Marketing and Marketing Communications Challenges For the Midsized Retailer

The consumer started to spend a little more in the first quarter of 2010 and, according to Bloomberg data, Wall Street analysts have upped their earnings estimates for more than 100 U.S. retail stocks. Good news, especially coming from Wall Street.

But, what if you’re not a Big Box store or boutique retailer? Let’s say you have about twenty doors and, while your on-line sales may be increasing, as a midsized retailer the “bricks and mortar” versus “e-commerce” investment strategy still presents a challenge to you.

Consider also the 27 percent increase in coupon redemption, according to Nielsen the first time in 17 years that consumers used more coupons than in the year before. You know you can’t continue to discount yourself into sustainable profitability, so to drive profitable revenue in the short and long term – isn’t it time to re-evaluate how you market yourself and what marketing communications tactics to employ?

Learn The New Marketing Environment
Before you start making any changes, step back and determine what your customers and employees think about your product and service offerings. You probably think you know everything about your existing and potential customers, but other than price, are you really sure you know what’s important to them?

And what about your employees? Fortune magazine’s “Most Admired Companies” issue points out, based on research done by the Hay Group, that these companies actually believe that employees are their most valued asset. They are your true brand advocates and probably know a lot about what may be holding you back from further growth.

For instance, in your retail environment, have you trained your staff effectively to deliver value to your customers? Have you provided them with the tools to create an engaging one-on-one experience? Consider leveraging your staff or bringing in a “local expert” for an evening event and creating co-promotion with a brand that can bring you both new customers.

And a similar evaluation needs to be done for your e-commerce business. What does your website say about you? What do you know about these customers and their needs and interest? How are they different from your in-store purchasers? Are your emails or social media tactics inspiring them to purchase?

Forrester, the tech research firm, believes we are now living in the era of “Splinternet” and must move with caution through the new world of consumer data mining, applications and internet standards. Mobile advertising and Facebook professionals moving to LinkedIn, for example, are just some of the most recent media selection challenges.

Find marketing consultants who can help you answer these questions with clarity, and then help you communicate with your constituents. Look before you leap.

Be Media Neutral
Assuming you have enough employee advocates on the floor and your retail environment is inviting and tells your story and your website is “smokin”, how do you determine the best mix between new and traditional media? Don’t be seduced by media efficiency. Media efficiency must be coupled with media effectiveness.

All of this starts, again, with knowing your customer. For instance, age is one key factor. According to a January, 2010 study by SSRS:

  • Only 20 percent of adults aged 18 – 49 read a print version of a newspaper every day, while 42 percent of adults aged 50+ do;
  • Further, while 34 percents of adults 18 – 49 prefer to get their news online, less than half of that number aged 50+ want online news.

And there’s the medium itself to consider. While total spending for U.S. advertising declined last year by 9 percent to $117 billion, Spanish language television increased by 32 percent, and cable television increased by 15 percent. Perhaps these marketers know a lot about their customers and how to reach them.

Also consider direct to customer events. Webinars are extremely useful and efficient (and soon you’ll start hearing a lot of great stuff about this summer’s launch of the Home Dec Show, a turnkey 24/7 virtual marketplace). But be sure to think outside the box for alternative ways of face to face selling, such as pop up stores or tying in with events, where a customer can see and touch the product (and gauge the sincerity of the person selling it).

With so much competition and convenience just a click away, retailers must deliver experience-based and interactive retailing to differentiate themselves. Depending on the customer segment, know what type of information they want and how they want it delivered. And make sure it connects to your web-based communication and sales efforts. Don’t underestimate the power of customer interaction to deliver profit to your bottom line. Seize the opportunity to create a continuum, not an “either or” scenario.

Find Established Marketing Communications Consultants
As it stands now, the marketing and marketing communications environment is complex. Most assuredly, media fragmentation will continue and exacerbate the decision making process even more. There is much to determine and evaluate, especially for a midsized retailer. Finding the right people whom you can trust to understand this environment and how to invest in it may be the hardest part.

Look for strategic and creative partners with demonstrated ability across retail businesses who aren’t “selling” a one size fits all solution or marketing approach. New and traditional media can work well together but you must find media neutral consultants who can master the challenges of efficiency and effectiveness.

And, fresh eyes may help you see more clearly.

Internet Marketing Services – Getting the Most From the World Wide Web

Internet Marketing Services come in all shapes and sizes. These days, the internet is taking over and a countless number of people are making money from the World Wide Web.

Many businesses have even jumped into the online spectrum and are now advertising through the internet as well as selling directly from the internet to make the most revenue possible. And they are!

But, what are the best ways to utilize the web? What are the secrets to marketing on the internet?

Optimizing every area of your efforts is the key and internet marketing services and agencies can help you do that.

If it was easy, everyone would do it, but without utilizing a company that provides all the internet marketing services you need, your road to success may be short lived or not even get started.

Well, there are a few tips and tricks to working within the World Wide Web and first and foremost, the secret is consistency. If you want to make the biggest impact through the internet for your company, business or service industry, then you must stay consistent.

