Category: Branding

How to be Successful on Small Business Saturday

(In the Year of Covid 19)

This year has seen several unpredictable ups and downs for frame shop owners. One positive trend that has appeared to remain a constant is unstable world is consumers desire to support local. Many shoppers are seeking opportunities to shop small and support businesses in their communities. But how do you achieve successful results for Small Business Saturday while keeping your staff and customers safe?

I’ve put together a list of marketing ideas for framers to capitalize on the shop small movement. Here are some ideas to consider that go beyond in-store promotions.

Be Unique: Shoppers appreciate the uniqueness of small shops, so don’t feel like you have to compete with the big retailers. Be yourself while you show off what makes your business unique. Find creative ways to tell your story through videos on social media, merchandising in your store, and project photos to inspire custom framing.

Offer Referral Program. Invite customers to help your business grow by offering a referral program. Happy customers want to see your success and are willing to write on-line reviews and refer friends. Offer free upgrades, bonus discounts, or accumulate points for future perks. Google My Business allows you to share a link to write a review. Include the link in an email inviting customers to support your small business.

Partner with a Non-Profit. You can help your community and build good-will by highlighting a local charity for a Small Business Saturday promotion. You could collect donation items or share a percentage of each sale for food banks, animal rescue organizations, senior or children’s programs. Choose one that is meaningful and share your reasons in a short video to your social media platforms.

Live Broadcast. Build an audience of new buyers by broadcasting a Facebook Live video. Be.Live is an easy to use way to schedule and create your live broadcast. Keep your focus by creating a list of talking points highlighting custom framing ideas, gift ideas or other items from your shop. Customers can get a look at your shop from home, then schedule an appointment, purchase on-line or answer any other call to action you include.

Say Thanks. Small Business Saturday gives you an opportunity to say Thank You to the customers that have made your business successful. Send a note in the mail. Offer $20 off their next custom framing order. Call your top 20 customers to just say thank you. Offer small gifts to in-store shoppers. Show your genuine gratitude and grow customer loyalty.

Join the Movement. American Express started the Shop Small movement 10 years ago and provides support materials for small business owners. You can register your business on the Small Business Saturday map and request free marketing materials here: https://www.americanexpress.com/us/small-business/shop-small/

Crisis Survival Guide

10 Things to Do Now to Make Your Business Stronger

It’s been said that there are two types of businesses – those that have had tough times & those that are going to have tough times. A worldwide pandemic and forced government shutdown should qualify as the most difficult business challenge most have ever faced. No doubt about it.

Despite overwhelming circumstances, there are still opportunities if we shift our thinking just a bit. We have the powerful ability to change our situation simply by shifting how we think about it. Instead of dwelling on how bad things could get, try asking What can I do now to prepare for a stronger recovery? These are 10 things to do to get through this and actually come out in better shape on the other side.

  1. Take Action

In a crisis, the single most important thing you can do is take action. Sometimes we can be a little like a deer in the headlights, not quite believing what is going on, frozen on the spot. The problem is that if we don’t leap into action, things will always get worse and they will get worse quickly. If you’ve had to temporarily shut your store due to the virus crisis, take a day, cry it out and then get back to business.

Some ideas include reorganizing the shop, redo store displays, to take time to fine tune your marketing message. The important thing to remember is don’t just stand there. There is work to do.

 

  1. Deal with facts not fiction.

In the middle of a tough time it is really easy to start freaking out based on the worst case scenario, as opposed to what actually is. It’s important to get all of the information about what is going on and to only deal with facts, regardless of what is going on in your head. Most of the things we worry about never actually happen, so don’t let your imagination get ahead of the reality of the situation.

For me, that means catching up on the news once a day for 5 minutes, then turn my attention back to my family, business planning & self-care.

 

  1. Take this time to cement your relationship with your existing customers.

In a weirdly ironic way, when times are tough, many businesses actually stop servicing their existing and loyal customer. A depressed mood descends on the business and this in turn affects customer service. That’s why businesses in this negative space lose far more customers than they should, which of course only makes matters worse. Now is the time to build bulletproof relationships with each and every customer you are fortunate enough to have. You need to be communicating with your customers, engaging them, finding out what is going on in their world and most importantly of all, becoming very clear on what your customers need from you.

