Every so often I send a reminder to change the message on your sales receipts. This little slip of paper walks out the door with each purchase. Sometimes it becomes a bookmark. Sometimes it is tossed. Regardless, you might as well take advantage of this advertising medium to potentially educate customers about store events and services.
Or you could try something different.
I was going through a stack of receipts from the holidays, and I noticed that one store in particular had a unique message. It wasn’t about their return policy. It wasn’t about an upcoming event. It didn’t send me to their Facebook page. Instead, it read something like this:
This & That Bookshop is a proud partner of the Read-A-Book campaign, Tax ID XX-XXXXXXX. To learn more about Read-A-Book and other Give This/Receive That programs, visit us at www.givethisreceivethat.com.
Even though the message doesn’t promote another sale for the store, it has huge PR potential. With this type of message, it looks as though you’re promoting the Read-A-Book program, which you are. But you’re also able to promote your store without screaming, “Buy from us!”
Good PR can be difficult to come by, because you rely on others saying or writing good things about you. This is one way to generate positive PR for yourself by gently directing the attention to the good that you do.