Marketing Tips to Cure Your Summertime Blues: HTRACS Ep 4

Marketing tips for your summertime blues

We all know that the time between Confirmation and the fall upswing is a slow time as Catholic store owners. Here are some summer marketing tips to help you make the best use of this slow time instead of spending it looking at the calendar waiting for fall.

First off, Christian Retailing Magazine has some tips for doing a summer cleaning for your store. While this isn’t what you may think of as marketing, freshening your store really is because it gives customers new things to look at and gives you the opportunity to highlight portions of your merchandise.

Remake Your Store

They have five suggestions for your cleaning.

  1. First, empty your store. This may seem like a lot of work but the opportunity to “clean your slate” and redo the layout is a wonderful opportunity.
  2. Second, as you start to rearrange the store, think about creating focused retail locations based on specific themes or topics. Also remember that people naturally enter a store and turn to the right so position your displays to catch the eye of those who are just coming in but give them some breathing room at the front door so they don’t feel like your products are jumping out at them.As an example, for the Feast of St. Dominic you could put out a display featuring medals and statues of him along with rosaries and rosary cds and pamphlets. For a more permanent display, you could do an apologetics section.
  3. Third, reuse the displays you have as well as displays that others are getting rid of. Craigs list and closing businesses are a great source for inexpensive fixtures. I don’t recommend buying new from a fixture store unless there is no other option for what you want to display. If you live in a large city there is probably a local used fixture store there. Some of them also carry slat-wall sections that are brand new but far cheaper than ordering in.Apart from the actual display pieces, think about thrift stores for display accents. You could get used sporting equipment to go with a St. Christopher sports medal display or gardening supplies to put with your outdoor statues.
  4. Fourth, bring in some color. This is something that I am lousy at. I can see something and say it looks great but I can’t even start doing color displays from scratch. What I recommend is hunting on Pinterest for ideas.
  5. Fifth, tell your story. You (hopefully) have a unique reason for running your store and your customers should be more excited about shopping with you because they know it. Maybe you could hang a chalk board over your register that tells about your store. Maybe you could have displays around the store that focus on your specialty.You could also create bookmarks with information about your store and a coupon on it to bring people back.

“Real” Marketing Tips

Apart from sprucing up your physical store, here are some more summer marketing tips for your “real” marketing.

First, figure out what your marketing is doing for you. I’ve created an ROI advertising spreadsheet you can download to help you with the cost but here are the steps you can use on your own:

  1. Make a list of all your advertising sources – even ones that are free.
  2. Write down what it costs you each month to advertise for each of those.
  3. Write down your total income from each source.
  4. Calculate the cost of product for each source.
  5. Do this math: (Total income – cost of product)/cost to advertise x 100.

If your total is over 100 you are making money.

If your total is under 100 you are losing money.

If your total is exactly 100 you are breaking even.

If you weren’t able to put any numbers for total income and cost of goods for any of the sources that cost you money, stop them immediately until you can figure out how to track them. Any advertising that you can’t track is a waste because you will never know if you can improve it.

Next, take a look at each of your ads. If you haven’t changed them for a while, see if there are things you can do to improve the message and the “hook” to get your customers’ attention. Be sure that every ad can be tracked through a coupon code or some other special so customers will tell you why they are shopping with you. Make sure that you are keeping track.

Finally, start thinking about advertising venues that you haven’t tried. Here are a few ideas:

  • The religion section of your city paper
  • Homeschooling newsletters
  • Google local ads
  • Your diocesan newspaper

I hope these marketing tips will help you make the most of your summer.

Download the ROI Advertising Worksheet

If you haven’t signed up for my ten tips to improving your Catholic store newsletter, now is a great time!


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Five tips for being a center for evangelization: HTRACS Ep 3

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Baptism of Christ

This week the Catholic Marketing Network trade show was held in Chicago. Unfortunately, I wasn’t able to attend so I had to rely on the Internet for my news about the event. This turned out to be an educational experience because there was almost nothing posted on-line about the show.

Gary Zimak and Lisa Hendey were the exception here. They both posted a lot of photos from the show but I still couldn’t get any news from those posts.