For your customers, that may be reassuring them you’re taking steps to be there when they need you. Share something that will make them laugh. Teach them tips for arranging a gallery wall or how to install art at the right height. Give them a happy distraction from reality and inspire them with a little bit of hope so that when they need framing, they will remember you.

 

  1. Use this situation to rethink your business.

Tough times are crossroads in our business and they provide an opportunity to make hard decisions about what is working and what is not. This is the perfect time to stop and really reflect on your business and make the changes that deep down you know you need to make. Lean in, grab a notepad and pen and begin a S.W.O.T. analysis. List all the strengths your business possesses; your expertise, assets, reputation and more. Next acknowledge your weaknesses. This gets a little tougher. List the deficiencies in your business and things that you don’t do well. Follow that with a list of opportunities that may include possibilities of new revenue streams, e-commerce or a new category of customers. Finally, list the threats your business faces. It could be cash flow issues, supply chain, rising costs, etc.  This exercise provides you the insights needed to adjust your processes to increase the performance and efficiency of your business.

 

  1. Get ready to chase business.

During tough times, business development can also grind to a halt and we all know that this spells disaster. As hard as it may be, when times are tough, you have to ramp up your business development and push through the hard times. Winning a few new projects, or finding some new clients might just prove easier than you think and it will go a long way to making you feel better. To begin, ask yourself: Who do you serve? and what do they need?

Answer those questions and you’ll get closer to identifying new customer markets and the products and services they will need.

 

  1. Be careful whom you spend your time with.

Negative people need drama like it’s oxygen. It is more important than ever to avoid the harbingers of doom, those people who are negative all the time, they only ever focus on what they haven’t got as opposed to what they have and so on. Don’t let yourself get caught up in the negativity vortex. Keep away from people who are like this and find the positive, proactive and energetic business owners who are too busy getting on with it to get caught up with misery brigade. You can follow me on Instagram at @glasgow-meg for daily positive messages and video tips to encourage you though this crisis.

 

  1. Be prepared to try “NEW”.

When what you are doing isn’t working it makes sense to try something different. Now this sounds logical, yet I have watched so many businesses slowly go bust simply because they kept doing the same thing, right to the end. We have to be prepared to do new things, try ideas outside of our comfort zone and look to other for advice.

 

  1. Invest in your business.

This is the very best time to invest in your business. It is time to polish up your social media strategy, upgrade the website, come up with a new corporate image, invest in new technology and really anything else that will make your business look more impressive and run more impressively when business resumes.

 

  1. Invest in yourself.

Just as I believe that it is an important time to invest in your business it is more important time to invest in yourself. This means learning new skills through books, seminars, online training, mentoring, coaching, really whatever it takes.

 

  1. Learn from the experience.

This can be such a cliche but it is true. Most of us are really good at beating ourselves up for things that go wrong but there really isn’t much to be achieved from this. Far better to take a step back and learn from the experience. What can we do now to make things better? Focus on the positive lessons. Nothing is so bad that some good can’t come out of it.

5 Tips for Merchandising Like a Pro

Merchandising a store can be a challenge, especially for busy retailers. But when you consider that savvy consumers are used to seeing polished displays in big stores, it makes sense to emphasize and improve merchandising in your store. While merchandising has always been important, the forces being placed on retailers by a new generation of shoppers makes these five tips even more important.

 

1. Window Displays Make a First Impression

The front window display has the power to draw in target customers. A bland or disjointed display will be ignored and the passer-by will keep passing by. When designing the front window, displays with movement, like these hanging strings of fall leaves, can make the most impact.

DYI TIP: Use the Wizard cut art designs to cut the leaves out of brown kraft paper and book pages. Glue them to long strings of finishing line or twine.

Use the same techniques in the front window as you do in-store when combining color, texture and lighting for something eye-catching.

Matboard Hearts Tied with Fishing Line

2. Guide Customers Through Your Store

Take clues from merchandising master IKEA. The Sweden-based furniture retailer has laid out their brick-and-mortar locations so well that they practically guide every step their customers take.

Inside Finer Frames in Eagle Idaho

This works because when you know how your customers are traveling through the space, you also know where they’re likely to look and they’re likely to see. Using that knowledge, you can place displays, new products, and other priorities in those highly visible spots.

DIY TIP: Watch your customers when they come in. Which direction do they look first? Where do they go? If most people look then turn to the right that is where the most profitable items should be displayed.

