Marketing my shop

[stevon]

Hi,
I'm looking at opening a shop selling designer-like sunglasses. I'm looking for ideas/suggestions about how to market my product.

I'll be operating in a mall that is mainly occupied by mainly retail shops - Debenhams, D2, Schuh, a local designer shop, Primark. There is an opticians selling designer sunglasses but as my units are VERY good quality and around a tenth of the price. What I am selling isn't cheap immitations but similar styles without tacky names written all over them.

Anyway... I was wondering if anyone on here had any marketing ideas for me, or knows a good PR firm?

I'm a student at the local University studying Management (I'm in my 3rd year) so I've contacted the Uni rag and the local newspapers to cover the story of a local student setting up shop, which should give it a little bit of attention but I feel I need to do something to really grab the customers attention.

Any help appreciated.
Thanks,
Stephen

 

[CKG]

Walk around the mall dressed as a sheep handing out flyers with a huge pair of comedy shades on and a sandwich board stuck to you saying 'dont get fleaced for your designer sunglasses like I did. Come to my shop'

That'll get you some attention.

 

[Conceptstore]

Hand out flyers completely naked (except for sunglasses)

On another note, make sure you have your web address on your stall clear for all to see. Make a a signboard with the selling point (quality designer sunglasses) make it bright and catchy but not tacky.
Hand out flyers to the surrounding shops.
Leave them in the SU bar.
Provide a discount for the certain people (shop owners of students) attached to the flyers
Hold a mini competition. Win a pair of sunglasses when you make a purchase of in the PR release.

Theres lots you can do but i guess in depends on your budget.

 

[KreativeJuice]

Fire up some big halogen lamps with a big sign on the opposite side so it can be read "Do you need some shades?"........

 

[SalePosters]

Im sure you can beat these guys on price - so make sure the potential customers know you are competitive! People like to know they are getting a bargain and saving a few quid

 

[RSQU]

Why go to the trouble and expense of a high street store, why not just online? All the money you save you could hire a good Marketing Company like 10Yetis on here to do the work for you. Maximum bang for your buck as they say.

 

[vicxky]

Hi stevon,

I would first suggest hiring a marketing agency as well, It's important to have a marketing plan and strategy in place so that all activities you do are focussed and cost effective and will most importantly reach and effective who you want to target. As a marketing practitioner I would reccommend a detailed meeting to discuss who your targeting and what your business goals our, that way marketing can be devised to reach them. But my initial thoughts would be to release some PR articles announcing that you are there and also handing out leaflets with a discount on the products, for a short time only. This may get you business in the short term, but in the long term I really would say that you will benefit the most out of having a marketing strategy in place.

Kind Regards,
Vicky
Skala Marketing
Your Ladder to Success

 

[Strategist]

There a number of issues here.
If you are in a mall alongside Debenhams and other high street chains, then the passing trade should be good for you. You can back this up through local advertising and, perhaps joining your local Chamber of Commerce to net work with other business people and get some publicity through the Chamber's web site etc.
However, the rent in the location you mention is probably going to be incredibly high, so unless you are working on very high margins, I would consider alternatives.
If you are only selling sunglasses, are you sure of year round sales in a country where the sun don't shine? Would you do better with an online shop, or even just selling via Ebay!

 

[directmarketingadvice]

There a number of issues here.
If you are in a mall alongside Debenhams and other high street chains, then the passing trade should be good for you. You can back this up through local advertising and, perhaps joining your local Chamber of Commerce to net work with other business people and get some publicity through the Chamber's web site etc.
However, the rent in the location you mention is probably going to be incredibly high, so unless you are working on very high margins, I would consider alternatives.
If you are only selling sunglasses, are you sure of year round sales in a country where the sun don't shine? Would you do better with an online shop, or even just selling via Ebay!

These are all very good points.

Apologies if I'm pearching to the choir, but you've got to know how many sales you need each week to succeed (however you define that) and what that means in terms of footfall and conversion.

If the business model adds up, I'd say the primary focus of your marketing should probably be towards the people who are in the mall. That'll probably give you a far greater ROI than trying to get people to the mall in the first place.

(though, as I don't know the mall or the area, I could be wrong in my assumptions)

Steve

 

[ledbillboards-co-uk]

Hi,

I'll be operating in a mall that is mainly occupied by mainly retail shops - Debenhams, D2, Schuh, a local designer shop, Primark.

something to really grab the customers attention.

Try a new technology advertising and update your information when you need it. I am talking about LED signs: brighter than neon, readable in full sunlight from a few hundred of metres, programmable, animated, graphic, vandal proof and for outdoor use.

LED signs are still novelty in our country, therefore they grab the customers attention. They are not cheap (about £2000-£3000), but cost-effective and no one will notice big traditional sign from: Debenhams, D2, Schuh, etc.
Also we can lend you our led sign for free (e.g. for a day) to see the advertising result.
Good luck

 

[Scott-Copywriter]

Steve is right. Passing custom in the Mall will be the most targeted prospect you can find. They're all in there with disposable income for the purpose of buying products. The mall is basically pushing potential customers in-front of you, you just have to convert these to sales.

The personal approach will work best for this. Take some samples and discount flyers and head out into the mall area. Approach people wearing the shades, have a chat, offer a flyer and point them in the direction of your shop.

Using something simple like a large ad board strapped to your back is more effective than people give it credit for. Strap an ad to your back pointing people to your shop then walk through the mall. You will see dozens of people turning around to see what it says.

Get some friends on board to help out and you could cover virtually the entire mall with your personal and direct marketing.

 

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