Market Mavens are some of your best allies in word-of-mouth promotion. Enlist their energy on your behalf and you will see new customers coming in your doors.

Market Mavens:

Maintain a general knowledge of the market place
Enjoy browsing and window shopping behaviors
Constantly look for the best values
Pride themselves for being current
May actively help others with market place information
Read advertisements and news stories about companies

Engage your customers in conversations. Try to find out which customers:

Read comparison information from retailers
Are willing to drive to get good value
Are turned to for advice on a variety of products and services
Take book reading lists to give to others (i.e., product aficionados)
Prefer shopping with friends
Have a list of stores they shop at before and/or after shopping at your store
Save and share coupons
Window shop and browse
Appreciate advice from you on where to shop for value
Take and share information regarding activities at your store

Not every Market Maven will exhibit all of these characteristics. However, these are the indicators of the Market Mavens who can help you spread your reputation.

Just look at the list above. Contained in each descriptive statement is the kernal of how to inspire your Market Mavens. For example:

1. Give them information to compare on price and value - put up a poster or hand out a one-sheet comparison
2. Give them a load of specific advice about shopping (even if it is not about books) that they can pass on to others - referrals to peers who own other stores would be nice
3. Give them book reading lists to use and to give to others
4. Give them coupons to use and share with others
5. Encourage and reward window shopping and browsing behaviors
6. Make sure they have current information about the activities in your store
7. Introduce them to other Market Mavens.

Proven Tactics for Children's Bookselling

Cafferky's Bonus Handouts from the 1997 ABA-CBC Book Fair in Chicago
How to find and inspire "Market Havens"
How to find and inspire "Product Aficionados"
What Gets Children Enthusiastic about Books?

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