askDebby

Thank you for your business! Happy Holidays

Debby Swoboda — Fri, 23 Dec 2011 11:31:08 GMT

Marketing with QR Codes

Debby Swoboda — Wed, 04 May 2011 18:38:00 GMT

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

Investment Partnering in Marketing Campaigns

Debby Swoboda — Fri, 28 Jan 2011 14:33:00 GMT

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

Attribute shelf tags help increase retail sales

Debby Swoboda — Wed, 23 Jun 2010 14:09:00 GMT

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 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

Communicating Your Commitment to Quality Standards

Debby Swoboda — Tue, 06 Apr 2010 15:19:00 GMT

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

Educational Shelves for Consumer Education & Sales

Debby Swoboda — Tue, 09 Mar 2010 21:38:00 GMT

Natural product retailers have always been known and trusted for sharing educational information with

consumers.

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*

Debby Swoboda — Thu, 31 Dec 2009 08:01:00 GMT

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:

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

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.

Have you considered adding a "media room"?

Debby Swoboda — Fri, 27 Nov 2009 22:14:00 GMT

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

Debby Swoboda — Thu, 29 Oct 2009 09:48:00 GMT

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

From your store's aisles to the trade show aisles - networking grows business!

Debby Swoboda — Tue, 22 Sep 2009 04:56:00 GMT

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

Store Tours: Building Customer Traffic & Sales

Debby Swoboda — Sun, 16 Aug 2009 09:59:00 GMT

In the 80s store tours were part of the marketing program for many "health food store" retailers. Natural products weren't available in as many outlets as today and it was an opportunity to educate not only about products but also share about the store and its services. Consumers during that era didn't have the Internet for "googling" information about products, services, and ingredients. NOTE: Googling is using the popular search engine Google.com to look something up.

In today's economy store tours are showing a comeback and offer retailers a unique marketing opportunity that engages customers and can create sales. Yesterday I was part of a panel and spoke about "commitment to education" to a group of retailers at the Tree of Life Customer Appreciation Weekend here in Dallas. I asked retailers if any currently offered store tours and not a hand was raised. Thus the reason for this morning's post.

I believe that store tours can become one of your most cost effective marketing sales campaigns ever imagined. Let me share a few tips to help you get started:

Plan:
• how often would you like to offer tours

    •    what tour themes would fit right for your store (seniors, gluten free, active lifestyles, stress busters, kids, healthy happy hour, etc.)
    •    who would you invite and how would you invite attendees (market the event such as in-store flyers and emails or direct invitations to groups and local businesses)
    •    who would be your tour guide(s) (someone with personalty that shares information well)
    •    know your audience and be prepared on the subject(s) that matter to them
    •    handouts designed to offer products features, recipes, and ways to drive customers back into your store

Items to highlight:
    •    choose items that fit the audience
    •    look for items that aren't offered by the competition - especially new items
    •    select items to sample that will be featured "sale items" during the tour
    •    request samples from vendors for the items that you will be highlighting (select items that are spread throughout the store to help spread out the sampling as you lead the tour through your aisles)
    •    look for item that have good "story-telling" features

Tour path:
    •    layout the walking path of the tour
    •    use signage (shelf talkers work great) strategically placed along the tour path can deliver "silent sales" messages during the event

During the tour:
    •    encourage customers to push shopping carts (or carry hand baskets)
    •    offer a today only gift with purchase or special tour-deal
    •    create tour-group participation (ask for volunteers: double dip police, napkin patrol, waste patrol, sanitation administrator)
    •    sample right from the aisle
    •    create WOM (word of mouth situations like munching on some PetGuard Mr. Barky's dog biscuits while explaining about by-products - believe me people react and love me stating "don't worry, I'm a vegetarian and what's good enough for me is good enough for your pets!" I hand out some to people that want to try them and take some home for their pooch.)
    •    talk about product attributes, your store's mission, your ingredient standards, etc.
    •    take a photo of the tour group (with permission) and gather any comments that they would like to share - use this in the marketing of your store tour program.

Follow up:
    •    send a thank you to the attendees (email or snail mail) and invite them back with either a coupon, event notifications, drawing, etc.

Want more tips?
If you still have questions or would like to hear even more store tour tips I would like invite you to my upcoming FREE askDebby.com/TeleTrainings. Just click on the date link to register: Thursday, August 20 at 4pm EDT.

