prtothetrade

Antique Dealers: RIP or ROI?

In 1 on October 5, 2009 at 5:42 pm

Bad news is no way to start a blog, but today there is no choice. Conde Nast just closed four magazines. As if that weren’t bad enough, the next news to come over the web is that Royal Street, New Orleans’ bastion of 4th (maybe 5th) generation antique dealers, is losing dealers.

Picture 2

Robinson on Royal Street. Photo credit: New Orleans City Business

The latest casualty, according to New Orleans City Business‘ Emilie Bahr, is Chuck Robinson’s lavish shop. Robinson’s Antiques actually fell sometime in September, at what should have been the start of the New Orleans Convention Season.

If some of Royal Street’s best can’t compete, how can you?

From now until late December, Antique Shows are playing to gates that traditionally bring in 5,000 to 7,000 or more well-heeled buyers that might otherwise be seeking out your shop or your website.

If you can’t afford the face time, review your marketing strategy.  Ask yourself:

  • What am I doing differently now than I did in the past?
  • Am I pinning too much on a website and/or a directory listing.
  • Am I actively harnessing the power of the Internet?
  • Are readers clicking through my broadcast emails?

If you use your press releases right, you will reach the journalists and opinion makers.

If you put your expertise into articles, you will strengthen your current community of buyers and attract new buyers.

If you work the social networks, you will build a strong community.

If you send benefit-laden emails, you will get click-throughs.

There are plenty of DIY publicity tactics you can carry out yourself or with a staff.

And if you don’t have the time or the staff to get aggressive, call us. You will find our fees in line with your budget.

On this day of RIPs, it’s clear that a strong  ROI is the better alternative.

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