The Lucknow Sentinel, 1982-06-23, Page 11Ia.ngslde, news
Lucknow Sentinel, Wednesday, Jane 23, 1982 -Page 11 .
LUCKNOW
PRESBYTERIAN
CHURCH:
SUNDAY, JUNE 27
REV: WM. HENDERSON
Officiating .11e00 a.m.
Sunday School 10 a.m.
Combined Summer
Services beginning July 4
at United,Church, 10 a.m.
LUCKNOW
UNITED
CHURCH.
SUNDAY, JUNE 27
Sunday School 10:00 a.m.
Worship 11:00 a.m.
Rev. Warren McDougall
- B.A. M.Div.
• Nursery and Junior.
Congregation Provided
Everyone Welcome •
r
A
Retail Advertising
Strategy
For
Tough Times
WITH DAVE CRAVIT r
RETAIL SPECIALIST
Retailers often think that spending more advertis-
ing , dollars in' economically difficult times is the
quick cure for "slow business
David Cravit, executive vice-president, creative
services. of Saffer Cravit & Freedman, one of the
largest agencies ,in"North America specializing in
retailin maintains that "in "hard times retailers
have otike a hard look at themselves.
o "If in the :past they had no coherent
merchandising -marketing program, throwing more
money into advertisingcannotbail them out."
The key to surviving these difficult times, said
Cravit, "is a history of consistent advertising.. bas-
ed on an aggressive merchandising and marketing
strategy"., Such . retailers need not . alter their
overall strategy. ,
But for retailers without an established merchan-
dising and advertising program and hit hard by the
current recession, Cravit suggested the following.
1. TAKE STOCK
Take a hard look at your entire opera-
tion locations,merchandising, people, resources,
competitors and your customers. •
At the end of stock taking, one of two conclusions
will be drawn. Either you have a business -which
does not deserve to survive and which cannot be
made competitivein the short -run; or you have pro-
blems but can identify strengths which can be used
to move your business, into a more competitive posi-
• tion.
2. COMPETITIVE FRAME OF MIND
Put yourself into a competitive frame of mind:
Pick an 'enemy- To survive in this economy you.
have " to take away . business from someone else:
Decide who that someone else is going to be.:Identi=
fying a competitor forces you to narrow your focus
and concentrate on your. resources. ,
3. CATEGORY DOMINANCE'
Look for opportunities for category dominance;
Identification of an enemy forces an: assessment of
your merchandising strengths and weaknesses.
Your . competitor will be gomeone you can out -
merchandise in one or more categories. Make those
categories the focal point of your merchandising
planning,and your advertising. •
4. MERCHANDISING STRATEGY
Let your merchandising strategy lead your adver-
tising,
5. DOMINATE ONE MEDIUM
' Dominate one' Medium. . • Don't scatter your
dollars. Concenti ate•your effort.
6. CREATIVE TALENTS '
Secure the best possible1creative talents you can
find. Once you've identified an enemy who is
vulnerable, if you've built a strong category-
dominated merchandising package, you'll have
something of substance to say,
How you say it - is important, because if the
message doesn't get through, you'll be out of
business. .
• Cravit warned that with all this advice, it's still
not going to be smooth sailing. But with aggressive
promotion during the recession, you'll , stand to
. benefit even more when the economic tide takes an
upswing.
Clifford Young is still hospitalized
By Lillian Young °
Mrs. Clifford' Young and.
granddaughter Karen spent
a few days in London last
week and visited with Clif-
ford Young who isstill a
patient in University Hospit-
al there. Mr. and Mrs. Rus-
sel Young visited his father
there on Sunday.
Mr, and. Mrs. Moir, - Joe
Chris Carter
By Ruth Buell eler
The community is glad to
hear little Chris Carter is
coming along well after he
underwent surgery in Sick •
Children's Hospital. Chris is
the son of Wayne and Cathy
Carter and grandson of Mr.
and Mrs. John Carter of
here,
Ronald Everett of Surrey,
British: Columbia and his
sisters, Mrs. Phyllis Cocker -
ane of Vegerville, Alberta,
Mrs. Marian Starkan of
Brandon, Manitoba and Mrs.
Wilma Hamilton of Winni-
peg, visited last week in' the
community seeking historical
information about the Lock -
art and Fraser families - pio-
neers of the fourth and sixth
concessions of Kinloss Town-
ship.
Sandra Ilcammelaere of Til-
bury is spending a. few days
and Darlene of Hillside near
Barrie, visited Mr. and Mrs,
Jim Young and family on
Sunday.
Mr, and Mrs. Ernie Roe of
Ripley were Saturday even-
ing visitors with Mr. and
Mrs. Ian Thomas.
Joanne de Boer was one of
the ' grade 8 students of
Lucknow School who went on
a bus trip to Ottawa last
Tuesday, returning on Fri-
day. There were about 50 on
the bus. Two of the high-
lights were a visit to the
Parliament buildings and a
trip to. Quebec.. Joanne said it
was a lot of fun.
The Lucknow Grade`8•stu-
dents will hold graduation
day next Tuesday. Congra-
tulations to all the students.
Mr. and Mrs. Bob Breg-
man had relatives, visiting
from Illinois last week and
Sunday •evening, Bob and
Agnes visited with his broth-
er and family in Goderich,
Mrs, Jan Bregman of
Blyth was a patient in Wing-
' ham Hospital last week. She
was able to leave on Satur-
day.
is improving after surgery,
with her friend, . Margaret tion and paid a call .here.
Maclntyre.,Saturday evening Bob and
Mr. and Mrs. LeonarJune Gilchrist attended the
Clark, Julie and Bonnie visit- wedding reception of Dale
ed on the weekend in Ham- Irvin and Wendy Fitz -Henry
ilton with Wilma's sister and in Kitchener,
family, Mr. and Mrs. John Grant Gilchrist of Espan-
Edwards. ola was home for, the week -
Bonnie Clarke finished her end and attended the gradu-
first year of nursing and ation at Fanshawe College
started to work on Monday at for Miss Denise King. She
Goderich- at the Alexandra graduated from the nursing
Marine Hospital. course in Victoria Hospital
Laurie- Clarke completed and will write her registered
her second year of nursing. nurse's exam in August..
After six weeks of holiday, Miss Lillian MacKenzie of
she will be going to Listowel Stornoway, Scotland return -
Hospital to finish her practic- ed home' Thursday evening
al 'experience' in Pedeatrics. after a • month visit - in
Visitors. on Saturday, June Canada. Mrs. Wm..'1'ownson
19 at the home of Bob, June who has been here during
and Fred Gilchrist were her visit, returned to her
friends from Delia, Alberta. home in Sudbury on Satur-
Mr. and Mrs: Don Hall, day. -
Maureen and Jeffrey were in • John Wilson Sr. and John
Toronto at a hospital conven- 'Wilson Jr. and Mr: and Mrs.
•
•
Walter Dickie had as their
dinner guests at their farm
home on Sunday, Mr. and
Mrs.. Douglas Dickie and
Erin of Markdale and Mr.
and Mrs. Ira Dickie.
Presentation
Members of South Kinloss
Presbyterian Church session
met Sunday evening at the
home of Mr. and '.Mrs. Ira.
Dickie to honour Denver
Dickie, a member of session,
prior to his marriage `to Miss
Brenda Cramp on July. 10.
Evan Keith read the ad-
dress and Frank MacKenzie
presented Denver with an
inscribed wall plaque. •
A THOUGHT..: "The most
important thought I ever\had
was that of my individual
responsibility. to God". (Dan-
iel Webster)
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