 2007 Report Share Posted October 18, 2007 that's a thow back from when the Police used to wear them and you were forever listening for that dreaded sound so you could do a runner. your not far wrong there! Link to comment Share on other sites More sharing options...
kobblers Posted October 18, 2007 Report Share Posted October 18, 2007 ascap29, I can see a MDF Framed Board being made to take these i'm hammering away as we speak i've sold 8 sandwich boards in 12 days and had a further 7 queries most people seem to want chalkboard this is one of two i made for a lady through ebay. she wanted to paint the frames herself. Link to comment Share on other sites More sharing options...
Guest k@lsb Posted October 19, 2007 Report Share Posted October 19, 2007 Now, my nephew made an interesting point. There's a whole generation of younger men and women who've never used them or never heard of them. Have no idea what to ask for but would use them if they knew about them and where to get them. A lot of the ones I do are for younger people with slick smart shoes like Patrick Cox and my dad ,when he was alive always said to me son, Y ou can always tell a real man ,by his nails on his hands and his shine on his shoes........... i always quote this to the youngsters when handing back there shoes.im sure they think im mad lol.....but it gets the point across....youngsters dont no what polish is until you show them..............anyone invent a ps2 game or wii game about polish and shoes...they might get the message lol.and we would all b rich lol lol Link to comment Share on other sites More sharing options...
earlsdoncobbler Posted October 20, 2007 Report Share Posted October 20, 2007 had a customer in last week he wanted leather 1/4 steel as i have never stocked them i have been open only 7 years and cannot recall being asked before so i contacted birch & colledge they did not have any colledge thinks they are discontinued luckerly a friend has got some Link to comment Share on other sites More sharing options...
alxfer Posted October 20, 2007 Report Share Posted October 20, 2007 I've been going for 8 years and have been asked for 1/4 steel leathers twice. I am still using the stock I bought over with the business. I won't be offering them when my stock's finished. But on the Blakey side of things, when a friend of mine retired from the trade he gave me a bag of loose toe protector Blakeys. Can you still get them loose? Or do you have to buy the prepacked units? Link to comment Share on other sites More sharing options...
Hugh-Candoit (ENG) Posted October 22, 2007 Report Share Posted October 22, 2007 How do you expect to increase the volume of jobs if you dont make the customers aware of what you can do!!! Sticking the items "under the counter" in case someone asks for them aint going to pursude a new generation to start bringing shoes into you is it. Sometimes I despair at the lack of innovative ideas and can understand if the "Cutting Edge" team are banging their heads against the wall right now. You have 2 platforms to project yourselves but are not making the best use of them. Link to comment Share on other sites More sharing options...
hibsjo(SCO) Posted October 22, 2007 Report Share Posted October 22, 2007 Shoe awareness week/month is a brilliant idea Hugh could see some mileage in that hope cutting edge are listening (as they do) carry on! Link to comment Share on other sites More sharing options...
Hugh-Candoit (ENG) Posted October 22, 2007 Report Share Posted October 22, 2007 It does not cost any money either Hibs, only the cost of the initial holding board for the Ads, this can be used year after year so it's a 1 off cost. Quite easy to make your own to take from 1 to 6 A4 size graphics that can be exchanged with the season. A picture frame type board that has open edges to allow the insertion of a laminated A4 graphic (do your own on your puter or get someone like cutting edge to design one) there must be several folk on here that can do this type of work, UK900 is brill at montages as are others but you just need a plan as to what and when you want to carry this out. This way you are not giving anything away and can have a different promotion each week or month, no need to tie in with any National campaing that costs a fortune and brings very little return. There hearts of the commitees are very much in the right place but the logic isnt. Everyone could have their own individually tailored event and when needed they can act together as a national adverising body when needed for a special once yearly promotion. I mention A4 as even the smallest of shops can manage this size, but go to A3 and you hit the customer in the face with the message and that is the key, hit them with it, no use at the counter once the customer is inside, you already have them then and you just use it as an extra (if the customer sees it). You need it to bring the customer into the shop, or to make them aware of the service. (my soap box is getting into a sorry state, can I have another one please). Link to comment Share on other sites More sharing options...
jimlondon Posted October 23, 2007 Author Report Share Posted October 23, 2007 Well I could probably have a go at an A3 poster on comp for Blakeys and tips etc. Happy to circulate if anyone wants one let me know. Only problem - no cam - could anyone do a pic - maybe of customer with decent shoes showing tips. Also any ideas for a slogan/strapline for the poster for promoting Blakeys and tips? Could be two types of market i.e. protection/noise/style Link to comment Share on other sites More sharing options...
