Archive for April 2019

2019 Point-of-Purchase Trends For Small Businesses To Watch

2019 Point-of-Purchase Trends For Small Businesses To Watch

An ad doesn’t do any good if no one sees it — but where should ads be placed to reach the ideal customer? A recent study by Frank Mayer and Associates recently pinpointed the current point-of-purchase trends in marketing for 2019, highlighting ever-changing advertising opportunities.  So where should small businesses direct their ad efforts in 2019?

Point-of-Purchase (POP) is a term used to refer to the placement of displays and ads, optimised to maximise the potential impact. POP can mean the difference between an ad or display with high impact, and one with minimal impact. By looking at POP trends, small businesses can brainstorm new ways to expand POP efforts.

Unique POP opportunities are created by crossing industries.

Traditionally, businesses advertise in their own industry to reach a specific customer. But the customer that buys your product doesn’t live on a figurative island and likely has other interests and activities as well. Crossing POP to another industry, Frank Mayer and Associates suggests, could open up more opportunities.

Small businesses can brainstorm ways to reach their target customer as they go out through their daily routines. If your target audience is mums, for example, consider the different places mums frequent like grocery stores and playgrounds, as well as the different online spaces such as mum blogs and apps. The advertising medium doesn’t have to be directly tied to your industry to be successful if it reaches the right people.

Businesses shouldn’t ignore technology, and in particular, augmented reality.

Augmented reality mixes both the real and digital worlds — and its becoming a prime spot for businesses to reach customers. Fashion companies have used the technology as a virtual dressing room, photographers can use AR to show clients what their prints would look like on their walls. Businesses can design their own Snapchat filters for a unique AR ad.

AR is growing in popularity because by mixing the real and digital world, consumers can integrate a product they are interested in into their own lives with just a smartphone. Brainstorm ways to use AR to stand out and offer customers a more personalised experience.

Convenience isn’t going away any time soon.

Saving customers time and effort has always been a good thing, but research suggests convenience will be paramount to reaching customers through POP in 2019. The study notes growth in options like programs for picking online orders up in store or using electronic kiosks for easier checkouts or customer service. Grocery delivery services are also growing in popularity.

Take some time to sit down and ask — what would make my product or service more convenient for customers? What can help them save time or effort? Pinpoint your customer’s pain points and find ways to ease them, and you’ll be rewarded with repeat business for that convenience factor.

Location matters when it comes to placing products and ads. Looking at POP trends can help small businesses increase the impact of their campaigns.

Mum Marketing: 5 Tips For Small Businesses To Reach More Mum Customers

Mum Marketing: 5 Tips For Small Businesses To Reach More Mum Customers

Mums are amazing — and we’re not just saying that because Mother’s Day is right around the corner. Between raising children and managing a household, mums do a lot. For many small businesses, mums are a key customer with many mothers making the everyday purchase decisions for their households.

So how can small businesses reach this unique, but important group of customers? Here are five ideas for reaching mums.

Make shopping convenient.

The average working mum puts in 98 hours a week between her job and taking care of her family. The key take away? The easier the shopping experience is, the more likely mums are to return, because convenience is a big factor when you’re working 98 hours a week. Mums, for example, may prefer to visit the fast food restaurant that brings the food to your table because between the baby and the diaper bag, her hands or full. Or, mums may prefer to order online and pick up in store to skip the hassle of shopping with kids. The same goes for online shopping — a slow-loading website or app that’s difficult to navigate may make mums shop elsewhere instead.

Make your online presence easy to find.

Another study suggests that 80 percent of mums research a brand online before buying. How easy is it for customers to find information about you online? What does that information say? As you build an online presence, consider what the customers looking for you online will find. Encourage positive reviews with good customer service. Use key terms to make your website easy to find.

Use social media to reach out to mums.

Social media can be a key tool for reaching mothers. Besides the fact that you can specifically target an ad towards mums, many in this group use social media to unwind and laugh a little. Share relatable, fun posts on your social media page. Take out ads that are targeted towards mums for products that are specific to mums, kids and families.

Build a presence with blogs.

Those same mums researching products online before they buy are also frequent visitors to blogs — or there wouldn’t be such a thing as a “mummy blog.” Businesses can reach mums by writing guests posts for these blogs, or taking out ads on blogs focused on motherhood. Building your own blog with tips centred around your products and service isn’t a bad idea either.

Make reviews easy to find with a service like Yelp.

When mums research products online, they look for reviews. Make reviews for your product or service easy to find using platforms like Yelp. Encourage reviews by claiming your business on Yelp and similar sites. Don’t be afraid to ask for a review via a note in your email newsletter, a social media post, or even an in-store sign, just make sure to be tasteful. Other services like the reviews on Google Maps, Facebook and more are also great for making it easy for customers to find relevant reviews.

Mums are an important part of the family dynamic — and are often a big part of many businesses. Reach more customers through marketing tactics focused on mums, and keep them customers by offering a convenient experience.

How to Expand Your Business Using eBay

How to Expand Your Business Using eBay

Looking for ways to grow your business? eBay’s online sales platform could be the answer. Using eBay is straightforward, and there’s no fancy application process to get started with sales on eBay. Yet, eBay is one of the more popular eCommerce websites, which means you could put your product in front of a lot of people. So what’s the best way to expand an existing business using eBay? Here are five ideas.

Try an eBay store instead of basic listings.

Anyone can list products without upfront fees to sell on eBay. But subscribing to eBay’s store options allows businesses to create a custom store front page. With an eBay Store, you’ll also gain access to marketing tools and discounts that aren’t available otherwise. The format also makes it easier to promote your items and track sales, if you’re willing to spend a few bucks on the Store subscription.

Discount combined shipping to encourage more sales.

What’s better than selling one item on eBay? Selling two. Offering a discount to buyers who purchase more than one item from your store front can help increase your sales. Discounts will encourage buyers to order more than one product. Similarly, eBay will also allow you to set temporary sales to encourage shoppers to buy now.

Make sure buyers can find your listings.

Your products won’t sell if no one sees them. To build more sales on eBay, make sure your product listings are easy to find. User keywords in the title and description that buyers are likely to search for. If the product has more than one name, for example, integrate both to make it easier to find in a web search. eBay also has tools to boost listings inside eBay search results.

Mix your existing business with your eBay listings.

Expanding a business using eBay and starting an eBay-exclusive business are two entirely different tasks. Take advantage of the fact that you’ve already got a business up and running. Use existing resources like an email marketing list, your social media accounts, and even in-store flyers to spread the word that customers can also shop on eBay. Link to your eBay store on your website.

Understand how eBay is different.

Several things will overlap between selling on eBay and selling through your usual channels — but eBay is also different. Make sure you understand how eBay works before embarking on the new eBay expansion. Look through other listings for similar products and see how you can make yours stand out. Seller ratings are everything on eBay, so when you get that first sale, be sure to put your best foot forward on customer service to get started with a high rating.

Sure, eBay is home to many business owners that run a business exclusively on eBay. But expanding to eBay is a good way for many existing businesses to expand their online sales. Try an eBay Store, create combined shipping discounts and more to help your venture into eBay go smoothly.