Even Better Than the Real Thing?

Such was the title of a recent article by Bloomberg Businessweek. Many of the principles of that apply to private store brands apply in other areas of business. See what retailers are doing to woo value-conscious shoppers.

Buyers are primed for products that present a better value. Store brands were once poor copycats, but today they’re rewriting the rules. Store brands made up over 31% of new products introduced so far this year in food and beverage according to Packaged Facts. Safeway reports store brand’s growth 3-to-1 over national brands.

What are retailers doing? Retailers are seeking marketing experts to “get their slice of the pie.” With decreased brand loyalty, lack of innovation by penny-pinching companies, and sophisticated shoppers this is the prime time to target buyers looking for something different. Companies are seeking branding experts who understand that packaging is part of the product, experts willing to try something outrageous in their marketing and communications, experts who are focusing on image and relationships.

Small changes can make a big difference. Kroger discovered that changing packaging had a 22% change in “purchase intent.” What did they do? They discovered that while dog owners like to see both humans and their companions on packaging, cat owners just want to see a happy cat.

If you need a fresh perspective from a marketing guru, call me!  715-584-6773

Using Foursquare to Grow Your Business

Foursquare’s own site claims include, “Make the real world easier to use. Keep up with friends. Discover what's nearby. Save money & unlock rewards.” With millions of users and continuous growth, it just may be time to get your business on Foursquare. 

The location based app has made it easier for businesses to get on Facebook. The free marketing opportunity allows businesses to find out who their biggest fans are and target them with specials. As more shoppers are using smartphones to make decisions about where they go and what they buy, potential is huge. 

If your business has a brick-and-mortar location, Foursquare’s Merchant Platform allows owners to claim venues, establish specials, and analyze results. Whether you’re a small business or chain, it’s just as easy. Simply search for your venue then claim it. You must be logged in to see the “claim it” link, so sign up; it’s free. 

If you can’t find your business click “add a new venue to Foursquare” at the bottom of the page. Fill out the form; then claim. You’ll have to answer basic questions about ownership and type of business. You’ll verify via phone or by mail. A PIN will be sent to you and you’ll enter it on the site. Foursquare will send you a window cling to identify your affiliation with the app.

Now you can create specials. Just follow the wizard. Swarm Specials are created when multiple Foursquare users check in or Friends Special for checking in together. Flash Specials are for the punctual that show up at a certain time. Newbie Specials for first checkin or Check-In Specials for every checkin can be offered. You can consider Loyalty Specials to reward visitors on their 10^th checkin, for example. Mayor Special is for that regular who is oh so loyal. Your most frequent visitor deserves something extra special. 

You will have to meet set requirements before offering a special. Be sure to print info for employees and customers so everyone learns how to get the most from the location-based app.

Be sure to watch your dashboard for valuable analytics. Track the number of checkins, top visitors, and follow up with your customers. Relationship building is the best benefit of this type of marketing.

If you’re a business without a physical location, consider Foursquare Pages and Partner Badges. Business owners can submit a form. The request will be approved in about two weeks. You can customize the page with logo, brand info, and links. You can even leave tips at other locations. Go to foursquare.com now to learn more and start using this marketing tool.

Making the Most of Your Retail Business this Shopping Season

If you haven’t already noticed, people aren’t shopping the way they used to. Americans are “mission shopping.” They’re going to the mall less often and are less likely to browse. They’ve done all their research online and know exactly what they want. Mission shoppers come in, buy what’s on their list, and leave. Visiting three stores instead of five on each trip and reduction in impulse buying has hurt retailers. What can you do to get your slice back?

Many retailers have improved e-commerce in recent years, but have neglected investing in their brick and mortar stores. While labor was pulled back in 2008/2009 many are filling those spaces again. Old Navy is using more greeters. Lowe’s has given staff iPhones to check inventory in real time. Foot Locker is asking “What kind of shoe are you looking for?” This has started more conversations than the standard, “How may I help you.”

Old Navy is reconfiguring floor plans to encourage moms in their 30s (target market) to see more merchandise. By widening pathways to accommodate strollers and installing “racetrack” layouts they’ve upped sales. Quick fit changing areas and checkout items that speak to their generation have made decision making faster. Two dollars per person, per visit was worth the effort.

Many other retailers are grouping items by lifestyle categories to entice shoppers to purchase entire ensembles rather than a single piece of clothing. Pacific Sunwear has given iPads to staff so they can create outfits virtually and show shoppers the combinations in store. With a few small tweaks to your current plan you’ll be making the most of your retail business this shopping season.

Jumpstart Your Google+ Page

In case you haven’t heard, Google Plus Pages are here! If you’re ready for a quick how-to to get your page going, you’re on the right blog! Create your page at plus.google.com/pages/create. Please note: not everyone will be able to create a page yet, but soon everyone will be able to. 

Your Plus Page will look much like a profile and have a lot of the same features. Make sure you add anyone who has added your brand to a circle to your Page’s circles. Remember, this is why we like Google+, you can share the right info with the right audience. You may wish to distinguish between potential clients, past clients, and your network of resources.

Follow the prompts from Google Plus “Get Started.” Fill in as much content as you can; think “keywords” while you type. To toggle between your personal and business pages, find the drop down menu below your name and profile picture. You can go back to “Get Started” to finish where you left off. Notice the useful Admin section where you can get codes, badges, and locate your URL.

Be sure to link your website and your Plus Page. You’ll be ready for the Direct Connect feature when it becomes available to general pages. And make sure you add useful links to your About page. You’ll find this under “Edit Profile” “Recommend Links.” 

Add photos to the Scrapbook at the top; people are very visually inclined. If you are your brand, upload pics of yourself. You can even click and drag from an open folder elsewhere on your computer. (How cool is that?)

This is so new, I don’t have much else for you today, but add my page to your circle and stay tuned! And if you need help in writing your social media marketing plan for 2012 (or your general marketing plan) let me know. Call 715-584-6773.

Back by Popular Demand, Ad Critiques

“Is your retirement broken? Some fixes require professional help.” This ad by Premier offers a strong visual that is quick to capture your attention. The copy addresses a point of pain (broken retirement) and offers a solution (professional help). The next few lines of text end with a strong call to action, “Call us today for a free, no obligation consultation.”

“The one on the left adds corn syrup. Good thing we make the one on the right.” Spice Islands took a risk with this ad. It is a comparison ad that addresses a performance gap. The other brand is not explicitly identified, but the inference can be made due to the colors and shape of the bottle. The ad in a women’s interest magazine was cleverly placed below a recipe that called for vanilla. I don’t think it was a coincidence that I came across this ad. It was written for me; I know this because it worked. As a health conscious cook, I’ll think twice the next time I purchase vanilla.

I really enjoy Fluevog ads. They do a great job of creating a brand image that fits their USP, “Unique soles, for unique souls.” And for those of you who follow me, you understand that likeability is becoming more important in post modern advertising. The copy on this ad is, “Stopping traffic is a good thing. Especially for the people you’ve caused to walk into it.”