Pretend you have a new small business downtown in a middle class town. It fills a niche, carrying only goods made locally. It's a tiny shop, tucked in a side street location. So far word of mouth is getting you decent foot traffic.
But you want to raise the store's profile and let the residents know about you. What can you think of to make a splash?
The answer must:
1. Be low cost
2. Tie into the local goods branding
3. Be DIFFERENT to set you apart from the usual retailer.
Any marketing wanna bes out there? I realize this is what advertising firms are paid to do, but I think the SA'ers have the low cost point of view that is important here.
Things that are too *been there, done that*
1. Give aways. Customers are soooooo used to getting something for free. Gettng as much as they can for free. Ugh. There is no way this small business is going to make an impression giving away stuff they have that represents them.
2. Food or Wine tasting. Not as common as #1 but still too typical. And a bit expensive to stage anyway.
3. Demos. Book signings. Boring. Unless you are demonstrating magic tricks or have the world's biggest dog or something.
4. Print Ads. Yes, this has been a necessary part of a traditional marketing plan, but truthfully the world is turning digital and you want to go where the people are (on their phones for example).
Something completely different
A couple ideas I had, how would you improve? How would you react, or what would you do different?
1. Hold a photo worthy event. I heard a news report recently that people have their cell phone near them 95% of the day now (and use them in EVERY situation like in the bedroom and the bathroom). What they are doing ALOT is taking pictures and putting on social media. I suggest having a local icon - celebrity? giant avocado? something catchy that represents their local theme - come to the shop and let people take a picture with it. This location has no celebrity readily available, hmph. What to do?
2. Give some sort of reward for FB likes or social media check in. The owner can easily track if the person has 'liked' the shop page or checked in on Twitter or Instagram or similar. What to give as a reward?
In fact, this is not a fictional situation! I am thrilled that my goods are sold through a small wonderful new shop
I would love to help them succeed and ask for your ideas!