In uncertain economic climates, the natural reaction of businesses is often to cut marketing spend. However most marketing specialists will tell you that this is the exact opposite of what you should do, as engaging your customers is even more important at these times. What you can do however, is chose more cost-effective marketing
methods.
Here are some simple, low cost measures you can implement in store and in your local community to boost your marketing, and all are just about getting back to the basics: 1. In-store items such as neck lanyards, badges, t-shirts, bag stuffers and counter mats that advertise an in store clinic, consumer promotion, or a new or seasonal product heightens customer awareness and can be a talking point for staff. 2. Taste testing a product or offering complimentary trial sizes are another way of creating a value add experience. Whether you offer a weight loss product to taste with the aim of building up your weight loss category or a free sample size moisturiser (ask your suppliers what is available) you are creating an extra reason to communicate and engage with your customers.
3. Your store's ticketing and signage strategy is so important for influencing customer behaviour (and does not have to be expensive to maintain), but so often stores only display a small shelf ticket or out of date tickets for all their
products. Look around at other retail environments for ideas on design, size and key messages you should incorporate into your tickets. 4. If you look at your staff's experience and qualifications, you probably already have the skill set required to do some
PR or writing for your local paper on health and relevant issues. Set up a PR schedule based on the health calendar or clinics and events you plan for your store. Give your local paper a reason to cover the story such as the handing over of a cheque to a local charity or focus on something outstanding a staff member or the store has achieved, or offer advice on seasonal health issues like Hayfever. Make it easy for the paper by doing a press release with all the
pertinent information including a heading, contact details, two or three paragraphs on the topic (include a quote or two) and mention if there is a photo available. 5. Affiliations with local businesses can be a simple strategy for adding
value for customers and can include anything from free coffees or newspapers when there is a long waiting time for scripts. Other affiliations can be with complementary businesses, for example a fitness centre or even a clothing store (for when they lose the weight!) if you have a weight loss program. Remember your local area is full of business owners like yourself looking to drive their businesses. For further information on how instigo can help you with your marketing, contact our Marketing Manager Shannon Kerr on Shannon@instigo.com.au or (02) 9248 2616
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