Details Ink

By 2003, Details Ink, a 1,500-square-foot stationery store in Minneapolis, had survived the economic struggles that trip up so many gift stores in reaching their tenth year in business. That was the good news for owner Cinda Baxter. The bad news was that no one seemed to notice.

Then one day, a visitor walked in and asked to invest in the store, and today, Cinda is the president and majority owner of Details Ink. But the fresh influx of capital from her partner also brought to light a problem Baxter hadn't noticed before.

"It wasn't until I was dusting off my ten-year-old business plan during the partnership negotiations that I realized how invisible the store had become," says Baxter. "I'd spent a decade letting people forget who we were."

Reviewing the outdated plan made the store's greatest challenge "jump right off the page," according to Baxter. She needed to reestablish her store in the minds of her existing customers, and to advertise Details Ink so that new customers, ready to spend money, would know where to turn to for their stationery needs. Though the store's business is heavily weighted toward personalized stationery (65 percent; another 25 percent is off-the-shelf stationery, and the rest is comprised of personalized gifts, jewelry, and greeting cards), Baxter wanted to promote not a single product category, but the whole store as a brand.

For starters, Baxter added two tag lines to the store's marketing message. The first was the deceptively simple statement, "Fine stationery since 1994." This coda was added to the store's redesigned logo every time the logo was used: on ads, business cards, letterhead, and the new updated storefront sign. The message to consumers, according to Baxter, is clear: "We have survived and are here to stay." Such a message gives the business a sense of stability, reassuring shoppers that when they need it, Details Ink will be there to serve them.

The second tagline is the eye-catching slogan "Why be average when exceptional will do?" This message, which positions the store as a leader in quality and service in a market filled with discount stores, became the centerpiece of the new promotional campaign. The slogan, which was repeated on the front of folded business cards and other printed materials, is the cornerstone of the shop's new public relations packets, including a store "resume." These were sent to editors and advertising representatives of local media as well as to catering managers and event planners for special event venues and private clubs.

After creating the two new taglines, the next step was to organize an advertising campaign for Details Ink. Baxter decided to advertise in Minnesota Bride, to attract wedding business; and Minnesota Monthly, which matches the store's target demographic of upper middle income women, ages 30 to 65. After sending the initial, attention-getting "Why Be Average … " press kit, Baxter followed up by contacting the publications. In addition to purchasing ad space, Baxter requested that the magazines "partner" with the store.

"Partnership" definitely has its advantages, as Details Ink obtained contracts that included 12 monthly insertions to be used over an 18-month period, color ads for the price of black-and-white, one additional free insertion, a free size upgrade, and advertising rates that are "far, far below those published," says Baxter. Without requesting anything more, the store also received two additional free size upgrades and prime positions in the magazine.

In addition to the great advertising package, the magazines have developed a good editorial relationship with Details Ink. Baxter has been interviewed for three different articles: on wedding invitations, outdoor summer entertaining, and shopping "al fresco" to escape indoor shopping malls.

"All because we simply asked for their guidance and advice," she says. "We didn't just land a great ad contract; we found mentors who make a difference."

Details Ink also went beyond its target publications, sending releases to all the local media outlets whenever they had an event or newsworthy item to publicize.

In addition to the traditional print campaign, Details Ink built a website to reach new customers. Baxter also decided to create an email newsletter to promote new lines, special sales, and the store itself.

While it's a somewhat bittersweet experience for Baxter to hear customers ask, "Are you a new store?" long after launching the promotional campaign, it's proof that her efforts are working to create interest in Details Ink. In fact, the impact of both the "Fine stationery since 1994" tagline and the "Why be average…" marketing line has been demonstrated by frequent positive feedback. Many customers have commented that it's great to see a small local business celebrate its tenth year.

According to Baxter, the website has increased email traffic, even in its "under construction" form, and is responsible for a number of new accounts. The email newsletter has taken longer to develop than originally planned for, but Baxter hopes to launch it soon.

To verify the results of its promotions, Details Ink did a 60-day survey a few months into the new marketing campaign. The owners found that traffic was up more than 50 percent, and over 34 percent of the expanded customer base was made up of first time customers who cited the store's new marketing methods as the reason they came.

It's all in the details.