A new era is upon us. No longer is it enough just to “go do the shopping”. Consumers want an entertainment factor, an alternative focus to draw them down to the shops. There is a focus on visual impact and displays involving some form of interaction or community involvement targeted to your audience.
A good starting point for this process is to begin by planning an events calendar, concentrating on sporting events and family festivities. After all Melbourne is the number one sporting capital of the world! A typical business events calendar would look like:
- January - Back to School
- February - focus on Valentines Day
- March - Grand Prix racing promotion
- April is Easter
- May and Mothers Day
- July and August warm up for winter
- September - Fathers and Football Finals
- November - Spring Racing Carnival
- December - Christmas
You may wish to focus on a local event. How old is your shopping strip? Is there a local historical event you could revive? Tailor it to fit your business. Window displays are your theatre to bring in your target audience! Use it well and you can increase the foot traffic through your business.
There are tools to help implement the conversion into a sale! By using professional signs, point of sale material that is prominent, easy to read, clear and uniform. Many businesses make the mistake of putting too much information on the signage, which clutters and is not easy for the eye to follow. By following these simple rules you will be informing and creating a brand image upon which to build.
By using the natural senses we were born with it is possible to reach your customer by emphasising sight and touch as well as introducing taste or smell. There are proven ways introduce a sense. For example by giving a complementary, foil wrapped egg with all Easter purchases or, if you were a bookshop business a complementary bookmark, incorporated with an Easter design, may be a good giveaway. This really adds value to your customer and further enriches a positive customer care approach and the consumer with return. You may also want to thing about introducing a children’s competition in conjunction with the promotion to design the bookmark.
If you sell clothing a small complementary scent sachet works wonders wrapped within the neatly folded top, which has been purchased. You can simply adjust the level of promotion to reflect your business size / event calendar. Start small and add a sense as required when the event on the calendar draws nearer.
It is now the second month into 2007 so if you haven’t started already write those Events Calendars and use those senses to reach your target audience.