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Revolutionary Promo Ideas is LIVE!
Lately, we’ve pinpointed that our search traffic to this blog is heavily weighted towards posts like this holiday-focused one that hands out retail promotion ideas with retail window display ideas coming in a close second. A quick Google search – followed by disbelief and more digging – showed that there simply isn’t a wealth of retail promotion and window display ideas floating around on the web. So, while we’ve got lots of resources in store for you in this new year, I am boldly stealing both inspiration and format from Chris Brogan’s newly launched weekly blog topics program. You’ve got a small business – and you’d like to keep the customers buying. Want some new ideas?
What’s the plan?
I’ll send weekly e-mails with FIVE OR MORE PROMOTION IDEAS for you to implement in your small business or store. In addition, I’ll be including quite a few visual and window display ideas each month as well as some general marketing strategy and sales advice.
Click to learn more about how to get an endless supply of promotional ideas for your small business!
What Types of Ideas?
The ideas will be widely flexible to work in a variety of scenarios – flower shops, coffee shops, clothes boutiques, grocery, restaurants and gift stores. And everything in between. We’ll be doing seasonal ideas a few weeks ahead of the season or date to allow for advanced planning. The ideas will go far beyond discounting and include many ideas to sell at full price, to inspire repeat purchases and to catch new customers. Your creative juices will get a weekly fix – and your store will never look more inspiring to customers!
It’s not free. It’s $27 a month. Think of it as a magazine subscription. Is it for everyone? Definitely not. Is it for someone who wants to keep their business booming and looking fresh and interesting year-round? Is it for someone who could use the creative encouragement and steady dose of fresh ideas? Yep, that’s who this will serve best.
Each mail comes with a lot more than FIVE OR MORE RETAIL PROMOTION IDEAS. It comes with ideas about how to improve your business, ideas on sales, marketing and customer service in general, retail window display and merchandise display ideas as well as lots and lots of modification ideas as well. The first message was just over 900 words long. The second message is nearly 1000. They’ll stay pretty meaty, because that’s what I’m known for – and I always want you to feel like you got far more than value than you paid and always leave with something you feel you can accomplish immediately.
Want to learn more? Check out the weekly Revolutionary Promotion Ideas email.
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How to Identify Your Niche Customers
As we explained in a previous article , the key to locally owned businesses surviving and thriving in a competitive, online marketplace and tight economy is to find and dominate a niche of their own.
Small businesses can’t compete with the advertising dollars and inventory numbers of huge national chains; they can establish themselves by finding a specialty and being the best in it.
You Can’t Please All the People
The toughest part of becoming a successful niche business is realizing that you simply won’t be able to make everybody happy. If you choose to specialize your small business in science fiction, for example, then you won’t gain a following of classic literature lovers. But you will gain science fiction fans. If you choose to specialize your locally owned restaurant in a specific type of cuisine, perhaps Italian, then you’ll lose the people who don’t like pasta. But you’ll have fervent and loyal customers in the pasta lovers.
The Trade Off
For a business to succeed in a specialty or niche, it has to make a trade-off. You trade the complacent, so-so, average customers for the fervent, dedicated, enthusiastic ones. Sounds like a good trade, right? It is, because a few enthusiastic customers will give you more in lifetime value and passionate referrals to their peers than many average customers.
Finding Your Enthusiastic Fans
The first step to identifying those customers you want to find and keep for the life of your business is to clearly define your specialty. What are you offering that’s different, better, or more unique than your competitors? Once you’ve identified your own niche – your special offering – you’re in the right position to find the people who will be interested in what you have to offer.
The second step is just a bit of simple brainstorming: who is going to be the most interested and the most enthusiastic about your specialty, your niche? Don’t focus on the people who might be interested. Focus on the people who will love what you offer. If you’re selling science fiction books, you need to be at the sci-fi gatherings, clubs, and conferences, and partnering up with the local theater when the next sci-fi movie opens. Market yourself to the most passionate people in the particular niche; they, in turn, will market you to the people they know. When you find and convert enthusiastic customers, they do the advertising for you.
