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Marketing Tips & Resources for the Natural Products Retailer
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Marketing with QR Codes
QR Codes… they are popping up all over. You know those square looking bars codes that you've noticed in magazines and on airport posters. If you haven't already started incorporating them into your marketing... you should! It's simple, free and exciting!
The QR (quick read) codes have been around since the early 90's… they've been on boarding passes for a long time as you might recall… but now technology has made yet another wonderful turn giving retailers an amazing way to direct the smart-phone savvy consumer to a URL landing page designed to deliver a targeted message.
Let's use my friends at Uncle Matt's Organics. I was with them a couple of weeks ago and we were talking about how they currently educate consumers at point of purchase with shelf talkers and competitive sale prices. I suggested that they consider incorporating a QR Code onto a shelf talker that would offer a quick (and handy) way for consumers to get more information about making organics choices. Here's what they just rolled out:
It's time for some marketing tips from the Debster:
1) When a consumer wants to gather info but check out the details later they can scan and save the URL address right into their smart phone and go back to their scan history to retrieve their saved info
2) You can create a "v-card" QR Scan on your business card that can be easily added to someone's address book
3) You can create a online coupon, save it on your website, make a QR Code of that URL, and then add it onto a bag stuffer
4) QR Codes can be read online. Don't believe me? Give this example try and then friend askDebby to show that it worked!
5) People might jot down a website address on a piece of paper and are the chances that they ever get to that site? Scan and save... perfection!
6) How about at your check out driving people to your up-coming events page
7) Bottom of your cash register receipts?
8) I can feel the co-op opportunity getting ready to spring into action
9) On end caps and product displays driving cross merchandising opportunities
10) Okay and for number ten how about adding a QR Code onto a sale sign in your produce department driving the consumer to great recipes
Are your creative juices rolling yet? Sure hope so. Share some of your ideas with me and I'll be sure to pass them on! Marketing keeps getting better and better. Enjoy!
Until next time, here's wishing you a great day!
Debby
askDebby.com l Branding Toppers Co-op Labels l FREE Customizable Shelf Talkers Library l Become a Facebook Fan l Twitter l
The QR (quick read) codes have been around since the early 90's… they've been on boarding passes for a long time as you might recall… but now technology has made yet another wonderful turn giving retailers an amazing way to direct the smart-phone savvy consumer to a URL landing page designed to deliver a targeted message.
Let's use my friends at Uncle Matt's Organics. I was with them a couple of weeks ago and we were talking about how they currently educate consumers at point of purchase with shelf talkers and competitive sale prices. I suggested that they consider incorporating a QR Code onto a shelf talker that would offer a quick (and handy) way for consumers to get more information about making organics choices. Here's what they just rolled out:
It's time for some marketing tips from the Debster:
1) When a consumer wants to gather info but check out the details later they can scan and save the URL address right into their smart phone and go back to their scan history to retrieve their saved info
2) You can create a "v-card" QR Scan on your business card that can be easily added to someone's address book
3) You can create a online coupon, save it on your website, make a QR Code of that URL, and then add it onto a bag stuffer
4) QR Codes can be read online. Don't believe me? Give this example try and then friend askDebby to show that it worked!
5) People might jot down a website address on a piece of paper and are the chances that they ever get to that site? Scan and save... perfection!
6) How about at your check out driving people to your up-coming events page
7) Bottom of your cash register receipts?
8) I can feel the co-op opportunity getting ready to spring into action
9) On end caps and product displays driving cross merchandising opportunities
10) Okay and for number ten how about adding a QR Code onto a sale sign in your produce department driving the consumer to great recipes
Are your creative juices rolling yet? Sure hope so. Share some of your ideas with me and I'll be sure to pass them on! Marketing keeps getting better and better. Enjoy!
Until next time, here's wishing you a great day!
Debby
askDebby.com l Branding Toppers Co-op Labels l FREE Customizable Shelf Talkers Library l Become a Facebook Fan l Twitter l
Investment Partnering in Marketing Campaigns
As you know I partner with companies that not only offer quality, science based, products but they go a step further in how they support retailers within our industry. It's great for a retailer to bring in new items but what about the partnership of helping those products moving off the shelf?
I like to think of this as "investment partnering - education 2 sales" which includes staff training, POP materials, educating consumers, creative event and marketing campaigns, social networking (marketing) that drive awareness (and sales), and my list goes on and on. It's more than just bring
I just posted an article on my askDebby.com PICKS page that thanks a company (Natural Factors) for how they support retailers - I used a ton of examples - check it out.
If you have invested in a line of products, or are about to, then I encourage you to reach out to the manufacturer and put together a marketing program designed to educate consumers and staff. Builds sales together by investing in the growth of a line you both believe in.
Investment partnering isn't about co-op dollars (though it could be incorporated) it's about the synergy and results created when the retailer and manufacturer work together to educate the consumer.
We know that education is key in our industry - its what helps us differentiate ourselves from the mass. Invest in partnering: education 2 sales is where the action is!!
Until next time, here's wish you a great day!
Debby
askDebby.com l Branding Toppers Co-op Labels l FREE Customizable Shelf Talkers Library l Become a Facebook Fan l Twitter l
I like to think of this as "investment partnering - education 2 sales" which includes staff training, POP materials, educating consumers, creative event and marketing campaigns, social networking (marketing) that drive awareness (and sales), and my list goes on and on. It's more than just bring I just posted an article on my askDebby.com PICKS page that thanks a company (Natural Factors) for how they support retailers - I used a ton of examples - check it out.
