The Delta Gypsy in Helena, Arkansas is located in a recovering Main Street district in the heart of Blues country in this Arkansas Delta city adjacent to the Mississippi River. I was in town to speak to Arkansas Main Street executives about how to use New Media and Social Media for community and business development, fundraising, etc. It only took one spin through downtown before my session, and I was irresistibly drawn into this business because of the signage and curb appeal.

After speaking for four hours, I ran back by this store before heading out of town. The store was a perfect eclectic collection of old and new – a Vera Bradley line combined with antique painted metal yard furniture, plants, and whimsical birthday gifts made the experience delightful to explore. The innovative use of lighting both inside and out, creative displays, personal attention, storytelling by the staff, the fresh scent and blues music left an indelible memory.

What marketing lessons can we learn from The Delta Gypsy?

1. Your curb appeal is your most valuable marketing. It’s the least expensive way to get people to stop in their tracks and come into your retail business. The Delta Gypsy does an outstanding job of combining fantastic, bright and eye-catching signage (probably created on a dime!) with live plants, whimsical displays and HUMAN interaction on the sidewalk outside of their store. Being greeted by the owner OUTSIDE the business was definitely a smart move!

2. Your experience matters. It sells, it upsells and it repeat sells. If the experience is consistent and memorable, folks will fall and love with it – and long for it. You have an experience whether you know it or not – are you controlling all five senses in YOUR store’s experience?

What marketing lessons does your business have to offer others?

Block after block, empty storefronts can signal an economic decline–or a terrific opportunity!

I recently had the chance to participate in the execution of Target’s first pop-up shop in the Midwest.  Designed by David Stark Production in NYC, the Bullseye Bazaar occupied an empty space along Chicago’s Magnificent Mile. . .prime real estate! With the creative use of wall coverings, flooring, fixtures and signage, the space was transformed into the best of both worlds–Target products and Target prices in a fun, unique shopping experience.

So, what’s the catch?  There are Target stores all across Chicagoland–what makes this location special?

It was only in business for 3 DAYS!

I can’t help but think that there are ways to reinterpret this approach . . . it needn’t be an option only for big businesses in big cities (with big budgets!)

Consider the following possibilities–which of these could work for you?

• A limited-run gallery for area artists or students, perhaps as a working studio?
• A chance for a potential business to take a “test drive”?  Gauge traffic, customer interest, etc.
• A special occasion venue?  Who doesn’t want to see and be seen?
• Rent or donate windows to market a specific promotions?  Breast Cancer Awareness in October, Back to School in August, etc. ? In these situations, full-size graphics applied to the glass eliminates any need to direct energy or attention to the inter.

Moving ahead, you will need to:

• Identify one key location–visible, desirable and user-friendly.
• Establish occupancy parameters and timetables–I recommend one week limits. Tenants who linger, promotions past their expiration dates. . . avoid situations that erode the “gotta go there NOW” energy that you’re working to establish.
• Clean, paint and light the facade, windows and interior.  Don’t skimp on this!
• Give it a name.
• Post photos/floorplans of the space on your website.
• Extend an invitation to your first occupant and be prepared to help offset the cost.

When the Bullseye Bazaar opened, the line of customers circled the block. Those customers could easily snag the same Mossimo shorts or lemonade pitchers at their Target but that wasn’t the point–this was a “happening”, a very limited run and couldn’t be missed!

After my presentation at the National Main Street Conference this past spring in Philadelphia, PA, we got a delightful phone call from a gal named Amy Meadows inviting us out for drinks. She wanted to partner up with us – and wow did we agree! Amy is a dynamite personality with experience that means business.

Amy did the windows for the iconic and historic Marshall Field’s Department Store in Chicago – yep, THAT Marshall Fields – for the better part of her career. And now, she’s helping small business owners JUST LIKE OUR CLIENTS – have fabulous windows, displays and curb appeal. She is an artist with a heart for small business and downtown success – and we were instantly a match made in heaven (and I don’t think that was the Pinot Grigio talking).

Since that time, Amy has become a cherished friend and colleague, and she even let us design her web site. Phase one is complete, and, not to brag, but Amy sent us the sweetest note that I just have to share with you.

"Hats off to Halo Business Advisors and
Fox Web Co for my gorgeous website! This marked my first journey into the
world of web marketing and brand exposure. While there are many perfectly
fine "local" web site developers, I felt strongly that I
needed to partner with an independent firm in order to be more than just a
template. In addition, I felt that this could become more complicated than most
as this site needed to not only promote but create my new business.

"Working with the team was a terrific
experience . . .frequent discussions regarding the look, content and flow of
the site, timely reviews and approvals and valuable feedback as the site
was built–what was possible vs. what was reasonable, how it looked vs. how it
worked, etc.

"As a consultant, I challenge
business owners and others to closely examine the impressions that they create
by way of appearance, signage, displays and marketing, including
websites. I stress the importance of looking beyond off-the-rack signage,
propping and more. Given  that this was both my mission and my
message, I couldn’t very well go with just any old website design, now could I?

"Many thanks again and I look forward
to our future collaborations!"

Be sure to check out Amy’s new web site (and check back often because Phase Two expansion is already in the wings) – but more than that, consider the value of her services to your business or business community. Team HALO’s "Look that Sells" presentation is the perfect compliment to Amy’s hands on teaching approach. And not only do windows matter, windows SELL. And that’s an idea we can all support.

Thanks, Amy!