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Spice Girls Nude!(Actually...PinPoint Promotional Efforts)Since 1986, Steve and PinPoint have pursued active methods to persuade people that the store is THE place to come for Compact Discs. Until 1988, it was the 'mere' novelty of PinPoint being a CD-only store that brought the public to the shop doorway. With very few other outlets stocking (let alone selling many) CD's, PinPoint became a prime location for sourcing what little product was then available. 
In 1988, with CD's beginning to rapidly infiltrate people's homes, Steve
realised that new angles had to be found to sustain his position in the local area. To
this end he instigated the PinPoint Music Disc-ount Card. This gave loyal PinPoint
customers the opportunity to save money on a vast number of their purchases within the store. This has run succesfully ever since ... is now in its 8th year ... and still
provides almost 600 people with regular savings as long as they 'flash' their free Disc-ount Card!
In addition to the card, the store has also run regular (what are known as) "Price Smash" promotions on new and hot titles, regularly undercutting local competition by as much as £2 or £3 a disc. Whilst not providing much by way of bottom line profit, these promotions have raised customer awareness of the shop and created incalculable repeat and add-on business. Humourous ads on both radio and in the local press have also raised awareness over the years. More recently the emphasis for promotion has moved more 'in-store' (in order to reduce outgoing costs) with blanket leafleting of bags and/or regular mailshots to the Disc-ount Card customer base. Both have proved moderately succesful and this method is still being adopted in preference to the more expensive options.
In addition to the above, PinPoint has managed to match much of the competition by making full use of whatever campaign deals are being offered by the record companies at any given time. These campaign deals have grown in both quality and quantity in the last couple of years, and whilst it has been necessary to be slightly more selective, the competitive edge remains. Also, PinPoint is proud to be linked with EMI Records in its excellent promotional effort geared solely to the indepenedent sector. The installation of a dedicated listening post, an ongoing 'file' discount and some nice promotional areas are but some of the advantages PinPoint gains from having agreed to sign up to this scheme. It is envisaged that following the success of this, certain other record companies may follow suit and offer similar deals/discount structures and or advantages. PinPoint has never consciously 'rested on its laurels' promotion-wise and is always open to new ideas and platforms from which extra sales can be experienced. Costing these to the bottom-line is not always easy, but given the town in which it trades and the increasing competition it continues to face from non-specialist retailers, it manages to "hold its own" quite satisfactorily. Click here to see PinPoint's latest promotional triumph! |
PinPoint Music
1e Leigh Rd, Eastleigh
Hants, S050 9FG, England
Telephone: (01703) 642559
esgee@compuserve.com
All information is presented without prejudice. Verification of any information contained
here is strongly advised and no liability is entered into at this stage.
US Dollar figures are based on the August 1997 exchange rate of roughly £1 = $0.60 US.
Page design by Gazza Spice. All Contents Copyright PinPoint Music and Steve Gibbs. All Rights Reserved.
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