IN THE KNOW |
August 2023
8 Steps To Attract New Customers And Keep Them
Andrea Lucille Pooler
1. GET CLEAR ON WHO YOU’RE TARGETING
Before you begin building your marketing plan, you must re-evaluate your target audience. Do your research to determine what marketing initiatives were most effective last year.
If you want to attract a younger audience, think of an assortment of trendy styles that appeal.
2. UNDERSTAND WHAT YOUR CUSTOMERS WANT EMOTIONALLY AND LOGICALLY
Once you’ve identified your best target audience, it’s time to learn what they really want. What do they love, what makes them happy? There’s no point in marketing your store and the brands you carry if you are not sure what your target market wants. Here’s a key concept: people buy what they want, not what you think they need.
Retailers say that the best –selling opportunity with silver is the female self-purchase.
3. REALIZE THERE IS NO ONE PATH TO SUCCESS.
Sales often happen because prospective customers hear about your store in several different ways and from several different sources. The more often they hear about you, the more likely they are to consider what you have to offer when they are ready to buy.
A strong marketing mix including social and classic media will attract your target customer.
4. CUSTOMIZE WHAT YOU’RE OFFERING TOWARD DESIRED END RESULTS.
When you understand your target market, you know the desired end result they’d like to achieve. Whether its home delivery or customized designs, the closer you get to that desired end result, the better you’ll do in business.
Offer collections that are unique to your store and area and use this to your advantage.
5. CREATE AN IRRESISTIBLE OFFER
Deliver an offer unique to your store. You want to state your offer in a compelling way that has people raising their hands to say “I want that!” Work on developing your one-sentence offer; it will form the basis of all your other marketing.
Offer an opening price point that attracts the customer and then build the sale.
6. GO FIND YOUR TARGET AUDIENCE
Where do the people most likely to shop at your store connect? Do they connect on social media? What publications do they read? Now that you know from your research in Step #1, go out there and make your irresistible offer to them in ads, newsletters, comments on social media forums and whatever way you can that makes them affordably reachable.
Think of your target audience and age group and have collections that appeal.
7. DON’T OVERLOOK THE OBVIOUS
Yes, that newspaper at the end of your driveway can be the source of great information! Daily and weekly newspapers are an incredible source of contact information and leads to potential customers. Watch for names of people who have been promoted, won awards, opened new businesses. Send those people a personalized mailing congratulating them on their success, introducing yourself and your business.
Retailers agree that jewelry is a great sales opportunity for gifting.
8. PRACTICE GREAT FOLLOW-UP
You’ve done your research, created a great selection of products and services, packaged them to meet the needs of your target audience, and made your offer where they will see it. To maximize all the hard work you’ve already done, you must follow-up consistently. Here’s the rule: Always follow up, and find ways to make it automatic.
For the customer that shops often, keep her informed about new collections and styles.
More From The Jewelers Collective
Press Releases
