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Retail 101: The Guide to Managing and Marketing Your Retail Business by Jason Prescott, Nicole Reyhle

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8Applying Press andMarketing to Your Business

Lack of attention, not lack of time, is the problem. We all have twenty-four-hour days.

—Zig Ziglar (1926–2012), author and motivational speaker

RETAILERS TODAY are bombarded with places to go, things to do, and customers to serve. Despite their busy schedules, however, customers have high expectations from retailers and expect their consumer experiences to be top-notch. Also, customers have choices when it comes to making their buying decisions, which makes any retailer’s attempt to stand out in his or her local marketplace that much more important.

Long-time independent retailer Cynthia Sutton, owner of The Silver Barn in Columbus, Texas, believes that despite busy schedules and big-box competition, ...

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