3. Give Them a Sign

Shoppers don’t like to search for signs or price tags and many will put a product back instead of asking an associate for its cost. Forcing customers to hunt around your shop is a quick way to lose sales. Make it easy for them to find what’s important.

DIY TIP: Use Letter Art and the vinyl cutting tool to cut wall signs like this artist’s name. This was cut out of inexpensive self-adhesive shelf paper and applied to the wall for a recent art show.

4. Do Your Customer’s a Service

Any retailer who gives their customers something in return is on their way to earning lots of loyal customers. This is thoughtful gesture and brands your business. By providing relief and relaxation to the shoppers, they’re less likely to rush out of the store. This gives them more time to shop — and more time to spend more money.

DIY TIP: Replace the labels on water bottles with your own custom designed label. Add your logo and a call to action, like “Follow Us on Facebook”.

5. Keep It Fresh

Take lessons from the big retailers and rotate your store displays on a regular schedule. On average, visual merchandising displays should be changed every two weeks. This will keep the shop looking fresh when customers come back to pick up their framing projects. Play to the seasons, decorate for holidays and give buyers reasons to be inspired.

DIY TIP: Get inspired with new ideas by checking out Visual Merchandising Ideas on Pinterest.

Window Display at Finer Frames

Effective visual merchandising has the power to attract new customers, engage shoppers in-store and help increase overall sales. Utilize the above tips and reap the benefits for your retail store.

How to Make Your Event a Knockout (& Not a Knockdown)

19 Must-Do’s Before Your Next Gallery Event

Hosting events can been one of the most effective ways to market your business, expand your reach and attract new customers. Done badly however, they can be little more than an expensive get together for you and your artist friends. The challenge is to know what to do to attract the right audience to get results and earn sales.

Making your event a success takes a coordinated effort that includes a mix of traditional, promotional and digital marketing. This guide will take you through a checklist of marketing activities to get customer’s attention and the best part… most of them are free!

Yes, that’s right. I said FREE. Most of the marketing ideas I’m sharing here cost next to nothing. That should be music to the ears of every small business owner trying to maximize each marketing dollar. I’ve pulled together this list for owners and managers that hate wasting money on advertising that doesn’t work. Which (‘m guessing here) is everybody.

The good news is paid advertising is only a small part of all the activities needed to successfully promote a business. When you consider traditional, promotional and now digital marketing, paid ads are just a small part of the overall mix.  This list breaks down how to combine the best marketing activities to promote your next event, reach new customers and sell more.

EVENT MARKETING CHECKLIST

  In Store Signage

During the weeks prior to your event, post a flyers on your door and at the sales counter where customers are likely to see them. Let them know about the not to be missed event at your business. If you need help creating an eye-grabbing flyer, use a free service like Canva.com. You can upload photos and your logo into ready made templates, then download and print.

  Announcements

Include a printed announcement with each framing project that’s picked up. It doesn’t have to be fancy. You can print them on your own computer, four to a sheet of 8.5×11″ paper. Easy to follow templates can be found in word processing software like Microsoft’s Word or Apple’s Pages. Invite them to the party, bring a friend or promote your partnering winery and be sure to include the date and times.

 Sidewalk Sign  

If your city code allows, get a sign out front of your door today! Many communities require a permit, so check with city hall before you put our your sign.  This photos shows my very low-tech DIY sign. I framed two sheets of Masonite painted with chalkboard paint. Then trimmed with architectural moulding from the hardware store. It’s inexpensive way to grab the attention of all the cars passing by your shop.

  Window Display

Take the best advantage of your storefront by dressing your store windows to highlight an upcoming art show, contest or reception. Stay to your theme and fill with frames, decor and be sure to include lighting. Need ideas? Visit Pintrest for scores of ideas on store window decorating.

  E-Mail Event Invites

Keeping in contact with your clients is easy with online email services like Constant Contact and Mail Chimp. Their templates make customizing your email with your logo and photos a breeze.  Send out an email invitation a week in advance and then again the day of the event. Be thoughtful about the language you use. Write a catchy headline and an opening sentence that will make your customers want to actually open the email. As an experiment, I used “Can you make it tonight?” as the opening line of my reminder email and the response rate was triple the average.

