The Ultimate Shopper Promotional Kit: Post-Publication Promotion Media Queries Pt. 2 How Canada's worst-selling title of 1988 got media coverage in 100-plus markets in 3 months Last updated 07/05

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Having finished and received responses from all media mailings relating specifically to the release of the book, I attempted a second mailing to those outlets where I had received no replies. This approach was less scatter-shot; I went to each outlet with a specific proposal or a specific issue to discuss rather than let them decide which of the many issues raised by the book and promo materials would be their focus.

I kept copies of many queries I made to individual media outlets I felt would offer premium exposure for The Ultimate Shopper. As you read each one, you should begin to get a feel for how I targetted the issues at the show's focus and style, hoping to demonstrate how I felt an appearance by Steve Winter would help the viewer, not just the show, and certainly not just book sales. Most were prepared press-release style on Living Skill letterhead.

One of the major drawbacks to the query campaign may have been its inconsistency. The book was equally inconsistent. It was very funny in places, generally humorous, but in the last third of the book became quite serious. By the time this campaign rolled around I was somewhat tired of the adventure and my sense of humor was sagging significantly. Anyone who flipped the book open to the first half wouldn't know that the same person was writing the query letters. Most of these queries were deadly earnest and not in keeping with the light-hearted tone I wanted to present in the book.

The names and addresses, except for phone numbers and postal codes, are exactly as they were in 1987. Please don't use these for your own queries; most of these people now have other positions at other media outlets, and most of the specific publications and programs no longer exist.

"Lifetime" was an afternoon magazine show broadcast nationally, the only one of its kind at the time, and I needed a specific issue to target as opposed to featuring myself as an expert in all areas. I got a spot on the show, and was told by a director to expect a ton of orders from viewers as usually happened with author guest spots. I got zero.

Rodney Gilchrist "Lifetime" CFTO-TV Channel Nine Ct. Agincourt, ON

Aug. 10/87

Mr. Gilchrist;

Canadian consumers are, by and large, horrible hagglers. That's the opinion of Steve Winter, expert at marketplace negotiation and author of "The Ultimate Shopper".

"Negotiation is something we associate with business and haggling at flea markets and garage sales. What most people don't realize is that we have a lot more opportunities for negotiation than retailers like to let on," he says.

He believes the lack of adequate negotiating skills costs the average consumer hundreds of dollars a year, and he devotes considerable space in his latest book to teaching consumers the five W's of haggling (pp. 53-131).

He believes this gentle art, a tradition in most Asian and European countries, has become lost amid the hustle of North American life. He also thinks that current retailing trends are eliminating many of our traditional opportunities for marketplace negotiation, but a revival of the practise could pave the way for increased flexibility on the part of retailers.

While many people feel uncomfortable "talking turkey" with salespeople, Winter stresses that negotiating is a game played by practically everyone in business, and the rewards of winning are tangible, substantial and accumulate for years.

--30--

CONTACT: Rob Sxxxxx at Living Skill Books, 555-5555
AVAILABLE: August-December 1987

"Live It Up" was a prime time magazine show that could be called Canada's version of "Lifestyles of the Gainfully Employed and Middle-Class". I didn't get the spot as an author, but several months later I submitted a consumer idea for their viewer-participation spot and was selected for broadcast. The content varies only enough here from the "Lifetime" letter to reflect the fun- anmd fact-based reporting done on the program. I had a fantasy about setting up a haggling competition between myself and the hosts; I wonder now if I had issued it as a fun challenge whether I would have gotten the spot. My guess is I would have.

Jack McGaw "Live It Up" CTV Toronto, ON

July 30/87

Mr. McGaw;

Canadian consumers are horrible hagglers. That's the opinion of Steve Winter, author of "The Ultimate Shopper", who claims to be an expert at marketplace negotiation.

"Negotiation is something we associate with business, and most people would never think of haggling any place but a garage sale or flea market."

He says this attitude costs consumers hundreds of dollars a year, and he cites a number of instances where he's been able to save from 10% to 50% on a wide variety of goods, simply because he knew how to ask.

He says the art of haggling, a tradition in Europe and Asia, has been lost amid the hustle of North American life, and unfortunately, opportunities for haggling have been reduced by recent trends in retail marketing.

