Marketing Your Retail Store

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Without marketing your retail store is just a warehouse. You need to reach out and grab customers, not just wait like a spider in a web to catch someone who walks by.

Victoria Garcia has been marketing small business, especially retailers, for over 24 years. Here are the tricks and customer-grabbing tactics you need to employ.

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Marketing Your Retail Store

  1. 1. Marketing Your Retail Store
  2. 2. Step 1 – Understand Basic Marketing Principals <ul><li>Target Your Market </li></ul><ul><li>Understand Demographics </li></ul><ul><li>Research Lifestyles </li></ul><ul><li>Work on Your Branding </li></ul><ul><li>Shop Your Competitors </li></ul><ul><li>Do a SWOT Analysis </li></ul><ul><li>Develop a Strategy </li></ul><ul><li>Don’t Jump to Tactics </li></ul><ul><li>Develop a Budget </li></ul>Take a SCORE Class…or Even a Series of SCORE Classes!
  3. 3. Step 2 – Determine if Your Store is - <ul><li>“ Walk By” </li></ul><ul><li>“ Destination” Store </li></ul>
  4. 4. Step 3 – Determine Your Strategy <ul><li>A strange calm came over me in that store and I just had to buy whatever they were selling. </li></ul>
  5. 5. <ul><li>Location, Location, Location </li></ul><ul><li>Put Your Sugar Where the Ant Line Goes </li></ul><ul><li>Windows Tell Your Story </li></ul><ul><li>Draw in Customers </li></ul><ul><li>Walk By Store Strategies </li></ul>With a Walk By Store, Impulse Shopping is Important
  6. 6. Step 4 – Determine Your Tactics from Your Strategy <ul><li>John wasn’t sure what he was selling or who his customer was, but he knew sandwich boards would work </li></ul>
  7. 7. <ul><li>Advertise Lightly </li></ul><ul><li>Research the Community </li></ul><ul><li>Use a Professional Windows Dresser </li></ul><ul><li>Use Scents, Samples, Signage </li></ul><ul><li>Walk By Store Tactics </li></ul>
  8. 8. <ul><li>Merchandising </li></ul><ul><li>“ Just Get Them in The Door” </li></ul><ul><li>Disneyland for Adults </li></ul><ul><li>Build Community </li></ul><ul><li>Create Excitement! </li></ul><ul><li>Destination Strategies </li></ul>With a Destination Store, Potential Customers Will Drive Long Distances
  9. 9. <ul><li>Have the Best Inventory and More of It </li></ul><ul><li>Concentrate Your Ad Budget in Exciting Quarterly Special Events </li></ul><ul><li>Co-op Promotions with Manufacturers </li></ul><ul><li>Make Your Store a Wonderland </li></ul><ul><li>Send Out Special Occasion Cards* </li></ul><ul><li>Advertise </li></ul><ul><li>Publicize (Get Creative!) </li></ul><ul><li>Destination Tactics </li></ul>*Get a free card at www.sendoutcards.com/marketingimpressions
  10. 10. Insert OPT SCAE Mailer here Consider a direct mailer. A regular email newsletter is even better !
  11. 11. Insert Grand Entrances Ad here Make your store look like a delicious experience!
  12. 12. <ul><li>You must Have a Well Designed, Technically Functional Website </li></ul><ul><li>Create Community </li></ul><ul><li>Collect Email Addresses in the Store and Online </li></ul><ul><li>Email Your Customers With Notices of Specials </li></ul><ul><li>Educate Your Customers </li></ul><ul><li>Use On-Line Marketing </li></ul><ul><li>Step 5 </li></ul><ul><li>Use Technology to Your Advantage </li></ul>
  13. 16. Insert Arenson Email News here Your email newsletter shouldn’t be an ad. It has to have interesting info.
  14. 17. People will judge your store by your website.
  15. 18. Insert Style Child email here
  16. 20. Insert GE Living in Style article This is an advertising insert In a local newspaper
  17. 21. Step 6 – Track It <ul><li>Use 800 Numbers in Ads </li></ul><ul><li>Use Website Metrics </li></ul><ul><li>Ask Customers </li></ul>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?
  18. 22. “ 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. 
  19. 23. Victoria Garcia [email_address] http://www.marketing-impressions.com 858-505-8046

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