Quickfire marketing – Marketing that adds value to your business

Steve Hasler fires ideas bullets in his regular ‘Try This’ column

Look for opportunities to raise awareness of your business through existing relationships and activities. Consider these ideas for bringing more customers through the door

1. RECYCLE YOUR PACKAGING
Cardboard boxes have a value to them – it’s highly likely that someone nearby will want them, so put a message out on social media offering them for free to anyone who can collect. It’s a positive news story and will help raise awareness of your business as well as solving your packaging problem.

2. CREATE INSTRUCTIONAL VIDEOS
In almost every independent store there will be opportunities to create YouTube videos. You don’t need expensive equipment or experience in video editing to make this happen – most recent smart phones will record in sufficient quality and your computer probably already includes basic software which would let you trim and title your videos. Use the opportunity to mention your shop and showcase its features.

3. GIVEAWAYS AND COMPETITIONS
If you’re looking to build up your email list, giveaways and competitions are a great way of doing this. Customers who might be reluctant to hand over their contact details can often be persuaded with the possibility of winning a reward. Make sure you ask your suppliers for support as they will often be able to supply the prizes.

4. APPLY FOR AWARDS
There are many different awards that independent retailers can enter, but look specifically for locally focused awards, as these are most likely to raise awareness of your store to a relevant audience. Make sure you take full advantage of any wins by creating a press release for your local press.

5. HOST EVENTS
Do you have room to offer to groups? Connect with a relevant local organisation for regular events to bring significant attention to your business. Offer an incentive for the group members to purchase from you and give a welcome and introduction to yourself and your business.

Steve Hasler is a marketing consultant to independent retailers. independentretailermarketing.co.uk