I encourage to to try a store tour. Consider creating a gluten free tour and sign up current customers encouraging them to bring others from their gluten awareness community. Contact vendors for samples and use signage to help deliver messages and special savings. Talk about your store values, product ingredient standards, services, and what makes you different! It's worth trying... promise!

If you have any tips that you would like to share about store tours, 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 Upcoming FREE TeleTrainings l Co-op Branding Labels
Free Shelf Talker Library l Retailer Forum l Read This l askME Campaign l Bowl of Cherries

"The New Rules of Marketing & PR"

Debby Swoboda — Mon, 27 Jul 2009 20:41:00 GMT

Every once in a while I come across a book that I feel retailers should add to their "how-to marketing" library. I have a new one for you... and it's so worth it! I actually have it in audio as well as the paperback. The title is "The New Rules of Marketing & PR" by David Meerman Scott.

One of the many things that I have learned over the years in the world of marketing and PR is how important it is to add your own personality to what you present and share. One of the tools that is available on askDebby.com are free shelf talker templates for retailers and I encourage users to add logos and copy to change them - make them theirs! Well, this book is exciting because it teaches and encourages you to share your personality and bring your Marketing and PR up to date. Lots of great examples of why and how are included. I feel like I could have written this book... but David did, and I'm so glad he did.

I'll be talking about the book and using it as a reference during a couple of my upcoming talks. I'll have a copy with me if you want to check it out. If you're planning on attending any of the Tree of Life Customer Appreciation Weekends - I'll be part of their expert panel presenting the "7 Traits for the Perfect Natural Foods Store." Part of what I will be sharing is communicating through today's media. Join us and gather some of my tips and then be sure to add them to "The New Rules of Marketing & PR."

One last little note... eBooks are the building rage. They are short, sweet, and many times fun to read. The first one a read a few years ago was "Viral Marketing"... you guessed it, by David Meeerman Scott. Check it out... it's free and might get some of those creative juices rolling.

Until next time, here's wishing you a great day!
Debby

askDebby.com
Upcoming FREE TeleTrainings
Co-op Branding Labels
Picks
Gluten Free Sunshine Network
People Are Talking

askDebby.com Maintenance

Debby Swoboda — Mon, 27 Jul 2009 20:40:10 GMT

2qu94ez8ws

Retail signage is more than a shelf talker - it's the attached message that can really count!

Debby Swoboda — Tue, 14 Jul 2009 20:38:00 GMT

What messages are you delivering to your customers via your in-store signage? Are they telling your customers that you care for them all the way down to every detail?

If not, it might be time to clean up your (sign) act!

Check this out... I took a photo of a "hand written" sign and then, thanks to desktop publishing, I made a sign from one of the askDebby.com shelf talker templates... isn't the difference amazing?

What are you telling your customers?

SIGN ISSUE: Hand written signs are out. COMMENT: Now days with commuters retailers can reflect a professional, clean message to their customers.

SIGN ISSUE: Help wanted sign on the front door? COMMENT: Never! EXAMPLE: Think about going to a fine dining restaurant and coming up to the front door and seeing a sign posted stating "chef wanted." What would go through your mind?

SIGN ISSUE: A display with no sign at all. COMMENT: Tells the customer it's a secret, someone is too busy or isn't thorough enough to make it easy for the customer.

SIGN ISSUE: Dirty, faded, crumpled, not hung straight signs. Maybe even with old tape stuck on the shelf from previous signs. COMMENT: The thought is killing me here, but I know that if you are an owner reading this you might say, "not in my store." Great. But have you done a signage tour lately to make sure.

SIGN ISSUE: A big "returns" sign right inside the front door. COMMENT: Customer might think that your store might have a real problem with the products you sell or that your staff suggests. EXAMPLE: I have a retailer friend that has signs hanging that say "100% Guarantee", now that sends a totally different message.

I have an idea! Why not enter your store tomorrow through the front and take the view through your customer's eyes. Notice the messages that you are sharing through your signage. Everything might be just perfect and if not - you have the incredible opportunity to make change happen!

If you have any questions, please ask. I would love to hear from you. Want to show off a photo of how you make signage work at your store or how one of the askDebby.com shelf talker or sign templates has helped with your message deliveries... please send them my way!

Until next time, here's wishing you a great day!