But there's still plenty of room for practice of the subtleties of negotiation, and he discusses these possibilities in depth in his book (pp. 53-132) (book sent 6/87).

While a great many people feel uncomfortable "talking turkey" with salespeople, Steve stresses that negotiating is a game played by practically everyone in business, and the rewards of winning are tangible, substantial and keep accumulating for years.

--30--

CONTACT: Rob Sxxxxx at Living Skill Media (416)555-5555
AVAILABLE: Steve Winter is available in Toronto August, November, December 1987

Early on I guessed, and quite correctly it turned out, that seniors would be one of the best markets for my book. My writing style didn't quite fit what most seniors expected, but the subject matter was ideal. This query received no reply. "Today's Seniors" was a free circulation weekly for seniors in Metro Toronto. The approach may have been too direct; I may have inadvertently insulted the addressee.

Don Atanasoff
"Today's Seniors"
10 Tempo Ave.
North York, ON

Mr. Atanasoff;

I'd like to suggest the possibility of a column, series or feature on a topic I find conspicuous by its absence in "Today's Seniors".

The subject is shopping and consumer skills. Although your publication covers finance quite well, I think you would agree that basic consumer issues are equally important.

I will qualify myself by saying that I do not normally discuss such things as budgetting, corner-cutting, best-buy forecasts and coupon-clipping. I prefer to deal with shopping technique, strategy and tactics as I find they offer more immediate and substantial rewards that tend to accumulate with time. I believe a brief glance at the book enclosed will give you a better idea of my approach to consumer issues.

Although my age may tend to dent my credibility, I'm fortunate in having a colleague intimately acquainted with the needs of seniors with whom I regularly consult. In any case, much of what I discuss is universally applicable, and, I believe, especially important to seniors.

Among my journalistic qualifications are five years with various community newspapers in Canada, including two Metroland publications; a consumer column with "The Canadian Moneysaver" and a small business column in a dozen Canadian and US trade publications.

If you're interested in seeing samples or discussing this idea in depth, don't hesitate to call me at the number below. I believe we can get together on this idea, and I'd be happy to entertain your thoughts on it.

The very best of fortunes,

Steve Winter

"Be My Guest" was a one-on-one morning interview show broadcast over Southern Ontario, Michigan and Northern Ohio. I didn't get a spot on this show, but several weeks later when Betty's show was combined with a program that ran immediately following and turned into a regular magazine format, I landed a good spot.

Betty Thompson Aug. 1/87 "Be My Guest" c/o CKCO-TV 864 King St. W Kitchener, ON O0O-0O0

Mrs. Thompson;

I'd like to suggest the possibility of a consumer theme for an upcoming program...but one with a twist on usual consumer topics.

In "The Ultimate Shopper", I spend a considerable amount of time discussing the gentle art of marketplace negotiation (pp. 53-131). This has been one of the hottest topics of the year in business circles, but it's seldom if ever discussed from the point of view of the average consumer.

"Haggling" is practically a tradition in most European and Asian countries, but it seems to have been overlooked in the have-it-now hustle of North American life. But as our standard of living continues its apparent decline, it's becoming an essential weapon in the arsenal of the consumer. Unfortunately, retail trends such as franchising and one-stop shopping are reducing our contact with salespeople, and thus the number of opportunities to negotiate, but it's still possible to "talk turkey" in many more situations than most consumers realize.

Many consumers are timid about challenging retailers on their prices, anywhere but at garage sales and flea markets, but the value of this skill is not to be sneezed at. I believe it can save the average consumer several hundred dollars a year, and I KNOW it saves me much more than that.

If you're interested, I'd be happy to discuss this with you at your convenience. I can be reached most days at the address and number below.

The very best of fortunes,

Steve Winter

Broadcast tape from CFTO-TV, 6/87 available on request.

"The Subway Link" was a free-circulation weekly distributed in drop boxes in or near subway stations in Metro Toronto. I felt its "hometown newspaper" feel made it an ideal place to promote the book. This query received no reply.

Ross Skoggard Editor
"The Subway Link"
63 Ossington Ave.
Toronto ON
O0O-0O0

Mr. Skoggard;

I'd like to propose an idea which I believe could make a valuable and entertaining addition to the Link. Yes, it is a consumer column, but with a twist I think fits the Link style.

