WOTC has been doing a pretty good job of weekly
disseminating both basic and novel ideas used by other stores to keep their
customers coming back and making customers feel special. However, even though it is far easier to generate
additional sales from existing customers, at some point you need to get your
name out in front of new potential customers and get them into the store.
Without a flow of new customers, a store will eventually tap out its existing
customer base and see flatlined sales. I wanted to suggest three ways to get
your name in front of new customers. As a savvy store owner (or publisher) you
are likely already but just in case you’re not:
1.
Social Media—the great thing about social media
is that it is free, to start. Set up an account on Facebook, Twitter, YouTube,
Pinterest, maybe even Vine, Snapchap and Instagram. Unfortunately, due to the ways in which the
various social media sources have tweaked their software, you now really do
have to spend money in order to get your name and posts out in front of
potential customers. The great thing about social media it that you start out
for as little as 5 bucks to boost a Facebook post and have a lot more control
over who will see it than you would with advertising in traditional formats.
Facebook, and other forms of social media, allow you to have friends and
friends of friends see your boosted posts or you can keep them from seeing them
and spend your money to reach a targeted market that’s not already familiar
with your company. I know stores spending 4 figures just on monthly boosting of
social media.
2.
Join Civic Organizations—Become a member of
organizations like your local Chamber of Commerce or Rotary Club or Kiwanis or
Jaycees or Main Street. Not only do they work to better the community, and he
better your community is doing , the better your business will do, but becoming
a member allows you to take advantage of the services the organization offers.
For example, as a member of our local Chamber of Commerce, I can send out
promotions and notices to all other Chamber members , many of whom would have
no idea what the store sells. Also, if
you have some sort of negative event take place, a position as a recognized
member of the local community helps
mitigate the effects of bad publicity.
3.
Press Releases—The local media is always looking
for local news and your store (or company) is newsworthy, whether you are
hosting an event, are hiring new staff or even have a list of the top 5 games
in your community for the year. This last one is one we sent out and we got a
spot on local TV as well as mentions in two local papers, all for about half an
hour’s work and another 5 minutes or so emailing them to the local media.
Remember, you may not follow local news much but there are a lot of people that
do, people who may not know you exist but have money to spend on what you are
selling. Don’t know how to write a press release? Search for “sample press
release” on the interwebs or hire a local journalism student to write one for
you.
