Starbucks is closing stores. A large part of this is directly due to the economy, another large part is related to the proliferation of fast-food restaurants like Wendys and McDonalds that have recently decided to expand into Starbuck's market segment. Cutting expenses, is of course, an important step. It's also necessary to respond to the market, but there is an inexpensive, proven and interesting way to boost sales and generate additional revenue: Sponsor discussions with an author about a book or important resource.
One could argue that this technique is the domain of bookstores, but is it? What would happen if a specialty coffee retailer (not necessarily Starbucks) invited mothers to bring their children in once a week at a preset time to discuss a book, CD, or e-book that has particular value for teaching children how to read? First, a relationship is formed with the mother. Second, she may bring friends. Third, children are exposed to the store, and children often drive parents to eat in a certain establishment. Fourth, people get in the habit of coming to the store. Fifth, they may buy additional products such as music CDs. Sixth, the author/illustrator feels good about the opportunity and invites people to the venue.
Now, suppose that the child is excited about what they learn. The parents and children will talk about the workshops and the venue--word of mouth advertising at its best. Now, suppose that the venue also sold the CD or book. It would make additional revenue. Many specialty coffee retailers have wireless internet. In Starbucks, there is a charge unless one already uses T-Mobile. However, it is not hard to imagine (particularly if the author who is speaking encourages it) that parents send e-mails about their experience from the venue.
The lesson here is be proactive. Don't sit still and fret about consumers not having as much discretionary income. Locate an author who has the ability to make four or five related presentations, and help him or her promote their books. Your sales will make you happy that you did.
Alan Jordan is the author of hundreds of articles, six business books and several children's books. He is the creator of a web site with a series of products to foster creativity in children and adults. http://www.LetsBeCreative.org
You can view a video of his latest children's book, The Monster on Top of the Bed, which helps children to read, in several languages. In addition to making an in-person appearance, Alan Jordan is experienced presenting webinars. He can help you to build sales, even if he is not physically on your premises. Use this webpage to contact him http://www.letsbecreative.org/ContactUs/tabid/92/Default.aspx
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