Places to Look for your Niche Customers
- Specialized online communities and groups
- Local clubs and meetings
- Conferences
- Meet-up groups
- Fan clubs
- Organizations and associations
- Trade shows
Note: If your “niche” is too big to define and go find in groups like these… then your “niche” isn’t a niche at all – and you need to work harder to find your small business’ niche – a truly narrow scope or specialty that will create a winning formula for your business in a difficult economic time.
Where would your ideal customers hang out? Where do they gather? That’s where you need to be.
Image by Rachel Voorhees.
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Plan for the New Economy with the Niche Model
Note: I got an e-mail a while back that challenged me on my inclusion of an Amazon link in one of my e-mail campaigns. This and the following post (and probably a few more beyond that into the future) will be my long-considered answer to the seeming “crisis” presenting itself to local brick-and-mortars… the invasion of big boxes and big-box style on-line competition. Here’s my first stab at how small businesses can beat Goliath.
Small businesses face a double challenge in the new economy; not only are we in the midst of recession like times, with everybody tightening belts and spending less, we’re also transitioning from store-front shopping on Main Street to isolated shopping via the Internet. Location is not the factor it used to be in shopping choices; anyone with Internet access (which seems to be practically everyone) can shop at any store online. The options have opened up, and for the most part, consumers seem to love the choices.
Locally owned small businesses can thrive in the new economy – and love it – but it requires a different approach. When your competition expands from being the other small retail shop two streets over to being the biggest national box stores plus the on-line retailers… it’s time to think of a new angle.
Independent bookstores are a good example, because the ones that have survived and thrive despite competition from Amazon.com have learned to work the new economic angle successfully.
The angle is this: you must create your own niche position and dominate it in order to compete with huge brands and online options.
It’s not enough to be an average bookstore, or an average retail shop, or an average restaurant. When customers have limitless options, average is not going to bring them back.
But you can bring them back.
Niche Examples from Independent Bookstores
An article in the New York Times highlighted how the niche angle has helped independent bookstores to survive. “Being a specialty store gave us something that would distinguish us,” said Alan Beatts, owner of Borderlands, which focuses on science fiction. “We are serving a special demographic, and we receive customer loyalty in return” For a locally owned bookstore, a niche could include
- Selling signed first edition books (and holding regular author events)
- Selling, trading, and assisting customers in rare books
- Covering niche topics (stocking and special-ordering specialized books, magazines, newspapers, and trade journals)
- Establishing expert status in book-related topics or specialized topics
- Engaging an active online community and having stellar e-commerce options
So, if you’re a bookstore, a retail store, a service-oriented business, or a restaurant, how can you find your niche, establish yourself in it, and thrive in this new economy?
“It’s entirely possible that you will choose a niche that’s too small. It’s much more likely you’ll shoot for something too big and become overwhelmed. When in doubt, overwhelm a small niche.” -Seth Godin, business & marketing expert.
Want more ideas from the local book store angle? Here’s a post from USA Today on a similar subject showcasing ways that small local brick and mortar bookstores are competing with the Kindle, Nook and similar book technology…
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New Twitter Bling For Your Web Site or Blog
I just sent an e-mail to my team requesting that all “Tweet” buttons on all of our media sites be changed to Twitter’s official button… Prior to this, I have used the Tweetmeme button and liked it a lot. It provided a little built-in measurement and worked really well.
Type in this URL to setup your very own Official Tweet button for your web site or blog.
Following Isn’t Guaranteed
Last week, Andy commented to me that he has super fan on one of his sites that tweets with them all the time. The day came that this particular person was going to be surprised with a random gift certificate given through the media site, but when he went to direct message this supposed super fan – they weren’t following, so he couldn’t message her the good news!
This struck me as a possible scenario that may be happening more than is widely recognized… and from where I’m sitting, it’s a problem.
Twitter’s Very Own Tweet Button
So, today, I had an experience that I really liked with Twitter’s official button. In particular, I like that after I clicked the button to tweet a blog post it then gave me another pop-up that recommended that I follow the account related with that blog.
