Magnetize Your Business

Magnetize Your Business

Are you drawing customers back to your business after your initial contact?

Make sure you have an up to date email data base, as this is a gold mine for return custom.

Make sure you take notes based on what the customer talks about, especially if you want to build a good rapport with them. Perhaps note family members, hobbies, interests or a particular range or service that you provide that they are interested in. Also take note of the customers personality, I know this sounds strange, but if you know the best way to approach and deal with your clients, then you can speak to them in a language that they understand.

Some customers like lots of detail, others are influenced by price, some want information given to them straight and to the point. By knowing your customers and building that special relationship with them, you will find that not only will they be return customers, but they will tell others about the fantastic service they always receive. This is free marketing for your business and personal recommendations are worth their weight in gold.

Use your data base to send reminders for services that you provide at the appropriate time (i.e. due for a product clean or inspection). You can also touch base with customers and let them know about specials or new lines for products that you know they may be interested in. Make sure you also let them know about your Customer Loyalty program if you have one.

For more information and great marketing advice Contact Us today! Don’t forget to request a free 30 minute consultation, when you fill out the contact form.

Marketing Tips

Marketing Tips


The Art of Marketing has changed.

 

Integrating Social Media and Loyalty Programs into your Marketing Plan is now the key.

Welcome to part one of Retail Rescue’s three part series on how to put all of the Marketing pieces together, now that the internet has dramatically changed the rules.


Whilst doing my MBA, I was somewhat surprised to learn how little focus is being placed upon the major marketing changes coming via the internet these days. There is still a great deal of emphasis on traditional methods of marketing, simply because these methods are tried and proven whereas the Social Media aspect is certainly discussed and embraced but very little methodology on how to best maximize it’s usage is taught. Plus one MAJOR thing that seems to be missing, is how to tie it all in together with Loyalty Programs effectively.

Traditional versus Social

 

What works better, Traditional advertising mediums or Social Media and Internet Solutions?

By “Traditional” I am referring to the types of Marketing we grew up with and know as proven performers, such as:

  • Television and Radio Advertising
  • Print Advertising such as Newspapers and Magazines
  • Cold Calling by Phone and Door to Door
  • Mail-outs like Flyers and Catalogues
  • Street Signage like Billboards, Banners and on the Back of Buses
  • In Store Loyalty Programs linked to Rewards and Events like Closed Door VIP Nights
  • Networking Events including Trade Shows and Chamber of Commerce

 

I’m sure some of you ‘cringed’ at Cold Calling being on the list but let’s face it, they wouldn’t keep doing it if we didn’t keep falling for it!

As for “Social”, I am actually referring to internet trends, not just social media, things like:

  • Interacting with Friends and Followers via Facebook and Google Plus
  • Networking and announcements via Twitter and LinkedIn
  • Showcasing anything on video via YouTube
  • Providing ever changing content and event activity via Blogging
  • QR Codes linked to Mobile Friendly Websites and Instant Mailing List Signups
  • Targeted Marketing via Adwords, Facebook Advertising and Email Mailing Lists
  • Professional Newsletters and Offers to email and RSS Feeds
  • Search Engine Optimization to get your Website higher on the list

Yes, there are things not listed on each of the above, but I am generalizing at this point, so forgive me if I didn’t mention your favourite Promotion Method.

So what works and what doesn’t? Is Traditional Media Dying?

The truth is that Traditional Media is far from dead and is still as effective at reaching an audience as it ever was, however… and here’s the big thing to note, even though its reach is still strong, its ability to convert viewers into shoppers is indeed diminishing and the reason for this is also the solution!