I checked out the CMN Facebook and Twitter feeds and both were silent. I realize that the CMN has a very small staff  so social media updates are not as high on the list as other critical projects but I think there should have been some mention of their event of the year. Some of the publishers had some pictures on Facebook and Ave Maria Press even posted a video. The problem with all of these efforts is that there wasn’t any coordination so for the bookstore owner that couldn’t attend or even the Catholic general public, there wasn’t any way to grasp what actually was happening at the conference or what it was.

I think I’m going to see if there is some way to coordinate news from the conference next year.

This lack of publicity about the CMN show leads into my main point today – evangelization. You as a store owner need to think about your store as a center for evangelization. Pretend for a moment that your store is called “The ____ center for evangelization” instead of “The _____ Shop”. Would that change how you view your mission? Would it change the activities you engage in and promote?

Here are five tips to making your store more evangelization focused.

  1. Give something away – holy cards, pamphlets, fliers. Make sure that your customers always walk out of the store with something to educate them about the Faith.
  2. Keep your displays liturgically seasonal. Your customers may not really be aware of the liturgical seasons. Be sure to have things displayed in the front of your store to promote upcoming Catholic liturgical events.
  3. Offer a class – Liturgy of the Hours, Great Adventure, etc. Apart from the cost of the DVD and finding the place and time, this is a very inexpensive way to spread the Faith and you may get extra shopping from people buying workbooks and browsing your store.
  4. Sponsor a speaker at a parish. This doesn’t have to be very expensive and you can usually get a table at the parish to display your products during the event.
  5. Hold a book fair at a parish. This probably takes the most work but it gets your Faith tools in front of people who may never otherwise visit your store.


Are you doing things to evangelize and not just sell Catholic stuff? I’d love to hear about it. Also, if you went to the CMN, what did you think? What interesting things did you come away with?

How to Make the most of attending a Trade show: HTRACS Ep 2

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Waterfall Press

Welcome to the How to Run a Catholic Store Podcast. Here’s what I talk about in the show this week:

Amazon is getting into the Christian publishing market with a new imprint – Waterfall Press. This may not seem like a big deal to Catholic stores but as has happened before with books and music, it is bound to affect Catholic retailers eventually. So what can you do to be proactive about this?

1) Become an expert in Catholic product, don’t just sell it. If people know they can trust you for advice about Catholic media they will shop with you more than if you don’t know what you are selling.

2) Make your store a place to learn about the Faith. Have classes and book discussions. If people are in your store they are likely to shop with you.

Catholic Marketing Network Trade show

Catholic Marketing Network Trade show starts in less than two weeks

The Catholic Marketing Network Trade show is just ten days away so here are some tips for making the most of the show.

  • Plan ahead
    • Decide what talks you are going to
    • Choose what vendors you have to see and why
    • Schedule meetings before the trade show
    • Try to spend a day sight-seeing
    • Check all the vendor deals and see if you can shift your ordering to take advantage of specials
  • Do new things
    • Don’t eat with people you know
    • Buy an author or vendor lunch
  • Get religious
    • Attend Mass and adoration
    • Go to confession

Book recommendation for the week:

The War of Art

The War of Art is a quick read. I finished it in a day but it does a good job of identifying the problem we have of actually creating things. It doesn’t matter if it’s a book, a painting, a business or just a blog post. We have a built in resistance that we need to overcome to move our lives forward.

Links from the show:

Do you have tips that I missed to make attending a trade show more worthwhile? Please leave comments!

Interview with Alan Napleton – HTRCS Podcast Ep 1

Catholic Marketing Network Trade show


For our inaugural episode of the How to Run a Catholic Store podcast I interviewed Alan Napleton, President of the Catholic Marketing Network about industry trends and the upcoming trade show.

The Changing World of Catholic Retail

Books are no longer the main-stay for Catholic retailers. Over the past few years there has been a big drop in the shelf-share given to books and it has been replaced with gift items. Even Barnes and Noble does this. Have you noticed how much of their stores are dedicated to toys now? With Amazon being a click away on the phone, Catholic retailers need to figure out ways to set themselves apart from being just a store. This leads me to:

Your Store as a Center of Evangelization

You need to find ways to make your store a destination for Catholic education, not just buying. Run classes, have special events, open a coffee shop; but do something beyond just selling stuff. I’ll talk about this more in depth in another episode.

