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Community Based Marketing and Loyalty Programs for Small Business


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A Smart Phone that is a Reward Card!

WomanWhile doing research for a client, I found a whole new way to communicate directly with customers. A software approach that lets businesses send information about the “hot deal” of the day to their customers’ smart phones.

Merchants sign up and set up the system, then input their deals, rewards and coupons. Customers down-load the app and sign up. When they are near the business, the system does the rest. It transmits the deals to their phones.

This new approach does away with Coupon Cutting and Sorting. Change promotions daily, even hourly. There is no points liability to manage and no risk for the merchant.

I immediately signed up and soon my client joined. It is an easy, effective way to communicate directly with current customers and to attract new ones. Just about everyone is interested in trying out a new app, are you?

LoyalBlocks from LocalBizconnex

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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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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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Your Website, your Storefront

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Remember that “Your Website is your Storefront Display”.

This is often forgotten during the design process. A company’s website is usually the first impression potential customers have of a business. It should communicate a clear message that supports the brand, in simple terms, what your business is about.

There are several things that you need to know as part of the design process. To start with, determine who is the target market, how you will reach them, then develop the message to be communicated.This message should be the basis for all other online posts.

Many small bricks and mortar businesses struggle with this. They do not understand how to translate their vision of the business into an online presence. The important thing to do is to distill the essence of why you are in business, how you solve your customers’ problems and how you are different from the competition.


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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.