Because advertising has become exorbitant and unreliable, Miller said, retailers must cut through “cluttered” society full of “polluted” visuals and market their stores. Marketing “is about building relationships,” she said. Miller said true marketing takes very little money, and word-of-mouth really works.

Retailers were quizzed on popular branding methods like colors, fonts and even store packaging. “It's been proven bags are used seven times before they're thrown away,” Miller said, and attractive shopping bags could be used for future gifts. She also encouraged retailers to think of all five senses when creating the in-store experience. “Reveal the value of your unique services,” she urged.

Retailers should make their customers “feel famous,” Miller said, with prize drawings, inexpensive giveaways, and extras like cookies, coffee or special discounts.

Building relationships with organizations in the community for outreach and missions, such as Samaritan's Purse and blood drives, also would help market a store. Another strategy Miller suggested was a “prescription pad,” a notepad with the store's name and contact information to give to local pastors and counselors who recommend books to people seeking self-improvement.

At the beginning of the session, Miller handed out red clown noses to retailers, urging them to always have “unexpected fun” in-store and even challenging them to wear the noses on the convention floor.

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