  Personal Phone Calls

In our fast-paced digital world, personal touches can make the biggest difference. Take a few minutes to reach out and call customers with a personal invite to your next event. Make a list of your top customers or community influencers and set a realistic goal of calling 5 people a day.  Say hello. Thank them for helping to make your business successful and say you’d love to see them at your party. By keeping it light and cheerful, even on a voicemail message, it’s a wonderful way to keep your business on the top of their mind.

  Posters Around Town

Be a good neighbor and share the excitement about your event. Community billboards, libraries and coffee shops  are a few good places to post flyers about your event. Bring some to share at your chamber of commerce meeting.  If it’s a good fit, post at retirement communities that may be looking for a fun thing to do.

  Press Release to Local Media

Tap into your community’s local news sources. Send press releases to arts and business editors telling them the what, when or how of your event. Many television stations and newspapers, like the Boise Weekly above, have free community calendars that would welcome your community news. Be mindful of their publication schedules and be sure to get your information posted in plenty of time  for publication.

  Mail Invitations

Snail mail is still alive and it’s a great way to make customers feel special. A personal hand-written note along with an invitation is sure to grab attention and let customers know how much they are a valuable part of your business, and that is well worth the price of a stamp.

  Website Landing Page

Send people to your website for details about your event. Update your website with all the important things to know about your event on a dedicated page. This allows people that are searching to find the information they’re looking for and Google loves this. It improves the search engine optimization of your website to keep you on top of web searches. Be sure to include links to purchase tickets or join your email list.

  Blog Post

Blog articles are a helpful way to keep your website easy to find by search engines like Google or Bing. If your website has a blog included, write an article telling readers about what’s happening at your business. Include photos, event times, parking instructions and what people can expect when they arrive. If you’re partnering with a restaurant or winery, be sure to include link to their website. Share your blog post on social media platforms to expand your reach and get more readers.

  Live Video

Harness the power of video to get attention for your event. When comparing the social reach of text, versus still photos, versus video; video dominates by three fold. If this is new to you, be brave and give it a try. No need to worry that the production quality has to be perfect. A few tricks can make it less stressful. First, practice your recording.  To look your best, turn your face toward a window to take advantage of natural light. Keep your message concise and straight to the point. Be sure to include a strong call to action at the end. Tell people what you want them to do; attend, bring a donation, make an appointment. Save your video to share again on your website, email and more.

  Social Posts

If you have any doubts if social media marketing really works, consider this. Experts predict that there will be 2.77 billion people using social media networks in 2019.  It works because that’s where the attention is. With consumer attention turning to popular sites like Facebook, Instagram and Twitter, businesses should most definitely have a presence on the top social sites. If you are just getting started in the social media world, don’t worry about doing them all. You’re better off choosing one platform, learning it and working it well.

When you use social sites think of your interactions as you would a cocktail party. You’d never introduce yourself and say hey stranger, buy my stuff. Adopt a strategy of 90% giving good stuff and 10% asking for something in return. So when promoting your event, keep it light, fun and informative before you ask them anything. For more helpful social tips, read my article How to Maximize Your Facebook News Feed.

  Create a Facebook Event

Facebook makes it easy to promote your event. beginning from your Facebook’s business page, you can create a free listing with all the details including photos, link to purchase tickets and more. Add your featured artist, or featured winery as a co-host to expand your reach and maximize the number of people that see your event in their news feed. Invite friends. Share your event on your personal page and encourage others to share it too.  Boost your event after people begin to respond. It will save you a bit of money and increase your exposure.

  Personal Message Invites

According to an E-Mail Marketing Metrics Survey, emails have a dismal average 21.3% open rate. Compare that to Facebook Messenger open rates of 98%. The big boost for Messenger is largely due to the fact that most people are opening messages on a mobile device. So, take advantage of this surging trend and send personal notes to your favorite fans.  Keep it light and friendly. Tell them you’d love to see them there, or that it would mean the world to you if they came. It’s most important to be sincere and talk to them as you would a close friend. Any message that comes across as too salesy will annoy instead of persuade. And nobody wants that.

  Social Check-Ins

Encourage your guests to “Check In” on Facebook using their mobile phones. When they do, all their friends see where they are and it’s great for your shop’s exposure. Post a sign like this one ⇐. and ask guests to “Let your friends know you’re here.”

