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Start your retail business off right for 2019. Owning and operating a store remains one of the best opportunities. It much more than simply leasing a space, adding products you like and the consumers will magically flock to your store. Instead, it is primarily about understanding your local target audience and how to move product and manage staff.

The class is designed for anyone who is in the retailing business and/or interested in opening a retail store. The class covers all aspects of retailing best practices and real-world marketing.

IMPACTFUL RETAIL MARKETING TO

IMPROVE TO IMPROVE YOUR

REVENUE!Alameda County

Small Business Development Centers

WEDNESDAY JANUARY 23, 2019 AT 6:00 PM

Paula MattisonsierraPower Marketing SF

OUR SPEAKER

SPONSORED BY:

Local SBA Eco-System

Partnership and Hosting

We are the premier provider of Business Advisory Services to

the small business community.

Our mission is to create economic opportunity by empowering

entrepreneurs.

Free & Low costSeminars

Our Services

Free One-on-One Consulting

SBDC Seminar ExamplesAccess to Capital Successful Business Plans

Starting a Business Meet the Lenders

Social Media Government Contracts

Marketing Law for Entrepreneurs

Retailing Buying a Business

Starting a Restaurant Crowd funding and Alternatives

Starting a Food Business How to Pitch Your Company

Finding Your Core Customer eMarketing

Website Development Bookkeeping

ACSBDC Consultants

Paula MattisonsierraRetail

Mari LovalvoHuman Resources

David MitroffSocial Media

Ed DuarteConstruction

Ron BarrettLoans

Cynthia MackeySocial Media

David BokashBusiness Technology

Deagon WilliamsFood & Restaurants

ACSBDC Consultants

Dorian WebbOperations

Bob KomotoExport/Import

Tom CameratoFinancial Modeling

Mary PassarellaAccounting

Tom YehStrategy

Paul BozzoEquity Funding

How to Register for Services

www.acsbdc.org

Our Client Results

$10.0 M $17.0 M 390

Presentation Download

www.acsbdc.org/handouts

Feeling like you are in it alone?

How the SBDC tracks effectiveness?

SBDCs are required to track and measure resultso New Business Startso Jobs Createdo Jobs Retainedo Increases in Saleso New Loans Securedo New Equity Capital Secured

The Agenda Today

Marketing Basics Marketplace Discussion Customer Discussion Competition Research The Communication Plan Wrap-Up

Written & created by P. Mattisonsierra

Retail Marketing Defined

What is Retail Marketing?

Developing the right product(s) or service(s), at the rightprice, at the right place, in the right quantities at the righttime and offering it to the right customer.

Written & created by P. Mattisonsierra

Written & created by P. Mattisonsierra

BEFORE WE GET STARTED…

Please discuss the following when considering adding anything new to your business:1. PRODUCT/SERVICE2. PEOPLE3. PROCESS

Written & created by P. Mattisonsierra

Marketing:Why is this activity important to success?

To create revenue

To maintain old customers

To find new customers

Build the brand

Written & created by P. Mattisonsierra

Marketing:Applying the 5Ps of Marketing

People: Who are your customer? And full-filling the customer’s expectation.

Product: The type of inventory/stock being sold. Price: This will attract a certain of customer. Placement: The location and how customers will gain

access to your product offering. Promotion: How to retain & maintain customer base.

Written & created by P. Mattisonsierra

Marketing Basics: Let’s Play

Let’s play the 5Ps of Marketing

Game

Written & created by P. Mattisonsierra

Marketing Basics: The 5P Game

Written & created by P. Mattisonsierra

Marketing Basics: The 5P Game

Written & created by P. Mattisonsierra

Marketing Basics: The 5P Game

Written & created by P. Mattisonsierra

Marketing Basics: The 5P Game

Written & created by P. Mattisonsierra

Written & created by P. Mattisonsierra

Marketing:People

Who is yourcustomer?

Also known as YOUR TARGET AUDIENCE OR TARGET CUSTOMER

Written & created by P. Mattisonsierra

Who is your customer?

Written & created by P. Mattisonsierra

Who is your customer?

Written & created by P. Mattisonsierra

Who is your customer?

Written & created by P. Mattisonsierra

Who is your customer?

Written & created by P. Mattisonsierra

Who is your customer?

Written & created by P. Mattisonsierra

Who is your customer?

Written & created by P. Mattisonsierra

Who is your customer?