Maybe just maybe Twitter knows what we’re slow to pick up on around here: There is a lot of Twitter stalking going on without official following to go with it. And kindly enough, Twitter is helping us resolve that social slip by adding this recommendation screen to their button.
Make sure that you put in the Twitter account that you want to be recommended by your Twitter button when you set up your button!
Other “tweet buttons” may do the same, but I’m not aware of it. Furthermore, I liked what I saw and experienced. I think it’s a sound move. So, I’m making it.
Become a Tweeter with a New Twitter Button
Takeaway: Make sure you have a Twitter button on all the pages of your web site and/or blog. I’m recommending Twitter’s official button at the moment because it also recommends the account associated with your web site. However, if you don’t have a Twitter account that you use, this new function will not help your business.
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Last-Minute Valentine’s Day Marketing Ideas
The good news for retailers this Valentine’s Day is that consumer spending is on the rise. An annual Valentine’s Day survey, conducted by the National Retail Federation, suggests an 11% increase in spending on Valentine’s Day purchases. The expected total spending on all the romance is in the neighborhood of $15 billion dollars.
If you’re a retail store or restaurant owner, you should definitely be reaping some of those benefits from increased consumer spending.
And if you’re a retail store or restaurant owner, you should definitely be planning how you will attract those sales. Throwing a few paper hearts in the window is great, but come on: you can do better than that.
Even though we are less than one week to V-Day, you can still make the time count.
10 Last-Minute V-Day Marketing Ideas
1. Market to the ladies! Though men traditionally spend more on their Valentines than the other way around, women still comprise a large chunk of Valentine’s change, with the average female consumer expecting to spend around $80 on Valentine’s purchases this year. So clear out some of that lacey, heart-shaped stuff and put together some gift packages and product promotions that any red-blooded male would be happy to receive as a gift.
2. Put together a last-minute shopper’s package. Or several. There will be many who delay shopping until the last minute, and if you can present options that are thoughtful, creative, beautifully packaged, and good for several price points, you can get their business.
3. Hold extended hours on the weekend before Valentine’s Day. If you’re not usually open on the weekend, make an exception. Stay open late on Saturday night. Open up for a few hours on Sunday afternoon. Advertise your additional hours, of course, as a special time for Valentine’s shoppers.
4. Offer Early Bird Specials on V-Day itself. This year Valentine’s Day falls on a Monday; open up a couple of hours early for those wanting to grab a gift on their way to work. Put together a special discount for the Early Bird Shoppers. Have some piping hot coffee available, too. Donuts wouldn’t hurt.
5. Offer free delivery. Of course, not every business is set up for this, but if you are, then capitalize on it. Restaurants could offer pre-made romantic dinners to be delivered the day of (or a day ahead) with instructions on cooking or reheating as needed. Retail shops (beyond florists!) could offer beautiful wrapping and timely delivery of any Valentine’s gift purchased. It doesn’t have to be free, either.
6. Offer a custom shopping service. If you have some talented sales staff, offer to assist shoppers; uncertain or time-crunched spouses can call in with a price point, a few details about their significant other’s tastes, and then have you pick out, wrap (and deliver?) and charge them for a great, custom-selected gift.
7. Appeal to the rebels and creatives. Break out of the traditional Valentine’s Day flowers-candy-chocolates-dining gift list. What do you have that is quirky, funny, creative, off the cuff, special in a non-sappy way? There are plenty of people who are tired of the same old options. Give them something refreshing for a change.
8. Go with a red-and-white color theme. Help yourself think out of the box by promoting anything that fits into your red-and-white criteria as potential Valentine’s material. You could even offer a discount on any red or white items purchased between now and February 14th.
9. Offer an incentive with a future deal. Give a coupon towards 20% off future purchases with any purchase made for Valentine’s Day. Designate amounts if you want. Or make it for a specific product or service.
10. Extend your great offers through “Valentine’s Week.” Offer deals for the dudes in the doghouse (“Forgot Valentine’s Day? We can help!”) or the gals who didn’t get what they wanted (“Not loving your Valentine’s gift? Come pick out your own!”). Hey, when love is in the air, don’t just leave it hanging!