Debby

askDebby.com
Upcoming FREE TeleTrainings
Co-op Branding Labels
Picks
Gluten Free Sunshine Network
People Are Talking

Retailer Questions: Twitter, Viral Marketing, and Window Signage

Debby Swoboda — Thu, 18 Jun 2009 22:37:00 GMT

I've received some great questions lately and decided that answering them through my blog might benefit a few additional readers, so thanks for your questions, and please keep them coming.

Q) I want to follow and reply to some people on Twitter but not necessarily have my conversation open to my customers. Any ideas?

A) Actually having 3 accounts isn't bad. (Note: you must have a valid email account for each Twitter address.)
ONE: Use for you personal communications.
TWO: Use for connecting with your customers.
THREE: Use for gathering information and tools to help you stay informed so that you can share information through your TWO account.

Let's say you want follow @askDebby on Twitter to gather little tips that support your marketing endeavors. This information isn't what you want your customers connected to, so you would follow @askDebby on your Twitter THREE account.

EXAMPLE: @askDebby (Twitter THREE) might share an advocacy opportunity that was linked back to @NaturalProdFdn. You can copy the @askDebby (Twitter THREE) post, paste it into your Twitter TWO message, and add "RT (space) @askDebby" in front of the copied message targeting your followers. (RT stands for ReTweet.) Don't send too many retweets you don't want your followers to get bored - they want to hear what you have to say!

Q) What is viral marketing?

A) According to Wikipedia it is refers to marketing techniques that increases brand awareness through social networking. It's word of mouth marketing spread in today's online world of communication.

One of the first eBooks that I read on the subject was by David Meerman Scott

titled: Viral Marketing and this week I downloaded his new book World Wide RAVE from Amazon and I can't wait to listen to it on my travels later this week. Check out this fun video to see an example of creating something to talk about! Sometime just grabbing a few ideas gives you the input needed to create something grand based on what you have to offer!

Q) What's the best way to hang signs on the door and windows of your store?

A) Tape is out!! What I love to use are those little thumbtacks that go into suction cups like the example from Fasteners For Retailers. Also make sure you line up the tops of your signs in your window display creating a clean, appealing look for your approaching customer.

Call the 800 number for Fasteners For Retailers and ask them to send you a catalog... best tool box for items for retailers. It's a true candy store!

That's a wrap for today! Until next time, here's wishing you a great day!
Debby

Branding labels for TOMA - Top of mind awareness

Debby Swoboda — Wed, 03 Jun 2009 14:55:00 GMT

“Top Of Mind Awareness” TOMA for short, is what we want to create in all of our marketing endeavors – ranking high in the minds of our consumers.

Count all the places that you currently display your store logo. I’m sure that you could make a list down to the floor. How many times a month, week, or day does your customer see your logo in each of those places? How often would you them to? I know, silly question right? No, not really. How would you like your customers to see your logo every day and even better when they see your logo they think of you as their wellness partner?

TRY THIS EXERCISE: Take all of your personal supplement bottles that you use each day and place them on the counter or table in front of you. Now take a fine tipped marker and draw your logo on the top of each one… for those who are in a hurry, a simple “hi” will do. When finished, put those items back where you’ll be searching for them in the morning.

Good morning, rise and shine! Let’s go take our supplements! First, pick up one of the products from yesterday, what’s the first thing you see? The message on top stating “good morning wellness partner,” right? Think about the number of impressions that you can make in a single day.

HERE'S THE SOLUTION: create TOMA with your customers by attaching a simple branding label to the top of your supplement bottles your store. (There a ton of other uses for branding labels, too - can't wait to share them with you!)

"Branding labels are just amazing and affordable way to deliver daily messages to your customers and can be used in so many other ways to brand and market your store."

Okay, I can’t leave you hanging. Never fear, Debby’s here. Learn more about branding, branding labels, and TOMA marketing tips by attend one of my FREE TeleTrainings titled “Making an impression: creating TOMA, a simple branding exercise.”

To register, click on the date & time link below:
Thursday, Jun 25, 2009 3:00 PM - 4:00 PM EDT
Thursday, Jul 16, 2009 9:00 AM - 10:00 AM EDT

To view the askDebby.com entire TeleTraining Schedule >> CLICK HERE

Until next time, here’s wishing you a great day!
Debby
askDebby.com

To learn more about branding labels and the co-op printing savings program that I created for retailers, please visit the askDebby.com “branding label page”.