The World of Christian Propaganda

God and the Gay ChristianEver since the Mormon and Catholic Churches were vilified for their roles in the California Marriage Amendment, homosexual activists have been looking for ways to neutralize Christian resistance to their agenda. Their anti-Mormon campaign seems to have been pretty successful as the Boy Scouts changed their membership policies without any objection from the Mormon Church.

They have also been trying to get books published by Christian publishers using the Bible to defend homosexual sin as moral. The first publisher to fall for this was Convergent. This imprint is owned by Random House and is overseen by Stephen Cobb who also overseas the WaterBrook Multnomah imprints. He says that each imprint is separate and the staffs don’t have to work on the same projects. See what they did there? They created a separate Christian imprint to tear down Christianity while making money off Evangelicals through the WaterBrook Multnomah imprint.

The more unfortunate thing is that Mr. Cobb also oversees the Image Catholic imprint. This imprint was resurrected by Random House several years ago and has been putting out some fine titles. I hope that this imprint doesn’t join Convergent as a tool for anti-Catholic propaganda.

Links from the show:

Cold Calling Done Right

Christian Brothers Moving Packet

We recently moved to a new city which of course entailed moving all of our stuff. My company paid a moving company to move us so we didn’t have to go looking for a mover. The surprising thing was that a mover came looking for us!

Christian Brothers Moving and Storage sent me the following package a couple of months before we moved:

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  • Handwritten envelope
  • Letter about the company’s services and “free boxes” in bold letters.
  • A business card
  • A cute greeting card that hits the right pain point for moving – stress

Had I not already been committed to another company and wasn’t planning on doing the move myself, I would have at the least given them a call for a quote. Why? Because they took the initiative to reach out with an attractive presentation.

I assume that Christian Brothers keeps tabs on the MLS to see what homes are going on the market and then sends moving letters like the one we received to all of these homes. It’s possible that they have some sort of criteria for choosing who to send the letters to but either way they have figured out how to reach their target audience at a very minimal cost.

How do you take advantage of seasons or events to find new customers for your store?

Trashing Opportunity

Is this how you treat opportunity?

A week ago we moved to a new home in a new town. In the process of setting up our electric, gas, water, sewer and other services, we didn’t get trash service set up before we moved in. The day that the moving truck showed up I was outside directing movers all day. During that day I saw trash trucks from all three companies go by our house. Two of these companies are locally owned and the third is national.

As each one passed I thought about the opportunity they were all missing by stopping to say hello and offer some move-in special to me, a potential new customer. I ended up calling all of the companies and comparing rates and services and settled on one of the local guys. When I was on the phone with each of their customer service reps I asked if they had a move in special for new customers, especially because of the large amount of packing material and other trash that tends to result from a move. Not one of them did but they all made it very clear that I would be charged per bag of trash that was over the edge of my cart. Talk about making you feel warm and fuzzy about a business.

Now just imagine if one of these companies followed the principles found in books like Raving Fans or The Thank you Economy and created a slightly different new customer experience:

What if one of those trash truck drivers had stopped at our house and asked if we already had a trash service?

What if he had offered a business card with a referral code and coupon?

What if that referral code was tracked to his name so that he would get a bonus for new accounts?

What if he had also told me about a move in special?

What if when I had called customer service they had welcomed me to our new town?

What if they had said that they know how much trash and recycling you can end up with when you are first moving in and that they would let us have ten non-charged bags for free?

What if they had said that the first pickup could be as large as we needed?

If any of this had happened I would not only have signed up but I would have promoted that company all over the place to tell how much they cared about making new customers feel wanted.

As it is, I just signed up for a typical trash service that happens to be cheaper than the others. Yay.


Three Low-Cost Advertising Ideas from McVan

Pinterest Button

McVan, Inc., a manufacturer of Catholic jewelry and rosaries has a new post out with three suggestions for low-cost advertising for your store. I think two of the three are great ideas but one I really wouldn’t spend much time on. Read the whole post.

