Seven Summertime Marketing Tips

How to create a traffic jam at your store

By Gordon Hecht, YSN Contributor

The No. 1 comment I hear from those of us in the Retail World is that store foot traffic is down. Perhaps as much as 30-50% less than a few years ago.

Conversely, closing rates are up. Over 50% at many retailers.

There’s a couple of reasons for the drop in traffic. People are researching products and shops online before they drive the Family Truckster around town. Previously, shoppers visited two to four stores before purchasing. Now they buy from the first or second shop they visit.

The second reason is the economy. Let’s face it: things are rough out there. Everything from gas to groceries costs more. Here at my La Boca Vista (Phase III) home, the cost of living has gone up $2 a 12-pack.

A third reason is the season. It’s the summer and there’s plenty to do besides buying a mattress. Vacations, beach time and barbeques are more fun than shopping.

Sum Sum Summertime

The great philosopher Eddie Cochran said, “There ain’t no cure for the summertime blues.” We can complain about the dearth of traffic or wait for summer to end. But our Retail World doesn’t have to wait for something to happen.

Another great philosopher, Timothy Adams, wrote “Opportunities are seeking out problem solvers, not complainers.” If shoppers aren’t coming to us, we can go to them.

Start with this premise: It costs about $50 to bring a shopper into your store. If you don’t believe me, add up your monthly marketing and advertising investments and divide by the number of “ups” that visit your shop each month.

If you invest $300-$500 in bringing shoppers to your store and six to 10 people show up, you are at average.

Check out these seven ideas to draw people to your door or create revenue in other ways:

Center on Your Center

Many retailers are located in strip centers or around other stores. How about stepping outside your door and meeting your neighbors? Offer their employees a friends-and-family discount of $100 off a $399 purchase. Or offer them a $100-$200 store credit for every referral that buys from you. If they send you five buyers, your neighbor can get a $500-1,000 product from you. Print a flyer and drop it off at your neighbors.

Hint: When you visit neighbors, bring a gift. A dozen cookies or a cute plushie toy goes a long way.

Grow Your Sales at the Traffic Farm

Many towns sponsor weekly farmers’ markets. We have one in one in ours. There are fruit and veggie booths, but also clothing, handbags, jewelry and more. And about 500 people walk through weekly.

Consider taking a booth. Grab up all the excess inventory of pillows, sheets and protectors and peddling them at a deep discount. The revenue will pay for the booth and clear space. You will also develop a reputation as a place to put on the shopping list.

BTW, you need to shlep out a queen mattress on an adjustable base. Price the whole combo as a show special. Under a thousand bucks One demo on that and people will flock to your store.

If your town doesn’t have a farmers’ market, look for a swap meet.

Hint: You can sign up for Square and collect bank card payments on your cell phone.

The 800-Pound Griller

Summer means cookouts. We love food and we love free food even better. What better way to draw traffic than to light up the Weber or Green Egg and give away some hot dogs. Five hundred smackers buys a lot of tube steaks.

Promote it on social media and post a sign on your delivery truck in the parking lot. Invite the neighbors.

Be extra sharp on this event. Invite your local outdoor retailer to provide the grill and help with the cooking. You provide the food. Co-brand the marketing effort and it’s a triple win — for you, the grill guy and your shoppers.

Hint: Have bottled water on hand to wash down the franks.

The Tipping Point

Barbers and hairdressers. Waiters, waitresses and busboys. Valet parkers and caddies. These are folks who depend on tips for their income. They also interact with lots of people every day.

Try this out. Start doubling the tips you give. If you tip $10 on a $50 meal check, start making it $20. A five-spot to your barber becomes a sawbuck. And add in a little extra. Drop in five or 10 business cards with a $50-off coupon to your store. Chances are good that your tonsorial expert or server knows someone shopping for your product right now.

Hint: Get special business cards printed with the coupon on the back. Be sure to add in an expiration date and a limit of one coupon per purchase.

It’s an Everyday Thing

You can draw traffic to your store in other ways. The effect may not be immediate, but it can be long lasting.

• Join your local chamber of commerce; there are influential people in the chamber and they touch hundreds of people monthly.
• Sponsor the local ball team or kids’ league. A lot of moms and pops need beds.
• Visit local apartment complexes and meet the managers. Provide a one-pager about who you are and what you do

The key to marketing is repetition. It takes several advertisements to catch a shopper’s attention. It’s the same with these events; they will snowball, even in the summer. Plan to repeat the action four or more times for effectiveness.

And save a couple of hot dogs for me.