Your point of differentiation from big boxes stores applies to more than just your product mix. It extends to the larger community as well. Here are fi ve actionable marketing ideas for outreach that are well worth the effort. Megy Karydes
party/dinner for 10 for a private school in her community that the school auctions off. EXPERT TIP: Be alert for opportunities to be of service
to your community and be proactive in your outreach. Showing that you’re always there and willing to help speaks volumes and customers will remember that giving, selfl ess spirit when the holidays come around.
3. Inviting ways Kelli Trumble, owner of Alpha Beta Karma in Wisconsin Dells, WI, works directly with local schools throughout the year but rather than making straight donations, she invites students to be part of her shop so they feel connected to her, her shop and her customers. “We bring current students and graduates in [from the
Madison College Fashion Marketing program] to design paper dresses during Fashion Night Out events and special occasions for our window gallery on Broadway,” says Trumble. “People are constantly stopping and taking a closer look before taking a photo or two.” She also engages the local high school fashion program
in hosting the class in the boutique. “We give the students the opportunity to put together Lookbooks using all of our styles and product lines.” EXPERT TIP: “The more engaged the community feels
in your retail business, the greater the referrals, and developing new and repeat business,” adds Trumble. “It’s all about building loyalty.”
4. Exclusive events Gina Lempa has the benefi t of meeting with many retailers daily as an independent sales representative who represents Melrose International and Vickerman Company. One great way to engage with non-profi ts and drive traffi c, according to Lempa, is to offer special day or evening events to a variety of organizations. Have them sign up on a calendar that you’ve pre-determined are the best days/dates for you and your business. After they’ve signed up, encourage them to let their members and supporters know by promoting it via newsletters, social media sites and word of mouth. The more people who attend, the greater the donation potential.
This collaborative marketing idea also helps you manage the many requests that retailers receive for donations, says Lempa. Instead of saying yes or no to the many requests you receive, instead enlist those people to sign up for your donation events and have them enroll their membership into a fun and different event focusing on their particular cause.
EXPERT TIP: “Gather all participants’ names and contact information and group affi liation, so that you are constantly building your customer database and invite them all back to celebrate and save during your fourth quarter Holiday open houses and events,” says Lempa.
5. Get technical If realizing a direct correlation between your community involvement and the bottom line is an important measure for you, one of the easiest ways to accomplish this is by donating gift certifi cates to various non-profi ts or providing them with customized codes so when a customer shops a percentage of the sale is earmarked for that specifi c organization. Neither of these activities is very time- intensive and you have the opportunity to reach a larger number of organizations. Also, your bottom line isn’t affected if the gift certifi cates aren’t redeemed and the percentage is only donated after a purchase is made. Lauren Woods, owner of Cracker Jax in Dekalb, Ill., uses donations of gift certifi cates and gift baskets throughout the year to worthy charities and schools as a gesture of goodwill but also for loyalty-building. By simply providing an email address, she can keeps tabs on purchase amounts and once they hit $100 in spending, she gives them store credit which she hopes they’ll use anytime, including the winter months. EXPERT TIP: After that initial visit, encourage return
visits by getting them involved in a loyalty program. “We only ask for an email address and for every dollar a customer spends, they earn a point,” Woods explains. “Once they accumulate 100 points they receive a $10.00 store credit.”
Megy Karydes is a professional freelance writer who loves to hear stories. Find her at
karydesConsulting.com.
GiftShopMag.com Fall 2013 n GIFT SHOP 83
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