Social Media

Suggestion one is to get involved in social media. We’ve been on Facebook, Pinterest and Twitter for years and definitely get sales and customer engagement from these sources. We also have a Google + page but haven’t seen anything result from that. The one thing you have to keep in mind is that these venues, while “free”, require something else that is very valuable: your time. Remember that these platforms are called SOCIAL media for a reason. You can’t be social by showing up every couple of months, asking people to buy something and vanishing again. No one will take you seriously and you will probably do more damage than good.

Facebook ButtonFacebook

If you are going to hop into social media, I recommend starting with one platform and building it. Facebook is a great place to have conversations with your customers and also to promote your products. You should set aside at least a half hour in the morning to post something of interest to your customers that isn’t sales related and only post sales  items every 4 or five posts. Make sure that what you post is of interest to your customers. Get them involved. Ask them questions.

McVan suggests doing advertising on Facebook but I think the verdict is still out on how effective advertisements for Catholic products are on Facebook. Maybe we just haven’t figured out how to create the “right” ones but our success with ads has been minimal. Our posts produce far more engagement and website traffic.

Pinterest ButtonPinterest

If you have beautiful pictures of your products, then growing a following on Pinterest will be worth while. Pinterest is a virtual bulletin board where people post, organize, share and comment on images of things they like. You don’t have to spend as much time on the site but you will have to find pictures that are eye-catching and share-worthy. Think of Pinterest as a photo portfolio where you show off your best.

QR Codes

QR Code exampleQR codes are two-dimensional barcodes that you have probably seen on advertisements and fliers. They have been around for over ten years but there is a debate right now about how useful and effective they are for marketing. Some people think that QR codes are a dying marketing idea. Others don’t. In this case, it’s the same person.

Personally, I think you need to consider your market.  Catholic shoppers tend to be older and probably not as tech-savvy as younger shoppers. QR codes require not only a smart phone but also that you find and install a QR code reader on the phone. They also require that you create a website that plays nicely with a smartphone so that if someone actually scans your QR code, he can use your website. Those are a lot of technological hurdles to overcome.


Blogging requires more of an investment than other types of social media and has a better return than I think you would get from QR codes. Remember, that like other “free” social media, you have to take your time into account. You also will have to spend a little bit of time setting up the site and writing regular posts so that people keep coming back. If you are interested in blogging but don’t have any idea how to start, Michael Hyatt, former CEO of Thomas Nelson, did a video tutorial that will get you up and running with a self-hosted site and your own domain name. This costs a little bit of money each month but gives you flexibility in what you can do with your site. You can also get a completely free site at or

What do you think? Have you tried social media or QR codes? What was your experience? Feel free to leave questions or tips for others.

The Difference Between Being a Salesman and Creating a Selling Relationship

Sell me the car I want!

Sell me the car I want!


Right now I’m doing a lot of driving between Fort Collins and Colorado Springs while we try and sell our house and move as part of my new position as Operations Manager at Book Center of the Rockies. This commute really requires a small, gas-sipping vehicle while for several months I’ve been driving the miracle minivan with over 300,000 miles. I don’t know why it hasn’t pulled out a gun and shot itself yet but last week it gave me a warning and so I started looking for a new (used) vehicle.

I sent email to two car dealers in Colorado Springs with very specific requirements. One on the south end of town sent me a list of vehicles that were the right make but all over the maximum price I was willing to pay. If you haven’t shopped at a car dealer before, this is a common tactic to see if you really meant the top price you said. I wrote back and told them that they didn’t actually read my email since none of the cars matched. That dealer never wrote back.

The second dealer, after I specifically said in an on-line chat to just send me links to cars that met my criteria and not to call me, called me at work to ask when I could come down to take a look. I told the sales lady that I had specifically asked for links only and reiterated my criteria. That afternoon I received an email with about ten links and another request for a time when I was going to come by the showroom. Of the ten vehicles, only ONE was even the correct manufacturer. I wrote back explaining that they hadn’t read my email.

The next day I received another email from a different sales rep containing…. the. exact. SAME. LIST. OF. VEHICLES. I had rejected the day before and a request to call with a time to come in. I wrote back and told her that she obviously had no interest in selling me what I wanted and to quit contacting me.