“Stretching Your Budget with Eggs” Campaign - PART TWO of Series

Debby Swoboda — Thu, 21 May 2009 13:48:00 GMT

Stretching Your Consumer’s Shopping Budget Series – PART TWO
“Stretching Your Budget with Eggs” Campaign
by Debby Swoboda – askDebby.com

With consumers creating ways to stretch their shopping budgets, retailers have a huge opportunity to creatively support those new habits while still producing profits for themselves.

As I walked into my local grocery store this past weekend almost every end cap displayed a BOGO (Buy One Get One FREE) promotion. Featured savings is nothing new… however the consumer’s awareness of savings has changed immensely! I am a huge proponent of advanced promotion/marketing planning (consider attending one of my 90 Days Out: Merchandising and Marketing TIPs TeleTrainings – next webcast features ideas for September, click here for more information) however, what I wish to share in this post is about cross merchandising items throughout your store with a staple food item… the egg!

According to an article posted April 6, 2009 by Rodale News — “A new poll shows that more than 80 percent of people in the U.S. are making an effort to limit spending on food and groceries, and 40 percent admit they’re sacrificing nutrition for cheaper, less-healthy foods.

Multi-sponsor Surveys conducted the 2009 Economic Impact Market Segmentation Study, questioning 1,008 adults about their spending habits, well-being, and financial situations during the current recession. While cuts in entertainment, clothing, and dining out topped the list of ways to trim budgets, spending less on food was right behind them. When asked what foods they were eating more often in an effort to save money, those most frequently mentioned by the respondents were: Pasta and macaroni, sandwiches, soup, eggs, cold cereal, bread, peanut butter, tuna fish, beans, and hotdogs.” Read complete article.

I started thinking about ways to market – nutritional education, recipes, demos, and tons of cross merchandising opportunities. How about added value campaign? Gift with purchase? Now think about it… eggs retail for about .35 - .50 each and can be used in tons of recipes. There are so many items in your store that can be married with eggs.

Recipes are a proven way of building retail grocery sales and the trend is growing by leaps and bounds as make-it-themselves chefs are being introduced to your aisles. So now how can I help you get your campaign rolling? First we have to agree that eggs aren’t just for breakfast anymore. Second we have to come up with some recipes that offer variety of meal ideas as well as incorporating as many grocery items from your shelves as possible.

Let’s start with a recipe I made using leftover cooked Kashi the other day. I have been cycling about 20-25 miles after work and needed something that was quick to fix that contained protein, veggies, and whole grains. You can copy and share my recipe and make it your own if you’d like. No credit necessary.

Debby’s Energy Mini Quiche

(I used a Pyrex cereal or soup bowl - 2-cup size and my convection oven)

INGREDIENTS
-- ¼ to ½ cup cooked Kashi’s 7 Whole Grain Pilaf (I used leftover cooked kashi from the night before – use enough to cover the bottom of the bowl making the layer as thick as you’d like the crust to be)
-- 3 organic egg whites
-- ¼ cup plain organic yogurt (I used Stoneyfield Farm fat-free vanilla)
-- ¼ cup organic broccoli – chopped
-- ¼ cup organic portabella mushroom – chopped
-- ¼ cup Sharp Cheddar – shredded (I used Cabot’s 75% reduced fat)
-- ¼ cup Pepper Jack – shredded (I used Cabot’s 50% reduced fat)
-- 1 Tablespoon Organic First-Pressed Olive Oil (I used Spectrum Extra Virgin)
-- Crushed red pepper flakes – to taste (non irradiated – I used Simply Organic)

DIRECTIONS
1) Preheat convection oven to 325*
2) Sauté the broccoli and mushroom in olive oil until soft. Left cool slightly.
3) Press Kashi into the bottom of your baking bowl. Set to side.
4) Grate cheese in a bowl and set to side
5) Whisk eggs white and yogurt together until mixed well and add red pepper flakes. 6) Stir in cheese and veggies until the eggs mixture totally covers the veggies.
7) Pour mixture into baking bowl.

BAKE
Cover the top of the quiche after it has browned enough for your liking and continue to bake making the total about 30 minutes or until a tooth pick in the center comes out clean.

NOTE: I learned this the hard way. Leave enough room for the eggs whites to expand and rise up… I had some quiche spill to the bottom of my oven.

ENJOY
While the quiche is in the oven I have time to make my salad, light the candles and pour a yummy glass red wine!

Okay back to marketing. Consider the items in this recipe that you could highlight or feature (at regular price) not counting the eggs: Kashi, yogurt, two types of cheese, broccoli, mushrooms, olive oil, and special spices. I count 8. Amazing… all this from one delicious recipe.

