Hello, Brick and Mortar! Are you feeling OK? I’m asking because you seem to be missing out on some great marketing opportunity.
Now I completely understand that you may not want to take your brick and mortar business online, and there’s nothing wrong with that because going online is a huge commitment that adds an entirely new layer of operations and management that many businesses don’t have the resources to address. However in a previous post I wrote about some very easy online marketing strategies that many small businesses are missing out on. A few of those strategies include local pay-per-click, social media with Facebook, and email marketing, and I believe email marketing is where brick and mortar businesses may want to place some focus. Here are a few reasons why.
According to the Email Experience Council the average value of an active email address is $118.09.
According to Ogilvy people who are registered to receive email from your company will purchase an average of 167 percent more than those in your marketing database who are not receiving email.
So maybe you need another reason why brick and mortar businesses may want to focus on email marketing. It’s very simple. Unlike online businesses that struggle to develop quality marketing lists most of the work in already done for your brick and mortar because you have your pre-qualified customers walking through your door everyday. Those customers are pre-qualified because they themselves elected to walk into your business to purchase your products or services, and those existing customers will be more likely to purchase from you again. All you have to do is collect their contact information and begin marketing to them.
According to the Direct Marketing Association consumers are 127 percent more likely to purchase something else from your company immediately after they have completed their initial purchase.
Now email marketing has it’s challenges, and like I said, one of those challenges is developing a quality list. But since your customers are within easy reach all you have to do is get them to sign up to your list. Sometimes all it takes is the offer of a sign up for a newsletter, coupons, or sales alerts, or a product sweepstakes giveaway. First you develop the offer. Then you offer the sign up at a computer kiosk where the information is stored in a database that can be easily exported into your email vendor tool for future marketing.
Who can use this strategy? Restaurants, spas, health clubs, furniture stores, car dealerships, beer distributors, grocery stores, beauty salons, jewelers, bars, landscapers…the list goes on.
It’s legitimate Internet marketing for the small to large brick and mortar business. Contact me for assistance with developing your email list.
Comments on this entry are closed.