Hugh-Candoit (ENG) Posted October 23, 2007 Report Share Posted October 23, 2007 Welcome jimlondon, nice to have a helping hand on board, have you seen the post about a guy (wob) wanting his boots repaired in the London area under the heading Londons Best? Link to comment Share on other sites More sharing options...
jimlondon Posted October 23, 2007 Author Report Share Posted October 23, 2007 thanks Hugh - I'll have a look Link to comment Share on other sites More sharing options...
Bren Posted November 5, 2007 Report Share Posted November 5, 2007 I get through about 4 pairs of 1/4 steels a week. The old boys love 'em. On a related point, does anyone know any suppliers who carry toe and heel plates? Not been able to get any for ages now. Link to comment Share on other sites More sharing options...
jimlondon Posted November 5, 2007 Author Report Share Posted November 5, 2007 Sometimes worth trying Ebay Bren. One or two suppliers on there - search segs or Blakeys. There's usually a number of sets of loose toe and heel plates as well as packs of Blakeys protectors Link to comment Share on other sites More sharing options...
Bren Posted November 5, 2007 Report Share Posted November 5, 2007 Cheers Jim, will do. Link to comment Share on other sites More sharing options...
jimlondon Posted April 16, 2008 Author Report Share Posted April 16, 2008 Well I'm ready to go on this if anyone wants any posters (see original post below) but struggling for a pic and ideas for a strapline so am recirculating. Can anyone let me have a photo and have any ideas for a strapline/slogan? As I say I've made a lot of extra money just encouraging people to use them as a matter of routine with each job. Well I could probably have a go at an A3 poster on comp for Blakeys and tips etc. Happy to circulate if anyone wants one let me know. Only problem - no cam - could anyone do a pic - maybe of customer with decent shoes showing tips. Also any ideas for a slogan/strapline for the poster for promoting Blakeys and tips? Could be two types of market i.e. protection/noise/style There's also a pyramid selling aspect to this (that does work lol). I'm getting loads of blokes coming in specifically for Blakeys because mate/brother etc has them from me and they like them. A woman even brought eight pairs in the other day for quarters cos she liked them on her huband's shoes. Link to comment Share on other sites More sharing options...
Guest downsarf Posted May 17, 2008 Report Share Posted May 17, 2008 Reading this thread i can see your minds delving into the world of marketing.There is stacks of stuff all over the internet about marketing and once youve grasped the basics your profits will increase.Ive seen so many new start up locksmiths go under because they have no marketing knowledge. You could provide the best service in your town but it doesn't mean a thing if nobody knows about it. Timpsons are big because they know how to market so its a case of either ignore it and moan or join them and learn the techniques they use. Applying even basic principles like AIDA (Attention,interest,desire,action) gets results. Its worth while investing your time into learning all you can in this area as it may mean you can do less work for the same money or more. most of you already know basic stuff like offers with keys "buy two keys and get a third free". Use variations on these offfers in other parts of your business and your profit will increase.What is your USP ? (Unique selling Point ) Timpsons can claim to have won awards for their work. You may disagree about the awards worth but the public wont care and only see it as a testimonial to their skills. How many of you have websites ? The web is changing shoppers habits get on board or miss out on potential sales.Write articles on shoe care and repair guides etc in exchange for their email addresses then you can email them offers etc. i personally did an online marketing course and after applying only a few techniques increased profits over 50%. The other day just a change in font on my website got the phone ringing a lot more.It really amazing what little changes can make to get customers spending money including your own sales talk. This area is massive with so many resources to look at online and off. If you don't do it but your competitors do it could mean a drop in profits for yourself which means less beer money !! Link to comment Share on other sites More sharing options...
Hugh-Candoit (ENG) Posted May 18, 2008 Report Share Posted May 18, 2008 !st class advice but will the sceptics take note and follow in your footsteps? Link to comment Share on other sites More sharing options...
Lee Posted May 19, 2008 Report Share Posted May 19, 2008 cracking post downsarf, so what font did you change to? Lee Link to comment Share on other sites More sharing options...
Guest downsarf Posted May 20, 2008 Report Share Posted May 20, 2008 cracking post downsarf, so what font did you change to? Lee The font was verdana 8 pt, changed it from ariel 10pt. it seems stupid that a small change like that makes a difference to people looking at websites. All i think about these days is what new ideas i can come up with to make money from all those lovely customers out there.Forget being cheapest too you only attract people who don't like spending money. I increased my prices and actually got busier,work that out ? It seems some people are put off if you're too cheap. Link to comment Share on other sites More sharing options...
jimlondon Posted October 15, 2008 Author Report Share Posted October 15, 2008 Is it just me or are others getting more demand for Blakeys and Quartertips at the moment? Could be recession or down to my display and selling techniques. Would be interested to know others' experience Link to comment Share on other sites More sharing options...
Recommended Posts
Create an account or sign in to comment
You need to be a member in order to leave a comment
Create an account
Sign up for a new account in our community. It's easy!
Register a new accountSign in
Already have an account? Sign in here.
Sign In Now