Now think about featuring a few “egg” recipes each week and using signage to bring attention to those recipes and ingredients. You could hold a recipe contest where the winner could win eggs for a year! Endless possibilities. Think about vendor partnerships when planning your promotions and by working in advance you have more time to create promotions that can tie in multiple areas of your store.

I created a couple of signs for your “stretch your budget with eggs” campaign that are available on the askDebby.com – Shelf Talker Library page to help you get started. (Left hand column under Shelf Takers of the Month)

Here are a couple of recipes that I discovered to help get your creative juices rolling:
Stir-Fried Egg and Tomato over rice, Recipe from Epicurious
Cheesy Pasta Frittata, Recipe from Busy Cooks
Egg Salad, Recipe form Applegate Farms
Mexican Potato Omelet, From Eating Well
Huevos Rancheros, Recipe from Food Network by Emeril Lagasse

Enter “organic” eggs into your browser and see what you can come up with. I discovered Organic Valley’s website that if you put “eggs” into their search you’ll recipe some great recipe ideas.

For more marketing tips and ideas stay connected to askDebby.com plus share your comments about this blog post or though my Contact Debby page. Until next time, here’s wishing you a great day!

Debby

For more information please visit:
Upcoming TeleTrainings
Shelf Talker Library
People Are Talking
Contact Debby

Retailer Question: "Why should a retailer hurry up and save a TWITTER url and start "follow-me marketing campaign" today?"

Debby Swoboda — Mon, 20 Apr 2009 19:50:00 GMT

Almost everyday I’m asked if I think retailers should get connected with Twitter. My answer is “most definitely… yes! Start your “follow-me marketing campaign” today!

I feel that every business should be on Twitter… NOW! It's hot… NOW! This wave will eventually fad and the next new buzz will hit, but until then, please get your Twitter URL and start your FREE marketing program today. If you don't save your url address, some one else might take it and run with it. Just save it (sign up - it's free, but worth a million), and I'll show you the way... promise!

All around people are gathering and sharing information, why not be included and have your followers kept up-to-date about your store happenings!

Your question might now be “but how do I get started”, or “but I don’t have much time to devote to Twitter, is it still important?” Yes!!

Please join me during my FREE upcoming TeleTrainings (webcasts) and let me share with you:

-- Terrific Twitter “business” examples

-- How to set up a simple marketing plan for implementing Twitter into your business model that can save to time and keep you connected

-- Creative ways to drive consumers into your “follow-me marketing campaign” (FREE down-loadable sign templates included in presentation)

-- Tips for choosing your Twitter URL and user name

-- How to customize your "twitter" home page

-- How to get started, one tweet as a time!

To stay connected to askDebby.com and see a “follow-me marketing campaign” in action, FOLLOW ME at www.twitter.com/askDebby

To register for one of my upcoming TWITTER TeleTrainings simply click on the date & time link below or visit askDebby.com – TeleTraining Page for more information.

FREE How-To TeleTrainings:
Getting started with TWITTER and your "Follow-Me Marketing Campaign", today!

Wed, May 6 at 9am EDT
Thurs, May 7 at 9am EDT
Thurs, May 7 at 4pm EDT

Bring your questions and share some ideas. I'd love to hear from you! There will be lots more on social networking... so stay tuned!

Until next time, here’s wishing you a great day,
Debby

Be sure to visit www.askDebby.com - the retailer's natural resource center!

Have you heard about the Gluten Free Sunshine Network for retailers yet?

Debby Swoboda — Tue, 14 Apr 2009 21:32:00 GMT

As many of you know over the past couple of years I’ve been helping retailers market and merchandise their gluten-free products. I have written articles, learned a ton from gluten awareness organizations, created support programs, and offered shelf talkers from my askDebby.com website.

Part of my strategic plan has always been to a create a community for retailers… I am proud to introduce to the Gluten Free Sunshine Network (GFSN) for retailers. My mission is coming alive and I’m excited to share the news and invite you to participate.

This new retailer network will become an incredible marketing resource for retailers selling gluten-free products and services. I understand how busy retailers are PLUS how much they need easy to understand tips, and tools to use.

The GFSN will offer marketing education, free down loadable POP materials, grow a network of supporters that will be sharing advocacy opportunities, marketing and merchandising ideas, news related articles, event updates, as well as be there to help answer posted questions.

