Rewarding the customers that come and spend their money in your business is crucial. Here’s a striking statistic: a customer that has purchased from you only once has a 27% chance of returning. Someone who has made three purchases from you has a 54% chance to make a fourth. What’s more is that a returning customer spends 20% more than a first time customer. Why are these statistics so important? They tell us that we should spend more of our marketing budget on our most loyal customers, since they’re not only more likely to return, but also more likely to spend more money. Loyalty programs are the perfect way to keep customers coming back. It allows retail businesses to create incentive offers and rewards programs that bring customers back. Getting the word out about your loyalty program can prove difficult. Employees can be unreliable and traditional advertising can be extremely expensive. Here are a few great ways that restaurants can promote loyalty programs.
There is no better way to capture the attention of your existing customers than in the place that you first met – your retail location. Promoting loyalty programs starts at the scene of the crime. When people are making purchases, they love to hear about discounts and special promotions – so sign them up while you have them engaged. A customer considering a purchase might see a sign promoting loyalty programs and be pushed over the edge if they’re torn between your store and a competing store. By placing signs throughout your location, you can almost guarantee success.
If you’ve been diligent in getting the e-mail addresses of your customers or have hosted a contest that has yielded customer e-mails – take the time to nurture your customers by marketing your loyalty program to them. Send out regular reminders about your loyalty program via e-mail to all of your contacts. If you offer a sign up bonus or special reward incentive, you’ll be even more likely to have success.
Don’t forget your loyal fans and followers on Facebook when you’re marketing your loyalty program. Social media is the perfect way to get new member sign-ups. Even if they have not yet shopped at your location, just having them signed up for your loyalty program allows you to re-market to them and could even help build ecommerce business for online storefronts.
When it comes to marketing on a small budget, it’s all about thinking outside the box. We’ve already learned that loyal customers are your greatest source of revenue. Take the time to establish a great loyalty program and market it effectively and you’ll be well on your way to repeat business and increased sales.
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As a restaurant owner or general manager, you struggle to come up with promotions in your day-to-day marketing. From managing staff to planning menus with the chef and coordinating with management – it’s hard to come up with specials that will keep your regular customers coming back and bring in new customers at the same time. If you’ve already added upsell elements to menus and table tents to your tables, you might be looking for other ways to market. Some people have suggested signs and banners, but you might be wondering if it will cheapen your brand. Here are a suggestions for what to do and avoid when it comes to marketing signage.
DO: Create tasteful, branded signage with compelling specials.
No matter which medium you choose, whether it’s banner, banner stand, foam board, PVC or high end metallic, you want to make sure that your colors and design suit your brand. Nothing sticks out worse than colored signage that clashes with your décor, building color or logo. Be sure to carefully choose colors and sign layouts to maximize the real estate that you have with a compelling message that elicits action. Check out our blog for insight on what to include on your signage.
DON’T: Be overly promotional.
Like a pushy used car salesman, no one likes to be oversold. Use copy that suggests deals and specials with creative marketing rather than generic sales copy. Your prospective customers want marketing that tells a story. Pick a theme for the month or quarter and use it throughout the banners and signage that you print. Printing generic signs with the words “SALE” or “SPECIAL” come across as desperate and can cheapen your brand. Campaigns are more refined and give customers what they want while promoting your specials in a way that is more indirect.
DO: Work with a professional designer or advertising company.
Often it’s worthwhile to work with a professional designer or outsource your graphics and design to a skilled marketing and advertising professional. Try to find a company that specializes in graphics and marketing for hospitality and restaurants so that you can best position yourself for success. Work with them directly to plan your campaigns and create graphics for signage that help them stand out without being too salesy.
DON’T: DIY it all.
DIY is great when it comes to crafting and the home, but your restaurant is a legitimate business that you want to be taken seriously. Unless you’re very experienced, don’t create signage or promotional material yourself. While it might save money in the short term, it has a stigma attached to it that isn’t the ideal image for your restaurant.
It’s no secret that marketing is difficult. You’re a small business with a lean budget that has to be maximized. Don’t just print a bunch of signs to post around your neighborhood and restaurant. Be sure to take our tips into account and consider your signage carefully before printing and displaying it.
There’s no doubt that signage can be an effective way to increase your reach by capturing interest from those passing by your storefront. But when it comes to determining what goes on that sign, you want to make the most of the real estate that you have. If you’re going to invest in a banner or other signage, there are a few things you’ll want to include on your signs, depending on their location and what your goal is. Let’s explore some great way to maximize your marketing budget by determining which elements to include in signage.
Understand the goal.
