Local Store Marketing 101: The first question we all learn is “Who is Your Target?”. Initially, we want to understand basic demographics: age, sex, ethnicity. Those are the easy data points that we can learn from any US Census. Today’s CRM and big data strategies allow companies Continue reading “Who is Your Marketing Target? I Bet You Don’t Really Know!”
We all say it. I have My Dry Cleaners, My Grocery Store, My Gas Station, My Pharmacy. They are all MINE. Of course, I don’t own any of these businesses—but, I am a loyal customer of the locations that I fondly refer to as “mine”. The value of them making me one of their “My’s” is huge. I am a repeat customer and probably a heavy user from their perspective.
But, I didn’t become one of their loyal customers easily. Continue reading “MINE! MINE! MINE! Six Keys to Earning Customer Loyalty”
I spent the majority of my career either working for advertising and marketing agencies or as the client of an advertising or marketing agency. These agencies were top-notch and among the elite marketers in the U.S. As a client, they did a great job of meeting my needs at the national and even local market levels. However, when it came to knowing the needs for an individual franchise location—they just didn’t get it. Continue reading “Why Don Draper Doesn’t Fit Your Business Needs”
One of the things I love most about my job is sitting down with a group of franchisees and having them share the ideas that are working to build sales in their locations. Inevitably though, someone brings up an idea that’s working great for them and another franchisee says “I tried that and it didn’t do anything for me”. Why does that happen? Why doesn’t that great idea work in your location too? Continue reading “Why Doesn’t this Local Store Marketing Idea Work for Your Local Business?”