How a small retailer is building Brand Awareness
Brand Awareness is your business’ identity. A high brand awareness does not guarantee that the consumer will prefer your business over another, but without a distinct and well-known identity, your business won't even be in the running. You have to create a memorable brand through marketing and ad strategies, more people will get to know your business — and you will see increased sales and even better - repeat business.
Brand awareness is essential not only because it brings customers to your business for the first time, it encourages them to keep coming back. People like to buy from names they trust and that they can identify with; when your logo and tagline are easy for them to remember, your brand comes to symbolize your company and it’s the first thing to come to the consumer’s mind when they’re ready to buy.
Below is an illustration of The Marketing Funnel, which clearly displays that Brand Awareness is the first step in attaining customers, customers who might become loyal or even Brand Advocates.
Below is an illustration of The Marketing Funnel, which clearly displays that Brand Awareness is the first step in attaining customers, customers who might become loyal or even Brand Advocates.
I have been consulting a small independent wine store, and in the below texts, I will reveal the simple tactics we have used to grow this business.
1) Great Products
You need products that your customers want to buy and a product range that will satisfy your customers’ needs and desires. The products must also deliver a profit for you to have a successful business.
How: The business owner is importing wines from wineries in France, Italy and Spain. Each winery has a unique story, the common element in this case is; that all wineries are small, they all make wine like they think it should be made, and not dictated by market demand.
2) Superior Customer Service
Real customer service is not about offering tons of sales or monthly specials—a decent salesperson can sell anything to anyone one time. But to encourage customers to come back to you again and again, there has to be more to your customer service plan. Building relationships is the key.
Pay attention to your customers’ feedback. It may be tiresome to hear about all the things your business is doing wrong, but listening to what your customers need is crucial to improving their experience.
Having adequately trained employees is essential, as well. Each employee should be thoroughly instructed in the principles of good customer service and how they relate to your business model. Empower your employees by giving them permission to make minor customer-pleasing decisions without having to consult a manager.
Do more than is necessary. Help employees to lead customers to the products they’re inquiring about, not just simply handing them a leaflet. Give employees the tools and encouragement they need to answer customers’ questions, offer instruction or advice on using products, interact with customers in a positive way or go the extra mile whenever possible.
How: Lots of people knows about wine, in this store will you get a very professional story and instruction about the wine and use. Additionally will the staff help you load your car, deliver for free.
3) Logo design
Your company logo is your company’s face to the world. It is one of the first things someone will see before and during the visit to your store. A unique logo is one of the main ways people remember your company. It should link your website with your marketing materials. It should give those who see it a feeling for what your company does just by looking at it. It should give people a sense of trust to buy from your company.
If your you just started your business, I strongly advise you to have your logo designed by a professional graphic designer.
How: When the business was founded were a very simple logo designed by the owner. This has now been undated by a professional designer, at a very reasonable price.
4) Location and Storefront
Location, location, location. History has dictated that this is one of the most important factors in the success of a physical store, and still to this day it will have a major impact on your success. Maybe you can not afford a premium location, but consider these elements before choosing a location:
- Demographics
- Competition
- Traffic Patterns and accessibility
- Merchant Associations
Additionally should ensure your storefront is looking good. The outside of your business is what the customer will see first, so it makes sense to focus on exterior improvements before making interior improvements.
An attractive storefront should be well-lit during the evenings, and should be clean, simple, but modern. All exterior wordage should be easy to read to passersby. Windows should be kept clean at all times, and burned-out light bulbs should be changed immediately. Sometimes all that is needed to boost sales is a storefront makeover.
How: the biggest asset with this particular location comes down to traffic patterns and price. This is a very inexpensive location, but on a street with much traffic and easy access parking.
5) Build a Mailing List
Ask for your customers names and email adresses to build your own mailing list. Send email to your customers is a very powerful tool and probably the best way to build an engaged audience, generate traffic, sell a product online or create hype around your next big event
How: Keep a sign-up list on your counter and remember to ask all customers to sign-up. Inform them about what you do, and how signing-up will be good for the. Like VIP invites to luxury wine tastings and great promotions.
6) Build a Website
If you do not have a website, make sure to get one fast - and have it made responsive to mobile and tablets. A website is not just a brochure it is your part of your branding strategy. Think of your site as a sales person that works for your business year round, never messes up a sales pitch, and communicates effectively with otherwise unknown clients
How: This business had an awful website, which did not at all match the impression you would have from visiting the showroom - it would confuse you and make you doubt the business. The new site matches the experience, it it light and easy to navigate. Now to the business gets much more business from other cities, and brand ambassadors is spreading their experiences with their network.
7) Get a Facebook Account
By now should it be clear to everybody, that social media is here to stay, at least for the foreseeable future. As a small business owner, do you have a great opportunity, when you use social networking sites effectively promote your businesses in powerful ways.
Facebook pages are excellent places to gather together your customers, prospects and fans to provide reviews, share opinions, voice concerns and offer feedback. You can build a community on your Facebook page in a number of ways, including:
- Posting useful, relevant and interesting links
- Asking fans to contribute with comments
- Organizing contests and promotions
- Providing a place to leave reviews and other feedback
- Offering incentives for activity on the page
Additionally is a facebook page good for SEO and several other good things…
How: facebook is great for small business, because you communicate directly with your customers and can give the quality advice, like no other. Further can you get your “brand advocates” to share your postings to their network.
8) Host events (wine tastings)
Hosting an event is a great opportunity for your business to gain exposure, especially to local potential customers. People attend events, because they are interested in the event itself. This is especially true if they have to pay a fee to participate. Surprisingly, paying for attendance does not deter people. In some cases, a paid event has an air of exclusivity, as if the activities and workshops are premium experiences that they would not be able to get for free. Guests who are willing to pay the price to attend an event often anticipate that their experience will be valuable or, at the very least, they are interested and curious about what you have to offer.
How: Hosting wine tastings is now an essential part of the business and being carried out quite often. The is several great thing about these events; You have people attention for a long period of time to leave a solid brand impression, additionally is this a good window to sell featured products. This business sends invites per email, informing about the event, asking them to bring a friends, spouse, co-worker… this spreads fast, now are companies and groups booking tastings.
9) Public Relations
Small business can really benefits from good public relations. To have good public relations does not mean you need to hire an expensive PR firm. To develop a plan, think about your audience. This includes more than just customers. Additional members of your audience may be local media or employees. Use these additional resources to communicate your message.
PR is more than writing a press release. In today's public relations field, professionals utilize more than the traditional press release. PR professionals commonly use facebook and similar to convey their message to the public. Social media is changing the public relations industry as it allows businesses to communicate with a larger community. Instead of sending a message to just your local audience, businesses can now communicate globally. As the scope of public relations increases, professionals need to adapt and take advantage of new avenues to communicate with the public.
How: This business is reaching out to the local media. It participates in the papers wine tastings and it writes press release about the growth, new vendors and similar.
10) Guerrilla Tactics
Guerrilla marketing works outside of the mainstream, making a disruptive impression that gets a brand or business noticed, and in an extended period of economic downturn, that gets even more important. That’s why guerrilla marketing is more relevant than ever- finding a cost-effective way to stand out from the crowd is what guerrilla is all about.
How: This store is to date used one simple and old school tactic with great success. They are having some kids distributing / placing flyers with coupons in windshields in cars parked in a relevant location to the store. The output is a combination awareness and the immediate effect of redeeming the coupon, which translates into trial and sales.
