It’s unquestionable that marketing your business directly affects its long-term success. Marketing strategies differ between various business models, but there’s something out there for everyone. If you’re running a brick-and-mortar business, you’ll want to take full advantage of the unique marketing methods available to you.
There are many advantages and disadvantages of operating a brick-and-mortar business. One of those challenges is finding unique ways to get customers to your physical location. In this article, you’ll learn 6 brick and mortar marketing strategies that are sure to make your company stand out from the crowd.
1. Develop a Loyalty Program
Loyalty programs are a great way to reward returning customers and reel in new ones. Creating a loyalty program is easier than it sounds, especially for brick-and-mortar locations, because your customers are already right there at arm’s length.
If you make sure to collect customers’ info such as an email address, you can also use this as an opportunity to build a contact list for email alerts. Here are some ways you can implement a loyalty program into your store’s marketing strategy.
The Point System
It’s considered a classic for a reason. Point systems have been widely used by retailers for decades, and it’s no coincidence. In a point system loyalty program, you provide customers with points after each purchase, and they spend those points at your location later on. This loyalty program is great because it’s free and easy to join, making it more convenient for customers.
Punch cards are another effective loyalty program technique. With punch cards, you offer customers a branded card at checkout and then simply make a hole punch for each purchase they make. When a customer has a certain amount of punches, they can redeem a free item from the shop. This strategy is especially effective for brick-and-mortar locations because the customer has a physical reminder of their goal where they can visibly track their progress. This adds some incentive to complete the card and earn the free prize at the end.
Creating membership tiers takes a bit more time and effort, but it’s the latest and greatest in loyalty programs. First, you have to decide how the hierarchy works. Create the tiers you want to make available and set the criteria and rewards. You want the bottom tier to be the most accessible, with enough rewards to draw in customers, but ideally, it should fall short compared to the next tiers. After all, you want to give the customer a reason to upgrade in the future.
2. Use Direct Mailers
Market directly to customers by inserting your brand into their mailboxes. Using direct mail is a great way to reach customers who might otherwise fall through the cracks, especially those who aren’t available online.
If you like to put your creative twist on your marketing campaigns, this method is for you. You have complete control over how your mailed ads connect with customers and capture their attention. Using the help of professional print and design services such as Vistaprint can also make a huge difference.
Getting started with direct mailers is easier than it seems. First, you have to decide what exactly you want to mail. Here are some things you can start with:
- Contact Forms
- Sales Announcements
Although you always have the option to send out mailers on your own, it’s much easier to get set up with USPS, who will walk you through most of the process. You can use a customer contact list for addresses or you can purchase a mailing list from a vendor. If you’re working with a limited budget, you can use a phone book too. The important part of this is choosing the right audience.
3. Host In-Store Events
Hosting in-store events creates one thing you can’t get with flyers and coupons: human connection. Create an impactful, lasting impression by hosting unique events at your store – especially if they’re exclusive to your company. Passersby will be intrigued and drawn in by the growing crowd, and foot traffic is never a bad thing.
You can host all sorts of meetups, paid and free, ranging from workshops to limited-time sales events. Using community-focused apps like Meetup can also increase the volume of customers that come to check things out.
4. Partner with Other Nearby Businesses
Chances are, your neighboring businesses are going through the same struggles you face every day. Befriending nearby shop owners not only builds rapport and strengthens the community, but it also has sales benefits. Local businesses often exchange goods and services to support one another and can communicate effectively about upcoming changes in the local economy.
5. Register with Local Listings
There are countless benefits to registering your brick-and-mortar store online. Firstly, over 70,000 Google searches are going on worldwide per second. It’s pretty safe to say that most people use Google, even on a global scale. Now imagine that your listing is among those searches. Registering with Google’s business listings increases your visibility and makes it easier for customers to find you.
Get this: approximately 56% of Google business listings clicks go directly to the business’s website. When a customer can easily find you online, it makes it even easier for them to give your store a call, Maps directions to your location, and find your store’s website, all in just a few seconds.
Similarly, local directories are often posted online, especially if you’re located in a plaza or shopping center. Registering there can bring your business even closer to potential customers.
6. Utilize QR Codes
A QR code (short for quick response code) is a seamless and simple way for customers to access your shop’s website. QR codes are square-shaped barcodes that, when scanned by a photo app, redirect you to their designated URL.
Creating a QR code for your business is easy. First, identify the link you want to connect customers with, open it with Google Chrome, and then hit the three dots in the upper corner of the screen. From there, you’ll see an option to create a QR code for the web address you have open.
The Bottom Line
There are so many ways you can effectively market your brick-and-mortar business without breaking the bank or relying on the internet at every turn. The most important aspect of marketing for your store is identifying the right audience and bringing your brand to them directly. If your audience doesn’t respond as hoped to one particular method, try another one! Taking advantage of these brick-and-mortar marketing strategies could be the key to your business’s success.
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