Image: Samantha Marx.
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Be Findable by Local Shoppers… or Die.
One easy way locally owned business can get themselves on the map (literally) is by soliciting customer reviews for your business on geographically based review sites. Review sites are usually very large conglomerates with individual mini-sites for each geographic location. Often they’re divided by state or region, and then subdivided by city or township within that region. The bottom line in this uber-web-based world in which we live is simply this: If your business can’t be found through a quick web search – you’re business is going to die.
Use Geo-Based Review Sites to Grow Your Business
What’s great about these websites is that they allow brand-new customers to find you – and want to try your business out – when they may have known nothing about you before. These new customers are online searching for your type of business in your area; if you’ve set up your profile and garnered some reviews on any of these sites, they’re likely to run across your business. Suddenly they not only know you exist, what you do, and where you’re located, they also get to find out what your customers think about you by reading the reviews.
So how do you get into this action? It’s pretty simple.
Step 1: Focus on the major review sites.
The most important local review site is the home of the “red pin” – Google Places, formerly known as Google Local. Other review sites include the following:
There are more, but if you get set up on at least a few of these major websites, your information will get picked up by the other sites as well.
Step 2: “Claim” your business and/or set up your profile.
Once you’re at the website, search for your business. You may find it already listed; if so, you’ll see an option to claim the business or add updated information. Fill in all the information you can: physical address, phone number, email address, Internet information (email, website, blog, Facebook, Twitter), store hours, specialties, owner’s name, history. Some sites will give you more room than others. Some will also allow you to post pictures; I highly recommend that you post a few photos of the outside of the store, inside of the store and a sampling of available products.
If you don’t find your business, you’ll simply have to start the profile or information from scratch. Follow the same principle as above by including as much information as possible on each site. Remember, the more information you have, the more you will show up in search results and the easier it will be for people to find you.
Step 3: Ask for reviews.
The most important part of a business profile on one of these review sites is, of course, the customer reviews. So start asking for reviews. When your best customers come in to your business, make it a point to personally ask them to go online and submit a brief review to ONE of the review sites. Don’t ask them to submit reviews to more than one; that’s simply too much and too complicated, and most customers (even the ones who love you) won’t respond. All you have to do is say something like, “We’ve just set up our profile at CitySearch.com, and we’re trying to get some reviews up. If you have a moment when you get home, would you mind sharing about your experiences here? You’re one of our best customers, and we’d really appreciate new customers getting a chance to hear from you.”
Then hand each customer a card with the information printed on it, so they won’t forget when they get back home.
That’s it! The whole process is simple and can really make a huge difference in helping new customers find you, so get it started now and see what results you’re getting in a few months.
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Marketing Strategy: Planning a Valentine’s Day Special
Why a Valentine’s Day Special?
Once we make it beyond the great buying and gifting extravaganza that is the Christmas season, local retail stores tend to hit a low point in retail sales. It can be a very low point, and even if you’ve pulled in a great amount of business over the holidays, you still have to keep paying bills and, well, making money. So, local business owners, don’t forget that the other holidays coming up on the calendar – even the minor ones – can be an excellent way to promote sales and increase slow winter business.
Options for a Valentine’s Day Special
1. Get a partner.
Valentine’s Day is all about romance, remember? So emulate the love by starting up a business partnership with another local business. Business affiliation for particular events and special deals can help you pull in a new crowd of customers, and give your current customers another reminder of why they want to give you more business. Contact local business managers and owners and start a conversation about promoting a Valentine’s Day event together, putting together a special Valentine’s Day package, or promoting each other’s businesses in some other way revolving around the Valentine’s Day holiday. If things go well, you can extend and work that partnership for other events and specials.
2. Promote what you need to sell in a Valentine’s package or deal.
Unwrap and repackage that older inventory you need to move by including it in part of a Valentine’s special deal or package offer. Not everything sold as part of a Valentine’s Day special has to be heart-shaped. And if you need to move inventory, you can use it to add value to the specials you do offer for this heart-shaped holiday.