If you have invested in a line of products, or are about to, then I encourage you to reach out to the manufacturer and put together a marketing program designed to educate consumers and staff. Builds sales together by investing in the growth of a line you both believe in.
Investment partnering isn't about co-op dollars (though it could be incorporated) it's about the synergy and results created when the retailer and manufacturer work together to educate the consumer.
We know that education is key in our industry - its what helps us differentiate ourselves from the mass. Invest in partnering: education 2 sales is where the action is!!
Until next time, here's wish you a great day!
Debby
askDebby.com l Branding Toppers Co-op Labels l FREE Customizable Shelf Talkers Library l Become a Facebook Fan l Twitter l
Attribute shelf tags help increase retail sales
How do you assist shoppers to easily find products categories or attributes that match their dietary needs? Do you have aisle signs, category shelf talkers, how about product attributes shelf tags? Our industry is all about meeting the needs of those with special diets and I strongly believe that through category and attribute signage that retailers can improve the shopping experience for their customers.
I recently had to go on a soy-free, dairy-free, gluten-free diet and went shopping at one of my favorite natural food stores. I wasn’t in my normal mood of reading all the great labels as if gathering information to share with others… but this time I was shopping for me. I was tired and hungry and now had to find foods that met my new dietary considerations.
I went into the cereal aisle and oh my, I was overwhelmed. The good news was that found items that had gluten-free on the label, but now I had to read each of those items to see if they offered the other attributes that I was searching for. I only had 15 minutes to shop and I left the store feeling disappointed and a bit frustrated – with much less in my shopping basket than I was prepared to shop for. In reality it wasn’t the store’s fault, it was that I needed more assistance. I’m sure that I wasn’t the first customer to walk away from a shopping trip with less in the basket and a heavy heart.
But there is an opportunity and solution here that I want to share.
I recently had to go on a soy-free, dairy-free, gluten-free diet and went shopping at one of my favorite natural food stores. I wasn’t in my normal mood of reading all the great labels as if gathering information to share with others… but this time I was shopping for me. I was tired and hungry and now had to find foods that met my new dietary considerations.
I went into the cereal aisle and oh my, I was overwhelmed. The good news was that found items that had gluten-free on the label, but now I had to read each of those items to see if they offered the other attributes that I was searching for. I only had 15 minutes to shop and I left the store feeling disappointed and a bit frustrated – with much less in my shopping basket than I was prepared to shop for. In reality it wasn’t the store’s fault, it was that I needed more assistance. I’m sure that I wasn’t the first customer to walk away from a shopping trip with less in the basket and a heavy heart.
But there is an opportunity and solution here that I want to share.
I can’t tell you how much greater my “signage” message has intensified over the past couple of months. Years ago most natural foods stores had creative ways of using little colored dots, highlighters etc., to feature attributes such as sugar free, soy free, vegan and so on. As our industry grew and we began adding more products, POS systems, and we got busier and busier letting some of our attribute signage drift away. Truth: The mass stores let product packaging and discounts sell their products.
Where I see renewed opportunity is for the natural product retailer to revamp their signage and add shelf talkers and attribute tags that can make shopping so much easier for their customers to find items on their shopping lists. With the wonderful world of desktop publishing and the askDebby.com’s Shelf Talker Library retailers can easily download and print professional signs laminate them, and keep a library on hand to easily highlight attributes on new items, too.
I encourage you to walk your aisles and consider searching for a specific attribute and see if there isn’t a golden opportunity just waiting for you to embrace! Be sure to educate your staff and customers about what to look for or how to read the new attribute signs like the template I made in the image above.
NOTE: some POS systems have fields for adding attributes making it possible to print out a list of items that you carry matching attribute requests from your customers… kind of a shopping list plus a positive marketing (and sales) opportunity!
Until next time, here's wishing you a great day!
Debby
l askDebby.com l About Debby Swoboda l Consulting with Debby by the hour or by the visit l Branding Toppers Co-op Labels l FREE Shelf Talker Library l Retailer Forum l Become a Facebook Fan l
Where I see renewed opportunity is for the natural product retailer to revamp their signage and add shelf talkers and attribute tags that can make shopping so much easier for their customers to find items on their shopping lists. With the wonderful world of desktop publishing and the askDebby.com’s Shelf Talker Library retailers can easily download and print professional signs laminate them, and keep a library on hand to easily highlight attributes on new items, too.
I encourage you to walk your aisles and consider searching for a specific attribute and see if there isn’t a golden opportunity just waiting for you to embrace! Be sure to educate your staff and customers about what to look for or how to read the new attribute signs like the template I made in the image above.
NOTE: some POS systems have fields for adding attributes making it possible to print out a list of items that you carry matching attribute requests from your customers… kind of a shopping list plus a positive marketing (and sales) opportunity!
Until next time, here's wishing you a great day!
Debby
l askDebby.com l About Debby Swoboda l Consulting with Debby by the hour or by the visit l Branding Toppers Co-op Labels l FREE Shelf Talker Library l Retailer Forum l Become a Facebook Fan l
Communicating Your Commitment to Quality Standards
You have the most incredible quality and ingredient standards around. You are committed to ensuring that every aspect from manufacturing processes and ingredients to purchasing and delivering products to your customers is met every day to every customer. Do you currently share that information? You should.