To my knowledge, no one in Toronto covers consumer issues from the standpoint of the strategy and tactics needed to survive as an urban consumer. Who tells us how to enter a mall in November and escape with some semblance of a bank account and, if we're lucky, all the children we had when we went in? Who describes the techniques needed to out-hustle a Yonge Street import dealer? Has anyone ever determined whether the street vendors have any real bargains to offer? Which brand is the preferred sneaker for comparison shopping? And how are we supposed to decide whether it's Loblaw's, Miracle Mart or Knob Hill Farms this week?

With your consent, I will. If you're interested, I'd be happy to entertain your thoughts on the idea and perhaps submit samples.

My qualifications include five years as a reporter and copy editor with several Canadian community newspapers, a consumer column for "The Canadian Moneysaver" and a small business advice column in a dozen US and Canadian trade publications. I salute deadlines, worship good copy editors and some time next month I'll be purchasing a sense of humor.

If you need more information on this proposal, I can be reached most days at the number below.

The very best of fortunes,

Steve Winter

"The Andy Barrie Show was the most listened-to radio talk show in Southern Ontario at the time. I got the spot, but not strictly as a consumer negotiation specialist. The program was a call-in show and many of the questions were on general consumer themes. Again, from a sales standpoint, it was a wash-out.

Andy Barrie
"The Andy Barrie Show"
CFRB
200-2 St. Clair Ave. W.
Toronto, ON
O0O-0O0

Mr. Barrie;

I'd like to suggest the possibility of a consumer theme for an upcoming program...but one with a twist on usual consumer topics.

In the book enclosed I spend a substantial amount of time discussing the gentle craft of marketplace negotiation. This topic has received enormous play in business circles in recent years, but to my knowledge it has never been adequately covered from the consumer's point of view.

"Haggling" is practically a tradition in most European and Asian countries, but it seems to have been overlooked in the hustle of North American life. But as our standard of living continues to decline, it's becoming more and more essential as a shopping skill...at precisely the same time as our opportunities to negotiate are drying up. The continuing trend to franchising and one-stop shopping is eliminating direct contact with the salesman, and the savings do not always compensate for this loss.

Many consumers are quite timid when it comes to "talking turkey" with salespeople and would never think of haggling anywhere but at garage sales and flea markets. But the value of this skill is not to be sneezed at. I believe it can easily save most consumers several hundred dollars a year, and I know that it saves me much more than that.

If you're interested, I'd be happy to discuss this with you in more depth at your leisure. I'll be in Toronto through August and again in November and December at the address and number below.

The very best of fortunes,

Steve Winter

CFNY was the city's alternative rock station, and I really wanted this spot on Ted's eponymous magazine show because I was such a fan of the station. I tried to appeal to Ted's sardonic sense of humor, but it wasn't enough. I guess he didn't get it, and neither did I.

Ted Woloshyn CFNY-FM 83 Kennedy Rd. S. Brampton, ON O0O-0O0

Aug. 1/87

Mr. Woloshyn;

I'd like to suggest the possibility of a consumer theme for an upcoming program...but one with a twist on usual consumer topics.

In "The Ultimate Shopper", I spend a substantial amount of time discussing the deadly sport of marketplace negotiation, known among amateur pratitioners as "haggling". It's played on a professional level in all levels of business and in recent years has gone major-league in the world of commerce. But it seems few people have gone to the trouble of instructing consumers in the finer points of the game.

The value of this skill goes beyond mere enjoyment. To the consumer who possesses it, it can easily be worth hundreds of dollars a year. And while current retailing trends have reduced the number of available venues, the game can be played on more different kinds of turf than most consumers realize.

As back-to-school shopping commences, consumers are gearing up for the taxing, sudden-debt grind of Christmas season playoffs when the real winners and losers will be decided, making this a most timely topic for discussion.

The ball is now in your court. I'll be on a lengthy road trip through September and October, but I'll be available between matches in Toronto through August, November and December.

The very best of fortunes,

Steve Winter

(Add'l. info: pp. 52-131)

My first national exposure was on CKO, an all-news radio network broadcast in most of Canada's larger centers, on a magaine show hosted and named for Peter Varley. The exposure was good practise but essentially worthless because the book wasn't available when the interview aired. This second approach got no reply, and on review I'm not happy with the way the letter was prepared.