3. Host or participate in a Valentine’s Day event.
This option is perfect for local restaurant and retail shop owners. These type of brick-and-mortar small businesses lend themselves readily to a Valentine’s Day theme. Restaurant owners can host a special Valentine’s banquet, offer special meals, desserts, and wine tastings. Retail shop owners can showcase their Valentine’s merchandise, have special shopping hours, and offer gift wrapping and delivery. Don’t forget the option of partnering with another business for a Valentine’s event, as well.
4. Offer 2-for-1 Deals and Couple’s Packages.
Play up the romance of Valentine’s Day by offering tailor-made discounts and packages for the holiday, and the days leading up to it. Restaurants, event venues, specialty shops: come up with 2-for-1 offers (2 appetizers for the price of 1, 2 tickets for the price of 1, or buy one item, get one free..) and packages for couples along the same lines. Make them exclusive, time-limited offers and promote them with all your online and offline advertising options.
Put your heart into it, and you’ll be able to see a boost in those slow winter sales.
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Three Steps to Build Massive Business Buzz
One complaint many small business owners have, once they launch into building up an online presence, is how long it can take to build up a good fan/customer base online. Fortunately, there are several good answers for that complaint, and one of them is to get more exposure online from other sources. Credible sources, such as news sites and popular blogs, can publish one story and link to your business’s website and cause a huge increase in the online interaction you’re getting. So, the next question is, how do you get to these credible sources?
Here’s a little secret you might not know about writers: they’re always looking for something good to write about. Many major news sites, especially the hyper-local ones such as Examiner.com, are written almost exclusively by freelance writers who are out there finding the stories and doing the research themselves. If you have a story ready to go, and it’s related to their subject area, pitch them. The same goes for bloggers who write reviews or write about topics related to your business.
Step 1: Find the contacts.
Go to any local news website and find the writers who specialize in a topic that relates to your business. Read several of their articles to get a feel for the kind of story or information they prefer to write about. Then think about how your business can fit into their writing.
Search for related blogs. Find review blogs, if you’re looking for product reviews. Or find topical blogs, if you’re looking for a news piece or a story to be written about your business. Most likely you can go to the blogs you’d be interested in reading from a professional standpoint. Read them and get a feel for the kind of posts they produce.
Step 2: Write a pitch.
Get the individual contact information for each writer you want to contact; this information is usually readily available on the site. All you really need is the writer’s name and email address.
Put together a brief pitch for each individual writer. Make it short, snappy, friendly, and related to what that writer writes about.
For example, a pitch for a local news writer who specializes in fashion and style:
Dear Sally Mae Writer,
I’m Ruth Johnson, the owner of the local business The Hattery. I noticed you recently wrote a series about new trends in local fashion, and I wanted to tell you about our spring event that highlights local fashions in a unique way. Each spring, we put together a fashion show with local models; other boutiques contribute the outfits, and The Hattery provides custom-designed hats and/or head wear for each outfit.
It’s a fun event that local women look forward too, and it really sets the trends in our local fashion arena for the season. I’d love to write a piece about this for you myself, or talk with you if you’re interested in an interview. Again, my name is Ruth Johnson; my contact info is…
Thanks so much for your time.
Sincerely,
Ruth Johnson
Step 3: Keep at it.
If you send out one pitch a week, you’ll soon have more online news and stories than you know what to do with (I bet that’s how the bloggers over at Young House Love got all the press shown at the bottom of this page??). Freelance writers and bloggers need relevant stories, interesting topics, and real people to interview. If you can offer any one of those elements, you’ve got a good chance of getting online exposure that can really increase your customer base in a hurry.
Image: Charlie Brewer.
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Improve Conversions from E-Mail Marketing with This Simple Tip
I subscribe to lots of online, big box and chain restaurant e-mail newsletters. Why? Because it helps me keep a pulse on the offers and strategies that you local folks are competing with, so I can help you stay on the cutting edge and out maneuver those slow turning big box battleships.