To really get people excited, host a contest to encourage more social engagement. For the people that check in, offer a random winner a gift certificate for custom framing or an upgrade to Museum Glass.

  Gather Customer Info

After you’ve worked so hard to get people to your awesome event, you better have a way to capture their contact information. We’ve had success doing this a few different ways. We always have a guest book out on the counter inviting customers to Sign Up for gallery news and information about classes. During our Customer Appreciation Events we’ve collected names and emails to join our VIP Club for special discounts and early invites to art shows. Hosting a contest is another great way to gathers contact information. Here’s a  tip: leave plenty of room on the entry form to write a legible email address. You’ll be glad you did when it comes time to enter all the contacts into your email system.

  Branded Give-Aways

If you’re providing bottled water anyhow, why not add your own brand label on it? This photo shows the custom printed labels we added to small bottles. We’ve also printed new labels for candy bars with our logo on them to give away to party goers. In years past, we’ve given away magnetic photo frames for refrigerators and tool kits all with our logo on them. Get creative. There are a lot of great ideas besides printed pens.

  Customer Follow-Up

I saved the best for last, or maybe it’s just the hardest. The event may be over, but the work is not. This is the time to follow up with customer leads, send thank you notes and emails. These important steps are often overlooked, but it’s important to turn all your efforts into actual sales. This is the part that often takes the most courage for some and discipline for others. You’ve got to put in the work if your want the results.

Even if all you got out of your last event was ten new people’s names and emails, that’s ten more than you had before. Reach out and thank them for coming. Give them another reason to come back. Include a coupon for custom framing, a free glass upgrade or discount on art classes. That my friends is how you scale your business… one meaningful customer interaction at a time. 

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3 Steps to Writing a Strong USP

So, if I asked you What make your business unique? What would you say?

The common answers I hear from frame shop owners all sound much the same. In fact most small business owners list similar attributes about their business. See if any of these sound familiar.

  • We have the best service
  • We offer the best selection
  • We have the best price

If these statements are even close to your answers to that question, please take my next comments with the respect they are intended. These are NOT unique!

It’s surprising when I ask a business about their USP how many don’t know how to answer that basic business question. The trouble is, if you don’t know, how do you expect a customer to know?

Your Unique Selling Proposition (USP) is what sets you apart from your competition and is the cornerstone of your marketing plan; it’s what make you different and what makes you better. It must be clearly defined. It must be easy to explain, and it must be true!

How do you know you have the best service? Can you point to stellar reviews? Do you have glowing customer testimonials? If a customer can’t see it, they’re not going to believe it. Besides, everyone says they have the best service.

Before you can begin to sell your product or service to anyone else, you have to sell yourself on it.

Writing a Strong USP

Pinpointing your USP requires some hard soul-searching and creativity. It begins with a clear understanding of what your customer wants. Here are some exercises to help you identify your USP.

Put yourself in your customer’s shoes. It should always be about the customer… ALWAYS! Knowing what your ideal audience wants and understanding how your product fits their need is the key. Take the time to list every product you sell in one column and beside each, write the specific customer problem it solves. You should plan on spending 20 – 30 minutes doing this exercise. At the end, you will have a clearer focus on what your customer is really buying.

Size up your competition. To really know how you measure up in your customer’s eyes, you should research your top 3 competitors (both locally and online). Take a good look at where they advertise and their marketing message. Then write down how you are different in ways that matter to your customers.

Be unique! The best way to stand out in a crowded marketplace is to be unique. You can identify an under-served niche market, win top design awards, or offer high-end restoration, the point being don’t be like every other frame shop out there. Maybe your business fits several market niches, so write a USP for each and pick the strongest one.

A real world example. Describing these exercises is one thing, but after reading this article, I want you to come away with a specific idea on how to write your USP and how to use it. So I offer you this. In my shop Finer Frames, our primary USP is “Design driven preservation framing”. This clear and concise phrase lets customer know that our specialty is good design and we focus on art conservation. I have this memorized and share it when I introduce myself at networking event. My employees know it and so do my friends and family so they can use it when referring my business. Your USP can become your tag line on your email address or sign on your door.   Use it correctly, and it becomes the cornerstone for marketing message and how to talk to customers.

Need help defining your USP? I’m happy to help you discover yours in Week 4 of Recharge Your Business on line marketing training program for framing entrepreneurs. Learn more at rechargeyourbusiness.com