Developing an ambitious and successful business strategy today undoubtedly requires a global strategy. First of all with a digital policy which must be conquering and inspired, in tune with technological developments? On the other hand, with the development of a modern relational marketing plan which is anchored in the locality to retain a more demanding and more versatile clientele. This last point is one of the recurring issues likely to slow down business development. How to improve your local marketing strategy? Here are three tips to follow to effectively organize the strategy of your point of sale network.
1. Build an innovative business strategy
First tip: you should first regularly organize your point of sale. The most relevant way to do this is to judiciously use the multiple levers at your disposal in order to optimize the attractiveness of your stores. Among these levers:
- Personalized customer services
- Welcome coffee
- Product tasting
- The organization of events, etc.
Of course, this approach is only the BA-BA, it is necessary to show creativity and originality. Do not hesitate to think outside the box and to venture into areas which are a priori unknown to you and which will prove to be decisive!
Second tip: developing your Local Business Marketing in Rhode Island involves organizing destocking. The main objective is to hunt down waste: say stop to the inevitability of unsold stock. The simplest and most logical advice is to carry out destocking campaigns locally and regularly. Adjust your communication to better whet your customers' appetites! Play on the seasonal aspect of this communication and seize the opportunities that Mother Nature offers you according to the periods of the year (spring, summer, autumn, winter).
Third tip: from experience, it seems essential to offer local events that are modeled on the major dates of the calendar: local festivals, Saint-Patrick, Black Friday, end of year celebrations, sales periods… Nothing like this for attract traffic throughout the year and build customer loyalty at your point of sale. A permanent watch will allow you both to know precisely the state of your market but above all to identify the best practices and good ideas of your competitors, and to use them intelligently! Find the chronological benchmarks of the year in our 2020 marketing calendar.
2. Define a strategic marketing plan to avoid suffering at the local level
First tip: choose the right tool . Adapted, intuitive and ergonomic, this tool must be usable quickly and efficiently by your stores. Facing the customer, in the field, your local teams want to act, but do not always have the tools to do so. Capitalize on their motivation by supporting them to avoid mistakes.
Here are 5 good reasons to help the local
Second tip: avoid bad practices . Easier said than done you might say. It is about avoiding the wrong note in your management and transmitting to your team certain elements that will build the key to your future success , in particular the ins and outs of your approach. Here is a non-exhaustive list of errors that could be expensive and need to be corrected if you haven't already:
- Send campaigns without targeting
- Post messages inappropriate to your target on social media
- Remove criticisms or negative comments on social media (the maximum possible transparency should be privileged, which is generally appreciated by Internet users)
- Do not follow links in emails
- Leave customer questions unanswered on your FAQ or in any other section
- Do not personalize messages
Lastly, needless to say that in matters of security and customer relations , it is essential to absolutely watch over your database (generalize the opt-in !) Considering that it constitutes your war chest, a base in perpetual evolution on which your success is built .
3. Data serving local marketing strategy
First tip: create value-added content for all of your stores. Your different points of sale must not waste time creating their own content themselves. It's all about organization : plan to write, place, and replace online content on your website and social media.
Never lose sight of the fact that digital technology is an opportunity, on condition that you master this mode of communication, and that it is even a necessary step in e-commerce : it is now mandatory to define a “brick” strategy. and clicks ” , which is based on the virtual (website, social networks, mailing and SMS solutions, etc.) and the real (stores or physical points of sale).
Second tip: the analysis, use and segmentation of your data are essential steps. They will allow you to have precise statistical reporting (according to indicators, or KPI, defined in advance by yourself) and a global communication strategy fully adapted to your targets (bring the right message to the contacts chosen at the best time for them). By measuring and analyzing the results of your marketing and sales operations, you will be able to refine your next campaigns. A good analysis will optimize your profitability and maximize your impact on your targets! Deciphering your past actions and the behavior of your customers will make it easier the automation of the marketing plan, in particular by using triggers.
Conclusion: towards a regularly revamped marketing and communication strategy
The development of the company only needs to be stimulated and boosted by a diversified and supported marketing strategy. The main lessons to be drawn from our study are simple and easy to apply: avoid bad practices, promote good practices and training among your employees, use suitable and ergonomic tools. It is important to refine your local marketing strategy by relying on relevant indicators, both qualitative and quantitative. Success comes at this price but it would be too simple: the effect of this strategy will only be increased tenfold if you manage to adapt intelligently your communication to your target, depending on the competition and drawing your areas for improvement and reflection from the strengths and weaknesses of your territory.