The birth of the Internet was not so long ago. Initially many explorers of this frontier envisioned a web site to be a lot like a billboard in space- build it and they will come. They quickly learned it was more like a sign in a closet. If you don’t create a pathway there, not many will ever find you.

A web site itself is not a marketing solution. It is a step within a strategy that itself, requires marketing. That does not mean it is not a great tool- it is. Each seller just needs to figure out the best way to utilize it. The Internet marketing solution for your retail business depends on the type of product that you are marketing, and what you hope to achieve with your Internet presence.

The potential cost effectiveness of Internet marketing can far outweigh other marketing venues. Most Internet marketing is paid for by a click-through rate. That means every time a person clicks on your advertisement, taking them to your web site you pay a fee. I can not think of another kind of advertisement that only charges for a resulting action. This is great providing your retail web site is designed to close the deal.

The Internet can not shake hands or look a potential customer in the eyes. You need to work on building confidence and trust through the content of your web site. Talk about your history, knowledge, or experience. Post any awards or recognitions. Publish a mission statement. Offer some knowledge free. Talk about your involvement within a community or with a non-profit organization. Provide a phone number.

A great exercise is to find people that are not familiar with your retail business. Tell them nothing about it, but ask them to review your web site. See if a layman completely understands your objective and can easily navigate the site. It is amazing how much a another set of eyes can really improve your vision.

Does your web site:
- Convey a clear message about your retail products.
- Define your objective.
- Navigate easily.
- Tell the whole story.

Let The Director of Marketing review your web site. Call Tina at 847.236.0098

It is easy to place advertisements that get a lot of click-throughs, but that does not automatically translate into new customers. A click-through cost you money. It does not earn you revenue. It is important that before you start selecting marketing programs you take the time to create a very clear definition of your target customer. When you think you have found a marketing option that could work, really consider your target customer. Is this where they will be browsing? Are the people that would find your advertisement here the ones that desire your product or service?

It is very important that you remain open to altering your web site. If you are getting the desired hits, but they are not translating into opportunities or sales ... well then, it is not the fault of your marketing program.

The Director of Marketing would be happy to create an Internet strategy specific to your goals. Call Tina at 847.236.0098

The world wide web has redefined the meaning of community. Once determined strictly by geography, a community now describes a group of people with a similar interest, regardless of their location. The Internet is the catalyst for this kind of social networking.

Imagine locating your retail store in the center of a community of which every member is interested in your products or services- a greenhouse in a place where everyone was a gardener, or a wine shop in a town of oenophiles (wine lovers).

If your customer purchases your expertise, your brand, your unique or hard to find products then there is an Internet market with customers looking for you.

The web’s social networking environment evolves rapidly. Facebook, Twitter, or Blogspot? How to do, what to do, and when? If you’re not Internet savvy, or do not have the time to maintain an Internet presence, you are better off hiring someone to do it for you.

For many retailers, the right Internet marketing endeavors can not only save their business in tough economic times, but can generate more revenue then their retail location ever could have.

The Director of Marketing would be happy to help you explore your social networking options.  Call Tina at 847.236.0098

As you compile a customer database it is important to collect email addresses. Email marketing is completely free advertising to your existing customer base. Growing your repeat business is far easier and more cost effective than always focusing on attracting new business. It is important to take advantage of this free marketing opportunity to existing customers.

Here are some excellent reasons to send email:
- Monthly calendar of in-store events.
- Sales or creating a special discount opportunity for existing customers only.
- Announce a trunk show or how-to event.

Tina at The Director of Marketing would be happy to create and distribute customized HTML email for your retail business. Call Tina at 847.236.0098

Journalists are looking for news in a press release. A press release that reads like a advertisement will not be widely published. At the same time a published press release is free advertising. There is definitely a right and wrong way to write a good release.

Reasons to write a press release may include:
- Announce a new retail location or grand opening, but don't make it sound like an excuse to pitch a sale.
- Summarize an event or trunk show.
- Relay news or story of a particular vendor or product line. i.e.: ‘green’ products, products that benefit a charity by creating jobs or providing proceeds, products made by local people.
- Report on a specific event that demonstrates your businesses community involvement.
- Fundraising and/or charitable efforts by your business or employees.

Tina at The Director of Marketing can create and/or distribute a professional press release for your retail business. Call her at 847.236.0098

Events tied to your retail location can be the single most cost effective marketing strategy you employ. An event changes the dynamics of a trip to your store from something on a to-do to a social destination. The social implications make mingling and introductions more comfortable and even expected. Potential customers tend to stay and browse longer then they would have on a shopping excursion.

Events also provide a great opportunity for additional communication with your customer by sending an invitation to the event and a ‘thanks for attending‘ or ‘we missed you‘ follow-up. Do not forget to collect email addresses. Email makes all that communication completely free.

Symbiotic Relationships can play a key role to a successful event. There is the local caterer that does not have a retail location. They may want to cosponsor with you. You not only have the food in place, but you also get the benefits of their invites. Is there someone local that create custom invitations? With their co-sponsorship you not only get the custom invitation, but another 30 or so people that they invite. Make sure and agree that the total invite list will be shared with each sponsor.

There may be opportunities to gain press exposure from your event. First, many local publications produce a calendar of upcoming events and will publish your information there. Next, there may be some news or a story in the event itself. If the event is a trunk show is there a story in the designer or product vendor? Is the event a fundraiser? Is the event a timely ‘how-to’ party? Finally, after the event submit a release detailing the event itself. It might help to invite local journalists to your event.

Some great examples of retail events include:
- How-to event.
- Wine or food tasting.
- Grand opening.
- Trunk show.
- New product line or vendor.
- Sponsor a fundraiser.
- Sponsor a chamber event.
- Celebrate a community event or holiday.

Let The Director of Marketing manage the development of your successful industry event. Call Tina at 847.236.0098

Building relationships with fellow business owners can play an important role in your success. Partnering your marketing efforts can not only reduce your expenses, but also broaden your reach.

Direct mail is not only less expensive when it is cooperative, it is also more effective. If you decide to participate in an existing direct mail coupon program, it is important that you are familiar with the product. They will all try to sell you advertising space, but the truth is some mailers are better for home improvement, others do well with restaurants. I am really a fan of developing your own product with fellow business owners. A high gloss, oversized postcard of local coupons can get great results.

The Director of Marketing can help you create a great campaign. Click here to email The Director of Marketing.

Symbiotic Relationships can create a more successful event. A local caterer that does not have a retail location may like to cosponsor with you. You not only have the food in place, but you also get the benefits of their invites. Is there someone local that creates custom invitations? With their co-sponsorship you not only get the custom invitation, but another 30 or so people that they invite. Make sure and agree that the total invite list will be shared with each sponsor.

Newsletters can be more successful with the right partners. Partnering can result in more and richer content. It also expands your circulation while cutting your expenses.

View sample newsletters from The Director of Marketing.

If you are a retail business owner and you do not collect customer information at the point of sale, you are losing revenue like water through a sieve.

When a person visits your store and leaves with a purchase, you have successfully gained a customer. It is very important to capitalize on that relationship. That person knows where you are located and has found viable product(s) in your store. There is a good chance this new customer would be responsive to sales and promotions. If you fail to pursue their business, only creating generic sales and promotions without targeting your customer base, you will always be hunting new business and lose out on some easy repeat customers.

An electronic POS system is an extremely cost effective tool that not only tracks sales and inventory, but also collects customer information. The Director of Marketing is happy to help you select the right POS equipment for your business at no charge to you.

For free POS purchasing recommendations specific to your business, email The Director of Marketing.