Melanie Reffes
CKO-FM
30 Carlton St.
Toronto, ON
O0O-0O0

Melanie Reffes;

Several months ago I was interviewed by Peter Varley on the release of "The Ultimate Shopper", and I thought I'd approach you about doing another segment, this time on the specific issue of consumer negotiating skills.

I understand the importance you place on timely material, so I want to stress to you that the book has only been widely available for about three weeks now, and although I have done several radio appearances in the meantime, I am only now beginning to concentrate on this specific issue, one which I feel is extremely important.

I also realize that I was perhaps a less than ideal interview subject when we first met, and I'd like you to know that I have since become quite familiar to this role and have been told by several people that I am now conducting myself quite professionally.

As for consumer negotiating, I believe the importance of this skill is very simply explained. It's probably worth hundreds of dollars a year to any consumer who possesses it. Few consumers realize that retail prices on consumer goods are not usually carved in stone, and on many classes of goods it's quite simple to get discounts of 40% and more, even off sale prices.

Negotiating skills are receiving a lot of attention in business circles these days, but few people are discussing their relevance to the average consumer.

If this issue interests you, I'd be happy to outline examples of situations where consumers can negotiate to their advantage and specific tactics that work. This skill is of special use to consumers at this time of year, with back-to-school and Christmas shopping comprising the larger part of most people's bigger purchases.

The very best of fortunes,

Steve Winter

Additional material: pp. 53-131

"Canadian Living" was my Holy Grail in the periodicals category, Canada's answer to "Redbook" and "Good Housekeeping". It was a market where I very much wanted exposure and didn't get it, and this query represented an attempt to salvage at least something.

Kerry Dean Senior Editor "Canadian Living" Telemedia Publishing 50 Holly St. Toronto, ON O0O-0O0

Aug. 1/87

Kerry Dean;

The ability to negotiate is essential for good business. Yet Canadian consumers tend to be woefully lacking in appreciation for this gentle art. And that costs the average consumer hundreds of dollars a year.

I consider myself something of an expert on the subject and devoted a substantial portion of the enclosed book to outlining the tricks, tips and strategies for marketplace negotiation (pp. 53-131).

I'd like to condense a few of the more important strategies into an article for "Canadian Living", where I believe it would have a receptive audience.

The importance of negotiating skills can be easily explained. In a surprising number of situations, they're worth cold, hard cash, and lots of it. The exact situations where "haggling" is most effective will be outlined and approaches offered. For the timid, instructions on honing these skills at garage sales and flea markets could be included. The article could also include a breakdown showing what the average person could expect to save over the course of a year.

If the idea appeals to you at all, I'd be happy to discuss it with you further at your leisure.

The best of fortunes,

Steve Winter

This was another lead on a premium sale. It was suggested to me by a networking contact that Ted Misselbrook might be interested in the book as a subscription premium for his community and special-interest newspapers. No reply on this one. I used my own name on the letter because the networking contact happened to be my father, at the time a good friend of Ted Misselbrook's.

Ted Misselbrook
Leader Publications
POB 490
Dresden, ON
O0O-0O0

Mr. Misselbrook;

I am enclosing a sample copy and information on my current title. It was recently suggested to me that you may be seeking a subscription premium, and failing that, may be able to use a consumer column for your seniors' publications.

The cassette enclosed contains a brief sample of an eight-week radio shorts series developed as a promotion for the book. The material covered will give you an idea of the kinds of topics which would be covered by the Ultimate Shopper column.

Although I do not have a column developed for seniors, I did have samples aimed at CCNA (Canadian Community Newspaper Association) papers and should have no difficulty developing material with a seniors' angle should you be interested. Excerpts are being run as a regular feature in Toronto's "Buy & Sell" beginning this September.

If you're interested in it as a premium, I'll be happy to offer any help I can in developing promotional copy, and as I am most anxious to get a second edition into print before Christmas, I believe we'd have no difficulty arriving at a quantity discount which should meet your needs. The book has a truly universal appeal, and I firmly believe it would make an excellent premium. In fact, it narrowly missed being this year's sub. premium for Canadian Consumer magazine.

Rob Sxxxx