I recently read a book by Peggy Klaus titled “Brag! The Art of Tooting Your Own Horn Without Blowing It” and what Peggy shares reinforces my thoughts about letting your customers and community (in-store and on-line) know of your commitment. From the book I quote: “in today's competitive business world, bragging is a necessity - not a choice. Remaining quiet about yourself or, worse, downplaying your successes leads to being under-appreciated, or even allowing others to take credit for your achievements.” Think of your competition. Do they promote things that you’ve done for years as they break into your market? We are an industry of storytellers and it’s time to share your story of commitment!
Write It Down
The first thing to do is write your commitment and standards down. Don’t worry about it being grammatically correct you can always hire someone to wordsmith your copy and even turn the information into a news release. Once you can see your commitment then you can share it. So what are some of the things that you do?
a) Consider sharing when and why you started with your focus of care
b) Include how you choose items to be part of your mix and what questions you ask the processing facilities, the ingredients they use, and their handling practices
c) Share how the ingredients and products are handled once they arrive at your store
d) What support and guarantee do you already have in place about your service and products
Train Your Staff
Since you now have your commitment and standards recorded its time to train your staff. Share your story (reference the Brag book if needed for ideas) and create a knowledge base and connection to your passion and commitment that your staff can then pass on to your customers. Ask your staff to understand, support, and share your passion.
Spread The Word
Consider the ways that you currently share your promotions and events. See the example to the left from my friends at Nature's Food Patch in Clearwater, Florida. They have always had incredible standards and found great ways to share that message. This "Our Philosophy & Quality Standards" example is from their website at www.natruesfoodpatch.com.
Creatively add your commitment message into those vehicles plus consider:
a) Producing a poster sized statement of your commitment and display it in a high traffic area of your store – it becomes your billboard
b) Including your message into your in-store and on-line promotional flyers and shelf talkers
c) Posting your news release into your website, email blasts, POS consumer display screens, etc.
d) Sharing your story (Brag – make it personal not a sales pitch) of your commitment in your blog and other social networking sites, though local alternative / complimentary wellness organizations, and local media, so that you can spread your circle of knowledge and engage current and potential consumers
Today products are available in so many outlets however by attaching what makes you and your store unique is your story and trusted commitment of care. I encourage you to go out a toot your horn and share why consumers should shop from your shelves with confidence.
To learn more about the book “Brag! The Art of Tooting Your Own Horn Without Blowing It” visit the askDebby.com/ReadThisList page and click on the title for more information.
Until next time, here’s wishing you a great day!
Debby
l askDebby.com l About Debby Swoboda l Consulting with Debby by the hour or by the visit l Branding Toppers Co-op Labels l FREE Shelf Talker Library l Retailer Forum l Read This l Become a Facebook Fan
I recently read a book by Peggy Klaus titled “Brag! The Art of Tooting Your Own Horn Without Blowing It” and what Peggy shares reinforces my thoughts about letting your customers and community (in-store and on-line) know of your commitment. From the book I quote: “in today's competitive business world, bragging is a necessity - not a choice. Remaining quiet about yourself or, worse, downplaying your successes leads to being under-appreciated, or even allowing others to take credit for your achievements.” Think of your competition. Do they promote things that you’ve done for years as they break into your market? We are an industry of storytellers and it’s time to share your story of commitment!
Write It DownThe first thing to do is write your commitment and standards down. Don’t worry about it being grammatically correct you can always hire someone to wordsmith your copy and even turn the information into a news release. Once you can see your commitment then you can share it. So what are some of the things that you do?
a) Consider sharing when and why you started with your focus of care
b) Include how you choose items to be part of your mix and what questions you ask the processing facilities, the ingredients they use, and their handling practices
c) Share how the ingredients and products are handled once they arrive at your store
d) What support and guarantee do you already have in place about your service and products
Train Your Staff
Since you now have your commitment and standards recorded its time to train your staff. Share your story (reference the Brag book if needed for ideas) and create a knowledge base and connection to your passion and commitment that your staff can then pass on to your customers. Ask your staff to understand, support, and share your passion.
Spread The WordConsider the ways that you currently share your promotions and events. See the example to the left from my friends at Nature's Food Patch in Clearwater, Florida. They have always had incredible standards and found great ways to share that message. This "Our Philosophy & Quality Standards" example is from their website at www.natruesfoodpatch.com.
Creatively add your commitment message into those vehicles plus consider:
a) Producing a poster sized statement of your commitment and display it in a high traffic area of your store – it becomes your billboard
b) Including your message into your in-store and on-line promotional flyers and shelf talkers
c) Posting your news release into your website, email blasts, POS consumer display screens, etc.
d) Sharing your story (Brag – make it personal not a sales pitch) of your commitment in your blog and other social networking sites, though local alternative / complimentary wellness organizations, and local media, so that you can spread your circle of knowledge and engage current and potential consumers
Today products are available in so many outlets however by attaching what makes you and your store unique is your story and trusted commitment of care. I encourage you to go out a toot your horn and share why consumers should shop from your shelves with confidence.
