Special Report: The Secrets of Successfully Implementing A Local Retail Marketing Program

Program Designed by:
Total Marketing Solutions, Inc,
Steve Pohlit, President
www.LocalRetailMarketing.com

Business success means you are making a profit.  Unless you are consistently making a profit you will not have a business. If you don’t consistently grow your revenue and profit, you are working for the business rather than the business working for you. Local Retail Marketing is focused on bring a consistently growing stream of customers to your business. This report details the exact steps to implementing a successful program.

The principles of this program apply to any company in business for a profit. They apply to retail stores, medical professionals, industrial companies, big and small companies. This initial report illustrates how this program works for a local retailer with regular traffic on a weekly basis. Other reports will address variations of this basic model for other companies.

The goal of the Local Retail Marketing Program is to bring an increasing flow customers into your business using offers, incentives and rewards. Once they are there they must be satisfied with their buying experience or all of your efforts to get them there will be wasted. The program is very flexible. For example, let’s say you have restaurant business and your slowest day is Monday and the slowest times at the dinner hour are between 8PM and 9PM every day except Friday and Saturday. You can drive customers to your restaurant at those time using  incentives designed for that purpose. A drug store can promote weekly specials that would normally be advertised in a full color newspaper insert. A golf course can promote special events based on availability.  The possibilities are endless. 

So what exactly is involved? Can you do this yourself? Should you? 

The Exact Steps To Implement a Successful Local Retail Marketing Program:

• Have a web page for your business with a unique domain name. For many companies this can be as simple as one “splash page.” See the next point as to why this is a requirement.
• On the front page of your web site have an incentive to provide at a minimum first name, last name and email address. This is automated so that when a person fills this out they immediately receive the incentive you designed. For an example of how this works, please visit www.carwashandspa.com An added benefit of having a web site is that the major search engines like Google, Yahoo and MSN, will show your business when someone does a local search on your product or service. Do not underestimate the significance of being found in the search engines.
• Personally invite every person who comes to your business to register their contact information at your web site. The number one reason anyone will do this is the incentive you offer. Let's look at example. Say your are a Ruth Chris Steak House location (not a client). Now what if you offered your customer a fee 20 New York Strip for their contact information. WOW you say that is a lot of money for the contact information. We'll I say it is a bargain and here is why. That NY Strip Steak costs Ruth Chris maybe $6.00. When you come in you but a couple drinks, you order some sides and you partner, oh well your partners orders the same and when it is all said and done your bill is now $120 instead of $180. So they make maybe $80 instead of $120.00 But they made $80 and the incentive was to come in on Monday - Wednesday when traffic is normally a bit  light. Would you take it?  Of course, plus now if you are on your game you have an additional person on your contact list. Remember, your original customer brought a partner. Now I can go over examples like all day and night. The point is this pays. My first client gave away an incentive that was three times higher than what I would have recommended. You know what he was right.
• Contact data needs to flow into an email program that is designed to confirm the customer wants email communication from you and provides for an automatic unsubscribe feature. This is required because of the spam act and because it is the right way to do business with your customer.
• Once the data is flowing into the email management program, messages should be designed and sent to your growing data base list each week. These messages contain a combination of valuable information and incentives related to your business.
• Each message is tracked in terms of redemption so over time you know which ones have the highest response rates and are contributing to maximum return on investment.

If you are a business that regularly advertises using newspaper inserts or weekly flyers, you need to create a web site that can be changed using the copy crafted for your weekly ad. Then your email messages can direct your customers to your weekly specials and give them valuable consumer tips.

Tools Required:

• Web site with automated registration forms
• Domain name
• Email message management account.
• Physical forms that motivate your customers to register for this program.

Other Requirements:

• Consistent management of the program
• Tracking of results
• Training employees for certain businesses.

Can You Do This Yourself?

Absolutely.. but before you go down this path recognize that even if you have the in-house skills, this takes time to implement properly and time is money. Even with the skills and clear definition of the end product, it cost us 20 times as much time and expense to implement this program for our first client. (Of course we didn’t charge them. We billed and they paid according to the original agreement.) The point being we have been through the learning curve, have the systems set up and operating. We are now able to leverage our resources and pass the benefits onto you.

Local Retail Marketing is economical when outsourced plus there are several other major benefits:

· We will get this done for you much faster than if you attempted to do this yourself. Recently I was discussing this program with the owner of a high volume restaurant .He told me he agrees with this program and has been working on implementing something similar for more than four months, He said he hired an in-house marketing director and was waiting on a few more changes to be made by his Internet design and hosting firm and he would be ready to start implementation. That was three months ago and he is still not close. In all honesty we would be sending out the first message to his data base in about three days from the start of this program.

Can You Do This Yourself?

Absolutely.. but before you go down this path recognize that even if you have the in-house skills, this takes time to implement properly and time is money. Even with the skills and clear definition of the end product, it cost us five times as much time and expense to implement this program for our first client. (Of course we didn’t charge them. We billed and they paid according to the original agreement.) The point being we have been through the learning curve, have the systems set up and operating. We are now able to leverage our resources and pass the benefits onto you.

Local Retail Marketing is economical when outsourced plus there are several other major benefits:

You will need no additional employees by outsourcing the work to us.   We are focused on the success of this part of your marketing program which allows you to concentrate on the day to day requirements of your business.   You can always bring this in-house if after testing you feel you can do it better yourself. There are no long term contracts.

Isn't it time you implemented the Local Retail Marketing Program? Call Steve at 727-587-7871 and discover how easy it is to get start making money today!

Wishing you lavish prosperity,

Steve Pohlit, President

Total Marketing Solutions, Inc.

 

Total Marketing Solutions, Inc. develops and implements direct response marketing programs to increase revenue by 30% or more in 90 days or less. Register for a FREE subscription to the best marketing newsletter in America: The No BS Marketing Newsletter by Dan Kennedy, valued well in excess of $100.00. Visit www.totalmarketingsolutionsinc.com to register for the valuable gift. Steve Pohlit, President of Total Marketing Solutions, Inc., is an expert business consultant focused on helping companies improve their business performance including growing profits, revenues and customers. For a FREE 6 week mini course where you will receive the exact steps to doubling your profits in the next 90 days, please visit www.StevePohlit.com