Today I received a perky email from a manager at the same dealership asking how my shopping was going. Obviously, she hadn’t bothered to check with here sales team first. I actually doubt the email was sent by a real person. I would bet money that it is just an automatic email that goes out if you respond to one of their sales reps.

It’s been so long since I’ve purchased a vehicle from a dealer (a bad experience then, too) that I hoped that these stupid tactics would have been abandoned for something REAL. I’m talking about a sales rep that asks questions and wants to know exactly what you want and why instead of focusing on getting you on the lot to sell you something you don’t need. Have these people read any sales and marketing books written in the last ten years?!

I honestly believe that selling these days is more about finding what your customer really needs and satisfying that. Once you do, you’ve earned loyalty because you listened to your customer.

So here’s your homework for the week. For the next business week, every time you have a customer come into your store, instead of asking “Can I help you?” Which typically results in a “No”, ask “What can I help you find?” It will at least make the customer pause since he has to come up with a full sentence response. If he doesn’t give you a specific product, ask at least two questions to better figure out what he is looking for. Remember, the goal here is to find the customer what he really needs / wants, not to sell him something. In some cases you may have to honestly say that you don’t have what he is looking for. Even then, if you can point him in the right direction, you have earned trust and that is something worth far more than the $4 you would make on that book you didn’t sell him.

[Image created by suphakit73 at]

I’m Glad Business is so Good You can’t Talk to Me


Bad mechanicI am in the market for a new(er) vehicle. My 1996 Plymouth Grand Voyager is a magical vehicle typically whispered about in the same breath as Bonny Prince Charley’s imminent return to Scotland.

When we bought the van it had 76,000 miles. It has been serving as the Aquinas and More company vehicle since our family grew into our 12-passenger van many years ago. During that time it has hauled bricks, kids, product displays, trailers, computers, kids, dry wall, paint, did I mention kids? Now the van has 315,000 miles. It is still running on its first engine and first transmission. But on the way home from Mass last week I heard a “clunk” and suddenly the van wouldn’t get out of second gear. It was a long drive home at forty miles-an-hour. Since then the van has been working as well as any vehicle that has traveled as far as the moon and started on the return voyage. However, it was clear that the van was letting me know its time was coming.

So, for the first time in seven years, I’m looking for a car. Preferably something that gets good gas mileage and is inexpensive. I found two vehicles that looked promising and called two different mobile auto mechanics in Denver to see how much they would charge to inspect the cars. The first I contacted through an on-line quote form on Monday evening. The second I called on Tuesday and left a message.

It is now Thursday night and neither has bothered to call me back – not even to tell me they aren’t interested. Is this how your customers see you? Honestly, it is how our customers have seen us lately. We don’t currently have live phone support so it sometimes takes us a day and a half to get back to everyone. Definitely not an ideal situation and I know it has cost us business. We are finally in the position to correct that and will shortly be bringing back live phone support.

Don’t be like this. If you don’t want the business, don’t have a quote form on your website or voice mail that actually takes messages. Tomorrow I’ll be trying company number three and hoping for better success.

Image courtesy of supakitmod /

These Aren’t New Year’s Resolutions


2014 Resolutions

I can’t remember ever making New Year’s resolutions. I see the rationale – the end of the year is a great mental time to start anew. This year with the major changes at Aquinas and More and an upcoming move to a new town for our family, I’ve been making changes throughout the year to get my life and business in better order. Here’s what I’ve been working on:

