In today’s cluttered retail environment, smaller, locally owned
retailers are forced to compete with huge nationally owned
chains. It may seem like an unfair fight. The chains
have millions of dollars to devote to their advertising and
marketing efforts and many customers instantly recognize
the brand behind bullseyes, big Ks and blue aprons.
Targeted advertising and marketing is the key to success
for smaller retailers as well. In the local market, television
and radio commercials and print advertisements level the
playing field, allowing you to project a strong image and
reach new customers. A website allows customers to find
directions and store hours and even shop when your store
is closed, and an e-newsletter lets you update customers on your latest sales and specials.
The Public Relations and Marketing Group
is a fully-integrated firm, providing complete
public relations and marketing services to Long Island retailers, as
well as advertising, graphic design, web
development and digital video production.
Marketing Services for Retailers
Carpet Your World :. Offering a huge variety of quality carpet, laminates, tiles and hardwood flooring, Carpet Your World serves homeowners in Centereach and the surrounding areas. Since 1984, the staff at Carpet Your World has been proud to serve families with excellence.
Bayview Kitchens :. With more than 20 years of experience, Bayview Kitchens & Baths is a full-service company with experienced designers and highly skilled, personable installers who focus on helping to create a kitchen that exceeds expectations. Their products are on display at their Port Jefferson Station showroom.
Trapani Fine Art and Frame Shoppe :. Trapani Fine Art and Frame Shoppe, located in Manhasset, operates as an art shop, framing service and gallery all in one. The store showcases new pieces by local artists and provides custom frames and shadowboxes to memorialize important moments in a family’s history.
PJ Art Co. :. Located in Centereach, NY, PJ Art Co. carries one of the region’s largest inventories of art supplies. Along with outstanding customer service, PJ Art Co. offers its customers the expertise needed to find the right supplies for all art projects, and top-quality products at everyday low prices.
Bob Malvano's School of Self Defense :. Bob Malvagno’s School of Self Defense, located in Oakdale, NY, offers private, semi-private and group instruction in jiu-jitsu, Filipino-style stick and knife fighting, and grappling. Grand Master Bob Malvagno has more than 40 years of experience in martial arts instruction. He is also a member of the National Association of Professional Martial Arts.
Beltrami, Ltd. :. A classic Italian men's clothing store located in Huntington, NY, Beltrami is committed to offering excellence in gentlemen's wear. This has helped the store create a client base that is confident and well-dressed for all seasons and occasions. Beltrami provides all clothing from T-shirts to Tuxedos, making it a 'one-stop shop' for both business and casual attire.
Neptune Feed & Saddlery :. Located in Calverton, NY, Neptune Feed & Saddlery carries a full selection of equestrian supplies, clothing and accessories.
PRMG also performs work for:
.: Fitness Together
.: Best In Show Pet Resort
CASE STUDY - PJ Art Co.
PJ Art Co.'s new Web site
In a wave of big-box stores with wide profit margins, vast advertising budgets and hundreds of locations throughout the country, PJ Art Co., a local art supply store in Centereach, has been able to stem the tide of larger, more impersonal stores in Long Island. This was evidenced when Pearl, a national art supply chain, closed down the store at its Selden location on January 22.
With PJ Art Co.’s target audience and limited budget in mind, The Public Relations and Marketing Group (PRMG), LLC, used an integrated approach to devise a public relations and marketing plan for PJ Art Co. Through public relations, PRMG gained earned media for special events and promotions for PJ Art Co. It also used direct mail and print advertisements in specialized publications to reach art teachers and other artists.
To reach a broader audience, PRMG created and run television commercials in Cablevision’s Hauppauge and Brookhaven systems. The firm has also used e-mail, including e-newsletters, and social media to help PJ Art Co. stay in touch with its customers.
“This is what I was looking for in a firm,” said Daniel DiSanto, President, PJ Art Co. “It has allowed me to compete and survive in this economy.”
Recently, PRMG redesigned PJ Art Co.’s Web site, allowing the art store to reach beyond the local customer base and compete with its big-box counterparts on the Web. Among the features of the new and improved Web site include a product catalog of more than 2,500 items; site-wide search capability for art supplies by name, price and product category; an e-commerce functionality with a virtual shopping cart; sales tax calculations; and a list of shipping charges to certain areas of the continental U.S. Products are shipped using United Parcel Service (UPS), Federal Express and the U.S. Postal Service.
“Our Web sales have been growing. A significant percentage of our current Web sessions have resulted in visitors purchasing items from the Internet. Our store is local but has a worldwide reach. We now have a Web site that truly competes with the big-box stores,” Mr. DiSanto said.
In addition, the site also has an integrated blog for people who want to stay up-to-date about their latest products and offers. Those who wish to visit the store can click on the link displaying a map and directions to the store.
Since the closing of Pearl’s Selden location, Mr. DiSanto said, those looking to buy art supplies have made their way to PJ Art Co. “They came upon my store and since then, we have increased our customer base. This shows the art store conglomerates that PJ Art Co. is here to stay,” he said.