Fifteen years ago I was the manager of a 5000 square foot discount department store called “The Factory Outlet Club”. We specialized in everything from refurbished electronics, cookware, and apparel. My boss was my mentor, his name was Benji. He taught me valuable lessons in running a business. The company at its height had 15 stores across the GTA. He would open a store beside his biggest competitors who had the budget for advertising. Each Factory Outlet Club was situated in prime locations that already had the target customers because of the main retailer that was settled in the area. Besides the big budget his competitors had to promote their business with advertisements, Benji had a simpler approach with signage and balloons that caught everyone’s attention. He spent approximately $250 on helium balloons monthly per store and it would draw crowds of new customers outside of the store everyday.
Chris A. Hughes