"STORE LISTINGS",
an idea for a newsletter or web site feature

by Howard Norfolk

As editor of the printed newsletter of my local aquarium club in Vancouver Canada, I developed a popular monthly feature, the "Store Listings" . This was three pages wherein I listed (nearly) every aquarium store in our area. I described the store and any special features, negotiated discounts on purchases for our members, and contacted the stores each month to find out "What’s New".

First I printed some cards calling myself "Trade Liaison Officer" of our club. Then I spent a couple of interesting weekends calling on every store in our local Yellow Pages Telephone Directory that mentioned aquaria (about twenty five - beginner fish sections in department stores and pet food stores excluded). I interviewed the owners, or in the case of larger general pet stores the manager of the aquaria department. We counted the number and type of tanks they had, and discussed any special features of their store that set them apart from others. I also had a good look around to get a general feel for the store.

As I went along I filled out a form that I had prepared, which inevitably came to the question of discounts for our club members. Without exception, any store that did not already have a discount programme (buyers’ club etc.) offered us a discount, ranging from "10% off fish and plants" to "25% off everything except some sale items". I let the owner/managers set the terms in their own words, showing them what their competition had offered, and had them sign my form to confirm the deal.

I gave each store a poster advertising our club, and often helped them affix it prominently to the wall near their cash register or to their front window. I took their business card and promised them a copy of our newsletter each month.

Three stores did not co-operate – they were either "too busy" or suspicious of my motives. This was of course their loss! I never got around to going back to them.

I made up the Store Listings feature in the form shown in the example below, and the feature was printed in every issue of the newsletter.

A few days before the newsletter deadline one of our members telephoned each store to find out "What’s New": e.g. details of new or unusual fish or plant shipments, upcoming sales, special offers, changes in personnel or location, and so on. Some stores never seemed to have anything worth reporting, but others came up with interesting items that most of our members would have missed otherwise.

I invite you to appoint an interested member of your club to develop this feature for you. It is suitable for your newsletter or your web site. Writing skills are not required - any club member could take on the project.
(Update March 2003: Two years and three new editors after I stopped editing the newsletter, this idea still continues in a modified and somewhat sporadic form. It does require a member with a little dedication!).

1. Club members are advised of special features of stores they might never otherwise think of visiting.
2. The Listings act as a guide for visitors or newcomers to the area.
3. Needless to say, members’ discounts are a popular idea, and are also a way to get new members. Some people may subscribe to the club simply for this – but who knows – perhaps they will also come to the meetings!
4. Existing members renew their membership more readily, since the cost of membership is more than offset by their savings due to members’ discounts.
5. The "What’s New" feature is popular with existing members. Instead of driving aimlessly from store to store to see if they have anything of interest, one's investigations can be more focussed.
6. Knowing that they will get some free publicity, stores are more likely to take a chance on ordering rare, unusual or expensive fish. To my certain knowledge this has happened.
7. Since they are telephoned each month, store personnel are well aware of the existence of the club, and readily recommend it to interested customers. They have a poster and newsletter to show people. New members are obtained this way.
8. The listings are free to stores, but should your newsletter carry advertising, or your club needs more revenue, you may be able to adapt this feature to earn some money for your club.
9. In return for the free publicity, stores are more willing to donate items for the Annual Auction.

STORE LISTINGS SAMPLE
Page 1 only, of three.  You are welcome to use or adapt the format.

Aquarium Store Listings – May 2000
By Howard Norfolk
Monthly updates by Rick Grange (604) 926-9247