When the economy first dipped, I remember walking past my favorite stores and seeing large red posters in the windows advertising deep discounts—some as much as 80 percent off. Of course, I made a beeline into the shop. Who wouldn’t? Now that the economy is improving, those big red signs have disappeared. Customers are still looking for a deal however, so retailers need to do more to attract attention. If you want innovative ways to attract customers, look no further. This issue is a guide to the best ways to promote your business.

One way to create a buzz without slashing prices is to hold an in-store event. Get people talking—even those who don’t attend—by hosting something they’ve never seen before. On page 20, writer Haley Shapley offers five ideas for storeowners in “New Events on the Block.”

Giving your store logo a fresh new look is another way to capture attention. Remember, most shoppers will see your logo before they step in your store, so it’s got to be clean and cutting edge. Not sure where to start? “Extreme Makeover: The Logo Edition” (pg. 34) gives advice on how to get a new look that goes the distance.

This month we also spoke to several retailers who learned important lessons about their own businesses through a very unlikely source—the big-box retailer. In “The Chains Can Do You Good” (pg. 24), writer Michelle Loeb learned what role retail giants play in helping small-business owners. You’d be surprised how easily some of their business practices and promotions can be translated to your own store.

No in-store event would be complete without the latest and greatest dance gear on your shelves. This month DRN is showing off the sweetest T-shirts, tanks and sweats for dancers of all ages and genres in “Dressed to a T” (pg 16). This is the gear they won’t want to be without.

Got a great store event, sale idea or promotion? We want to hear about it. E-mail ldowd@dancemedia.com.

Libby Dowd
Editor­