Many consumers these days are technologically savvy, so it is important that businesses embrace the new frontier of social media and online marketing. Many consumers are time poor and rely on the Internet to get quotes, do their shopping and organise their social lives at any time of day. Businesses need to be online to capture this market group. Social media is a low-cost form of advertising and a way to constantly remind your Facebook or Twitter fans of your existence and to alert them to the latest specials, new products and upcoming events. Your customers are literally just a click of a button away.
The Basics of Marketing
1. Presentation, Presentation, Presentation – people buy with their eyes, so your business must be inviting and eye-catching – with colour and brightness. If your business is drab and your staff look glum, the customer will hesitate to enter. A fruit shop is a great example of a retail outlet where presentation is critical. Fruits and vegetables need to be arranged in such a way that colours do not clash but complement each other and lighting brings out the lush colours of the fruit and vegetables, making them look freshly picked and of high quality. The longer a costumer lingers the more they are likely to buy, so the environment (including the music) must be inviting.
There is a saying in the retail business: “Stack them high, watch them fly. Stack them low, they won’t go.” Have you ever walked into a convenience store and the shelves were sparse like old Mother Hubbard’s cupboard? It gives the impression that the business has cash flow problems, low turnover, old stock , exorbitant prices and an unhygienic environment. Shelves must be well stocked and there are tricks of the trade to bulk up displays so they create the appearance that there are more products on display than there actually are. Let me emphasize this point with an illustration of how the human psyche works. If you go to a friend’s BBQ and there is an abundance of food, the guests will eat contentedly and happily. If there doesn’t appear to be enough for everyone, people will only take small amounts to ensure that all of their friends have something. People will go home unhappy and hungry. Likewise, if there is not enough on the shelf people will buy less, leaving some for the next customer.
Social media, websites and advertising need to be eye-catching, grabbing people’s attention immediately, especially as attention spans tend be short with these media. The customer needs to be given a reason to continue to peruse a site and to ”Like” it. Online business must ensure that they have good supplies of items in their catalogues as customers want to receive their purchases within a few days, not wait weeks for products on backlog.
2. The WOW Factor
a. Once you’ve managed to get the customer through the door or onto your site you want to keep them there and get them to return. Excellent, friendly and prompt customer service is vital. Bubbly staff = happy customers. Good training, high staff morale and good grooming are important as staff are at the front line in the battle to win and keep clients. For online products, delivery must be prompt and the goods must arrive intact; and there must be the promise of exchange for unsatisfactory goods. Facebook pages need to entice, amuse, inform and give the participant a reason to “Share.”
b. Quality and variety of product are a must. In a fruit shop an educated customer immediately knows whether the produce is of high quality. They will use the senses of touch, smell and, later, taste to examine the produce. The customer also wants variety. They want to come into a store/website and get what they want when they want it and not have to go elsewhere – the one-stop shop for convenience. Do you ever get annoyed when an item is on special and is out of stock on the second day? When this happens frequently the customer will not return. Procedures have to be put in place so customers can order in what’s not available, get rainchecks and exchange or get a refund for anything not up to scratch.
c. What does your client want? Get to know your client and determine how you can better meet their needs. Social media is a great tool for surveying your target group.
3. Price. The bottom line of any decision to buy is price. So if you can provide a quality product at a reasonable price you’re a winner. Use social media to promote online specials.
4. Image -“Coolness.” To increase the consumer base the proprietor needs to appeal to all demographics, including teenagers. Teens consume goods and services they see as “cool.” So branding is important. Social media is vital to creating an image.
5. “Have an awesome day and see you next time”- It’s not easy getting new customers so once you’ve got a customer you want to keep them and this means that all of the above needs to be maintained. Social media must remain relevant, interesting, interactive and enticing – as must the products and services they are promoting – so the participant won’t “Unfriend” or unsubscribe.
6. Word of Mouth – You want your loyal customers to tell their friends and family what a great business you have. Social media is a quick and easy tool for customers to notify and share with others a social event or to tell them what a great experience they’ve had. For example, they may upload a picture of their child enjoying something they’ve just purchased from you. No better advertising than that!
Image Credit
“Facebook Strategy Snakes and Ladders” by Intersection Consulting. Creative Commons Flickr. Some rights reserved
Steve Duck says
Thank you for your concise summary of the marketing challenges facing small businesses … equally the opportunity for small business to compete with the bigger ones on the somewhat level playing field call the internet. With social media access, video work and creative thoughts, any business can match the talents of Madison Avenue and other marketing gurus.