The Internet has already proven itself as a great source of information and access to cheap online purchasing. The problem is that it is also a great place to get ripped off! What you see online may not be what you actually get and you would think that the buyers out there would figure this out and start moving back to shopping only in physical stores but this is not going to happen any day soon, unless that local store ALSO has an online presence. Sorry if that is hard to take but the reason why it won’t happen is simple… the smart mobile phone revolution! As Human Beings we have a built in need to find ways to make life easier for ourselves and will always lean towards the easier option, should one present itself. Smart phones are indeed presenting more and more ways to make our lives easier and thus users of smart phones are basically ‘addicted’ to them; they just can’t help but to turn to the thing in their hand, rather than go all the way to a shop!

Meanwhile Identity Theft, SPAM, Hackers, Viruses and Online rip-offs etc are having a field day and causing distrust as a result. So on the one side, smart phone convenience shopping is fast educating users to no longer have Loyalty to their local businesses, whilst on the other side they are also becoming more and more wary of dealing with pretty much anyone. But rather than give up this easy shopping method, shoppers are ‘arming themselves’ with the knowledge aspect, also available at their fingertips, and just becoming more astute as to which store gets their money, whether overseas or locally.

So here’s the thing, if you don’t have an online presence and a strong plan to CONVERT people on your web site, then you are allowing your competition a significant advantage as more and more consumers turn to their phones to pre-pick the store that has the best deal before they buy online or even leave their house.

So what’s the Answer, do I drop Traditional Media and turn to the Internet or not?

Advertising on the Internet may appear to be extremely cheap and thus very attractive as an alternative to expensive traditional media streams but the truth is internet marketing will cost you just as much!

“But Social Media is FREE isn’t it?” I hear you say and “no it isn’t” is the answer… why? Because it is only free for as long as you don’t do anything with it! The moment you use it to promote your business you are up for pay as you click advertising and here’s the killer, the cost of having someone to properly run it all. Wages are not cheap these days and chances are you never budgeted to start our own Marketing division in your business, yet here you are paying someone to constantly update and drive Social Media campaigns! Work out how many hours that person is dedicating to doing this, even if it is yourself, then times that by how much their time is worth… now add on any pay per click fees, (on average $300 per month), and that’s how much your Social Media is costing you. We haven’t even discussed website costs and yes, you really should have one… we talk more about websites next time.

This is where I get the comments like, “we only need to dedicate an hour per day to Social Media, so it is still not costing us much”, or words to that effect, but if you ARE only dedicating the odd hour or two then the chances are you are also not really experiencing much growth from it either! How are you tracking your growth by the way, are you simply looking at last year’s figures and saying, “well, we are up 10%, so it must be working”, or do you actually analyze what component of your business is coming from traditional media drivers-to-store versus internet drivers and instant closers?

In answer to the last header question, as to whether to drop traditional media in favour of the internet, the answer is “No, simply do both!” Integrating Traditional and Social will work if used in the right way, however, the trick is to identify which type of Marketing Tool will have the biggest amount of impact for your particular needs, your demographic location, at the right time and according to your available funds. That includes your long term promotions, namely Branding and Loyalty.

Put simply, don’t stop using traditional media, just reduce how much money you allocate to it and then allocate those funds towards Internet Advertising instead. Take note however, if you are not using Social Media you are missing out on the biggest marketing tool since the invention of television! Make no mistake, your competition is using it and experiencing growth as a result… are YOU using it? By the way, remember what I said, if you ARE using it and not seeing growth, then you are doing it wrong and we can show you how to do it right through one of our Magnetized Marketing Seminars.

“If you are not using Social Media you are missing out on the biggest marketing tool since the invention of television!” – Mr Retail

Now, before you do ANY type of advertising, because your funds now need to be split across both Traditional and Internet, it is more important than ever to analyze which traditional mediums are currently working for you and which other Social ones are most likely to do a much better job for the same cost. In other words every business’s marketing plan needs to be tailored specifically to tie into their overall strategic business plan that now includes an online presence, and if you don’t have such a plan, before you go any further, you need to get one. Once you have a Business Plan that maps out where you want to be in the Marketplace, e.g. in a niche market or just the best there is in a specific arena, you can discuss what process needs to occur to get there.

