I was recently contacted by a distressed business owner. In her words, she was trying everything to increase sales and nothing was working. Her approach included increased online presence, flyer distribution and video marketing but none of it was translating into sales.
After calming her down, my recommendations were simple but not foolproof. Marketing is consistent: you cannot approach the market when you need a response.
The marketing interventions at the very least must be at comfortable intervals.
The recommendations were as follows:
- Take a comprehensive marketing approach – Yes it may be a hefty investment but adding new products without sensitizing the customer group is pointless. Invest in a targeted, strategic and comprehensive marketing campaign that reaches the customer group where they are.
- Capitalize on local sale events – Take advantage of national sale events with a local emphasis e.g. Black Friday sales. This is possibly the biggest sale event internationally but is easy to localize. Sign up, get involved and benefit from listings and placements and capture client information for future business.
- Get involved in the local community – This is a year-round approach but it works. Community involvement is not just handouts but involvement with the Chamber of Commerce and local business community. It’s essentially becoming a household name such that referrals from one customer to the next becomes easy.
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