How to harvest a quality customer list

Recently I stopped in at Harvest Home in Corte Madera, a niche home goods store. I purchased some small baskets that I found in the sale bin nestled under a farm table. While I was paying, I noticed a basket of fragrant guest soaps at the register. In a targeted effort to build their online newsletter, they were making a smart offer: if you made a purchase and signed up for their newsletter, you could take a bar of triple-milled soap with the Harvest Home name on it. Here’s why I like this: Only qualified people are on the list.
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Stay nimble and stay ahead

What to do. It’s rainy and you’ve got several hundred trees to sell. And those trees will be unsellable in a few days. In this case, Christmas tree lot owners Linda Hollman and Carl Davis came up with an ingenious way to make the purchase of a tree less of a hassle for people. They restructured their lot to allow customers to drive-through and pick out their Christmas tree without leaving the car. Simple. Effective. And affordable. I point this out because this is the type of creative marketing solution that small businesses should strive to achieve in this market.
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