Through this process, we were able to touch base more than one aspect of giving your store a new look and feel. Knowing that this is a multifaceted task, we wanted to wrap up with Part 3, marketing and the fine details!
One of the most important things with marketing to a younger consumer is understanding how they connect to companies and how they prefer to be marketed to. We are talking to a tech savvy customer who is constantly on the go and needs information at their fingertips. They are the social media lovers, online shoppers and mobile communicators. So your marketing has to be where your customer is and that is online. Several things to consider and evaluate:
- What does your website say about who you are (company/store) and who you are targeting (demographic)? Does it reflect the personality of the store and the image that will attract the younger customer? If you haven’t made any changes to your website in a while, it is time to give it a face lift. That could be as simple as changing the colors.
- Social Media
- Evaluate the social media platforms you should be active on. It is no longer enough to only be on Facebook. Consider Instagram, Pinterest and Twitter. (We’ve linked to OneCoast’s social media outlets so you can see what we’re talking about!)
- Are you posting frequently and creating excitement on your page that will tease the customer to come in?
- Post pictures of new products that come in or even pictures of products that will be coming soon.
- When shopping at markets, post pictures of product you are planning to bring in and ask your customers to vote.
- Make sure you are creating reasons to have a good dialogue with your customers online and giving them a reason to come in.
- Social Media should be a big focus for you if you want to stay connected to the younger customer. I would highly recommend connecting with Retail Social Media Expert Crystal Vilkaitis from Crystal Media.
- How often are you hosting events? Consider doing them once a month? Make them hip and exciting? Become THE place to be. There are so many great event ideas that would appeal to the younger consumer. We have many event ideas right on our resource center. Click here.
- Make sure to market your events so that it encourages the customer to invite their friend and spread the word for you. Best way to do that is by offering a strong incentive for them and their friend. Use email and social media to market it.
- Online Reviews
- There is no better way to create a positive online presence and attract new customers than by online reviews. Have you ever tried looking for a new service online and gotten 10 different responses? Did you notice that you usually make a choice to call the one that has the best customer rating? This is what happens every day when your customers are looking for new products and companies online. Leverage the power of online reviews by asking all of your customers to rate you on google or yelp. I’ve looked up your store and noticed that you already have some wonderful reviews. Make sure to go on Google and Yelp and add your company information that will help tell your story.
- Another way to get in front of your targeted customer is to become visible where they are. See if you can sponsor local high school and college events and get involved in their community.
- If you don’t already, you should work on building a healthy email data base and some type of loyalty program that helps you continue to build your data base. Email marketing is an important road of communication to a younger consumer and demographic. This is one of the primary ways they prefer to communicate with companies.
- Text message marketing is one of the most economic ways to reach your younger customers and bring them into your store. It is easy to set up and manage. Just like building your email marketing data base, you would have to focus on growing your mobile subscribers which you can utilize your email marketing to do. Text message marketing has a 95% read rate within the first 15 minutes of receipt and helps to drive impulse behavior and traffic to your store. Consider JATXT as a source. OneCoast uses them currently and find it very simple.
Majda Rensberger is the Vice President of Marketing for OneCoast. In her 9 years with OneCoast, Majda held a leadership position in the development of the industry’s first National Sales Model (OneCoast ND One), implemented operational structures and led the development of the company’s Integrated Marketing and Sales Model.
Majda heads up the Marketing and Showroom departments where she’s responsible for marketing and branding strategies of OneCoast and their vendor partners, helping them effectively market their brands and drive B2B sales via e marketing, social media, mobile and public relations platforms. Majda is a member of the OneCoast Senior Executive team involved in the company’s strategic planning and new business development.
Majda has been a GHTA (Gift and Home Trade Association) member since 2009. During the November 2014 annual industry conference Majda was elected to serve on the Board of Directors where she’ll be involved in moving the Gift and Home industry forward.