Marketing & Advertising

[PartyWarehouse]

Our Party Warehouse has been open for just over a year now. I've only been part of it for a couple of months and have found that location is an issue. We don't have general foot flow and the shop front/building isn't the most noticeable unfortunately.

We've had leaflets done to post door-to-door in the area. We have a facebook page, new signage is being designed to make it more eye catchy.

We want to make the locals aware of our shop, and I've developed a new love for balloons and have started making a variety of arrangements. I want everyone in the area to know that we do this.

Help!

 

[fisicx]

We don't have general foot flow and the shop front/building isn't the most noticeable unfortunately.

And that right there is the cause of all your problems.

Forget facebook, unless people can see you in the high street as they walk past on their way to McDonalds it's not going to attract interest.

And even if you do get locals interested, at most they will only ever need your services once or twice a year. So you need to get the word out to 100 times the number of people you require to remain viable. Do you have a something in the town centre you can use to promote the business?

 

[PartyWarehouse]

thanks.. yes the main issue is that people don't really walk on this road much.

What sort of thin do you mean in the town centre? We've looked at doing a pop-up shop in our local shopping centre but these things cost so much

I want to reach out to schools and other places that have seasonal events that we can potentially provide for. I just feel a little hopeless as I don't know how to go about approaching people. phone calls and emails seem a little wasted these days

 

[NickGrogan]

And that right there is the cause of all your problems.

I disagree, how often have you walked down your local high street, and popped into a party shop on the spur of the moment. This is the kind of shop that people will seek out, once or twice a year when they want to arrange a special party.

Phone calls and emails aren't wasted, they're just hard work.

 

[fisicx]

I disagree, how often have you walked down your local high street, and popped into a party shop on the spur of the moment.

Rarely, but when I walk down the high street and see it every week I will remember when I do want to get a Minion's costume or some glitter or a balloon.

And yes they will seek these places out but if the website isn't much cop they will just head to eBay and pick up their supplier from there.

Have you looked at their facebook page? I then googled the business and they don't appear to have a website only an ebay store). Which means I just see who else is selling on eBay and buy from whoever looks better bet.

Also worth noting that Google thinks their address is a house. On the other side of the street is a small industrial park. There isn't even a sign outside.

 

[PartyWarehouse]

With regards to google location I've tried to rectify this. The house is most definitely not our shop and we are that industrial building, but the entrance is on the main road. It's all just seems so difficult

 

[fisicx]

Well having a proper website would be a good start. A facebook page and ebay isn't enough

And Google are very good at correcting their maps. You just need to tell them where you should be located. I did this for our house and it was fixed in a few days. Having a Google+ account will help as well - this will also mean you can get listed in 'Google My Business'.

But get a website sorted pronto.

 

[Clearaccy]

I would definitely look in to creating a website through wordpress. You can buy a theme and then design it yourself.

Once you have a website you can integrate all you different social media accounts to become more noticed.

If you are already on different social media websites start to reach out to people in your local area and get your name out there. You are much more likely to get clients if you seem approachable.

Unfortunately you need to put money in to advertising to get something back out.

 

[NickGrogan]

Have you looked at their facebook page?

Just looked now, not great, but my point remains it's not the lack of a high street location that's the biggest problem.

@PartyWarehouse who are your target customers, when will they buy from you, how often will they buy and how much will they spend on average?

Without this, it's hard to make a marketing plan, and without that, you don't need a website or social media or a sign.

 

[OldWelshGuy]

DO NOT forget facebook (Sorry Fisicx) facebook is perfect for your product 100% dream. You just need to know what you are doing on there.

Join for sale groups, be active, get a website, pay adverts retarget them. build a list give some priozes away.

SO much you can do to get this going locally.

I am a google local guide so fire me over the changes and I will get them changed, they normally go live immediately

 

[fisicx]

DO NOT forget facebook (Sorry Fisicx) facebook is perfect for your product 100% dream. You just need to know what you are doing on there.

And that's the bunny. Posting about a new product on your FB page is pointless. The only people who will ever see this are those people currently following you. And even then only a fraction will ever do anything other than skim past.

I'm not so sure FB advertising will be that successful either. Suppose they post about the new 'glitter booty' thing (google it) and someone wants to buy the glitter they haven't got anywhere to go. Sending people to ebay isn't going to achieve anything useful.