To learn more about the book “Brag! The Art of Tooting Your Own Horn Without Blowing It” visit the askDebby.com/ReadThisList page and click on the title for more information.
Until next time, here’s wishing you a great day!
Debby
l askDebby.com l About Debby Swoboda l Consulting with Debby by the hour or by the visit l Branding Toppers Co-op Labels l FREE Shelf Talker Library l Retailer Forum l Read This l Become a Facebook Fan
Educational Shelves for Consumer Education & Sales
Natural product retailers have always been known and trusted for sharing educational information with
Information is shared in many forms from one-on-one consultations to seminars, from newsletters to radio shows, and today with websites, social networks, and yes, even blogs.
When thinking about ways to educate in-store consumers consider merchandising as a simple way to create consumer engagement through a display that I refer to as an educational shelf. This display can be added to an in-line shelf set, incorporated into an end cap, or even presented on a featured display table. Think of this type of opportunity as if it were a retail store window-display that caught someone’s attention and brought them into your store to learn more.
An educational shelf captures the consumer’s attention and engages with them by offering product information, samples, recipes, event notices, and offers companion items from other areas of the store.
Not every display warrants an educational shelf display however when you wish to highlight product attributes, share educational support, and make cross merchandising suggestions – this form of merchandising (and marketing) might just be the tool that you’ve been searching for.
END CAP TIPS:
• An educational shelf should be set at a height or location where customers can easily view the entire display message. Ultimately the goal of displaying an educational shelf is to engage and educate the consumer while encouraging sales.theme, brand, messages, etc.)
• Choose the correct number of items to feature (3-4 items are the normal amount)
• Build a full display (plan for ways to fill the display based on the sizes of products being featured)
• Visual appeal (consider size and shape of product, and packaging features including color)
• Cross-merchandising opportunities (select items from other departments that create a sales synergy with your display like peanut butter and jelly)
An educational shelf offers an opportunity for retailers to share information that can easily be changed throughout the month supporting different attributes and marketing endeavors. Take photos of the ones you build so that you can use them as training tools or future mini plan-o-grams!
Until next time, here's wishing you a great day!
Debby
Join Debby and a panel of industry experts at EXPO WEST at the Anaheim Convention Center
this coming Saturday, March 13, 2010 at 3-6pm in room 204AB for the Retailer Toolbox presentation and workshop. LEARN MORE>>
l askDebby.com l About Debby Swoboda l Consulting with Debby by the hour or by the visit l Branding Toppers Co-op Labels l FREE Shelf Talker Library l Retailer Forum l Read This l Become a Facebook Fan
TOMORROW ONLY: Ezekiel Bread $2.99/loaf Noon to 6pm*
Would a headline from your favorite store about a one day only savings event interest you?
In today's economy customers are always looking for deals. Okay here's another thought, what if the only way that you were offered advanced notice of a savings deal was online through a social marketing network like Twitter, Facebook, My Space, etc.?
Today we are in the world of "permission marketing" where people can decide who they want to hear from. To me the opportunity is huge since the followers a retailer has are actually interested in what's happening with that retailer. Think of the thousands of dollars you've spent in "hopes" that interested consumers would hear or read your message and then make a purchase.
KEEP THIS IN MIND: It costs far less to market to current, interested customers than it does to create new ones.
Let me plant a seed or two to help explain where I'm coming from. There are a couple of very important "marketing" steps that are commonly missed by retailers when they decide to start communicating online with their customers. ONE is that no excitement or added interest has been created for the consumer, and TWO no instructions (or education) has been delivered as to what steps you'd like them to take and why.
Here are some marketing tips (not a how-to Twitter lesson) that might help you get started:
FIRST
Start a Twitter account for your store.
I suggest Twitter since it's one of the easiest social networks to get up and rolling. If you need some help getting started with Twitter I've read a couple of books that might help. These books are listed on my website askDebby.com/ReadThis page, visit http://business.twitter.com/twitter101 for some very helpful information, or simply ask a young enthusiastic individual who texts at 140 words per minute.
SECOND
Put entries (tweets) into your Twitter site that offers information about your store and services.
Make this information fun, informative, and be sure to share the personality (and niche) of your store. You need to have some content before you start driving customers there. Today's followers like worthwhile content. Be honest, be sure to be entertaining, and don't have all the content be a sales pitch. Twitter is entertainment for many but can also be a terrific sales driving tool if done right.
THIRD
Spread the word to your customers that use Twitter that they should "follow you" to get real-time notices about incredible stuff.
Share this via your newsletters, bag stuffers, shelf talkers, signage, POS customer view screen, and every employee. Take advantage of all the marketing vehicles that you have to deliver the good news! The more people you tell, the more followers you will have. CONSIDER THIS: If you get just a few of your regular customers to add an additional trip to your store during the week or month, hmmm... consider the opportunity you have to increase sales.
(Download FREE customizable shelf talker templates from askDebby.com/ShelfTalkerLibrary
- this template is titled: One Day Savings TWITTER located under the customizable template headings) If you are reading this January 2010 then the One Day Savings Series is also available on the askDebby.com/FeaturedShelfTalkers page
FOURTH
Create excitement that grabs your customer's attention.
