Education Week!• November 14-21• 11 am & 6 pm Live Mountain Time; – Recordings will be provided as well• Six free webinars• Product discounts & specials• Lots of fun giveaways on live sessions• www.nspwebinars.com
Laurence Smith• Regional Manager• Boise, ID• Current Manager Instructor• Helped develop numerous books and curriculum for NSP (Candida; Heart Health)
What is Your “Vehicle” and How can you make it more POWERFUL?
WHERE WILL THEY SHOP? 3 TYPES OF STORES• Discount• Quality• Specialty
• The DISCOUNT format is based on providing the lowest price.• This format is primarily PRICE focused.• Price-driven retailers seek to find and promote the best prices on products they think they can sell.• Unless a retailer has the buying power of Wal-Mart, either quality of product or margins will often suffer.• Price-based marketing attracts cherry pickers.
• The QUALITY format is based on providing solutions, value, service and results.• This marketing is EDUCATION based, seeking to attract the preferred, higher-educated consumer.• This format is CONSUMER focused.• Quality-driven retailers seek to determine what their customers need, and provide solutions and benefits to align with these needs.
Specialty• The Specialty format is based on being really good at something.• Often destination based.• People learn what your specialty is and refer their friends and family. –Weight Loss –Blood sugar control –Heart Issues
What does this teach us?• We need to educate• We need to consult• We need to offer options• We need to become good at something.
•Be a problem finder first…..•Be a problem solver second……
Why Should I Shop in Your Store? orWhy Should I Buy From You?
2 Ways to Look at Marketing• HORIZONTAL – Increase the number of customers• VERTICAL – Increase the average amount per sale.
Most Expensive to Least Expensive• TV Ads• Radio – Talk Radio – Ads• Newspaper• Val Pack• Grand Opening or Grand Re-Opening – Window Signs
• Door Knob Flyers• Sandwich Boards• BNI• Business Cards• Newsletters—Mailing list – Sunshine Sharing – Insert – Coupons• Paper Routes
Cheapest Opportunities• Webinars• Seminars/Area Herb Conference• Email lists• Classes – In Store/Home – Library – Community Ed.
Niche Issues• Consultations (When do you charge?)• Education• Iridology• Muscle testing• Compass• BTA/QFA• Lifestyle Analysis• Personal Story• Strategic Alliances
SUMMARY• There will always be a place for natural product retailers who have good marketing and merchandising savvy, as well as the love, commitment and passion for these products and the people they serve. This is something that mass marketers do not provide.