Published May 9th, 2007 by info
Using the Internet to promote your offline business
Ask the IMC Expert: How to use the Internet to promote an offline business
By Ric Mazereeuw
Here’s a question recently sent in by Phylis. She wants to know if the information we offer can be used to promote her offline flower shop. (In a word: YES!) I’ve asked my Director of Mentoring, Ric Mazereeuw, to answer her.
Phylis asks:
I am the owner of a Flower & Gift Shop. I also have a website for the shop (adannas.com).
I have been subscribing to your marketing tips for the last few years but have not taken it seriously until now. I never considered my business an Internet business, but I’m beginning to think otherwise. (hope this is not a stupid question) Can the tips you offer be used for my business? If so, can you let me know exactly how?
Ric answers:
That’s actually an excellent question, Phylis — and one I’m happy to answer.
Here’s something I can’t stress enough: The Internet is a necessary part of any successful business nowadays.
Your store is a perfect example. You run a flower shop. In order to keep your customers returning to your store, you want to stay in touch with them. You need to communicate with them.
Well, the Internet is the ULTIMATE communication tool.
Here’s how you can use it: From now on, every time a customer buys flowers from you, you should collect five very important pieces of information:
Their first names
Their last names
Their email address
The name of the person they’re buying flowers for
The REASON they’re buying flowers
Let’s say one of your customers buys flowers for his mother on her birthday. About 11 1/2 months after that purchase, you send him an email reminding him his mother’s birthday is coming up soon.
Then you offer him a 25% discount off one of your nicest floral arrangements if he calls you to place an order in the next 48 hours.
Your phones will be ringing off the hook!
Not only will you be giving your customer a highly compelling reason to take you up on your offer, you may also be doing him a HUGE favor by reminding him his mother’s birthday’s coming up.
With that kind of customer service, you’ll really stand apart from your competitors.
Of course, once you have your customers’ email addresses, you can send them occasional promotional messages all year long. For instance, you can let them know when…
You have rare or hard-to-find flowers in stock
When you’re having an “end of season” or “clearance” sale
You’re running holiday specials (for Valentine’s Day, Mother’s Day, Father’s Day, Graduation, Secretary’s Day, and so on.)
You can even send them friendly follow-up tips after they make a purchase, telling them how to care for the flowers they just bought.
Again, it’s all about providing excellent customer service — so the next time one of your customers needs to buy flowers, yours is the first store that comes to mind.
Hope that helps, Phylis!
[Ed. note: Ric Mazereeuw is IMC's Director of Mentoring. To learn how you can apply for a spot in our Advanced Mentoring program -- and get "round the clock" advice from your own personal Internet marketing mentor, click here: http://www.marketingtips.com/advancedcoaching.]
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ABOUT THE AUTHOR: Derek Gehl specializes in teaching real people how to start profitable Internet businesses that make $100,000 to $2.5 Million (or more) per year. To get instant access to all his most profitable marketing campaigns, strategies, tools, and resources that he’s used to grow $25 into over $60 Million in online sales, visit: http://www.marketingtips.com/tipsltr.html
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