Be sure to share what's "in it for them" with your customers in order for them to take action. People that follow you on Twitter (on-line or via their phone - they choose) can receive your quick messages (tweets) letting them know about:
How about grabbing attention with a tweet like this (remember only 140 characters this one has 139): TOMORROW ONLY: Ezekiel Bread $2.99/loaf Noon to 6pm. Mention code EZoffer102. Hurry: offer good while supplies last - limit 3 per customer
*(NOTE: this tweet is only a lesson example not a real offer.)
Okay you can breathe now. Do you think this tweet might create a call to action? Might try it and see... but remember, get your marketing set first so that you can see (and track) your success!
One more thought: have some signage near the Ezekiel display that suggests some cross merchandising add-on sale suggestions. According to the report “The Elements Report, Gone in 2.3 Seconds: Capturing Shoppers with Effective In-store Triggers”, a collaborative research project by Miller Zell, Inc. and the National Research Network, 62% of consumers are influenced by displays and signage.
So why not give social marketing a try. You have everything to win! Happy New Year!
Until next time, here's wishing you a great day!
Debby
PS: I love feedback - share some ideas and let me know how this worked for you. This is one on my favorite promotions.
l askDebby.com l About Debby Swoboda l Consulting with Debby by the hour or by the visit l Branding Toppers Co-op Labels l FREE Shelf Talker Library l Retailer Forum l Read This l Become a Facebook Fan
Still not sure about social marketing & networking?
Consider attending my upcoming FREE TeleTraining (webinar) "Getting Inline with your Traditional & Social Marketing: The New Tools of Marketing & PR" on Thursday, January 14 at 1pm EST. Join me as I explain the new tools and share industry examples of them in action. To register please click the date link above.
In today's economy customers are always looking for deals. Okay here's another thought, what if the only way that you were offered advanced notice of a savings deal was online through a social marketing network like Twitter, Facebook, My Space, etc.?
KEEP THIS IN MIND: It costs far less to market to current, interested customers than it does to create new ones.
Let me plant a seed or two to help explain where I'm coming from. There are a couple of very important "marketing" steps that are commonly missed by retailers when they decide to start communicating online with their customers. ONE is that no excitement or added interest has been created for the consumer, and TWO no instructions (or education) has been delivered as to what steps you'd like them to take and why.
Here are some marketing tips (not a how-to Twitter lesson) that might help you get started:
FIRST
Start a Twitter account for your store.
I suggest Twitter since it's one of the easiest social networks to get up and rolling. If you need some help getting started with Twitter I've read a couple of books that might help. These books are listed on my website askDebby.com/ReadThis page, visit http://business.twitter.com/twitter101 for some very helpful information, or simply ask a young enthusiastic individual who texts at 140 words per minute.
SECOND
Put entries (tweets) into your Twitter site that offers information about your store and services.
Make this information fun, informative, and be sure to share the personality (and niche) of your store. You need to have some content before you start driving customers there. Today's followers like worthwhile content. Be honest, be sure to be entertaining, and don't have all the content be a sales pitch. Twitter is entertainment for many but can also be a terrific sales driving tool if done right.
THIRD
Spread the word to your customers that use Twitter that they should "follow you" to get real-time notices about incredible stuff.
Share this via your newsletters, bag stuffers, shelf talkers, signage, POS customer view screen, and every employee. Take advantage of all the marketing vehicles that you have to deliver the good news! The more people you tell, the more followers you will have. CONSIDER THIS: If you get just a few of your regular customers to add an additional trip to your store during the week or month, hmmm... consider the opportunity you have to increase sales.
- this template is titled: One Day Savings TWITTER located under the customizable template headings) If you are reading this January 2010 then the One Day Savings Series is also available on the askDebby.com/FeaturedShelfTalkers page
FOURTH
Create excitement that grabs your customer's attention.
Be sure to share what's "in it for them" with your customers in order for them to take action. People that follow you on Twitter (on-line or via their phone - they choose) can receive your quick messages (tweets) letting them know about:
- One Day Savings (tomorrow only)
- Buy One Get One FREE deals of the day, week, month
- Short Dated Savings
- Fresh From The Farm Deals
- Twitter Only Contests
- Delicious Recipes
- Employee's Picks
- Just Arrived - New Items
*(NOTE: this tweet is only a lesson example not a real offer.)
Okay you can breathe now. Do you think this tweet might create a call to action? Might try it and see... but remember, get your marketing set first so that you can see (and track) your success!
One more thought: have some signage near the Ezekiel display that suggests some cross merchandising add-on sale suggestions. According to the report “The Elements Report, Gone in 2.3 Seconds: Capturing Shoppers with Effective In-store Triggers”, a collaborative research project by Miller Zell, Inc. and the National Research Network, 62% of consumers are influenced by displays and signage.
So why not give social marketing a try. You have everything to win! Happy New Year!
Until next time, here's wishing you a great day!
Debby
PS: I love feedback - share some ideas and let me know how this worked for you. This is one on my favorite promotions.
l askDebby.com l About Debby Swoboda l Consulting with Debby by the hour or by the visit l Branding Toppers Co-op Labels l FREE Shelf Talker Library l Retailer Forum l Read This l Become a Facebook Fan
Still not sure about social marketing & networking?
Consider attending my upcoming FREE TeleTraining (webinar) "Getting Inline with your Traditional & Social Marketing: The New Tools of Marketing & PR" on Thursday, January 14 at 1pm EST. Join me as I explain the new tools and share industry examples of them in action. To register please click the date link above.
