We all know we need a plan. As the old saying goes, “Failing to plan is planning to fail”. This is true in marketing. Many people get ‘marketing’ and ‘advertising’ confused. They are related, but not interchangeable. Simply put, advertising is a paid activity which results in a call to action which is of benefit to your store. Marketing may include advertising, but it provides many more options than just paid promotion. In many cases, advertising is actually a ‘last resort’. It’s possible to organise marketing without giving up any money. Imagine a custom-made marketing plan for your store that costs no money but should result in increased profits. Interested? Try out the three simple steps below and write back with some additional options for others to try.
1. ‘Less is More’ displays. There are 1,001 ways to do in-store displays. In a high-traffic location, try putting a display together that has a limited number of titles with “large” quantities per title with a poster or well-presented price tag. The different titles need to somehow ‘connect’ – either through type (Bibles) or youth (youth Bible, with youth music CD) or through promotion (Christmas gift ideas). Make sure the display area has plenty of ‘breathing space’ not too full, but not one copy per title, either.
2. Co-branding. Working with wholesaler(s) during a key time of the year to get promotional support. Some suppliers will print flyers for you to include in mail-outs, give to local Churches, youth groups or home study groups. This won’t cost you anything, so it’s a great benefit to you, and may result in increased interest in the wholesaler’s item in your store which is of interest to them. As an added bonus, if the item is able to draw people into the store and you’re able to position it next to items this customer group is interested in, they may end up purchasing a second item from you.
3. Maximise community events. It’s amazing how much more willing people are to purchase items during a community event. Lining up your displays with the local event or public holidays can provide a more dramatic increase to profits than many people realise.
These 3 ideas are merely a starting point for marketing ideas that have no cost to your store. If you think of additional ideas or thoughts, please post it.