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For more information or to register online visit kysbdc.com or call (606) 788-7272 |
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Success Story
Hess's Wall Covering and Home Decor
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Having worked at the Wallpaper Outlet in Greenup for 8 years and managed it for the past 4 years, Kathy Hess was interested in purchasing the store when owners Chuck & Cindy Ferrell planned to sell their 28 year old business.
In July 2014, Kathy's husband, Mark, met with Ashland SBDC Consultant Kim Jenkins to discuss their plans for purchasing the business. The current owners offered to finance Mark & Kathy's purchase. So Mark and Kim discussed various topics including the importance of a buy-sell agreement and review of the company's past financial data. In the months that followed, Kim continued providing Mark with small business buy-out guidance and advice while the owners calculated the value of the business assets such as inventory, equipment/machinery, furniture/fixtures, shelving, etc... In October, they agreed on the terms of the sell and in November, Mark & Kathy became the new owners. They renamed the business Hess' Wall Covering & Home Décor. The store is still located on US 23 in the J&J Village, Greenup, Kentucky. They accept credit and debit cards, and they guarantee competitive pricing on their wall coverings and home décor products. Hess' offers a wide selection of in-stock and closeout wallpaper and border designs and themes as well as home décor, window and shower curtains, fabric placemats/table cloths/napkins, lamp shades, branch lights, bulbs, candles, kitchen towels, rugs, primitive home accents and primitive dolls, baskets, and gift items. They also have wallpaper and home décor product catalogs that customers may browse and place custom orders. Hess' is proud to feature alternatives for people who have experienced negative outcomes and anxiety with hanging wallpaper and border. Their Easy Walls® and Sure Strip® lines make the process of wallpapering much more convenient and less stressful. For those who still prefer to hire a contractor, Hess' offers reputable contractor referrals for professional wallpaper and painting services.For more information, call Hess' Wall Covering & Home Décor at (606) 473-5709 or via e-mail at markahess88@yahoo.com. You can also Like and Share their business Facebook page. The store is open Monday-Friday, 10:00 AM - 5:00 PM and Saturday 10:00 AM - 4:00 PM.
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5 Keys to SMART Advertising
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Shoes-
Put yourself in the shoes of your customers when they may need your product or service. This will require you to consider their frame of mind and purchasing habits (both planned and spontaneous purchases). Once you know what a customer wants or expects, gear your
advertising to those attitudes and habits.
Mirror -
Everything and everyone reflects positively or negatively on your business. Business owners lead busy lives and employees are often responsible for maintaining the company's image. Studies show that when customers perceive their purchasing experience to be negative, they will share this information with approximately 10 people. Therefore, it is essential to consistently provide customers with friendly and timely service.
Active-
Stay active in your community. Donate to non-profit organizations, volunteer for charity events, and become an active member of your Chamber of Commerce. Being community- minded is not only one of the most personally rewarding experiences, but it also benefits the image of your company.
Realize-
You must realize that advertising is an investment in your business. To ensure you receive the greatest return on your investment, always ask sales reps to provide you with their market profiles and demographics. This information will enable you to analyze the demographics of the radio station's listeners, the TV station's viewers, or the newspaper's readers. Then you can determine if their demographics match those of your customers.
Track-
To ensure you are advertising effectively, track your efforts. Include coupons in newspaper ads and encourage radio listeners to mention your ad to receive a free gift or discount. If customers do not respond, then you should consider other advertising options.
-Kim Jenkins
Management Consultant
Morehead State University
Ashland Small Business Development Center
606-329-8011 k.jenkins@moreheadstate.edu
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For Small Business Development Center's News and Updates
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Training Schedule and Upcoming Events
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Helping to make your small business dreams a reality is our ultimate purpose. Have a question or ready to get started? Complete a Confidential Qualification Assessment or contact a Consultant near you at www.ksbdc.org. |
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The Kentucky Small Business Development Center is a network of 15 offices located throughout the commonwealth that help existing and start-up businesses succeed by offering high quality, in-depth and hands-on services. These services include: no-cost confidential business consultations, affordable business workshops, seminars and research to help business owners make informed business decisions. For more information or to locate a consultant near you, visit www.ksbdc.org.
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Funded in part through a cooperative agreement with the U.S. Small Business Administration. All opinions, conclusions or recommendations expressed are those of the author(s) and do not necessarily reflect the views of SBA. Reasonable accommodations for persons with disabilities will be made if requested at least two weeks in advance.
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