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Community Based Marketing and Loyalty Programs for Small Business


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Yes, we still like our Loyalty Programs

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Loyalty Report – Canadian Edition| Maritz Loyalty Marketing.

Consumers still love their Loyalty Programs. Many see them as a way to get more value from the businesses they frequent and the brands they buy. The most popular Loyalty Programs are easy to understand and offer rewards that fit their lifestyle.

Effectively marketing the Program is the key to success. Company websites, social media, blog posts and Pinterest pages often showcase the Programs. Many use in-store signage to promote their benefits, and employees to tell customers about the Program and to enroll them. Talking directly to customers is often the best way to spread the word.

Members of the best Programs are engaged. Company communications, reward structures and the redemption process appeal to the markets they serve. The Programs can be modified in response to customer feedback and the changing business environment. Members get the most flexibility with Multi-Merchant Programs. They encourage cross promotion with other businesses. Points collected at the dry cleaners can be redeemed for flowers or a birthday gift. Members get choice and the merchants can leverage each others’ customer base.

All manage rewards and points to get the most effective Return on Investment (ROI). A positive ROI means the program is sustainable. The key is to balance making it profitable for the business and attractive for the members.

Marketing for Small Business is really Relationship Marketing. The unique experience you create for customers makes your business different from the one next door. Loyalty Programs for Small Business encourage customers to build those links, frequent the small businesses in their area and to “Shop Local”.

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Integrating Social Media into your Online Marketing Strategy

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Every online strategy should include a social media component. Social Media is an effective and inexpensive way to expand your marketing reach. Use it to build credibility, promote products and services, and reward customers.

Your website is great for describing your business, your blog can provide background information on industry trends, products and services. Upload pictures of products and special events onto Pinterest, and distribute information, coupons and promotions on Facebook. There is also Twitter, Foursquare and Instagram, and there will probably be more in the future.

Developing an online strategy and managing the flow of information can be time consuming. There can be a down side to setting up too many accounts on social media platforms. If you have no idea what you are doing, you can actually damage your reputation and your brand. To be effective you need a clear communications strategy and a way to generate and distribute content to the various social media sites. Be sure that you have the time and resources to maintain them. Do not sign up for more than you can support, or get help.

One approach is to start with an editorial calendar. Use it to outline the topics, events and promotions you want to cover and the platforms that you want to distribute them on. Assign the writing duties to various members of your team and manage the distribution. Do not forget to integrate and monitor the data analytics for each platform. This is a great way to measure your audience’s level of interest in your posts.

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You are Open for Business, now What?

You are “open” for business, the next step is to get customers through the door.  Where do you start? Many local businesses start advertising and hope for the best. This is one of the few cases where anyone spends moneyA neon OPEN sign glowing red in the window of a restaurant at the off chance that there will be a pay back.

The fact is, there is little evidence that any one  campaign or piece of marketing collateral is going to generate sales. Conventional wisdom states that it take three exposures to your target market for to a message to be received and even then customers may not have an immediate requirement for the product or service.

The goal of any Marketing Campaign is to create a positive impression and to put your business top of mind so that customers think of your business when they are ready to purchase. The challenge is therefore to develop a geotargeted community based marketing campaign that works for your business.

So how do you choose the right promotional mix and how do you know what works? One way to know is to measure the results. Sounds complicated, but this can be as simple as noting what was happening before and after a program is implemented. For example, the amount of traffic before and after a web site update, starting blogging activity or pre and post customer mailings. Coupon and loyalty programs where customers sign up for deals and points that can be used for future purchases are also ideally suited for tracking customer activity. They are great for showing customer appreciation and for Shop Local campaigns.

The way to calculate actual numbers is to capture spending on marketing and the incremental increase in sales for a set time period. Use this information to calculate your Return on Investment. This is one way to know if the promotion is reaching your target market and if it appeals to them. Remember there are many approaches and what works at one time may not work at another time. The key is to experiment and to be creative. Sometimes it is a good strategy to do more than one thing. Continue with the promotions that work and stop the others.

Here is a an opportunity to get an Assessment of your spending on Marketing. We review your website, brochures and any other types of promotions you are doing and see if they are meeting your requirements.LocalBizConnex Marketing Support Coupon001

We then prepare a proposal of what we think will be most effective. Call us to get a “Marketing Spending Check-Up”.