As Facebook goes back to its roots of focusing on family and friend connections, it continues to make changes in what it allows on the platform and what a user will see in his or her newsfeed. What does that mean for business? Who knows? One thing is certain, platforms will change, campaign strategy should not.
1. A winning social media campaign plan starts with picking a very specific and ATTAINABLE and MEASUREABLE goal or objective. What matters to you? Are you trying to reach new customers? Promote a new product? Share an expertise? ETC. Whatever you pick, how you will MEASURE success? For example, “I will increase my followers by 10% after 3 months.” Is this measurement realistic? ONO EXAMPLE: Goal/Objective: Show my expertise with Visual Merchandising Measurement: Increase followers by 10% over 3 months 2. With an attainable and measurable goal in place, it’s time to talk STRATEGY. Who is the intended audience and where are you likely to find them? Armed with these answers, you can select the appropriate platform(s) to reach them. ONO EXAMPLE: Audience: Independent retailers with maximum 5 stores in a 200 mile radius. Gross: $1- 2 million annually. Owner operated. Owner 35 yo+ Platform: Facebook 3. With your platform selected, it’s time to select a TACTIC. Here are some ideas to get you thinking: Contests, Coupons, Flash sales, “Virtual events” that are tied to your physical event or place, Tell a “story” that others want to share - text, photos, videos. ONO EXAMPLE: Tactic: Weekly FB Live post that discusses the effectiveness of a retail store window each week (same day/time) 4. Implement your campaign AND track your progress. ONO EXAMPLE: Note number of users before first FB Live. Implement FB Live same day/time for 3 months. Track new followers weekly. 5. You aren’t done yet! EVERY campaign must be reviewed against the measurement you established. Did you meet, exceed or fall short of your goal? What went well and what can be improved? Debriefing each campaign will help you improve all campaigns over time. ONO EXAMPLE: Convert numbers into percentage. Did you meet, exceed or fall short of your goal? What went well and what can be improved? The 5 steps will work for any Digital or Traditional Communication Plan. Set an attainable and measurable goal. Determine an optimum strategy. Select an appropriate tactic. Implement the tactic. Track the results. Debrief. Repeat. Need help with a winning strategy? Contact Anne Cecil, onomadeinthe191@gmail.com
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Hope Birsh, owner of Maryland Saddlery, shares her thoughts on why sitting on old inventory is not the wisest thing you can do with your business and why carrying costs could be bringing you down.
One of the easiest ways to provide a great customer experience during the holidays is to realize that our customer has gone from ‘selfie’ shopping to gifting. Follow this trick to make the transition as painless as possible.
Consider your merchandise and prepare your store’s list for “The Best Gifts for…”. For example, Best Gifts for your Mom, Best Gifts for your Dog, Best Gifts for your BFF. These should be items you have in quantity. Hand the lists to people as they enter, or put them in an easily accessible place. Or make large signs with the gift items posted. You can merchandise them together on a table or in a zone under the sign. and the best idea would be to merchandise them together on a table or in a zone and sign them. Gifts by theme is also a good strategy. Take a page out of the Victorian Trading Company catalog, literally. Giftworthy, Holiday Collectibles, Child at Heart, Holiday Traditions, the themes are endless. Victorian Trading Company guides the customer by theme Alternatively, consider other ways to group items. Chicos.com has created a holiday shop that is searchable by price or collection. This would easily translate to your store — Gifts under $50, for example. Chicos offers online ideas by price or collectionStock up on gift cards for those who would rather let the recipient choose. Offer gift wrap so your customer leaves your store with a give ready package. Get more tips with the ONO 5 Tips to a Stress Free Holiday for Retailer Guide 2017. In addition to To Do lists, Planning Calendars, Action Items, Reminders and Notes, the planner is packed with: Add on Customer Services, Gift Wrap Tips, Clearance and Dead Stock Strategies, Holiday Floor Strategies, Must Haves for your Visual Merchandising Tool Kit, Creating Signature Scents & Tastes, Creating High Touch experiences, Promoting Local, & Focused Promotions. The planner is available for $25. Email onomadeinthe191@gmail.com to get your downloadable copy today. ONO MADE IN THE 191 offers merchandising programming and consulting services specializing in INDEPENDENT Lifestyle product Makers, Manufacturers and Retailers in these categories: Fashion Apparel, Fashion Accessories, Textiles, Gifts, and Home Products for office, tabletop and décor. We offer a variety of services at various price points. For more information visit: www.onomadeinthe191.com What can you do that the Big Boys can’t or won’t? What can you do better? It’s not as hard as you think.