 

Here are some examples of what I mean by that:

 

  • What’s the best location for the business we want to become, e.g. destination main street store, high traffic shopping centre, online or both?
  • What Point of Difference do we offer for the type of Product/Service we wish to promote?
  • What type of Clientele are we trying to attract and thus what types of Media Mediums would they most likely use the most?
  • Is there a strong presence of the Clientele you wish to attract, in your Demographic? If you are not sure check the latest Census report.
  • How much does it cost for each of these mediums, what level of ‘penetration’ and at what times of year are they most likely to be effective?
  • How well does your budget correlate and how far in advance should you be planning each activity?
  • How are you going to manage the back end of your activity, in particular measuring the effectiveness of each medium?

Sure there is more than just the above, staffing levels and training for example, but you get the idea. Mind you, if you need help with doing all of this, contact us.

Once this has all been ‘laid out’, you can then start to put your chosen mediums together and generate your very own Marketing Plan.

Keep following our Blog over the next few months to learn more about putting the Marketing Puzzle together.

Watch for Part Two Next Month: QR Codes and Mobile Websites.

Learn what QR Codes are and how to use them effectively. We discuss why you need a website and how to get it to actually work for you. We compare Mobile websites with ‘normal’ websites. Plus, we cover which Social Networks work best for Business.

Contact Us for more info.

Avoid Substantial Fines by using the new Privacy Policy

The Australian government is now in a position to enforce the new “Australian Privacy Principle”.
Please note that new fines are bigger and enforceable, but the compliance need not be onerous, as long as you:
  • Disclose information that maybe was collected anonymously, like IP address and data from “cookies”
  • Notify individuals when information is collected, how it is used and where it is stored
  • Improve the ability for individuals to opt out of marketing communications, and
  • Disclose when and where information goes off-shore and take responsibility for any breach.

Termsfeed have made the whole process easy for users of WordPress, see below video.

Is Australia losing the Retail Race?

Is Australia losing the Retail Race?

Is Australia losing the Retail Race?

by Mr Retail
 

We can see by the vast number of retailers going under, that retail is not what it used to be. Large and small retailers are closing their doors and losing millions of dollars.

 

This is a sad fact, but one that doesn’t have to be so.

Are you falling behind?

Is Australia losing the Retail Race?

Customers are still out there, but their demands and expectations are higher. They will also very often Google a brand or business before they step in the door or purchase on-line.

With the internet at their fingertips and competition high, shop front businesses are looking for new and innovative ways to get people back in the door.

When was the last time you looked at your logo, signage, staff presentation or marketing strategies? These are just a few areas that can make or break your business

Optimize Your Retail Business Today!

Book a Free Consultation with Mr Retail

First impressions are your first step to drawing people back into your store. Is your logo and signage looking dated and dull? This will also have a significant effect on your marketing campaigns.

You can do this with a little help from digital media, a store tweak, (if needed), and giving people back what has been sadly lacking for some time, professional service and a shopping experience like no other.

If you have an online store or webpage, you will need to stand out from your competition with industry focused digital marketing. You will also want to make sure your business is on page one of people’s Google searches and grab their attention once they visit your site. On average, people will spend just 4 seconds on a webpage to decide if they want to scroll further.

Your employees are representing your brand. Think of the image you want to present; I am sure it is one of professionalism and fantastic service that will have the customers raving about your business.

The new generation of employees are now distracted by social media, self absorbed with their life and not really dedicated to helping you to build your business. They tend to have a ‘what’s in it for me and how do I get a pay packet without putting in too much effort’ mindset.

This is a sad fact, but one that doesn’t have to be so.

Large or small, your business is a Brand and it is up to you to build that brand and achieve great results at the register.

After many mystery shops of existing businesses and comparing the data to ten years ago, we found that staff presentation and attitudes to customer service have really gone downhill. This is in big department stores as well as small to medium businesses.

