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KRAMER'S
BEST ANTIQUE IMPROVER |
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As we explained on the "What Makes It Different?" page, marketing has been a big problem for us. It is difficult to convey the fact that this product really is different. After trying many methods, we have found that the very best way to introduce the product to the largest number of interested customers is with an effective display in a high-traffic antique mall or shop. We have placed 20 of these around the country (from Arizona to Florida). We consider these to be our main method of promotion of the products.
In these displays, in addition to a significant amount of all of the products, we include "before/after" samples of the various ways the products can be used. We try to show as many uses shown as possible: reconditioning an existing finish; the only finish on new or stripped wood; restoring life to old dry wood; metal and wood of tools and guns; painted tins and toys; etc. And we use the video — a small TV/VCR with John Kramer's product presentation playing continuously. These 3 things: large amounts of product, a good selection of before/after samples, and the video, are then supplemented with signage and other information about the products and their use. We then go to great effort to decorate the display attractively, striving to use as many of the great older pieces as possible (even if they don't classify as "true" antiques). We work hard to create a display that will catch the attention of prospective customers and invite them to spend pleasant time learning about the products. We have found, without exception, that if we place one of these displays in a carefully-chosen location that has sufficient traffic, well-managed operational procedures, and a friendly and helpful staff, it will be successful. And we have dealers who are following these same methods and having the same results.
Shown on this page are some of these
displays. We hope to give you some ideas so that you can create whatever
display . . . or use whatever marketing method works best for you. Keep
in mind, obviously, that you must tailor the size of the display to the amount
of traffic and potential for sales. You would not want to put a large,
expensive display in a slow, low-traffic location. And, likewise, if you
have space and visibility in a great super-high-traffic location, it would be
an unfortunate waste to have only a few bottles of Kramer's sitting inconspicuously
in the corner of a booth.
Take a look at the photos shown here, then use your creativity. Introducing
prospective customers to this exciting, effective product can be both profitable
and fun.
Some of our larger, top-producing
locations:
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Smaller displays:
There are many good locations that do not justify the large, extensive
displays, but can be consistent and profitable producers.
Shown here are three of these smaller displays. The first is a very small
space that was available (and very inexpensive) at the top of a short stairway
that joined two parts of the mall — an ideal place for exposure to each mall
visitor. And the same is true of the second shown display, placed at the
end of the rows of showcases. The third is also very visible in its location
in a passageway between two rooms of a mall. For holding a display,
we find that chimney cupboards, or other small units like those shown here,
are ideal to show a lot of product, samples and information in a small space.
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Counter-top displays:
The displays
shown above are all in mall locations and set up so that the display is completely
responsible for "making the sale". If you have a shop where you, or your staff,
are available to talk about the product, answer
questions, and even do demonstrations (as many of our dealers do), then you can work very
effectively with a small counter-top display near the checkout. The Counter
Card you receive with your first order, as well as other Sales Aids that are
available, can be very helpful. But most times in this type of situation, it
is your enthusiasm about the products and your willingness to talk to your customer
about your results using them that help you generate maximum sales.
Be creative. There are many ways to display and to promote Kramer's Best. Watch your customers. See what catches their attention as they pass by. This is where the dramatic before/after samples work so well. Many times at shows, or in a mall, we have heard "Wow, what did that?" comments as people catch site of one of our samples. They then stop to "check it out".
It may take some trial-and-error to find the right combination. If your sales don't seem satisfactory, determine if other merchandise is selling well. As with any merchandising, if other sales are brisk, but yours are not, then it is time to re-think your presentation. (On the other hand, if nothing is selling well, then it may time to think about moving to another location.)
Don't hesitate to contact us to talk about how your sales are going. We are always glad to hear about your successes, but also are anxious to try to help you with any problems you might be having. We know how pleased our customers are with the products. We know that maximum sales are possible. We want both our customers and our dealers to achieve maximum benefit from Kramer's Best.
Sales tip: Don't forget to point out to your customers that if they have any questions, they should not hesitate to call John Kramer at the number always available on the bottle. He is glad to talk to them about the products and their use. We find that our customers value highly the fact that they can personally speak with the maker of the product. Our company is proud to offer an exceptional product and be able to maintain this personal touch and the type of business principles that are responsible for a rapidly-growing group of very satisfied customers. Your customers will also be impressed, and grateful to you for introducing them to Kramer's Best.
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