1. None of the Bigs offer free gift-wrap. It’s an easy service for an Independent to add. It saves your customer time and worry. They go home with beautiful gifts ready to present. 2. Have you ever tried to ship a gift from a Big? The process is painful. You can make this very easy by adding USPS click and ship from your store. If it fits it ships supplies are free from the Post Office. Stock up and let your customers pack and ship directly from your store. (This can be an add on service to your gift-wrap) Arrange package pick up direct from your door. 3. How about local delivery to your customers door with-in a selected area near your store? Everyone is in on the delivery gig now and most of them do NOT do it well. Customers can shop and pay in-store, leave items to be gift-wrapped and then have them delivered to their home. Of course this can work well for phone, online or special order items as well. Saving your customers time, money and stress in an efficient manner, these 3 services will encourage your customers to shop small and local, increase customer loyalty. Need more help with your holiday strategy? Attend ONO’s FREE 30 minute Webinar: 5 Tips to a Stress Free Holiday for the Independent Retailer, November 1, 9AM Eastern. Sign Up here. For more information contact Anne Cecil, onomadeinthe191@gmail.com Let's face it, the holiday will be here before we know it. It makes good sense to take an hour or two out of your schedule now to plan. Here are some tasks to help streamline you transition into and through the holiday.
1. Review your inventory and outstanding receivables. Re-order current stock and review outstanding orders. Make sure you have enough either on-hand or on-order to get through the rush. Making a master calendar noting outstanding order arrival is useful in the process. Note where new deliveries will be merchandised on the floor. 2. Get current on markdowns. Review merchandise that isn't moving or is moving slowly. Can you bundle these items with holiday items to create a gift with purchase or bundle? Move broken stock and slow sellers into clearance mode with a 3 week chance for sale as we have outlined before. Create a plan for weekly markdowns and clearance management from now till mid November. It may be helpful to note markdown dates on the master calendar in item 1. Consider how markdowns will be handled and where they will be placed during the holiday season. 3. Look at your floor. Determine where and how you want to merchandise holiday items. Can you make a holiday shop? Is it better create a small outpost of holiday ideas within each department or category? Where exactly will they be placed on the floor? Can you allow for spaces to flex as they grow or sell down? What fixtures and display pieces do you need for the plan? Find, inspect, clean and repair all items and put them together so they are handy to find. Replenish cleaning supplies. 4. Review your interior and window display areas. How can you incorporate holiday throughout these spaces? It is best to pick a theme and let that theme carry through. For example, a holly sprig could be used through out the store in a thematic way. It could be an integral part of your window and interior displays, carry through onto signage for holiday fixtures, hang tags, shopping bags, etc. Replenish your tool kit. Arrange for your windows to be washed and your store front to be clean and well landscaped. 5. Enhance the in-store experience. Strive to engage all 5 senses. Entice customers to go deep into your store and stay. The deeper in and longer the stay the more they buy. Keep the experience as easy and stress-free as possible with every tool you have. How you set your floor can go a long way toward stress free shopping. 6. Review your marketing plan and customer loyalty incentives. Create and place materials, schedule social media and loyalty rewards. 7. Don't forget the operations. Create your holiday schedule and determine staffing needs. Include staff to come early and stay late to handle cleaning, stocking primping, etc. Hire additional staff now and train them. Do you need a second register outpost? Can you have sales people with mobile checkout via smartphones or tablets? Make sure you have enough bags, boxes, tissue and gift wrap ready or on order. Consider offering gift cards and have an adequate supply. Get organized now for a stress-free holiday for you. Need help with your plan? Contact Anne Cecil, onomadeinthe191@gmail.com |
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