Determine what the goal of your sign is. Whether you’re promoting an event, a special sale or a new product launch, you want to make sure your message is clear and that there is added value to the customer. Sales should be clearly communicated with a mention of a percentage off a purchase or buy one get one sale. While the end goal is to get people into your store front, knowing the value for the customers will set the appropriate expectations in understanding what a customer stands to gain from entering your store. Be honest, direct and compelling in your word choice for your banner.
Always have a call to action.
If you understand your goal, you know what you want your customers to do. Take your sign or banner a step further by asking your customer to do that. “Shop now” and “Save big” are perfect call to action messages for big sales. By letting the customer know what they should do, you eliminate any guesswork and ask them to take action rather than throwing a message out there and hoping they connect the dots.
Provide information based on location.
If you have a large banner on a building that isn’t necessarily directly in front of your store, consider providing location information on your banner or giving directions to your customers. Signs that are not directly located on your building or suite should provide directions or even a phone number so that those seeing the sign are clearly directed to where they need to go or can contact your store for more information.
Choose colors and font that support your message and branding.
In order to have signage that stands out, its important to know which colors complement your current branding colors. You’ll want to make sure to incorporate these complementary colors in your sign and choose a font that’s can be read from a distance. While fancy fonts are tempting, it’s often more effective from a distance visibility standpoint to stick with basic fonts that clearly communicate your message.
Take these tips into account in order to create the most effective signage possible. With marketing budgets at a premium, you want to make sure you get the most from the investment that you’re making. By understanding your goal, defining a clear call to action, providing the right information and choosing colors and fonts that support your message you will get the most from the signs and banners that you print.
Tradeshows. Are they a necessary evil? Some might suggest that tradeshows are a waste of time. Their viability in marketing for small businesses has been questioned. Tradeshows have been criticized as too costly, too time-consuming or filled with “tire kickers” that aren’t interested in your products and services. But the facts are a little hard to ignore. Let’s explore some of the statistics that give us insight about the audience at tradeshows and determine some tactics that might be more effective for engaging that audience.
When tradeshows are criticized, many suggest that they’re only good for networking with others within your industry rather than a source of new business. But the statistics suggest otherwise:
- 81% of tradeshow attendees have buying authority.
- 67% of tradeshow attendees represent a new prospect and potential customer.
- The number one reason for attending trade shows is to see new products.
- 46% of trade how attendees are in executive or upper management.
The decision makers spend thousands of dollars to get to the tradeshow and plan to get the most from it. Take advantage of the time they’re spending educating themselves by being present at the show and providing something of value for them.
Stand out by educating.
One of the most difficult things about tradeshows is getting the attention of the attendees. You could stand there awkwardly pitching to each person that walks by, or you could take a different approach to how you engage those passing by.
Make your booth stand out. It’s not enough to show up and pitch. You have to have an engaging booth setup. Do some research about those that are attending the show and pick some statistics that are likely to appeal to their needs as a buyer. Display those statistics where they can clearly be seen on a screen or with a banner stand. Offer a printed resource or downloadable guide (via QR code) that answers the questions they’ll have and take the time to educate rather than pitch anyone that approaches you.
Use social media.
When you attend tradeshows, you can almost always guarantee that there is a Twitter hashtag for the event. Maximize your educational offers by using the hashtag and engaging and answering questions via Twitter. By engaging on social media, you prove that your company is utilizing up-to-date technology and increase your reach far beyond the confines of the tradeshow. A simple tweet has significant reach, especially when that tweet is retweeted by others! Event hashtags are a great way to connect with attendees and get more exposure.
While some might think that tradeshows and other traditional marketing efforts are dead, savvy business owners know that it’s just a matter of evolving. Be creative, stand out and use emerging technologies to capture of the interest of attendees and you’ll be getting tradeshow leads like never before.
As a realtor, you balance your out of pocket expenses with the potential commission payout that comes when you sell or lease a property. But marketing expenses for each property can pile up quickly. Between website membership fees, advertisements in real estate magazines, signage, billboards and other marketing efforts – it’s a wonder you even make any commission after all is said and done. In order to maximize your marketing budget (and your commission), explore some unique ways to use signage to get the exposure that you’re looking for without blowing your entire marketing budget.
Directional Signage for Open Houses
In order to get more prospects interested in your listing, you probably hold regular open houses. But a single sign on the lawn isn’t the best way to attract prospects. The traffic counts within individual streets of residential neighborhoods pale in comparison to major intersections. Rather than placing a single sign at the property itself, print directional signage for your open houses and use arrows to point traffic in the right direction from major intersections. Traffic counts for intersections surrounding a home for sale can be in the tens of thousands, while only a few cars might pass the home itself in a given day. Printing directional signs can maximize the exposure of your open house, which means a Saturday showing prospects your listing rather than a Saturday sitting alone in your prospect’s home.