Stay consistent with your posts and stay consistent with connecting through the internet.

There are a wealth of ways, many of them free, that can increase your marketing as a whole through the internet.

Social media sites are taking over as the easiest and quickest way to make an impact through the Web. But unless you have a person within your company that can be designated to keep up with social media etc., you may want to enlist the help from an internet marketing services company.

Sites such as Facebook, Twitter, LinkedIn and YouTube are all free to use and easy to get started with.

The secret with marketing, like I said before, is through consistency. So, start an account with each of these sites and start utilizing them for all that they offer.

Posting constant advertisements is NOT the best use of social media. Instead, make virtual friends and offer specials and sales that can only be found on the internet. The way to market your services in the most effective way possible takes work, but it is completely possible just by using the internet. And internet marketing services provided through a reputable company is the best way to get your company to the top fast.

Post a video to YouTube promoting your business or create a website dedicated strictly to what you have to offer. Soon, you’ll start to see your business grow and through the marketing you do on the web, you will notice a huge increase in your overall customer base and your sales in general.

Internet marketing services are worth the investment and should not be compared to lesser ROI types of advertising.

Author: Steve Berchtold

Key Messages – A Key in Marketing Communications

If you’ve started up a business or are looking to revamp one there are a million things you need to do. When it comes to your marketing communications, however, there’s one task that should be one of the first on your list, and that’s the development of key messages.

Key messages are often called unique selling propositions and key points of difference and the reason your business needs them is simple: To highlight to potential customers why they should be using your business.

So how do you start to develop your key messages?

One of the first things you should do is to think about the image you want to portray to your target audience. How do you want clients to view your business? Do you want to be known for discounted prices, for excellent service, for fast delivery, for high quality products, etc. etc.? There are way too many possibilities to include in this article but it’s a good idea to list everything that is relevant to you and your business.

When you are developing your image list – and indeed your messages – it’s important you be honest. If the image and key messages you develop is not matched by your business, the products or services you sell and your staff, customers will notice. And they’ll most likely share their insights with family, friends and social media connections.

After you’ve made your list of the how you want customers to perceive your business, developing your key messages is relatively simple. If you want your accommodation business to be portrayed as one that provides great service, a message might be: “Our staff will bend over backwards to make your stay a comfortable and memorable one”. If you’re a retail store that sells cheap products, a message might be: “We have discounts on your discounts!”

When you’re developing your key messages remember these short bits of information will form a significant part of your communications with clients. So, be anything but boring. Consider your target customer and write messages that are engaging, interesting and informative.

Once you have developed your key messages, use them: In brochures, on your website, on business stationery and any other marketing communications you produce. In fact, you can also use them when greeting customers and in networking opportunities.