Today I want to use an example from a Boden e-mail newsletter – a company that I think does a very nice job with strategy, offer composition and color psychology in their e-mail marketing efforts.
Win from the Start
All those complicated matters aside, note this one liner found at the top of their e-mails:
Apply this Idea Today
You can do this, too. No matter what e-mail marketing software you use, there is a “click here to read this online” or some one liner similar to that as a default setting on your e-mail marketing software – and included in every e-mail you send – whether from Constant Contact, aWeber, MyEmma, Blue Sky Factory or the like…
Instead of the default message, try updating the message every time you send an e-mail to match the content of your message. Many smartphones don’t automatically load images on such e-mails, and many e-mails go to the smartphone first. Try structuring your next e-mail to include a beefier “can’t see this message?” one liner that includes the offer. I also like that the “click here to view online” element of this sentence is earlier in the sentence rather than later. And I also like that the one liner is short enough to just be literally ONE LINE in the visual display of the e-mail on my computer screen.
Keep it simple but make the offer and ask for the sale right away, and watch your click-thru rates and conversions climb.
Happy e-mailing!
Photo credits: Boden USA (http://www.bodenusa.com)
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Marketing Strategy: Customer Rewards for Social Networking
In this week’s marketing strategy, we’re going to explore how to give customer rewards (customer loyalty rewards) in return for customers sharing your business on popular social media sites.
iMingle is a fairly new player in the social networking scene, and it brings in an element most people don’t associate with social networking: insurance. It works by rewarding people for networking and purchasing insurance; when individuals network, and get a group together to purchase insurance, they can get a multi-policy deal and garner big discounts that otherwise they’d have no way to access. The insurance companies get more customers, and the purchasers get a better bargain on what they pay.
So far it’s working pretty well, and it’s a new concept that small businesses can grab onto and use in their own way. Here’s how:
Putting the Strategy to Work in Your Locally-Owned Business
To apply this strategy to your own small business, ask yourself two questions: what do customers want most from you (what can you provide) and how can you give your customers what they want with your social networks? Let’s break that down a little bit by looking at a hypothetical case: a small-town restaurant owner with a good business and the desire to expand with online sales.
So our restaurant owner – let’s call him Jerry – thinks about what his customers want most from him. That means both his local customers and his (potential) online customers. Jerry wants to use his online presence to connect with local people and to increase his customer base for Internet sales of his packaged gourmet foods. He knows what his local customers want: they want to get great deals and discounts on meals at the restaurant. He’s asked them in various ways, and that’s always the most popular response.
Jerry’s not so sure about his Internet customers, because he’s still getting into that world of online sales. So he takes a guess that they probably want great deals on the stuff they’re going to buy from him, too. They want high-quality, unique gourmet food items and they want to get deals and discounts on those items.
In both cases, what Jerry needs to provide is a better deal or the opportunity for a discount: a way for his customers to get an insider’s bargain on his meals and gourmet items. The second question he thinks about is this: how can he use his online presence to give his customers what they want, in a way that rewards them for interacting with him (i.e. his restaurant) online?
Jerry comes up with these ideas:
- He can give a coupon every time someone refers a friend who becomes a fan of the restaurant’s Facebook page or a follower of the restaurant on Twitter.
- He can offer group discounts; when a fan or follower gets X number of people to make a purchase (in the restaurant or via the online store) they all get a certain discount. He can use coupon codes for this.
- He can give a coupon for any type of social interaction online which promotes his restaurant; customers can “earn” a discount by sharing a link to his webpage, his Facebook page, or his Twitter account, or by blogging about his restaurant, reviewing his products, or getting a friend to sign up for his e-newsletter.
What ideas do you have for your business to expand your reach to new customers while rewarding the loyalty of existing customers?
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About Marianna Chapman
Today, Marianna and her team help business and non-profit clients at Big Idea Company, Inc., writes the Results Revolution blog, serves as Executive Editor for Eat Cities, LLC media outlets, and is a frequent speaker to national and regional conferences.
Marianna is a professional problem solver and rainmaker for hire.
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