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The doors to your brick-and-mortar shop are opening again…and it’s time to start thinking about marketing your business.
Your customers are likely excited to see you reopen – even if it’s not business as usual for the foreseeable future. But the retail world has changed, and your marketing methods might need to shift, too. Whether you cut back on your marketing budget because of COVID-19 or need to promote new offerings, there’s a lot you can do to stay in touch with customers and market your business.
Here’s how to make the most of traditional methods with marketing materials like postcards, banners, posters, merchandise and more.
- Create a marketing plan
- Maximise your mailing list
- Send an offer
- Advertise what’s new
- Say “thank you”
1. Start by creating a marketing plan.
A marketing plan is key to any small business venture, but is especially important in times of great change or when you need to communicate something new. Set up calendars to plan when you’re going to send communications to customers (like postcards!) and when you’re going to post on your social channels. Being proactive and sticking to a schedule will keep you top of mind for all of your customers.
When you’re drafting your plan, consider who your customers and competition are, and what you’re planning to do to promote your business. For example, if your target clientele are millennial women, prioritise posting on Instagram. But if you want to expand your customer base to include senior citizens, think about sending communications the old-fashioned way.
2. Maximise your mailing list.
Send postcards (with an offer, if possible) to previous, current, and potential customers. Whether it’s a waived delivery fee, a complimentary styling session, or an in-store discount, a little gesture is a great way to entice a quiet customer base back into your store.
Did you gain any new customers over the past few months? If you started selling products online, maybe you now have a wider reach. Remind them that you have a brick-and-mortar space and are open again for business.
3. Market what’s new.
During the COVID-19 crisis, we saw many small shops and boutiques adapt their business plans when they had to shutter their physical stores. Are you planning to continue offering virtual shopping services or click and collect? If so, spread the word about these offerings with a poster in your storefront or with a social post on your favourite platform.
4. Thank customers & staff for their support.
Saying thank you is important – it feels good, makes others feel good and is great for business. And after the last few months, you probably have a few loyal customers and staff members that deserve a huge show of support.
Offer a “welcome back” discount to locals, giveaway branded merch like t-shirts and caps to customers who purchased a gift certificate while your were closed, or show staff appreciation by organising a team brunch or outing.
And don’t forget to get your storefront ready for its grand reopening!
Hang a vinyl banner outside, or a few posters in the front windows. Choose one of our pre-designed reopening signs, or customise your own.
