FOCUS | Marketing your business What the professionals say
As an independent retailer, you may not have the budget to employ a professional PR and marketing agency to take that burden off your shoulders. So we asked Jacqueline Mariani, MD of JMM PR and, Alison Relf, MD of Taylor Alden, to share their secrets for an effective strategy
STAYING IN THE SPOTLIGHT JACQUELINE MARIANI, JMM PR
in the spotlight locally. KBB specialists will benefit by creating interest and keeping their community informed, so they feel looked after, which will
M generate footfall and, in time, sales.
Make sure your website and social media profiles are up-to-date. This is often the first place a consumer will look if they are interested in your business. If your social media profiles are active, with recent posts, and your website is up-to-date with your latest products and news, the consumer is more likely to continue their shopping journey with you. Having an outdated online presence can be worse than not having one at all.
On social media, posting images of kitchen settings and products in your showroom is always a good place to start. Beyond this, bring the personality and ethos of your business to life. Share photos of your team so you become familiar faces. Capture an image of a member of staff by their favourite display in your showroom, or be more lighthearted by sharing a photo of a colleague bringing in their pet for the day. But make sure images are always of good quality as this will reflect better on your business.
Having an
outdated online presence can be worse than not having one at all
Jacqueline Mariani, MD, JMM PR
Create a buzz by hosting a competition. This can be done on social media, too. Maybe offer an appliance as a prize, or cooperate with another local business and give away a hamper or afternoon tea. Encourage your followers to share the opportunity. Approach local newspapers and provide recipes, tips for home updates or advice on appliances. Send in your latest news and, if you have the budget, place some advertising. Traditional media remains influential, particularly with older generations.
Finally, do you have an Environmental, Social and Governance strategy in place? Consumers are increasingly looking to shop with sustainable and ethical companies. It’s likely that your business is already taking such steps, so communicate this to your customers. Perhaps you are also committed to helping a local charity. These are all worth shouting about.
• Clients include the KBBG, Insinkerator, Whirlpool, Hotpoint and Indesit
arketing is vital for all businesses, large or small. We recommend that independent retailers ensure their businesses are kept
EXCITING OPPORTUNITIES ALISON RELF, TAYLOR ALDEN
to research and purchase products and services. The challenge is to develop a bespoke plan for your company that respects budgets and resources – you need
T
Don’t forget print. Get to know key journalists who can endorse your work and share your stories
Alison Relf, MD, Taylor Alden
to be able to respond to all those amazing enquiries. Not everyone has millions to spend, so take it slow and plan well.
The go-to hub for anyone wanting to know more about you is your website. It’s important to get the design and workings of the website right – branding, information, SEO, population, photography, videos. The best websites are those that are image- and project-led. Residential and commercial visitors want to see the projects you have worked on. A good website designer, in partnership with a strong SEO (search engine optimisation), is a good start. Also look at what the competition are up to.
Always have your target customer in mind. Maybe ask your existing contacts what they would like to see and know. Also draw up a list of key targets – who do you want to work with? A blog or news section, populated by your key people and guests, is helpful, as is a section on project case studies along with client testimonials. Mutual promotion is important. House builders may have a greater following than you. By sharing
and conversing, you are spreading your message further. Of course, here we are talking social media. Key for design companies today are LinkedIn and Instagram as they, in simple terms, are business- and image-led respectively. And don’t forget print. Get to know key journalists who can independently endorse your work and share your stories. Key media could include national and local trade and home-interest titles. Each article needs to be carefully targeted. Project case studies and thought-leadership articles are really important. Readers also like that a piece is independent. Finally, a useful way of making your mark is through awards – like the kbbreview Retail & Design Awards – and competitions.
• Clients include Blanco, Draks, Keller Kitchens and Königstone
he world of marketing offers exciting opportunities to talk about you. Because of the pandemic, people are looking at new ways
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· July 2021
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