To compete against on-line stores and give customers that wow factor shopping experience, you sometimes need to shake things up a little and bring in some professional help. Very often staff will take more notice of a professional sales trainer than the boss. Also having fresh eyes looking at your business and giving you a few up to date ideas, can bring back the passion and spark you had when you first opened your business.

Are your employees representing your business in a professional manner? Nobody wants to be served in a fashion store by someone who is not wearing the brand or taking pride in their appearance. Do they have a passion for your business and want to help it to succeed?

In the service industry the way your staff represent your brand (your business) will be a deciding factor in whether or not you are successful.

Are you still using outdated training techniques that are lost on Gen Y? Or not training at all and thinking they will pick it up, it’s not hard to sell?

With a new approach to training Gen Y and re-training existing staff, you can have the competitive edge on the competition. Retail Rescue offers Retail Sales Training (with a Style Workshop if required), Business Coaching, Digital Marketing, Brand Building and much more.

If your business needs a mini or major makeover we can help you to re-invent or tweak a few things to have you winning the retail race.

https://retailrescue.com

Google my Business helps to engage with customers and get found online

Google my Business helps to engage with customers and get found online

Google has announced the launch of a new tool, Google My Business, to help small businesses connect with their customers. By putting your business information on Search, Maps and Google+, the new tool lets your customers find you across Google. Businesses can post content, track analytics, revert back to customers and launch Google Hangouts all at one place. 

Google launches Google my Business. Image courtesy of Google for Retail Rescue.


How to Get Started:

Click on the “Get On Google” button to sign in. This will take you to Google Maps. You can use the search box on the top left side, to type in the name of your business and Google will display a list of businesses which match your search term. You can then select the relevant one from the list. If you already have a Google account, you can click on the settings tab and then select “Create new page” or “View all pages” to go to an existing Google+ page. Non-local businesses can also get started on the system by clicking on the “Not a local business” option. 

Apart from new businesses, current users of Places for Business and the Google+ dashboard can also use the new tool. If you are creating a new page, you must be authorized to manage the business listing. Google will send you a verification notice to confirm the same. Following this, you will be asked to create your profile page, adding all relevant information about your business. If you already have existing pages, you will be directed to the Google+ dashboard, where you can manage your profile by selecting a page.

How Google My Business is Helpful for Businesses? 

  • Stay Updated: Businesses can update their information like address, contact numbers, opening hours and more on Search, Maps and Google+ at one place, so that customers can easily connect with them. 
  • Tell Customers How Your Business is Unique: You can add beautiful photos and virtual tours of your business to show customers how your business is unique.
  • Connect With Customers: Share news, events and other updates from your Google+ page to better connect with your customers.
  • Respond to Reviews: Read and respond to reviews and stay on top of reviews from across the web.
  • Know How People Interact With Your Business: Use custom insights and integration with AdWords Express to understand how people interact with your business.
  • Mobile Optimized: Manage all your business information on-the-go with the android app for the new tool. Google will soon be launching an app for iOS devices as well.

 

The Eyes Have It – Marketers Now Track Shopper Retinas

The Eyes Have It – Marketers Now Track Shopper Retinas

Consumer-products companies are turning to new technology to overcome the biggest obstacle to learning what shoppers really think; what the shoppers say.

It turns out consumers aren’t a very reliable source of information about their own preferences. Academic research has shown focus-group subjects try to please their testers and overestimate their interest in products, making it hard to get a read on what works. But getting testing right is crucial for consumer-products companies because they ship high volumes and lack direct contact with shoppers.