For Sale Signs with Impact
With so many homes for sale in the Southwest Florida area, drive by traffic can zone out on a “For Sale” sign. Use design and color and to make unique “For Sale” signage for your listings and attract buyers with unique visual elements. You can also consider printing your signs in different shapes to give them more character and help them to better stand out for those that are passing by. Take advantage of color psychology to give your sign the best chance to get noticed. Did you know, for example, that yellow is the most visible color and the first color that the human eye notices? Red is a bold, powerful color that demands attention. Take a look at a few resources and balance your logo and branding colors with complementary colors that demand action.
Banners for Commercial or Multi-Family Realtors
For large apartment complexes or commercial buildings, you want to maximize the size of the building and any frontage that that building might have. Signage is the perfect way to announce availability on commercial buildings, retail strips and even apartment buildings. Property management companies and commercial realtors should consider using banners to get the most from the foot and vehicle traffic passing by.
Every dollar that you invest in marketing your properties has to be a dollar well spent. Signage has been proven to attract customers. Don’t believe us? Check out this infographic on the effectiveness of signage. Whether you choose to change the shape and design of your signs, get a banner to increase exposure for a large listing, or want directional signage to get more prospect in for your open houses – signage is one of the most effective real estate marketing tactics that you can invest in.
In an age of technology, customers want something new, exciting and full of features. While historically key tags and membership cards have been the only way to implement loyalty programs, new technologies are allowing for web and mobile integration. Customers want to be able to check the status of their loyalty program from their phone. But how does this all wrap into a small retail business’ existing loyalty program? Let’s explore how we can use our existing loyalty program elements in new ways with digital technology to make the most of modern marketing for mobile loyalty programs.
Does it Have to be One or the Other?
For the last few decades, print has been threatened by digital presence. But there’s still something to be said for an in-hand marketing piece that your customers will be carrying around if their phone dies or isn’t immediately available. Key tags and membership cards can still be useful for supplementing a digital loyalty program by offering a physical reminder. By making the most of design and features with regard to these cards, you can maximize their use in conjunction with any application.
QR Codes & Mobile Loyalty Apps
One of the great features of mobile loyalty programs is the ability to add QR codes. This melds the print and digital world and allows businesses to link websites, apps and other resources directly to the user with the code. By adding a QR code with a download link to your loyalty program mobile app, you can ensure that users have the ability to access the resources of the app with the physical benefits of having key tag access. If you don’t already have a mobile app for your loyalty program, you can link the QR code to your website or other resources that your users might find useful.
These days it’s not enough to just have an amazing product or store. Cultivating loyalty customers is a must for any retail business, but in today’s climate retail stores have to go beyond the basics and integrate with emerging technologies. By establishing a mobile loyalty program that accommodates for both a physical element (membership cards) and a digital element (mobile applications), businesses can cater to a new savvy demographic and remain ahead of their competition, without losing essential elements for a loyalty program.
When it comes to promoting your business, getting the most for your advertising budget is a must. As you take the time to assess where that budget should go, you’ll want to explore how your budget should accommodate different advertising mediums. While print advertising has been under attack in recent years when compared to digital marketing, sign advertising is an often overlooked advertising medium that can be extremely effective. Let’s explore some of the statistics surrounding signage advertising and why it might be a viable option for many small businesses with limited budget.
Signage is not your average print ad.
Readship in printed media continues to decline. If it weren’t enough that more and more households were getting their news from the internet, the increased popularity in mobile devices has almost assuredly send print periodicals into extinction.
On the Move.
As Americans engage more and more on the go with mobile devices, we find that time spent away from home and in the car is actually increasing. In fact, the average driver spends 540 hours on the road each year. On top of this fact, 20-45% of business for most retail shopping centers comes directly from unplanned stops on the road. How do you think these random stops occur? The answer is signage.
Single vs Recurring Investment
Signage is a singular investment when compared to print advertising, TV commercials and direct mail. In a world where nothing is constant, a single investment in a wide format sign or banner could mean the difference between capturing an audience and not.
It’s not just about traffic coming from the road, large retail plazas are a great source of traffic and most stores pay a premium for rent in those plazas. Make the most of the prime space that you’re paying for by marketing to those passing by with banners and signage.
Statistics don’t lie. While print advertising has become less popular in recent years, signage advertising will always remain a viable way to attract prospects driving by and in your retail center. Keep in mind that the single investment required from signage could yield exponentially in the long term as compared to the short term investment from other traditional advertising methods.
