Anyone that’s been in retail over the last few years knows things aren’t what they used to be. Just think, 5 years ago we weren’t using Facebook to communicate with customers. Most people weren’t buying their electronics on Amazon or finding their romantic match on dating websites. The game has changed. For retailers seeing their market share shifting towards online sellers, there’s no better time to change outdated strategies. In fact, it’s necessary if you want to survive and thrive in today’s ever-changing economy. Retailers aren’t going to attract new customers with old marketing methods. So, if you’re wondering how to grab the attention of new consumers consider these tips on how small retailers can make a big impact and get people into their store.
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Give people a reason to pay attention to you.
Gaining the interest of over-scheduled and distracted consumers is getting harder for businesses. What’s the secret to getting noticed, you ask. The key is to be where they’re more likely to notice you and offer them something they care about. New research by Pew says two-thirds (67%) of U.S. adults are reporting getting at least some of their news on social media. People’s attention is on-line and so should your business. Ramp up your marketing efforts on social media. Talk about things your customers care about. Be interesting. Make yourself the expert by providing news about new design trends, art treatments and special events.
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Generate traffic to your store with a great event.
Getting people off the computer and into your shop takes some ingenuity and savvy marketing. A simple sale isn’t going to be enough. You have to plan an event so irresistible customers wouldn’t want to miss it. That means giving them an experience they couldn’t get anywhere else. Consider expanding your event with partnerships with other businesses that have a following, like wineries, restaurants, breweries or specialty food stores. Feature an artist lecture or photographic slide show or maybe olive oil tasting. Invite a busker to play outside to capture the attention of passers-by, or hire a high school a Capella choir to sing holiday carols. The objective is to be creative in joining with partners that will help you promote the event and help broaden your marketing reach.
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Thank the customers that made you successful.
One idea that is sure to catch people’s attention is a customer appreciation event. Every consumer wants to feel appreciated, so why not create a special occasion to honor those that have made your business successful. Offer special in-store discounts to get people in the door. Present them with a special thank you gift, like free Museum Glass upgrade on their next framing project or $50 off their framing order. You may even choose to surprise a lucky guest with a special gift of a framed project. Was a customer celebrated in a local magazine? Surprise them with the framed article; just be sure to capture it on camera so you can share the excitement.
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Make the others watching want to do business with you too
A joyful side effect of promoting a customer appreciation event is the countless number of people that see the good work you’re doing. Well executed events can generate valuable awareness for your company brand. That’s important when you’re a small business needing to maximize the exposure for each marketing effort. Use every platform to promote your event, knowing that the goodwill you’re creating for your business will attract new consumers to your shop. Be sure to have a way to capture their contact information. Invite guests to join your Customer VIP list for special discounts, or enter a drawing for a cool prize. If they’re there, you’ve made them want to do business with you. Make sure you’ve given them an offer good enough to exchange their email for so that you can continue to develop a relationship.
For more in depth look at how you can build the buzz to attract new consumers to your store, sign up for my class “Building the Buzz” at the West Coast Art & Frame Expo in Las Vegas this January.