Local Store Marketing for C-Stores:
an article By: John Matthews
...the fight for share-of-customer by c-stores to effectively
capture sales has never been fiercer. C-Stores that sit back and wait for the
economy to improve will have a very long road to recovery. Aggressive c-stores
that go after sales by working the critical three-mile business radius surrounding
their c-stores will not only survive in the short term but will prosper when
the economy turns positive – and it will!
Local Store Marketing (LSM) should be a critical, constant component for driving
c-store sales. Many LSM tactics can be executed by your existing staff for very
little money. C-Stores should look at the following ideas to prop up their sales:
- Improve Visibility : Has your
c-store become part of the landscape? Have you become retail wallpaper? Create
excitement outside of your four walls to draw attention to your c-stores. A-Frame
boards at the street; cold-air balloons on your roof; mascots waving in crowds;
search lights; etc. all create and increase visibility.
- Nudge Your Customers : For those c-stores that have customers’ lists – reach
out to your customers by emailing or calling -- inviting them back to your c-store.
All it takes is a friendly reminder to keep your c-store top-of-mind.
- Start Product Sampling : Want to entice trial of your proprietary food? Deliver
product samples to surrounding businesses in the three-mile radius around your
c-store. Be sure to hand out menus with your product samples, and then watch
the sales roll in.
- Create New Customers : Establish new relationships in your three-mile radius
with local businesses by offering catering of your proprietary foods; contact
local hotels to promote your delivery to hotel guests; and set up meetings with
the local chamber and surrounding schools and churches to hype your c-store as
a great venue for their next event.
- Launch Special Recognition Days : Everyone wants to be recognized, so create
an event at your c-store that recognizes and appreciates certain groups of customers
– employer’s; age groups (i.e. kid’s day); or student specials.
These are just a few proven LSM tactics a c-store can begin to implement immediately for
little or no cost.
Local Store Marketing is critical to your overall marketing strategy and a must
in today’s tight economy.
---------------
John Matthews is the founder and president of Gray Cat Enterprises, Inc.,
a strategic planning and marketing services firm that specializes in helping
businesses grow in the convenience and foodservice retail industries. Matthews
has more than 20 years of senior-level executive experience and has recently
written Local Store Marketing Manual for Retailers,
which is available at www.graycatenterprises.com.
developed by onlinedesignFLA /
IOT
|