 

[OldWelshGuy]

Which is why you need to know what you are doing.

Blindly boosting a post is akin to allowing Google to set your adwords bids automatically, it is a money pit.

Facebook is all about laser targeting. Do that and you succeed

 

[billmccallum1957]

Our Party Warehouse has been open for just over a year now. I've only been part of it for a couple of months and have found that location is an issue. We don't have general foot flow and the shop front/building isn't the most noticeable unfortunately.

We've had leaflets done to post door-to-door in the area. We have a facebook page, new signage is being designed to make it more eye catchy.

We want to make the locals aware of our shop, and I've developed a new love for balloons and have started making a variety of arrangements. I want everyone in the area to know that we do this.

Help!

You don't need leaflets "in the area", you need them everywhere!!!!

We started out with 20,000, then doubled it. We have leaflets everywhere, in the local hospital, in other peoples shops, delivered to 20,000 homes, handed out in the street, given to existing customers.

We have two Facebook Pages and a Facebook Group, we post to 30+ selling groups with a total membership of 250,000+ (not all will see the post, but it gets our name out to hundreds every time we post).

We give stuff away, Like & Share a post to win a prize, BOGOF offers that we only promote for a week, we have tombola's that bring people through the door.

We donate to our local hospital, that gets us into their magazine with a reach of 40,000+.

Take a look at your shop front on Google..... not a balloon in sight, no streamers or banners, how can you big up someone else's party if you cant big up your own frontage????

You cant produce results overnight, its a long process to get people to (a) find you. (b) become a customer. (c) recommend you to friends and (d) keep coming back

 

[OldWelshGuy]

Great advice Bill. I have to agree,

 

[Deleted member 69011]

Flyers, flyers and more flyers! Deliver them to every door within 20 miles, and if you have a budget pay to get them into local papers. An ad some local papers too.
Facebook is certainly not a waste of time in your industry, it's perfect but you will need to use to advertise to get any sort of traction.
You must have a website. Ideally you should be selling via your website (look at shopify as an easy to set up online shop). Even if you don't sell via your online shop (why not?) people look up websites and Facebook pages before they visit. It's a trust thing.
Finally, eBay is wear a lot of party sellers are selling their wares so consider that another avenue for sales.

 

[fisicx]

They already sell on eBay.

 

[UKBizWhiz]

Our Party Warehouse has been open for just over a year now. I've only been part of it for a couple of months and have found that location is an issue. We don't have general foot flow and the shop front/building isn't the most noticeable, unfortunately.

We've had leaflets done to post door-to-door in the area. We have a facebook page, new signage is being designed to make it more eye catchy.

We want to make the locals aware of our shop, and I've developed a new love for balloons and have started making a variety of arrangements. I want everyone in the area to know that we do this.

Help!

Hello,

I'm keen in listening to your concern for your business.

Whether it be an online approach (website, facebook, Gmaps, etc.) or a facade which has your business name, it's would be best if you can get someone who has experience and knowledge to guide you in a certain direction. I've done consultancy work and I always start off with understanding the whole landscape of my client's business before we (my client and me) work together on implementing a Course of Action (CofA) and a holistic strategy. Thereby, not wasting our efforts and dramatically reduce our risks.

Feel free to share with me your situation, just glad to help another business owner. Cheers!

 

[Rob Herron]

Hi!

First of all, the location of your shop and the lack of footfall by passer-bys would not be a concern to me. If anything it would be a bonus. It gives you a chance for your staff to focus on improving the store and generating growth rather than keep an eye on wanderers.

I haven't looked into your location or shop too much but it would appear to be more of a destination shop. By that I mean people know what they want beforehand and will drive to the location to buy it. Therefore ease of access via a car and available parking would be the most important things. This usually means you are better off away from the city centre.

I would hold fire on the leaflets and not market your business in any way until it is somewhere online so that you to be able to benefit from this increased awareness.

If you're not able to convert increased awareness into footfall then you'll be wasting your ad money. Yes, if you have a budget to burn then simply keeping your brand name out there is ideal, but the reality is that most small businesses don't have that luxury. You need to try and get a return on all investment.

