Six Simple Marketing Tools for Brick-and-Mortar Retailers

Although some retail business owners are very marketing savvy, a lot of retailers don't know where to begin. Others simply don't have time to do the marketing in addition to their other responsibilities. For those business owners, I offer six marketing tools for retail businesses. By using these simple, affordable marketing tools, your retail business will grow with a minimum investment on your part:

1) You need a website, no matter how simple. It can be a blog, a splash page with contact information and hours, or something more elaborate with your business name as the domain name. People expect a web presence, so make sure you give them one.

2) Advertising. When times are tight, people often stop their advertising but this is the time when you most need to advertise. Review your options and test a publication for three to six months to see if it is working. If you aren't getting the ROI you anticipated, mix it up a bit. Test out a different publication or a different market. You need to consistently reach your target market with the right message at the right time.

3) Networking. This can include membership in organizations like the Chamber of Commerce, your local downtown association, or the local chapter of a group like BNI or it can be an online network like LinkedIn or Biznik. Network with like-minded professionals and share referrals.

4) Rewarding top customers. The 80/20 rule tells us that approximately 80% of our business will come from 20% of our customers. That's why every business should have a customer referral program to reward its very best customers. If you aren’t sure where to begin, consider including customers who spend over $XXX in a special monthly promotion, posting a customer of the month photo on the wall of your store, or recognizing them with a semi-annual Client Appreciation Event. Make sure your top customers feel appreciated, and they will continue to shop with you and refer their friends to your store.

5) Community involvement. Like networking, community involvement is a great way to meet other members of your local community and to spread the word about your business, even if it is only subtly. Try sponsoring a local sports team or relevant school club, volunteer at the local food bank or historical society, join the PTA or a local church organization. When feasible, volunteer your time or your services.

6) Shout your news to the world. At least 3 to 4 times a year, issue a news release (also called a press release) to let the community know what you've been up to. Anything that's newsworthy will do - a business anniversary, addition of a product line, a new professional certification, key staff hire, upcoming event, or participation in a nonprofit organization. I recommend you submit the release to your local media, relevant industry-related groups and online. You'll be surprised at how affordable it can be to get widespread coverage and to keep your name "time of mind."

Try each of these ideas to see which ones are most effective for your particular business. Then review their effectiveness every three to six months to see if tweaks or improvements can be made. Happy Selling!