11 Ways to Market Yourself

– Bob Phibbs, The Retail Doctor

You must have a marketing plan, no matter how big or small your store is, because your competitors—especially the chains—are marketing to your customers. The best use of your marketing money is to hold on to current customers with thank you notes, postcards and newsletters. Those, in turn, will lead your existing customers to tell their friends about you. Then, to attract new customers to your store, match up your demographics with what vehicles you can use to get your message out there.

• First you must inventory your store and decide if what you carry makes you a "want" retailer -- someone who provides an item or service that gives the buyer a special feeling -- or a "need" retailer -- someone that truly fills a core need of the buyer. Salesmanship and merchandising are required for the "want" -- you sell image and style over substance and need. Know who you are and what you have to offer -- then you can build a framework for all of your marketing choices.
• Next you need to know, in great detail, who buys from you and where they come from. Build a profile of demographics of who buys from you and compile a database of your customers.
• Focus your advertising on your target audience. Independents have an advantage over chains in that they know customers and neighborhoods really well.
• Use a card file to hold on to current customers. There is nothing that develops loyalty as much as sending personal notes to customers expressing your appreciation of their business. Written thank you notes are the way to make word-of-mouth marketing happen. Everyone likes to be noticed.
• Find a way to reward those loyal customers on your mailing list. If you are a coffeehouse or retail clothing store, start a frequent buyer club. Get old customers to come back by staying in touch with them as well. Successful independent retailers should send each person at a certain buying level at least one personal note a year.
• Get referrals. Design a short postcard and send it out to your satisfied customers asking for their recommendation and permission to use their name for a referral list. It's easy and makes a lot of sense.
• Build partnerships with businesses who don't sell the same products but who sell to the same type of customer demographic. Also, form alliances with your competition. Such an alliance offers cost savings and increased exposure for both businesses. It is a rare business that is identical to the other in terms of location, product and ambiance.
• Brand yourself. You can't compete head-to-head with Coke, but you can do what they do -- stick your logo on everything -- cards, signage, brochures, packaging, napkins, etc. Let yourself be seen.
• Put up a billboard across from a chain store. You can't afford to blanket the city with ads and mailers like big chains, but you can buy one strategically placed billboard for potential customers!
• Put up a Web site that at least lists hours, location, testimonials, special promotions, etc.
• Sponsor community events to make people feel good about shopping with you and helping you contribute to the community.

Remember never to discount a premium product and, generally, avoid discounts or coupons as your main source of marketing. It shows no creativity; you create incentives to buy with good products, good service, a good shopping environment, and a well-trained sales force -- don't just give it all away.