Have you considered adding a "media room"?
There's no better time than now to consider adding a media room to your website which can be as simple as a link to an uploaded PDF or an actual website page or media page. Looking for alternative and FREE ways to share messages about your store and services should be an important part of your marketing strategy.
Afterreading the book “The New Rules of Marketing & PR” by David Meerman Scott and learning about the opportunity to share information directly with customers, I decided to create my own askDebby.com/MediaRoom page. I started by posting a few askDebby.com news releases, my logo and photo (in high res so that the media could download directly from that page), a link to my mini bio, and finally a link to my upcoming “in-person” events. Over the next few months I plan to add some audio and other things that I think might make the page exciting and a wayfor those interested to learn more about askDebby.com and Debby Swoboda.
Like David states in his book “all kinds of people visit your online media room, not just journalists… your current customers, suppliers, employees, and visitors all visit those pages.” Think about the opportunity.
What I discovered was that that a business can write news releases targeted toward the consumer filled with information that a journalist might not be interested in reporting about. Don’t get me wrong, its still very important to submit the traditional press releases to your local media keeping your name in their mind as the community’s wellness resource or expert, however its just as important (and maybe even more) to share information about your store, mission, quality standards, new product lines, services, staff, events, community outreach, advocacy… the list is endless… to current and potential consumers on a regular basis.
There’s more… some companies simply post news releases, however many others are beginning to add things like videos, photos, podcasts, and so much more. Having an interesting media page on your website these days offers retailers another way to be “inline” with their traditional and social media marketing.
What exactly is a news release?
A news release allows you to talk directly to the consumer about interesting things that are happening in your store and our industry. For example maybe you are having a gluten-free tasting event or you just brought in an exciting new line of gluten-free cookies. Example: have you tasted the new Tree of Life Quinoa Macaroon Cookies? Ymmm! You could write about the new line, promote the fact that you have another new gluten-free item that tastes terrific, plus share some nutrition tid-bits about quinoa. Opportunity knocks!
TAKE NOTE: Don’t use news releases as sales pitches – leave that for ads on your website, sales flyers, print ads, etc. Do however, use them to share store news and information that creates interest to the reader and encourages them to learn more.
If you don’t have a website but do have a blog, or share though social networking sites, you can post PDFs onto online services and link back to them. If you need help, ask someone who is into the online world – they should be able to help in a flash. I did it… you can, too!
Visit my askDebby.com/ReadThis page for books and publications that I have discovered that might help with the sometimes overwhelming online media opportunities.
Until next time, here's wishing you a great day!
Debby
askDebby.com l About Debby Swoboda l Branding Toppers Co-op Labels l FREE Shelf Talker Library l Retailer Forum l Read This l askME Campaign l Become a Facebook Fan
In-Store Signage & Displays Influence Shopping Choices
As I was preparing for an upcoming TeleTraining workshop that I will be presenting on customizing 
shelf talker and flyer templates (see below), I decided to add a little extra punch into my presentation for the non-believers of the power of shelf talkers, in-store signage, and displays. I thought that I'd share it with my trusty followers via my blog as well.
In today’s economy more consumers are making shopping lists before they ever leave home and the good news is that many of the brand decisions and impulse purchases are made in our stores due to in-store signage and featured displays.
Shoppers actively engage with in-store signage during shopping trips, especially with end of aisle solutions (end caps) according to report “The Elements Report, Gone in 2.3 Seconds: Capturing Shoppers with Effective In-store Triggers”, a collaborative research project by Miller Zell, Inc. and the National Research Network as part of the 2009 In-Store Marketing Summit. From this report we learn from 999 people surveyed that signage attracted and influenced their purchase decisions in a noticeable way. Check out these percentages:
70% End of aisle display & signage (end caps)
62% Merchandising displays & signage
58% Department signage
55% Shelf strips (horizontal)
50% Shelf blades (vertical and perpendicular)
So what can a reatiler do to capture this sales opportunity?
The first step is to look at your displays.
What message you currently telling your customers? How are you sharing information about products and their features? After a quick walk-through of your store did you notice any changes or actions that need to be taken to make your marketing and sales messages more appealing?
Check this out. The display to the left scared me... can you imagine the condition of the chips at the bottom of the pile? Can you imagine what your customer might think about the handling of other products in your store when they see something like this? Here's the opportunity... manage the presentation of your displays. If you need fresh ideas check out the competition and see what they are doing right plus contact your distributor representatives, brokers, and sales managers to gather their input and suggestions. The exercise is well worth your time.
"Learn from the mistakes of others. You can't live long enough to make them all yourself." -- Carlyle -- from Whatever it Takes
If you need a tool to help plan out end caps and displays, check out the one I have featured this month on my askDebby.com/Resources page. It's a simple end cap planner that I featured in my 90 Days Out Marketing Tips for January TeleTraining that can be downloaded from my askDebby.com/Archives page.
Next step is get rid of handwritten signs!
Today retailers can create great looking signage right from their computers. By using the professionally designed print-ready and customized templates now available, retailers can share product attributes, quality standards, encourage sampling, highlight special displays & promotions, and drive sales.
Check out the example of using a customized shelf talker template to create a sign versus a hand written one from a blog post I shared recently: "Retail signage is more than a shelf talker - it's the attached message that can really count!"