Luxury Homes Legal Information insurance premium Marketing Strategy E-Commerce Technology Internet Marketing Services Glass Shower Screens Top Room Flooring Homes and Gardens Building Online Courses The Best Carpet Cleaner Attorney Accessories Online Shopping Bedroom Designs Home Remedies Patio Furniture Online Home Inspector Apartment Home Landscaping Project Automotive Electrical Systems Online Boat Games Shopping for Fashion Clothes Lawyer a Debt Collector The Best Online Binary Insurance policy financial Find a Life Insurance Policy auto insurance companies Games App Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Hotel and Travel Vacations and Travel Deals Cheap Hotels Travel Tips Travel Guides Travel Information Cheap Flight and Hotel Packages‎ Trip Travel Insurance Compare Cheap Holiday Travel Insurance Find Cheap Hotel Discounts Cheap Hotels and Flights Best Restaurants Chinese restaurants Vegetarian Restaurants Hotels And Resorts Best Hotel Restaurant Travel Information Cheap Flight and Hotel Packages‎ Trip Travel Insurance Compare Cheap Holiday Travel Insurance Find Cheap Hotel Discounts Cheap Hotels and Flights Vacations and Travel Deals Cheap Hotels Travel Tips Travel Guides Travel Insurance Find Cheap Hotel Discounts Hotel and Travel Vacations and Travel Deals Cheap Hotels Travel Tips Travel Guides Travel Information Cheap Flight and Hotel Packages‎ Trip Travel Insurance Compare Cheap Holiday Travel Insurance Find Cheap Hotel Discounts Cheap Hotels and Flights Best Restaurants Chinese restaurants Vegetarian Restaurants Hotels And Resorts Best Hotel Restaurant Travel Information Cheap Flight and Hotel Packages‎ Trip Travel Insurance Compare Rates Personal Loans With Bad Credit Online Loans Personal Loans Guide Debt Consolidation Online Find a Personal Loan Debt Consolidation Services Car Insurance Home Security Home Warranties Life Insurance Medical Alerts Mortgage Rates Mortgage Refinance Personal Loans Pet Insurance Reverse Mortgages Tax Relief insurance premium Insurance Compare Cheap Car Insurance Cheap Car Insurance Insurance Coverage Insurance Company International Life Insurance Insurance policy Life Insurance Plans Insurance policy financial Commercial Insurance Principles of Insurance Find a Life Insurance Policy Car Insurance Central Insurance Companies list of insurance companies auto insurance companies health insurance companies Life Insurance Plans Insurance policy financial Commercial Insurance Web Development Webshop Seo Web Marketing Web Tool Development Websites cheap price Free Web Design SEO Consulting Services Web Marketing Web Design Web Design projects Web Developers The Complete Web Developer Web Design Jobs Online Online Web Development Course web design agency Best Web Agencies Websites Best Website Designing Service Web Design Company Free Software Download Software Top Free Software Downloads Computer Software Review Software Programs Online Video Converter Software Mp3 Converter Software Music Editing Software DVD Burning Software Video Editor Software Video Capture Software Invoicing Software Multitrack Mixing Software Checkbook Software Photo Editing Software Zip Software Image Converter Software Business Software Audio Tools Dictation & Typist Webcam Software FTP Software Accounting Software Invoice Software Inventory Software Flowchart Software Home Software Software Utilities FTP Software Dictation Software Phone System Software Converting Software Personal Finance Software Business Card Software Inventory Management Software Related Software Inventory Software Document Converter opportunity business business insider business ideas starting a business small business ideas business casual online photo editor effective video editor Simple Editor Photo graphic design social media designs developing graphics infographics design program Photo Editor’s pictures appear surreal original image Aviary Photo Editor photo editing app Service Prewedding Service Foto Studio photograph headshot portrait memory photo studio stock photos photo printing wedding photography photo gallery nature photos flowers photos best wedding photography Beautiful Island Wedding wedding photography design Real Wedding Photos Country Wedding Photos Beach Wedding Photos Vintage Wedding Photos Rustic Wedding Photos Wedding Reception Ideas Play Boat Games Online Free Mobile Games Download Free Games ordelia shoes nashville car rental game resset now Biker Rider fashion world fashion bible fashion jobs fashion designer fashion apps fashion advice fashion brands fashion books fashion buyer riden shoot rp study fashion courses fashion capital fashion clothes fashion dresses media sosial merketing Collections Jewelry Best Logistics Software Best Application Comparison Shipping Software Solutions Law Firms Compare Lawyers The Lawyer Careers Commercial Lawyer Information About Lawyer Attorneys Personal Injury Lawyers Family Law business attorneys Woman Lawyer Black Lawyer Lawyer Definition Bankruptcy Lawyers employment law foreclosure law green law Business Law Attorneys Special Education Law Sex Crimes Law The Law of Theft Crime The Law of Drug Crime Embezzlement Law Law of Domestic Violence Law of Violent Crime Gun Crime Law The Law of Teen Crimes Murder Law The Lawyer The Business Law Legal Information Attorney Best Lawyers The Best Advice Lawyer Lawyer Requirements Lawyer Employment Law Reports Best Lawyers Justice Laws Website The Law Society Justice Law Limited Personal Injury Lawyer Justice and Law Studies The Justice Law Group Law and Justice Division Justice and legal Commercial lawyer Corporate Commercial Law Criminal Justice Degree Schools Criminal Justice Online Degree Programs School of Criminal Justice Legal Information General Medical Care Medical Physicals Immunizations Medical Checkups Specialist Referrals Family Nurse Practitioners Family Medicine Internal Medicine Pediatrics Behavioral Health General Family Dentistry Dental Services Cleaning Dental Services Extractions Dental Services Crowns and Caps Dental Services Root Canals Dentures and Partials Pediatric Dental Clinic Dental Health Services General Dentistry Journal of International Dental medical and dental Dental Managers Association Dental Plans Dental Practitioners Council Dental Clinic Dental Medicine Community Health Services New Patient Packet Medical Professionals Web Development Webshop Seo Web Marketing Web Tool Development Websites cheap price Free Web Design SEO Consulting Services Web Marketing Web Design Web Design projects Web Developers The Complete Web Developer Web Design Jobs Online Online Web Development Course web design agency Best Web Agencies Websites Best Website Designing Service Software Iphone Wedding Planning Wedding Planning Guide Wedding Websites wedding planning tips Small Wedding Planning Wedding Wedding Ideas Virgin on Wedding Night wedding definition quotes wedding definition of marriage find the meaning of wedding Wedding Planning Wedding Planning Guide Wedding Websites Technology Applications Phone System Software Information Technology Spy Phone Technology download Smartphone Spy Phone Technology Logistics Software Systems Software Developers Systems Software Developers Software Engineer Software Developer Education Car Insurance Compare Cheap Car Insurance Cheap Car Insurance Insurance Company International Life Insurance Insurance policy financial Commercial Insurance Principles of Insurance Food and Nutrition Success Business Marketing and Promotion Amelia Island Living Fashion Art Music Travel and Leisure Education Certified Business Travel Global Marketing Technologies Contractor Business Systems Guide to Health Care Quality Holiday Activity Guide Clean Water for Health Quotes About Education Online Fashion Shopping Guide Alternative Health Care Network Society Gambling Experts Medical Insurance Expert Financial Advice Sports Authority Business Systems Online Business and Government