Whether you’re hosting a huge grand opening party, releasing a new product or promoting a sale in your store, the goal of any event is to get people in the door. While promotions by themselves might be a compelling step in the right direction, finding the most cost effective ways to get the word out about those promotions is just as important. Here are a few ways to take your special event marketing to the next level.
If you have an existing list of prospects and customers, you’ll want to make sure that you are reaching out to them and reminding them of any promotions or other events that your business has in the works. E-mail marketing is one of the most inexpensive ways to get your customer’s attention. Send out a few e-mails in the weeks preceding your event and remind your customers of the dates and special promotions that they’re likely to encounter. Seal the deal by offering a special coupon or VIP promotion to make them feel special.
Why use you’re the exposure of just one network of past customers when you can use two or more? Co-marketing is a fantastic way to increase your reach when it comes to special events and promotions. Find businesses in your retail center or neighborhood that align closely with your industry and interests and use them to promote your event, doing the same when they have events and special promotions. You can post signs in their store and reciprocate. You can also offer tandem deals on the day of the event. “Show us your receipt from _________ and get 10% off your purchase!” The idea here is to increase your network reach, get your promotion out to new potential customers and foster a relationship with another vendor at the same time.
Research says that 85% of your customers live or work within a five mile radius of your business. Getting drive-by and walk-thru traffic is crucial for the success of your business. But with competition throughout your plaza and in the surrounding neighborhood, making your business stand out can be difficult. By putting up signage in the form of a banner, you can get exposure as locals travel to and from work and onto errands, a minimum of 50-60 times per month. If you worry about the effectiveness of signage, just look at this infographic that has a few stats for you to consider.
Thriving in the consumer business world can be difficult. The industry is price sensitive and subject to the ebbs and flows of a changing economic climate. Consumers are still out there, waiting to make a purchase, it’s just a matter of getting the proper exposure. With a few event marketing tactics like e-mail marketing, partnership and signage, you can ensure that you get maximum exposure for minimal investment.
Small business marketing is about timing, reach and repetition. The more people that you can access at the right time with multiple messages exponentially increases your opportunity for conversion (sales). It’s no secret that wide format printing and signage can be amazingly effective for small consumer-facing businesses. The statistics are so overwhelming, in fact, that we’ve compiled an infographic for you to learn more.
- Signage is more effective for bringing in customers.
50% of responses to the question “How did you learn about us?” are from on-premise signage.
- Signage is less expensive than other media outlets.
A single on-sit sign costs $.02 per 1,000 views where newspaper is $2.81 per 1,000 views and TV ads are $9.82 per 1,000 views.
- Signage brings in locals.
85% of your customers live or work within a five-mile radius of your business.
Need more stats? Check out the full infographic below.
As a small business, marketing isn’t easy. You’re constantly battling between budget and maximizing the return on that budget. While you never want to place all your eggs in one basket with regard to your marketing strategy, it’s important to maximize returning customers as much as it is to get new ones in. You might have heard the famous 80/20 rule that states, “80% of your business comes from 20% of your customers.” It’s important to take that rule into account with your marketing practices as you look for the best ways to maximize your budget. In this article we’ll unravel a few industries and explore how some traditional marketing can best maximize their purchasing with gentle reminders and upselling.
The 80/20 rule is big with restaurants. While it may feel like you need to pack your restaurant with new faces, your old regulars are pumping money into your business day after day. A few creative marketing tactics can go a long way to getting them to stick around and spend more. Consider printing a few signs to hang out the restaurant promoting specials for each day of the week. Wide format banners are another excellent way to capture existing customer’s attention. Posting specials for your regular customers to see as they drive up or in the doorway makes regular customers feel as though they’re getting a deal while also increasing your sales.
Capturing customers at the moment they’re ready to buy is crucial. We’ve discussed using QR codes in your wide format printing in the past to re-engage customers, so consider printing QR codes on your signs and marketing pieces for e-mail marketing sign-ups. Capturing customers in your plaza could be as simple as banner stands or foam board signage placed at the exterior of your store, with huge opportunities for upsell and promotion with PVC signs on the interior of your store. A buy two get one free sale or a $10 off coupon when you spend $100 promoted with signage throughout the store is a great way to get your regular customers to spend more and still feel like they get a deal.
For gyms and yoga studios, membership and returning customers is crucial. While you can almost always guarantee that someone with a membership is going to come back, you can maximize the amount you earn from your members with strategically placed signage. As people work out, they naturally look around to see what’s round them. Take advantage of this behavior and promote new class promotions, referral incentives and discount programs with interior signage and banners.
If 80% of your revenue is going to come from 20% of your customers, make sure to maximize that number as much as possible. Wide format signage is the perfect way to get the attention of those that are loyal to you and help them to feel as though they’re getting a deal.