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Five
Strategies for Increasing Store Traffic
Strategy #4:
Leverage Your Store's Website Using Offline and Online Advertising
Retail stores will often spend thousands of dollars on expensive, offline advertising such as TV, newspaper, or radio and never mention their website address.
Or, they will mention their website address, but never give the public a compelling reason to visit the site.
Worse still, the store may mention the website address, offer a reason to visit, but the site is so poorly designed that it actually detracts from the store's expensive, offline advertising message.
Ouch!
Don't Let Your Website Sabotage Your
Marketing
First of all, a retail store should never
mention that it has a website unless the website complements the store's professionalism and overall advertising message.
If the website was designed by Teddy, the Assistant Manager's nephew who wants to build the site (for FREE!) for a high-school project, then you're going to get the site you paid for - and probably deserve.
A professionally designed site, however, should enhance your marketing message and generate a quantifiable
ROI. A well-designed site should also increase the effectiveness of your offline advertising expenses by giving the public a reason to take a step closer to becoming a customer in your store.
Once the potential customer lands on your website the positive feelings about your business that were sparked by a radio, TV, or newspaper advertisement should only be reinforced.
A positive website visit should offer a compelling incentive (A coupon? A percent discount? A "free gift") to visit to your physical store where you can then convert the prospect into another valued customer.
The next time you see one of your own ads in print or hear one on the radio - and you hear your website mentioned - ask yourself "So what?"
"Why should I go to that site?"
If you're honest with yourself you may decide that your website is either 1) A big waste of money, or 2) Something should be done immediately to make it an effective, measurable part of your overall marketing strategy.
For more information about Online Marketing Strategies for Retail Stores (OMS/RS) services offered by MELCOOPER Consulting please call us today at 1-866-695-8669 or visit our website at
http://melcooper.com .
2007 MELCOOPER.com (866) 695-8669 All rights reserved.
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MELCOOPER Consulting,
Inc. specializes in helping mostly small, independent retailers create higher
customer loyalty, encourage more in-store traffic, and
generate higher average dollar sales per transaction.
Our clients achieve these objectives by leveraging
Online
Marketing Strategies for Retail Stores (OMS/RS)
to create a distinctive message
that deepens the customer relationship.
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