TIP: Soon many shoppers will be looking for healthy, New Year resolution choices, why not offer them creative "solution" displays with educational information through signage that can help guide them to purchase!
A great place to get started with giving your in-store signage a face lift is by going to the askDebby.com/ShelfTalkerLibrary page or the askDebby.com/FeaturedShelfTalkers page and download some customizable templates. There is no charge. All of the customizable templates are available as MS Word documents and include editable text boxes where retailers can create their own messages.
To learn how to work with customizable templates and influence shoppers with in-store signage and displays, plan on attending one of the upcoming askDebby.com TeleTraining programs. To register visit the askDebby.com/TeleTraining page or click on the date link below that is convenient for you:
“How to Customize Shelf Talker Templates” FREE TeleTraining
Tuesday, November 17 at 8am EST
Thursday, November 19 at 3pm EST
Thursday, December 10 at 2pm EST
Thursday, January 14 at 3pm EST
TELE-TRAINING DESCRIPTION: Learn the basics of working with text boxes, shapes, and importing graphics into MS Word templates to customize shelf talkers including the ones available from askDebby.com/ShelfTalkerLibrary.
The hardest part of getting started is getting started. Hopefully with the tools, archives, and support information available from askDebby.com... you'll be able to take the steps needed to create positive influences with your in-store signage and displays!
Until next time, here's wishing you a great day!
Debby
askDebby.com l About Debby Swoboda l Branding Toppers Co-op Labels l FREE Shelf Talker Library l Retailer Forum l Read This l askME Campaign l Become a Facebook Fan
In today’s economy more consumers are making shopping lists before they ever leave home and the good news is that many of the brand decisions and impulse purchases are made in our stores due to in-store signage and featured displays.
Shoppers actively engage with in-store signage during shopping trips, especially with end of aisle solutions (end caps) according to report “The Elements Report, Gone in 2.3 Seconds: Capturing Shoppers with Effective In-store Triggers”, a collaborative research project by Miller Zell, Inc. and the National Research Network as part of the 2009 In-Store Marketing Summit. From this report we learn from 999 people surveyed that signage attracted and influenced their purchase decisions in a noticeable way. Check out these percentages:
70% End of aisle display & signage (end caps)
62% Merchandising displays & signage
58% Department signage
55% Shelf strips (horizontal)
50% Shelf blades (vertical and perpendicular)
So what can a reatiler do to capture this sales opportunity?
What message you currently telling your customers? How are you sharing information about products and their features? After a quick walk-through of your store did you notice any changes or actions that need to be taken to make your marketing and sales messages more appealing?
Check this out. The display to the left scared me... can you imagine the condition of the chips at the bottom of the pile? Can you imagine what your customer might think about the handling of other products in your store when they see something like this? Here's the opportunity... manage the presentation of your displays. If you need fresh ideas check out the competition and see what they are doing right plus contact your distributor representatives, brokers, and sales managers to gather their input and suggestions. The exercise is well worth your time.
"Learn from the mistakes of others. You can't live long enough to make them all yourself." -- Carlyle -- from Whatever it Takes
If you need a tool to help plan out end caps and displays, check out the one I have featured this month on my askDebby.com/Resources page. It's a simple end cap planner that I featured in my 90 Days Out Marketing Tips for January TeleTraining that can be downloaded from my askDebby.com/Archives page.
Next step is get rid of handwritten signs!
Today retailers can create great looking signage right from their computers. By using the professionally designed print-ready and customized templates now available, retailers can share product attributes, quality standards, encourage sampling, highlight special displays & promotions, and drive sales.
Check out the example of using a customized shelf talker template to create a sign versus a hand written one from a blog post I shared recently: "Retail signage is more than a shelf talker - it's the attached message that can really count!"
TIP: Soon many shoppers will be looking for healthy, New Year resolution choices, why not offer them creative "solution" displays with educational information through signage that can help guide them to purchase!
A great place to get started with giving your in-store signage a face lift is by going to the askDebby.com/ShelfTalkerLibrary page or the askDebby.com/FeaturedShelfTalkers page and download some customizable templates. There is no charge. All of the customizable templates are available as MS Word documents and include editable text boxes where retailers can create their own messages.
To learn how to work with customizable templates and influence shoppers with in-store signage and displays, plan on attending one of the upcoming askDebby.com TeleTraining programs. To register visit the askDebby.com/TeleTraining page or click on the date link below that is convenient for you:
“How to Customize Shelf Talker Templates” FREE TeleTraining
Tuesday, November 17 at 8am EST
Thursday, November 19 at 3pm EST
Thursday, December 10 at 2pm EST
Thursday, January 14 at 3pm EST
TELE-TRAINING DESCRIPTION: Learn the basics of working with text boxes, shapes, and importing graphics into MS Word templates to customize shelf talkers including the ones available from askDebby.com/ShelfTalkerLibrary.
The hardest part of getting started is getting started. Hopefully with the tools, archives, and support information available from askDebby.com... you'll be able to take the steps needed to create positive influences with your in-store signage and displays!
Until next time, here's wishing you a great day!
Debby
askDebby.com l About Debby Swoboda l Branding Toppers Co-op Labels l FREE Shelf Talker Library l Retailer Forum l Read This l askME Campaign l Become a Facebook Fan
From your store's aisles to the trade show aisles - networking grows business!
