One of the more frustrating questions any consignment or resale shopkeeper can hear is “How long you been here?” It’s even more frustrating to know that every day, there are potential customers who need to be reached.
Well, get used to it. “How long you been here?” is going to be heard in your shop forever.
I mean forever. Every single day, no matter how established your business is, there are new people you need to attract, people who just BECAME potential clients.
- Maybe they didn’t need what you sell ’til just now.
- Maybe they didn’t know what you sell, and how it could be of value to them, until they happened across your business while doing something else. (The theory behind locating near other places which attract your target market.)
- Maybe they’re in a madcap, girls’-afternoon-out mood and willing to explore new shopping experiences.
- And just maybe, they recently arrived in your market area, moving to town or simply passing through.
You have to, 24/7, let everyone know about your business and what it can offer to them. You have to hit ’em when and where they are in need of your goods.
Let me tell you a story.
A few days ago, we decided to go out to lunch. Since we’d be in the neighborhood, and I’d heard good things about a certain restaurant, I thought that would be a good choice. But I was unsure if they did lunch. So I googled them. Found lots of rave reviews, which whetted my appetite. Found their web site, too.
Without the hours or phone number on it. Out of 5 possible links, 3 were completely blank. Nothing. Main page? Cute music and slide show, no address, phone, hours, or even what type of business this was.
Went back to Google, found their phone number on another site, called them. The nice fellow who answered the phone at 11am said no, no lunch, open at 4. When I remarked that the restaurant’s web site was woefully inadequate, he said “The web site is a work in progress.”
Well, duh.
LIFE is a work in progress, yet alone a business or its web site. Is that any reason to handicap a potential client from becoming a customer? Why would not the first thing on that web site be who, where, when, and even what the business is?
Of course, no one can afford to blanket the earth with signs, ads, Facebook and Twitter,bag-stuffers and billboards. The wise shopkeeper balances the effort and money involved to choose her marketing strategies. Not being discover-able on the Internet is a major marketing flaw. Especially when the Internet is the biggest advertising bargain around.
Is your business similarly handicapping your next customer? When they get the urge to go looking for a lunch restaurant, or a place to go back-to-school shopping or to find that wonderful Halloween costume idea...will they be led to your business? Think about how customers look for businesses that will fulfill their immediate needs. Will they find you? Will they find the info and the impetus to visit you?
Business literature abounds in ideas to “keep” your business number one. Here’s what resalers had to say about that. And here’s even more ideas. But alas, I don’t see as much energy and imagination going in to attracting the never-been-in-before customer.
Choose your marketing tools wisely, considering not only your current clientele, but your potential audience. If it’s true that less than 15% 0f possible shoppers shop resale (and even fewer remember to shop secondhand first!) , what are you doing to tempt, lure and attract those who have never been in?
Auntie Kate The Resale Expert 
I went to my website immediately and added the location to the front page in addition to the ‘find us’ page.
It was so funny to read the title, because I indeed hear that daily! Even from people who preceed the comment with “I heard about your shop 6 months ago from my friend and have been wanting to come in”. I feel like I am “ON” 24/7 and shoving it down their throats through all sorts of advertising, then they burst my bubble when they ask “how long have you been here?” haha
Another shop owner gave me an idea last fall and I’m not a huge fan of doing it, but it worked and still brings in ppl saying that’s how they initially learned of DITTO. Flyers on the cars at the local HS football game. I used a sturdy, bright colored double sided postcard I ordered from VistaPrint (125 were FREE). Tucked it under the wiper on a clear evening just before dark. (rain would be the enemy)
It really is super fast and easy (and again – free).
I am a HUGE believer in Word of Mouth advertising. We are in a metropolitan area suburb and print media is a killer. I do networking with several groups, and am active in the local Chamber, it is a must for every shop owner. I am active in several outreach programs and we are a frequent source of donations to the local free will pantry (they carry food and household items) and the American Veterans returning troops programs.
I use coupons, as well, and rotate among several different sources. The local papers have found that when they have a super deal, I will usually want to buy ad space. Especially if it is for rehab, reuse, home remodeling sections. We post almost daily to Facebook, Twitter, and my website blog. My customers are my best ambassadors. They are always bringing in a “friend” or two. They love to show off the shop and explain how the tage “work”. We love our customers.
My team members always have business cards with them, and use them to promote the shop. That way they can carry our message to the larger world. When I am out, whenever I get great service, I will leave a 10% off on my business card with the person giving the service. My initials tell my team that I approved the discount. We also, send thank you card to every new consignor, and thank you for your business card to our customer list on a rotating basis. That way we can reconnect with folks we may not have seen for a little while in the shop.
We also use Constant Contact and can now attach it to our Facebook and Twitter accounts. Whew! That sounds like a lot, but in the scheme of things it takes relative little time. We also do press releases to local papers whenever we do any special events. The press release does not always get covered, but our average is high because we are consistent. Hope this helps.
I agree, a web site IS essential…without one, and one that comes up in search engines, people are gonna think you’re not a “real” shop 😉
But as my story illustrates, a site needs to have at least basic info on it, EVERY page, and a taste of what the shop’s like. Can the generic photos and use your own!
Thoughts on movie and radio ads? I would never see or hear either and I think that’s true of many consumers. Netflix, hulu.com, satellite radio and my own choice of music/podcasts on my MP3 player mean I seldom go to movies or listen to radio.
I’d spend my “find-new-customers” ad money on PR (create some events that are newsworthy and will GET you that word of mouth), then maybe, depending on your situation/audience, anything from sponsoring an amateur sports team to billboards.
And definitely capture and USE contact info for email newsletters, honest-to-goodness mailings. That customer who comes in only once can SO easily be converted into not only a fan, but an ADVOCATE, for incredibly small outlays of cash.
A website is essential. I had my website (which I designed and maintain myself) up and running on the very first day I opened my doors. It may not be as elaborate as I would like it to be, but it is better than not having anything at all. I have customers tell me on a daily basis that they found me through an internet search. I also do frequent updates on my facebook and myspace pages and I send out newsletters on a regular basis. I’m active in a lot of social networking groups (including the local Chamber of Commerce) and I just can’t say enough good things about social networking. Print advertising is expensive but I always have some type of ad going. I’ve found direct mail (Best Coupon Book) to be one of my most effective types of print advertising. My overall best form of advertising is “Word of Mouth”! I’d like to try movie theatre and radio advertising in the future and I’m wondering what your thoughts are regarding theatre and radio advertising.