This GFSN is not intended to be a advertisement platform for products, however their will be sponsor partners that will join our mission and help support the education programs needed to grow the retail gluten-free categories, increase sales, and embrace local communities.

The GFSN will be kicking off it's website this summer at www.GlutenFreeSunshine.com and is currently hosted on askDebby.com’s Gluten Free Network page where TeleTraining registrations are posted, and down-loadable materials are ready for your review are currently available. Much more to come… stay tuned!

You can find the GFSN by FOLLOWING US at www.twitter.com/SunshineNetwork and as the Gluten Free Sunshine Network Group o LinkedIN and through Facebook.

LEARN MORE ABOUT IT
Please join one of my upcoming TeleTrainings as I introduce you to the Gluten Free Sunshine Network. Mark your calendar for Thursday, April 30th at 9am, 2pm, or 5pm EDT.

To register go to www.askDebby.com, Gluten Free Network page, and click the registration link for the time most convenient for you. NOTE: Times are listed in EDT.

If you know anyone that might benefit for joining the Gluten Free Sunshine Network as a retailer, sponsor, and/or organization... please spread the work and invitation them join and follow us grow.

If you have questions, please send them my way!

Until next time, here’s wish you a great day!
Debby

FOLLOW ME on Twitter, too: www.twitter.com/askDebby

Natural Products Lobby Day March 24, 2009

Debby Swoboda — Tue, 07 Apr 2009 15:33:00 GMT

If you haven't attended Lobby Day or Natural Products Day in Washington DC, I want to encourage you to consider signing up for next year. With a new administration in office and many of our congressional leaders leaving or preparing to leave office it's more important now than ever before to educate those representing our interests. To lobby is to understand that we do have a voice and we need to share it. A group sharing makes a bigger statement.

I learned that what we all pulled together with DSHEA (Dietary Supplement Health and Education Act 1994) and became the 2nd largest grass roots campaign in our nation's history! We may need to

Below is a press release that I am sending out today and decided to share it through my blog to let you know about my trip to DC and share a great photo of the the Southeast Natural Products Association.

PRESS RELEASE, APRIL 2009

Debby Swoboda, askDebby.com, attends the 12th Annual Natural Products Day, Washington, DC

Debby Swoboda joined almost 200 industry members as they gathered on Capitol Hill to educate Members of Congress and staff about the importance of natural products in creating a healthier America.

Debby visited with aides at the two Florida Senator’s offices (Bill Nelson-D and Mel Marteniz-R) as well as Representative Tom Rooney (R-FL 16th District). A total of 180 offices, including two-thirds of freshman legislators, were visited by industry delegates.

During the visits on the Hill, Debby reminded legislators that the natural products industry is holding strong through the recession and people depend on natural products to keep them healthy and without them healthcare costs WILL go up. Recent studies by the Lewin Group reported that dietary supplements not only improve health and quality of life, but reduce health care expenditures by billions.
Legislators were asked to:
•    Support an update to national school nutrition standards for junk foods sold on campus that is consistent with the “Child Nutrition Promotion and School Lunch Protection Act” (S.771) and H.R. 1363).
•    Protect access to dietary supplements by opposing potential dietary supplement legislation that undermines consumers’ health choices and limits access to supplements.
•    Support food safety legislation that emphasizes good manufacturing practices, online country-of-origin information, flexible fees and continued regulation of dietary supplements as foods.
•    Make dietary supplements and other natural products part of the solution when implementing health care reform.

“All of our comments were well received from the aides as they had personal interests in our issues” noted Debby. “I learned that we do have a voice and it is our responsibility to be heard.”

Debby serves as a supplier board of director of Southeast Natural Products Association (SENPA). The board held a two-day, long-range planning meeting while in DC. The Southeast Natural Products Association serves Alabama, Florida, Georgia, Mississippi, North Carolina, South Carolina, Tennessee, Virgin Islands and Puerto Rico. The Association supports the growth of businesses that produce and market natural products and promote optimum health.

For more information or complete details on issues visit: www.naturalproductsassoc.org

###

NOTE FROM DEBBY: To obtain the contact information for your representatives simply go to my home page (www.askDebby.com) and enter your zip code into the "capitol hill" icon on the right hand side of the page. While there download this year's "Your Guide to Effective Grassroots Action" Guide that was distributed to those attending the Natural Products Day. This guide is a great tool for starting a grass-roots initiative in your community.

Until next time, here's wishing you a great day!
Debby