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 Garciavicki@marketing-impressions.com

http://www.marketing-impressions.com858-505-8046