Written & created by P. Mattisonsierra

Written & created by P. Mattisonsierra

Get to know your marketplace

• Trestle Glen• Claremont• Piedmont Pines• Shepherd Canyon• Hiller Highlands

Written & created by P. Mattisonsierra

Here’s a look at the top 10 richest neighborhoods in Oakland out of 131 for 2019

• Piedmont• Crocker Highland• Panoramic Hill• Upper Rockridge• Joaquin Miller

Park

(Cont’d) Get to know your marketplace

Written & created by P. Mattisonsierra

Household income in Oakland

ranges from $37,000 - $214,000

Written & created by P. Mattisonsierra

COMPETITION

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Types of Competition

Direct: Other Businesses competing by selling the same products or services as your business.

Indirect: Other Businesses competing in the same market.

Written & created by P. Mattisonsierra

RESEARCH!

Suggestion - Market Research

ImmerseYourself in your neighborhood,

clients and industry!

READWritten & created by P. Mattisonsierra

Market Research: Items to consider Industry/Market Analysis:

– Current Size– Growth Potential– Industry Trends– Distribution Channel– Regulatory Restrictions

Target Audience Analysis:– Target Market Profile– Are there Future Trends which will affect

composition of your Target Customer? The Competitive Analysis (S.W.O.T)

THE DONUT

INDUSTRYWritten & created by P. Mattisonsierra

Let’s Do a Quick Case Study

BAKINGBUSINESS.COMWild about donutsMarch 3, 2017by John Unrein

Let’s Do a Quick Case Study

www.dawnfoods.comThe Rise of DonutsMarch 3, 2017By Kate Rockwood

Let’s Do a Quick Case Study

Let’s Do a Quick Case Study

www.washingtonpost.comPeople tried to eat healthier. Instead, doughnut sales went upBy Jacob BogageJune 11, 2015

Written & created by P. Mattisonsierra

YOUR COMMUNICATION PLAN

Types Of Media

Owned: These are the promotional items which are completely under your control. Example: Your website, e-newsletters, blogs etc

Earned: These are promotional items, where you have to earn the love of your followers. Example: Facebook, Instagram, Twitter, etc.

Paid: Forms of paid communication. Examples: Google Adwords, Forms Social Media Adve.rtising, YouTube Advertisements, and more

Written & created by P. Mattisonsierra

Marketing Plan: Your Communication Plan

The Communication Strategy: This includes the marketing mechanicals which a business would utilize to build its brands and maintain relationships/communication with its customers/potential customers.

Written & created by P. Mattisonsierra

Non-Negotiable Marketing Items!Get these promotional items

NOW! Build your own website Do you have signage for your retail store? Are you regular merchandising your window? Is your curb helping to bring customers in or repelling them? Are you cleaning your store on a regular basis? Depending on your neighborhood. Do you have timed lighting

in your window & curb. Possibly an A-Frame for your curb.

Written & created by P. Mattisonsierra

Communication Plan: WebsiteBuild Your Own Website - WIX Squarespace Jimbo Shopify (eccomerce)

Written & created by P. Mattisonsierra

Your WebsitePurpose Of A Website:

• Validation Of Your Business• Convenience for your customer• Information gathering

NOT SALES NECESSARILY

Written & created by P. Mattisonsierra

Communication Plan: e-Newsletter

Free/Low-cost Newsletter Template

MailChimpConstant ContactCakeMail

Written & created by P. Mattisonsierra

Communication Plan: Social Media PostingSocial Media Posting Create a

Schedule Offer related

info.

Written & created by P. Mattisonsierra

Social Media Advertising This is not Posting This is Paid Communication

Written & created by P. Mattisonsierra

Communication Plan: Social Media Advertising

Written & created by P. Mattisonsierra

LET’S CREATE THE STORY

Communication Plan: Sales Funnel

Written & created by P. Mattisonsierra

SALES FUNNEL: Examples

Written & created by P. Mattisonsierra

SALES FUNNEL: Examples

Written & created by P. Mattisonsierra

SALES FUNNEL: Examples

Written & created by P. Mattisonsierra

SUMMARY

YOUR MARKETING IS NOT A DITTO THING. Its about you & your business.

Understand Who Your Customers are.Understand Your Location. Ensure that the basics are working. DO TAKE

THEM FOR GRANTED.Create a strategic Plan.

Written & created by P. Mattisonsierra

CLOSING:Remember to sign up for

ONE2ONE Consultation with county’s local SBDC

Please fill out the evaluation form and return it before leaving

Please like the Alameda SBDC Facebook page

Your speaker: Paula Mattisonsierra

Thank YouSponsored by