Whether you’re a local business owner of a retail store, a restaurant, or a service provider in Massachusetts, effective marketing can make all the difference in attracting customers and boosting sales. As an owner of a small business myself, a large-format printing and graphics studio, I spend most of my days thinking about how businesses in Massachusetts can set themselves apart from competitors and drive more traffic and sales. That’s why I’ve developed this guide that explores three valuable strategies to help you market your business better and amplify your success.
In this blog we’ll discuss how Massachusetts business owners can step back and think about:
- Your business goals including the customer’s goals when it comes to interacting with your business.
- Think through the tactics you can deploy based on what you want to accomplish that align with your goals.
- How to think about both immediate tactics and long-term complementary tactics that will add additional value to your efforts.
1. Consider the Venn Diagram of How Your Business, Brand, and Customer Interact
Before diving into marketing tactics, it’s crucial to understand the intricate relationship between your business, your brand, and your customers. Envision a Venn diagram where these three elements intersect. Your business goals (e.g. introduce a new product, gain new customers, etc.), brand goals (e.g. quality, customer service, etc.), and customer goals (find a product that solves my needs, use my time efficiently, etc.) are all three separate elements that you need to juggle that you also need to determine how they align and overlap.
Consider the case of a local boutique that specializes in handmade jewelry. Their brand identity focuses on craftsmanship, uniqueness, and sustainability. However, upon closer examination, they realize that their target customers are primarily young professionals seeking trendy, affordable accessories.
To bridge this gap, the boutique may adjust its marketing strategy. They highlight the artisanal craftsmanship of their jewelry while also emphasizing its affordability and versatility, catering to the preferences of their target audience. By aligning their brand messaging with customer desires, the boutique creates a more compelling marketing narrative that resonates with their audience.
Ask yourself: What values does my brand represent? Who are my target customers, and what do they care about? How can I tailor my marketing efforts to resonate with their preferences and desires? By considering these factors, you can develop a more strategic approach to marketing that speaks directly to your audience. It’s a marketing strategy guaranteed to help you foster genuine connections and drive long-term success. As a small business owner it can be hard to carve out time for these types of strategy sessions, but is a crucial first step to better aligning your actions with your goal outcomes.
2. Use Fun and Interesting Exterior Graphics to Draw People In
Having a marketing strategy is one thing, but determining the best ways to deploy that strategy is another – especially when you have a physical storefront. Oftentimes, owners are so focused on customer service or financials or getting bogged down in the day to day (which isn’t a bad thing) they forget about the appearance and, more importantly, the experience and engagement that can be offered when engaging customers in their brick and mortar establishment and what that communicates to potential or existing customers.
That’s why one of my favorite tips that often gets pushed to the way side, is considering how you can incorporate more eye-catching exterior graphics to capture the attention of passersby and draw them into your business. Think beyond traditional signage with just your store name and consider creative options like sidewalk graphics and window displays.
Imagine walking down the street and being greeted by vibrant sidewalk graphics showcasing your latest promotions or products. Or picture your storefront adorned with colorful window graphics that pique the curiosity of potential customers. These visual elements not only make your business stand out but also create a memorable and inviting atmosphere that encourages people to explore further.
One notable example is a local coffee shop that uses window graphics to showcase their daily specials, grab people’s attention and engage with pedestrians. By leveraging this interactive form of exterior graphics, the coffee shop not only attracts foot traffic but also fosters a sense of community and connection with passersby. If we stay with the jewelry store example, it could be as simple as sidewalk graphics that highlight the concept of “boutique jewelry at an affordable price” or a new product line that caters to the audience that you are trying to attract.
To maximize the impact of these graphics, focus on integrating them seamlessly into your overall branding strategy. You may have captured them outside with graphics, ensuring that the customer journey and goals are met beyond the exterior and flows into the storefront allowing them to find the reason you are encouraging them to come into the store – a cohesive and immersive customer experience. Consistency is key —every visual element should reflect your brand personality and values, from the font and colors to the imagery and tone of voice. By strategically leveraging graphics that uphold your brand’s consistency, you can effectively draw people in, engage them, and leave a lasting impression on your community and customers.
3. Market Beyond Your Storefront
When it comes to increasing brand awareness and reaching a broader audience, don’t limit your marketing efforts to your storefront. Where else are the eyeballs that you want to attract? For example, Have you ever considered vehicle wraps? They offer a highly cost effective way to take your message on the road and attract attention wherever you go. Check out SpeedPro’s blog that provides more information on the impressions you can expect, which are amazing and given the amount of driving or placement of your vehicle – it truly puts your brand out in the market.
Consider vehicles with bold graphics and compelling messaging that showcases your brand identity and key offerings. Whether you’re making deliveries, attending events, or simply driving around town, your branded vehicles become mobile advertisements that expose your business to countless potential customers. By leveraging exterior graphics and vehicle wraps, you can extend your marketing reach beyond your physical location and reach hundreds if not thousands of potential customers, keeping your company top of mind.
Picture a local landscaping company that wraps their fleet of trucks with images of lush, green gardens and vibrant flowers. As they travel from job site to job site, they effectively showcase their expertise and attract the attention of homeowners in need of landscaping services. The result? Increased brand visibility and an increased likelihood that you’ll be the first person they call.
Don’t Wait
What marketing tactics you deploy in and out of your store can make a big impact on raising your brand awareness and revenue. While it can be a challenge to find time to think about and strategize, it is a crucial element of helping your business grow – so don’t wait to take charge.
Starting to think about how you can implement these three strategies can help you elevate your marketing strategies and stand out in a competitive marketplace. Don’t be afraid to start small with the marketing changes you make. The process doesn’t have to be a massive spend or overhaul—it’s okay to tackle it in pieces. The sooner you start, the sooner you will attract more customers, drive sales, and achieve long-term success.
This is a contributed blog post by Wayne Arthur, the owner and operator of SpeedPro Metrowest. He helps Massachusetts organizations and businesses accelerate growth and brings brands to life through graphic printing and solutions that create engaging experiences for corporate, retail, events, and more.
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