How Much Food Should An 11 Year Old Cat Eat Local Store Marketing: It’s Showtime!

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Local Store Marketing: It’s Showtime!

Time to create a stir. A little excitement. A little passion. Go ahead, hit your chest a little. It’s time to introduce yourself. It’s show time!

All too often, store operators, after their grand opening, sit back and wait for the phone to ring or a customer to walk into the store. Slowly, over time, the sales of their stores begin a long erosion. It’s time to be proactive and build excitement in your store to drive traffic. It’s time to create a store event.

Organizing promotional events or activities in your store is essential continuously generate interest in what happens in the store. Your shop was the best when it first opened, but now that other business establishments have also opened to minimize your thunder, it’s up to you to liven it up a bit. While these events can vary greatly depending on the type of retail, the premise is the same: Creating excitement and attraction to visit your store location is critical!

Here are some ideas to get you started Show time!

Create a “call to action” with giveaways: You may “eat, breathe and sleep” your store every day, but your customers don’t feel the same way. Face this reality and create a sense of urgency for your customers. If you don’t take the lead, who will? Pick a day and time and run a “First 50 get a special deal” sale. It’s important to make the offer compelling, in order to get a crowd in the door before you open.

Pets attract children: What’s the best way to appeal to the van-driving mom and her kids? Schedule a pet in your store. If the kids want to see SpongeBob SquarePants®, they’ll ask mom to take them to the store. The local sports team mascot, vendor mascots (think Twinkie-the-Kid®) and other cartoon characters can be an affordable attraction to drive in-store traffic.

Live entertainment: If money were no object, booking U2 on your store would surely drive traffic. But since you’re not Madison Square Garden, the local magician or high school jazz band can provide enough local appeal for your store. Over time, your store can be a welcoming place for aspiring community-based artists. Depending on how you can promote it, these live events can serve not only as an attraction for your store, but also as an added benefit to your atmosphere while customers shop.

Throw a party: Host an after-hours gathering for your employees and their friends/relatives that offer “club” specials to everyone in attendance. This type of “club” pricing and shopping could be expanded to select local businesses, age groups – i.e. “senior night” – or even a singles promotion event. Many customers will flock to places that attract those of the same pen, so ‘clustering’ such shoppers into groups will allow you to create a buzz.

Book a celebrity: Similar to the appeal of club shopping, booking a local celebrity guest for an event at your store is a great way to attract specific groups of fans. Most stores may not be able to afford professional athletes or actors, but there are other local celebrities who can bring as much attention to your store as a national celebrity. Many clients like local style and TV news anchors or local authors are a perfect fit.

Have an open day: As suggested in my opening handbook for retailers, throwing a VIP party the night before the store opens is a powerful way to get your community involved. Inviting prominent city officials and the press to your first birthday is an even better idea. This is a great way to tell the community that your store survived the first year and that you’re celebrating with the people who made it possible. Engage the movers and shakers and have them cascade your story through their constituencies.

Daily specials: Every store has a slow day of the week. Your store has yet to open and has day-to-day operating costs; you must offset these costs with a sales driver. Choose the slowest day of the week and then have a one-day sale to move the main sales. Driving the top line is the only way to approach a break-even point for day-to-day operating costs.

Creating a “buzz” in the store is all about being proactive with your efforts. I’m amazed how operators won’t think of spending $250,000 or more to build a store, but balk at a $200 pet price to attract customers. Driving top-line sales requires some investment, but most importantly, proactive involvement. If you want enthusiastic customers to come back again and again, you have to entertain them. Remember, it is Show time!

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