Download - Marketing Your Retail Store
Marketing Your Retail Store
Step 1 – Understand Basic Marketing Principals
• Target Your Market• Understand Demographics• Research Lifestyles• Work on Your Branding• Shop Your Competitors• Do a SWOT Analysis• Develop a Strategy• Don’t Jump to Tactics• Develop a Budget
Take a SCORE Class…or Even a Series of SCORE Classes!
Step 2 – Determine if Your Store is -
• “Walk By”• “Destination” Store
Step 3 – Determine Your Strategy
A strange calm came over me in that store and I just had to buy whatever they were selling.
• Location, Location, Location
• Put Your Sugar Where the Ant Line Goes
• Windows Tell Your Story• Draw in Customers
Walk By StoreStrategies
With a Walk By Store, Impulse Shopping is Important
Step 4 – Determine Your Tactics from Your Strategy
John wasn’t sure what he was selling or who his customer was, but he knew sandwich boards would work
• Advertise Lightly• Research the Community• Use a Professional
Windows Dresser• Use Scents, Samples,
Signage
Walk By StoreTactics
• Merchandising• “Just Get Them in The
Door”• Disneyland for Adults• Build Community• Create Excitement!
DestinationStrategies
With a Destination Store, Potential Customers Will Drive Long Distances
• Have the Best Inventory and More of It
• Concentrate Your Ad Budget in Exciting Quarterly Special Events
• Co-op Promotions with Manufacturers
• Make Your Store a Wonderland
• Send Out Special Occasion Cards*
• Advertise• Publicize (Get Creative!)
DestinationTactics
*Get a free card at www.sendoutcards.com/marketingimpressions
Insert OPT SCAE Mailer here
Consider a direct mailer. A regular email newsletter is even better!
Insert Grand Entrances Ad here
Make your store look like a delicious experience!
• You must Have a Well Designed, Technically Functional Website
• Create Community• Collect Email Addresses in
the Store and Online• Email Your Customers With
Notices of Specials• Educate Your Customers• Use On-Line Marketing
Step 5Use Technology to Your Advantage
Insert Arenson Email News here
Your email newsletter shouldn’t be an ad. It has to have interesting info.
People will judge your store by your website.
Insert Style Child email here
Insert GE Living in Style article
This is an advertising insertIn a local newspaper
Step 6 – Track It • Use 800 Numbers in Ads
• Use Website Metrics• Ask Customers
Your New Policy: If you can’t track it, don’t do it.
You don’t mind if I come home with you to see for myself if you really are watching my commercials, do you?
“Famous marketing guru say -all marketing is experimental. Don’t be afraid to fail. You get over it.”
Confucius, 551 BC – 479 BC
I made that up.
Victoria [email protected]
http://www.marketing-impressions.com858-505-8046