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.
Posted by Debby Swoboda at 12/31/2009 4:01 AM 
Categories: consumer engagement,social networking,retailer education,retail signage,marketing ideas
Tags: marketing tips Twitter marketing message delivery cross merchandising social networking in-store signage customer engagement
Categories: consumer engagement,social networking,retailer education,retail signage,marketing ideas
Tags: marketing tips Twitter marketing message delivery cross merchandising social networking in-store signage customer engagement
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