To find out what drives shopping decisions, retailers are experimenting with eye-tracking technology, to see what really draws their test shoppers’ attention. Companies like Procter & Gamble Co., Unilever PLC and Kimberly-Clark Corp. are combining three-dimensional computer simulations of product designs and store layouts with eye-tracking technology. And that, in turn, is helping them roll out new products faster and come up with designs and shelf layouts that boost sales.
Kimberly-Clark’s researchers used computer screens outfitted with retina-tracking cameras when testing the newest packaging for its Viva paper towels in 2009, says Kim Greenwood, senior manager in the company’s Virtual Reality Group. Their goal was to find which designs got noticed in the first 10 seconds a shopper looked at a shelf—a crucial window when products are recognized and placed in the shopping cart. They also wanted to know if the preferences held up on different count packages, from single rolls to multipacks.

By measuring the shopper’s response to different designs, Kimberly-Clark deciphered what caught shoppers’ attention, the most common starting point and the viewing sequence.

The above is a screenshot of a ‘heat map’ that Unilever created by measuring how long and how often test shoppers looked at packages on a computer screen. Unilever used a camera to track each tester’s eye movements.

Combining these factors helped us select a ‘wave’ design over a ‘splash’ design,” Ms. Greenwood said.

Marketers have long been aware that product testers unconsciously seek to please researchers conducting the tests. Moreover, psychology and marketing professors say people often don’t realize what draws their eyes or how they truly feel about a product. They also overestimate the likelihood they will make a purchase, ignoring competing products and their own budgets.

“There’s often a big disconnect between what people want to do and what they say they want to do,” says Steve Posavac, a professor of marketing at Vanderbilt University. “Any attitude,” he says, “becomes more extreme” in research studies.

Researchers have watched test consumers’ eye movements for clues to their thinking since the early 1900s. But vastly improved technology in the past few years has helped them actually track retinas to get a true fix on where people are looking, for how long and how often. That information has helped dispel myths about what really matters in design.

For instance, there’s a persistent fallacy among some companies that a bigger picture on a package is better, says Michel Wedel, professor of consumer science at the University of Maryland’s Robert H. Smith School of Business. He says that retina-tracking research shows the eye can process pictures so quickly that size doesn’t necessarily matter.

Falling costs are helping to make the use of such technology more commonplace. A retina-tracking camera embedded in the rim of a computer screen and attached to special glasses or free standing typically costs $25,000 to $40,000, Dr. Wedel says. The information it collects can be used to form a “heat map” that uses color to show where people looked on a simulated shelf.

Some companies also attach bands to testers’ heads to monitor brain-wave activity showing which designs trigger pleasurable responses, says David Johnston, a senior vice president at JDA Software Group Inc. Companies also track involuntary facial expressions to gauge true emotional reaction, says Jonathan Asher, an executive vice president at marketing firm Perception Research Services International Inc.

When it was redesigning the bottle for its Axe body wash, Unilever set up a virtual 3D environment and had its testers wear specially equipped glasses outfitted with three balls tracked by sensors corresponding to consumers’ sideways and vertical motion within the virtual scene, says Joanne Crudele, Unilever’s director of global skin consumer technical insight.

The results led them to change the bottle’s shape from curvy to straight, embed the brand in a black X with blue background to make it more visible and increase the font size of the product description. It also used eye tracking to test shelf space for deodorant, and it recommended that retailers use angled shelves to allow products to slide forward and constantly face front. At one retailer, sales of the deodorant category have increased 3.5%.

Unilever selected this package design after its retina testing.
 

Original curvy packaging for Axe Body Wash.

“With a virtual shelf set, in a few seconds, with a click of the mouse, you can modify your product, your pack, your display, and really co-create it with the consumer almost in real time,” Ms. Crudele said.

P&G Chief Executive Bob McDonald knew the company had to find a better way when he attended a Pampers meeting a few years ago and was chastised for picking up a prototype diaper. Someone told him, “Don’t touch it. It’s a $50,000 diaper, and it took us four months to put it together,” he said at an investor conference this past March. P&G said most physical prototypes cost more than $1,500. Now, 80% of the company’s new products are developed using some form of modeling or simulation.

By Emily Glazer

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