  1. Getting more done. With ten kids, a full time job and Aquinas and More, my to-do list was a collection of sticky notes, a paper notebook (or two, since I frequently would set it down somewhere and forget), Outlook reminders and my leaky mind. This really wasn’t sustainable and I constantly felt like I was buried in obligations that were so numerous I couldn’t prioritize. Through Michael Hyatt’s podcast I found Nozbe – a simple-to-use to-do list app, website and desktop application. The interface is simple and it syncs across all your devices. You can email and tweet tasks to it and it integrates with Evernote. I had tried several other to-do list apps but for some reason this one just seems to work more smoothly. Oh, you can also create projects and share lists with other users so you can both work on a list at the same time!Nozbe
  2. Read the Bible. I’ve read parts of the Bible but never really committed to regular reading or to any kind of plan. My oldest daughter is going to be doing the Understanding the Scriptures course for school starting next month and my younger kids are reading the Children’s Golden Bible. Last year I did a podcast with the folks at Logos Bible software about their new Catholic product, Verbum. They gave me a basic edition to review and it has an Android app which follows the daily Lectionary readings. I’m going to start with that and help my daughter with her scripture study class.Verbum Catholic Bible Study
  3. Organize my paper. I have a file cabinet with labeled folders and I do a reasonable job making sure that everything gets filed regularly. My problem is all the other things I need to keep track of – that great idea I heard on a podcast, the melody I need to learn for the Thanksgiving talent show (We sang Gaudete this year), all of the notes I take about procedures and processes at the warehouse, ideas for blog posts. There is a lot of information that I need to keep track of and I have found that paper notebooks are great for holding data but lousy for finding it later. A couple of years ago I got an Evernote account to keep track of photos and comments I had about potential locations to move our store. It was simple to use but I didn’t really “get it”. After having read a few books with different ideas on how to organize it as well as some podcasts, I think I see how I can really take advantage of this digital notebook. I’m not planning on going paperless anytime soon, but this is a good start towards better organization.Evernote
  4. Go on a pilgrimage. Before Thanksgiving my wife made an incredibly bold proposal. She suggested going on the pilgrimage to Chartres for our twentieth wedding anniversary. I was blown away. This isn’t something that we can just hop on a plane and do, it is going to require serious planning as well as a commitment to really getting into shape. The pilgrimage is a three day, seventy-five mile hike from Notre Dame in Paris to Notre Dame in Charte culminating in a high Mass at the cathedral. The pilgrimage covers roads, fields and trails and frequently involves rain. If you want to follow my wife’s chronicle of our preparations, she is at Kittle Eleison. We each bought running shoes for each other for Christmas and my parents bought us hiking poles. If anyone wants to watch ten kids for a couple of weeks while we’re gone, let us know!Chartres Pilgrimage
  5. Start learning more about things I like. I’ve attended several of the CNMC events and even had a podcast for a while (which will be coming back next year) but I never really got into listening to podcasts as a regular thing. I’ve had a two-and-a-half hour drive to work several times a week since April and between talk radio itself and the commercials, listening to the radio was getting very tedious. I finally found a decent podcast app for Android – Doubletwist. It has some quirks in the interface but it syncs non-podcast media such as music and audio books with my laptop and wasn’t very expensive. I first started listening to The Catholics Next Door with Greg and Jennifer Willits. They have an engaging show and even though they occasionally Georgia the pronunciation of words like “Guadete” and “Estes Park”, I was able to get past that and I’ve actually listened to every episode. I also enjoyed listening to Catholic Stuff You Should Know. Unfortunately, they are taking a break for several months to finish up seminary. Apart from the Catholic podcasts I’ve found, there are several other life and business podcasts that I enjoy listening to. Michael Hyatt’s This is Your Life and Cliff Ravenscraft’s Podcast Answerman are both great. If you have a lot of driving time, I definitely encourage you to find something other than the radio to listen to. Whether it’s podcasts or something from the Great Courses collection, it’s a far better use of your time. I’m also planning on attending the Modex 2014 Supply Chain expo to increase my knowledge of warehouse management. A lot of you probably have your eyes glaze over at the thought of seeing exhibits showing the latest in storage and order processing but I love this stuff! I might also attend the Catholic New Media Conference and am really considering going to the SCORRE conference next year.The Catholics Next Door
  6. Set goals – and plan to make them. Setting goals is very easy, it’s the reaching them that is hard. Several months ago I downloaded the Life Plan workbook from Michael Hyatt’s site and then forgot about it. A few weeks ago he offered a 5-day program to get goals together for the coming year. I signed up for it as I was having a hard time figuring out how best to attack several of the things I wanted to do next year. It was worth the cost. Apart from having a step-by-step approach to not only planning ahead but taking a hard look at what was behind, the community of participants has a lot of great ideas.Best Year Ever


What did you do this year to improve your life? Not necessarily New Year’s related.


2014 Image courtesy of Stuart Miles /