Retail Marketing: Making An Impact

Retail Marketing: Making An Impact

Have you ever just stared at an aisle in a mass retailer overwhelmed by the proliferation of products? We all have our “go to” brands but especially when purchasing your first product in a new category, it can be daunting.

What packaging stands out? Do you have a coupon? Is there at-shelf literature to read? On and on. No offense to the buyer but trust me, getting a product to shelf and vying for your purchase, that is an equally daunting task. In today’s market of choice, choice, choice, product marketers have a difficult task to not just get on the retailers’ shelf, they want to get on your mental brand shelf. That’s called brand positioning. We can only hold so many brands in our heads for various categories – cars, beverages, hotels, etc.

I digress – back to that aisle in Target. So what tactics, beyond packaging, are going to get someone to pull a new product off the shelf and try it? Or keep my current customer happy and not pull down the “NEW” product one shelf below?

Based on research and my own experience in this field, here are the best marketing tactics to implement. That is, methods that seem to have the most impact – there are a dozen more out there but their effectiveness is perceived as low in creating action by a customer.

  • At-shelf display and coupons
  • In-store event with sampling
  • Online coupon on retailer website (code by retailer for tracking)
  • Include a QR code on your packaging or literature that leads to your website’s coupon and mailing list signup. Then, send monthly personalized emails out to customers.

If you work with a retailer to create events, be sure you invest in online promoting of the events including the retailer’s website and newsletters. Also remember the power of earned media – keep public relations in the mix too.

Retail Marketing: Making An Impact

Retail Marketing: Making An Impact

Have you ever just stared at an aisle in a mass retailer overwhelmed by the proliferation of products? We all have our “go to” brands but especially when purchasing your first product in a new category, it can be daunting.

What packaging stands out? Do you have a coupon? Is there at-shelf literature to read? On and on. No offense to the buyer but trust me, getting a product to shelf and vying for your purchase, that is an equally daunting task. In today’s market of choice, choice, choice, product marketers have a difficult task to not just get on the retailers’ shelf, they want to get on your mental brand shelf. That’s called brand positioning. We can only hold so many brands in our heads for various categories – cars, beverages, hotels, etc.
I digress – back to that aisle in Target. So what tactics, beyond packaging, are going to get someone to pull a new product off the shelf and try it? Or keep my current customer happy and not pull down the “NEW” product one shelf below?

Based on research and my own experience in this field, here are the best marketing tactics to implement. That is, methods that seem to have the most impact – there are a dozen more out there but their effectiveness is perceived as low in creating action by a customer.

  • At-shelf display and coupons
  • In-store event with sampling
  • Online coupon on retailer website (code by retailer for tracking)
  • Include a QR code on your packaging or literature that leads to your website’s coupon and mailing list signup. Then, send monthly personalized emails out to customers.

If you work with a retailer to create events, be sure you invest in online promoting of the events including the retailer’s website and newsletters. Also remember the power of earned media – keep public relations in the mix too.

15 Local Event Ideas

15 Local Event Ideas

Coffee was especially strong this morning so I’ve been sitting here brainstorming ideas of local events – ideas that could be a draw for both local and tourist alike in the Gulf Coast area.

  1. Theater/Jazz Under the Stars
  2. Wild on the Coast – event to educate and celebrate all the marine and wildlife here
  3. Folklife/Arts by the Sea
  4. Dreams of the Bay
  5. Hot Sauce and Fiery Foods Festival
  6. Whale Tales – storytelling at sunset on the beach, make it a summer series like music is usually done.
  7. Taste the Harvest/Taste of the Sea
  8. Little Hands Arts Fest
  9. Food on a Stick Challenge
  10. Music on the Bay
  11. Light the Night – evening tasting event with bonfires on the beach and live music
  12. Beach to Beach Fun Run
  13. Seaside Carnival
  14. Annual Town Garage Sale
  15. Sea, Sky and Sun Fest
Farmers Market Booth Ideas

Farmers Market Booth Ideas

It’s that time of year for farmers markets to open – are you ready for the competition? Eye-catching display in the works to lure over those customers? I’ve assembled a short list of easy ideas to help improve your booth’s sales appeal.

signage

  • Stand Out with Signage – Signage for your booth is important for both setting a professional tone and helping customers find you again. Signage does not need to cost a lot. I’ve done some cheap but great vinyl banners for under $100 online. Or make your own like this one shown for a wedding. Just take an old sheet, purchase some iron-on transfer paper that works with your printer, a fresh ink cartridge then print and iron. Depending on scale, you’ll need to use several iron-on sheets.
  • display3

  • Unify with color – from aprons to patio umbrellas, there are simple ways to unify and provide a pop of color to your display. Cohesion adds a level of organization and sophistication to any display. Consider keeping to two main colors that contrast. For instance, your tablecloths and umbrella is red but your display bowls and uniform (apron/tee) is light blue.
  • Work your booth – talk with shoppers, keep your display neat, fill in the gaps or simply rearrange what’s left. The booth shown above does a wonderful job of keeping items contained but easy to access and displays well.
  • chalkpaint
    chalckboard clothespins3

  • Make pricing flexible for yourself – make it easy on yourself to change prices by utilizing chalkboard paint on anything! These cute clothespins are assembled with scrapping paper, Mod Podge and round wooden circles (most craft stores carry) then spraypainted with Valspar chalkboard paint. You could also paint clipboards, balsa wood shapes or the side of a container itself.
  • strawberries

  • Consider snack-size packages – for those trying to get items quickly or maybe need a healthy snack, consider packaging up items like strawberries, snap peas, cheese flights. This strawberry idea would be great, just buy some small kraft bags then use a stamp with your name and logo as design.
Attracting Business: 5 Steps for Tomorrow

Attracting Business: 5 Steps for Tomorrow

I’m challenging you and I’m challenging myself — let’s attract some new business. Just putting some forward motion and focus on business development can give our businesses a little mojo.

  1. Read the local paper. There may be an article that inspires a thought or you may learn of a new business right around the corner who could use your service.
  2. Sit down in a local restaurant for coffee or lunch. Do a little work on your laptop but check out people. Notice the other people meeting and working. You might just be in the right place at the right time.
  3. In the restaurant, peruse the community board. Drop off some business cards. Pull some cards of businesses you may be able to help.
  4. Review your website for local keywords. Add more where you can. This helps when Google and other search engines index your site. More regionally specific will get you higher in rankings for nearby searches. Example, someone who is searching for “Gulfport accountant” vs. “accountant.”
  5. Add your company to thinklocal.com. Or one of the other local business directories. Takes a few moments and it’s free.