Keep your Business Local

Community Based Marketing and Loyalty Programs for Small Business


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The Challenges of Marketing in Rural Areas

Close up of a small Christmas tree inside a spherical glass

My clients in rural communities use many ways to reach out to their customers. Traditional things like billboards and signage are not very effective when you can count on your fingers the number of cars that pass by. Another client just realized that being ranked Number 1 on a Google Search in her category does not help in her remote area.

So how do you get your message to this target market? Simple, deliver it directly using focused Marketing Programs. Community based marketing programs such as Loyalty Programs that focus on local businesses and customers in the surrounding geographic areas. Use a geo-targeted approach that encourages residents to frequent local businesses. For example, add location information to your posts so they are listed in searches for businesses in your area.

A great way to leverage exposure is to connect and team up with other local businesses. Do this using joint promotions, geographically targeted advertising, Multi-Merchant Loyalty Programs and sponsored events. “Like” other local businesses on Facebook and use Pinterest to promote your business, and local activities and attractions.

The Holiday Season is perfect for getting organized. Increased traffic into the area benefits everyone. Make the shopping experience special to entice shoppers to frequent local businesses. Time limited promotions, hot chocolate stations and gift wrapping tables make the process more enjoyable.

Small businesses need a different approach to successfully market their products and services in rural areas. They need focused programs that appeal to their target market and encourage them to “Shop Local”.

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“Shop Local” Loyalty Strategies

Women Window Shopping

How can smaller centers compete with the big cities? By developing strategies that encourage residents to shop in their local community. The key to making these types of programs successful is making them flexible enough to work for different types of businesses.

Loyalty Programs are a great way to focus the attention on local businesses. A Coalition Loyalty Program made up of local businesses is a good way to start. Residents collect points and redeem them at other local businesses.

Make it Simple. Signing up for the Program should be quick and easy. Consider getting away from the standard Loyalty Card. There are other ways to do it.

Make it Fun. Use a mobile app to delivers deals and rewards directly to your customers’ smartphone.

Make it easy to Save. A Coalition Program makes it easy to collect and redeem points at different businesses for items customers want.

This type of Community Based Marketing targets customers in your area. It leverages marketing dollars and increases exposure of the businesses that join the Program. Large corporations use these types of programs to increase market share, collect information on customer buying trends to develop marketing campaigns and discounting strategies. Now this type of information is available to small businesses.


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A Question of Loyalty

How do weOpen the Door to Loyalty develop loyalty? This question is asked over and over again in businesses around the world. The answer is different in almost all cases. What works for one business does not necessarily work for another business.

One thing is certain, customers want value for money. Value in some cases is the lowest price, in others it is selection and in others it is service. The answer for your business depends on what your target market is looking for. The key to designing a great program is knowing what you want to accomplish and what appeals to your customer base.

There are different approaches to building loyalty. Loyalty Programs range  from simple punch cards to loyalty cards, coupon clubs and gift programs. If you want information about your customers, then you need a Loyalty Program that collects customer demographics and has the required tools to do the analysis. Coupon Clubs are flexible and some allow you to collect data. Punch cards (paper or digital) encourage repeat business. Gift Programs work best in rural communities where businesses want to reach out to a widely distributed customer base.

Loyalty is hard to measure. Customers change their purchasing habits to fit their economic conditions and what they perceive as the best value. So whatever type of Program you choose, it should be flexible enough to meet your customers changing needs.

Let us know about your plans, please join our Poll.

 


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How to use Lessons from Archery to improve our Marketing Campaigns

MP900404836 In archery, mastering the technique gives the preferred result, hitting the target.

Is this what we are trying to do with our Marketing efforts, hit a target? Is the target a sale? If so, then does technique determine the outcome? Does this mean that continually improving our technique will yield better results. What does this look like?

As a business learns more and more about its target market, it improves the likelihood that it provides the products and services its customers want. This information can also be used to develop better ways to promote the business. It is also vital for developing marketing campaigns that get information to potential customers where and when there is the highest probability of making sales.

Fortunately today results of each campaign can be measured using analytics to track things such as coupon redemption rates, and “click-through” and conversion rates for each post, email campaign and call-to-action. This is way we understand what works and what does not. It is a continuous process, as we identify the type of content that gets the most results, we can then customize the message for the audience.

This type of systematic approach to Marketing gets Sales. Just like the arrow hitting the target, this is the improvement process that yields results.

Reaching your target market is often challenging. Get a copy of our free eBook, ” A Primer on Community Based Marketing”,  to get information about Community Based Marketing Programs. “Like us” on Facebook to access even more resources.


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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”.


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Target Market, Marketing, Promotions, where do you Start?

How do you take that great idea and make a business out of it? This is a question I get asked a lot. I usually answer it, with another question. “Do you know who will buy your product or service?”

Simply put, this is your Target Market. To be successful, businesses need tA woman hand carrying a bunch of colorful shopping bagso know what they buy, when they buy and how often they buy. If there is enough demand for your products or services then you have a viable business. The next part of the process is to position the business so that customers know that you provide these products or services and you are “top of mind” when they are ready to buy.

This is where Marketing comes in. Does marketing mean spending lots of money? Not really. It means spending on programs that get your message to your potential customers. This could mean point of sale displays, websites, blogs, advertising, coupons, loyalty programs, direct mailings, email campaigns, the list goes on and on.

Where do you start? You start where your customers are. Do they read newspapers, are they online, do they collect coupons – you need to be wherever they are. The challenge is to create the right mix of programs that communicate your message and support your business objectives.

Contact us to discuss the type of programs that work best for you and your target market. Our Community Based Marketing approach helps small business access programs that are usually only available to large corporations. LocalBizConnex has  created Marketing tools that support small businesses and help them focus their promotional dollars on their Target Market.


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How do you know which Promotion is Working?

This is a question I get asked often. It is a constant concern of all businesses spending money on Marketing. This was high-lighted in a recent article called “The Recovery Plan from the Scary Experiment” about an attempt to determine if a web strategy worked. What they did was stop creating content and publishing articles. The result was a drop in traffic to the web site. Empirical proof that the web strategy was working.

xhdhspsqnuefcdshrndt-wNot many businesses want to take such a drastic step. A more measured approach is not to stop cold turkey but to introduce promotions that encourage customer participation and allow businesses to track customer uptake. The best way to do this is to implement programs that get customers to sign up for special deals, coupons and rewards.

These types of programs are great ways for businesses to learn about their customer base. The response to these types of promotions show which ones appeal to which part of the target market. This information can then be used to design future campaigns.

Contact us to discuss the type of Program that works best for you and your target market. LocalBizConnex has  created Marketing tools that support small businesses and help them focus their promotional dollars on their target market.