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Setting up your very first brick-and-mortar store is an exciting time. It’s also a challenging time – particularly during those initial stages where it’s imperative to both attract and retain customers. After all, competition may not just be a few steps away, but it can also be present online. How can your store stand out from the crowd?
Effective marketing is the key.
With the right marketing approach, it introduces your brand to the community – as well as build lasting relationships with your customers. Are you struggling to think of ways to put together a cohesive marketing strategy? That’s where this beginner’s guide steps in.
Whether you’re setting up in a shopping centre or quaint neighbourhood, whether you’re selling tasty cakes or toy cars, the actionable tips below will help pave the way for your physical store’s success.
Understand Your Target Audience
Before you start splashing the cash on marketing tactics, you have to put in the groundwork. That starts by fully understanding your target audience. Fail to do this, and you’ll simply be throwing money away at promotional strategies that, with hindsight, didn’t produce the results you expected.
Even if you select the right marketing methods, you can only implement these correctly with the right research. For instance, if you create a leaflet without knowing what language and imagery best resonates with your audience, it’s likely to miss the mark.
Fortunately, there are various ways to perform market research. These include:
- Surveys and questionnaires
- Focus groups
- Interviews
- Observation
- Competitor analysis
- Field trials
By putting in the early work to gather information and learn more about your potential customers, you have the foundation to craft effective marketing strategies for your new store.
Build a Strong Brand Identity
When setting your store apart in a crowded market, you must establish a strong brand identity. No question. A consistent visual theme, one that resonates with your target audience, can deliver an immediate, lasting impression that draws customers in and encourages loyalty.
The theme includes every visual aspect of your brand. The store design, interior layout, logo, signage, colour schemes – everything. All of these elements should align in a cohesive manner to tell your brand’s story in a visually compelling way.
How to Craft a Compelling Brand Message
- Identify your USP: What is your unique selling point? What makes your store different from competitors? This could be product quality, customer service, or even an innovative shopping experience.
- Align with customer values: Understand the values and expectations of your target audience. Your brand message should echo what is important to them, whether that’s sustainability, affordability, luxury, and so on.
- Simple yet memorable: Your brand message should be concise and easy to remember. A catchy tagline or a powerful mission statement, for instance, can make a significant impact.
- Consistency across all channels: Ensure your brand message is consistent in every form of communication, from in-store signage to online content and advertising.
- Emotional connection: By telling stories that resonate with your audience, you can connect more emotionally with your customers.
Effective Use of Signage
A store needs a sign. That’s obvious. Not only does it act as a locator for potential customers, but it’s also a silent salesperson for your store. Yet you can’t just use any type of sign – you need a high-quality, professional sign that pops.
Look at the Sign Man in Gloucester as an example of this in action. They recognise effective signage starts with visibility and readability, ensuring your store sign can be seen and understood from a distance. They also opt for bold fonts and colours which match a brand’s identity. Ultimately, the aim is to catch the eye of those passing by.
The work doesn’t stop with your main store sign. Other signage can also be used to communicate key information. This can be everything from sales to new arrivals. Put these signs up in the window, and they could be the necessary step to entice customers inside.
Leverage Local SEO
Leaflets. Print adverts. Billboards. There are numerous traditional marketing tactics to promote your store. However, even with a physical presence, it’s essential you leverage the power of the internet.
Local SEO can see your business show up in relevant local search results. For example, if you run a bakery in Gloucester, those in the area that make a search query like “best bakery near me”, could be introduced to your business at the top of the page. With more and more people going online to find info about local businesses, this could be imperative in getting new customers through your doors.
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