LET'S START WITH THE FOUNDATIONS
================================
[1] Get a website sorted.It's as simple as that. Wordpress is simple but if you're not confident enough then you can hire someone else to make one for you. If you only want a simple site with around 1 to 5 pages then do not pay anything over £500. You are essentially paying for a designers time and £500 should cover it.

[2] Register your business on "Google My Business" and "Bing Places", and make sure they have the right address. Add photos for your business as well so that this populates the search results/listings for your business name.

[3] You have a Facebook page up so now get on to Instagram. As you are a local business, I'd personally only worry about the two social platforms that let you reach our and target your local audience easily. People also often search by location on Instagram so that is a definite must for your business. Google "ideas for instagram photos for my business" and I'm sure there will be plenty of tips.

[4] Ensure you have the above all populated with content, especially your location, opening hours, behind the scene photos, contact number etc. Maybe even add Google Map with your business circled to, and a few other recognisable brands highlighted which are near you. That will help let people identify where you are.

A Wordpress website can be made within a week so I'd get on that today and aim to be fully up and running online before June. By fully up and running I mean have a decent amount of content on website and social platforms.

BUILD YOUR BRAND
=================
Now that you have an online presence which will capture any online searches for your businesses, you are more likely to be able to convert awareness into footfall.

There are a few elements which you should be looking to work on;
- Social Media
- Email Marketing
- SEO

Don't worry about Google Adwords for now.


SOCIAL MEDIA
=============
This is the best way to reach out to your local audience and to let them know that you are there but you will need to use adverts if you want your posts to get any reach.

Facebook adverts allow you to reach a specific audience in your area, regardless of whether or not they like your page.

You would know your target audience better than me but I'd suggest creating an advert which will be shown to the following people;
Location: Within 3km of Tasker Street, West Bromwich
Gener: Women
Age: 18-55

This will show your advert to a potential 21,000 people on Facebook.

I would set the budget to £3 a day and you will probably end up reaching around 1,000 people a day.

IMPORTANT: Don't just promote a standard/regular post. Make sure it grabs the attention, peaks their interest and then TELLS THEM WHAT TO DO!

For example, include some eye-catching photos and make sure a photo of the outside of your business is one of them.

BALLOON ARRANGEMENT NOW AVAILABLE
We make beautiful balloon arrangements for all occasions and for a limited time only we are giving 40% off.
Come and visit us today and pick up some balloons for that upcoming event
We are at..... (address)
We are open... (opeing hours)
Or call us if you have any questions.... (phone number)
[photos of around 6 different arrangements plus the outside of the shop]

That should get you up and running on Facebook. Make sure you edit the advert placements to only show on Facebook and not instagram.



EMAIL MARKETING
================
Have a laptop open in the shop with an online form open. You can set up a competition where somebody can win a free party pack or balloon arrangement, or you can tell them they will get 20% off their next order if they signup (they will get an email containing a voucher to present in-store next time).

You can send out monthly newsletters with your latest news and promotions on and this will help drive repeat business and keep your name in the customer's mind.

IMPORTANT: Your growth as a business does not just come from new customers but from retained customers+new customers.

For example,

2016: [365,000 customers]
2017: [ 50,000 retained customers] + [365,000 new]..

Total Growth in customers: 50,000. Just imagine how strong the above would be if they managed to keep a higher amount existing customers coming back. New business is great, but repeat business is what will help you grow.

SEO
====
In order for you to appear near the top of local search results for things such as 'wedding balloons' or 'party gift bags', then some SEO work will need to be done.
One part of this will be optimising your existing pages and then creating a blog which will be relevant to what people are searching. The other part would be getting your website added to some local business directories so that Google will see that other websites are linking to you, and therefore know that you can be trusted and positioned further up in the search results.



Well, that was a much longer email than I had planned. Sorry for the long read but let me know if you have any questions about anything. I hope at least one thing in the above proves useful!

 

[JasonGreen]

Social media, Twitter it's quite easy to narrow down into a certain audience and then get your services in front of the said audience same can be said for others platforms.

 

[fisicx]

Not in this case. Tweeting about a jack sparrow costume will acheive little.

What they need is a decent website and a new location. The one they have is all wrong. If you check google maps you will understand.