Since I'm headed off to Expo East this week I thought that I would share some tips I have about networking...
We’ve all heard and used the word networking in many ways such as social-networking, computer-networking, and business-networking just to name a few.
According to Canisius College of Buffalo, NY, the definition of Networking is defined as: “the ongoing process of building and maintaining personal and professional relationships through reciprocal communication and sharing information with individuals and groups of individuals that can give you a powerful advantage in any marketplace.”
Networking falls under the umbrella of marketing. I believe natural product retailers understand the action as in-the-aisle-networking, community networking and trade show networking. Right? Networking allows retailers to:
-- Engage with others to promote their store or services
-- Learn from others
-- Increase their present circle of influence
Years ago when I was the director of marketing at the Chamberlin’s chain in Orlando, Florida, Dale Bennett and I coined the phrase “handshake marketing” referring to greeting people in person and sharing about the stores and their services. This is networking.
When you help someone in the aisle of your store you hope that your customer will share his or her experience with others. This is networking.
When you share a wellness tip on your blog or Twitter, others can read your message and share it with their followers. This is networking.
When you go to a trade show and meet with vendors, you learn more about the sales support services they offer retailers. This is networking.
I’ve been on the road attending quite a few trade shows lately and have conjured up a trade show networking idea based on recent observations that I thought was timely to share:
Many times groups of employees sit together during seminars and share with each other before and after the presentations. What if that same group of employees all sat next to people they didn’t know?
What if those employees introduced themselves, exchanged business cards, and asked some get-to-know-you questions? Here are a couple of ideas:
-- Are you retailer? What’s your position?
-- Is this your first time at a show? If not, what do you like best about the show?
-- What are you looking to accomplish at the show? (New products, special events, growing a category such as gluten-free??)
-- What kind of store do you have? (Look for something in common.)
-- What is the biggest concern that you have as a retailer?
-- What is the best resource in our industry for (insert item or issue here)?
After the education program is over, have the group of employees come back together and share what they’ve learned. There might be a new resource discovered, a new item to check into, or an event to attend. All because the group decided to put networking into action.
One last thought about networking at a trade show. It’s amazing how with a little invested time you might meet someone with the same passion for the industry, learn about something that could really make a difference for your store, and with any luck at all…help another retailer!
We are given many opportunities to network and grow our business from the aisles in our store to the local dog wash, the P.T.A. and far beyond. I encourage you to think outside of the box and do handshake networking wherever you go!
If you have any tips that you would like to share about networking, please share them along with any questions. Love the feed back!
Until next time, here's wishing you a great day!
Debby
askDebby.com l About Debby Swoboda l Branding Toppers Co-op Labels l FREE Shelf Talker Library
Retailer Forum l Read This l askME Campaign l Become a Facebook Fan
We’ve all heard and used the word networking in many ways such as social-networking, computer-networking, and business-networking just to name a few.
According to Canisius College of Buffalo, NY, the definition of Networking is defined as: “the ongoing process of building and maintaining personal and professional relationships through reciprocal communication and sharing information with individuals and groups of individuals that can give you a powerful advantage in any marketplace.”
Networking falls under the umbrella of marketing. I believe natural product retailers understand the action as in-the-aisle-networking, community networking and trade show networking. Right? Networking allows retailers to:
-- Engage with others to promote their store or services
-- Learn from others
-- Increase their present circle of influence
Years ago when I was the director of marketing at the Chamberlin’s chain in Orlando, Florida, Dale Bennett and I coined the phrase “handshake marketing” referring to greeting people in person and sharing about the stores and their services. This is networking.
When you help someone in the aisle of your store you hope that your customer will share his or her experience with others. This is networking.
When you share a wellness tip on your blog or Twitter, others can read your message and share it with their followers. This is networking.
When you go to a trade show and meet with vendors, you learn more about the sales support services they offer retailers. This is networking.
I’ve been on the road attending quite a few trade shows lately and have conjured up a trade show networking idea based on recent observations that I thought was timely to share:
What if those employees introduced themselves, exchanged business cards, and asked some get-to-know-you questions? Here are a couple of ideas:
-- Are you retailer? What’s your position?
-- Is this your first time at a show? If not, what do you like best about the show?
-- What are you looking to accomplish at the show? (New products, special events, growing a category such as gluten-free??)
-- What kind of store do you have? (Look for something in common.)
-- What is the biggest concern that you have as a retailer?
-- What is the best resource in our industry for (insert item or issue here)?
After the education program is over, have the group of employees come back together and share what they’ve learned. There might be a new resource discovered, a new item to check into, or an event to attend. All because the group decided to put networking into action.
One last thought about networking at a trade show. It’s amazing how with a little invested time you might meet someone with the same passion for the industry, learn about something that could really make a difference for your store, and with any luck at all…help another retailer!
We are given many opportunities to network and grow our business from the aisles in our store to the local dog wash, the P.T.A. and far beyond. I encourage you to think outside of the box and do handshake networking wherever you go!
If you have any tips that you would like to share about networking, please share them along with any questions. Love the feed back!
Until next time, here's wishing you a great day!
Debby
askDebby.com l About Debby Swoboda l Branding Toppers Co-op Labels l FREE Shelf Talker Library
Retailer Forum l Read This l askME Campaign l Become a Facebook Fan