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before someone
needs you. I haven't had much luck with coupons,
but consistent, cost-effective print advertising
has worked very well."
Bolinger also
incorporates community publications such as
school and church bulletins into his advertising
plan. It reinforces his presence in the
community and builds goodwill with people
involved in the organizations he supports.
These
publications are very affordable and constantly
in front of people," he says. "When you're
involved in the community, it is noticed and
appreciated. We hear back regularly from people
who saw our ads in those publications and
commented on their appreciation. This type of
advertising is weekly and goes on all year
long."
Radio
Advertising
In addition to his
print campaign, Bolinger did a good bit of radio
advertising last year. Using both humor and
education, he used Fort Wayne's oldies station
to reach the audience he wanted.
"We came up with
some clever commercials that made people stop
and listen," he says. "We also advertised Lynco
orthotics and the Apex Foot Analyzer. We talked
about sore feet and what that product can do."
The listenership
of the station is primarily adults between 40-
and 60-years-old. The orthotic ad was
particularly relevant as sore feet is a problem
in that age group. Additionally, the oldies
station is used for background music for a
number of Fort Wayne businesses. This gave
Bolinger added exposure.
"We also
advertised our Western boot award on the Country
Western radio station," said Bolinger. "That
worked very well. We had a lot of people come in
who had no idea where to get their boots
repaired."
In addition to
paid advertising, Bolinger also received free
media coverage for the award including a
television interview.
Community
Involvement
Bolinger also
keeps his name in front of the public by giving
back to the community. He is involved with
several organizations including a local women's
shelter and a local theater.
"Working with
charitable organizations is a good way to give
back to the community," he says. "We help the
local women's shelther by donating 10 percent of
our receipts on Mother's Day weekend. We also
collect money for the shelter throughout the
year."
For the theater,
Bolinger repairs shoes and boots and does other
maintenance and repair work to support their
stage productions. In return for his time and
materials, the group puts his name in the back
of their program.
"It's supporting
and being a part of the community," he says. "We
always hear from people who appreciate it."
Keep things
Fresh
When asked what he
does in his store, Bolinger says he makes sure
things are clean and fresh.
"One of the
negatives about shoe repair is that a lot of
stores are dark and dirty, or they're so
cluttered no one knows what they have," he says.
"We organize and keep things clean. We bring in
new products and work with our customers to make
sure they get the product they need. We take the
time to educate them."
Bolinger pointed
to trade shows as excellent sources of product
information.
"Going to the
shows is definitely a plus," he says. "You'll
find new products. We've brought in several new
things. You never know what is going to be the
next hot item."
Tarrago instant
cream polish is one of those products. Bolinger
says it has been a phenomenal success. He has
also done well with Lynco orthotics, Angelus'
spray mink oil and a cream product called Black
Rock.
Signage is also
important to Bolinger's in-store effort. His
store is located next to a Blockbuster Video
store and gets a lot of foot traffic.
"We use our front
window to attract passers by," he says. "We use
self-adhesive letters in the window and change
our message constantly. We entice people to stop
in and look at what we have."
Quality
Craftsmanship
Of course, all of
the marketing in the world won't make a shop
successful if it doesn't produce quality work.
Bolinger fills the bill there as well.
On the
craftsmanship side of the contest, Bolinger
received a first place award in the Midwestern
region of the Silver Cup Contest. He also
received first place awards for his orthopedic
work and men's full sole and heel job. His
Western boot entry was named best in show and he
received second place awards for both his ladies
and men's full sole and heel entries.
"Repairing shoes
is definitely my first love," he says.
"Retailing is one of those things I've gotten
into, perhaps slower than I should have, but I
love to fix shoes." |
