This week I got a call from a past marketing client for whom I had created a strategic marketing plan about a year ago. This small business/retail client had lost momentum in recent months but had decided to pull that marketing plan out of the drawer. This particular client has a great experience to offer their customers, and their marketing plan is chocked full of great concrete ways to make that "feeling" that they sell a reality.
Their slogan gets right to the heart of their business: "A Fun Place to Shop." Their retail shop sells fun; customers walk out of their store with bags full of adorable children’s clothing, baby gifts and toys. And fun is a concrete reality in this small town retail business. And that fun draws folks from miles around to spend $1000s of dollars in this shop (that’s right – $1000s).
How? Everyday of the week, customers find big expensive, old-fashioned toys displayed around the store, over-the-top colorful and detailed hand painted decor, toys for kids of all ages to play with while shopping, an elaborate baby registry, fun music playing and employees who are openly having fun at their jobs. But there’s more…
There’s the events: tea parties for mothers and daughters, seasonal fashion shows for pre-teens, autograph signings and demos with college athletes, mom’s nights out, gift certificates or gift baskets from other local shops for mom when she spends at a certain level, birthday gifts for all the children, storytime with Santa, clowns, balloons, back to school parties, ice cream and lemonade stands…the list goes on and on. At least two times per month there is a major event with other fun scattered all around. It’s a surprise around every turn, and the shoppers love it. These high end infant and children’s clothes fly off the shelves.
You will notice that this small business doesn’t move merchandise with discount sales and complicated promotions. They sell full price by providing customers with a consistently fun experience. What are you selling?
