This is the time of year that you, as a retailer, need to reassess your vendor relationships. Are the vendors good partners who are supportive or are they problematic?
Retailers need to understand that vendors expect growth. But growth should not come at the expense of your ROI, unnecessary paperwork, customer relationship follies with product availability or a lack of true support when products fail. At the same time, vendors need a clear understanding from you where they stand and what you expect from your key vendor partners. After all, good vendors are thankful for the relationships they have with retailers…right? These are different times in retail. You don’t have time to deal with manufacturers who continually burden you with poor service, lazy representation or bad products.
Good vendor partners are also excellent at reimbursing co-op funds, reinvesting in your team and your stores, and partnering with you in order to grow. If you have a vendor who is floating and existing without putting forth effort to grow their business, it may be time to move on.
Owner of Riley & You, Riley Appliance Marketing
In today’s marketplace there are many cookie-cutter solutions that can save you time and money in the development of advertising. In our experience with clients that have a clear understanding of how they’re different in their marketplace, a commitment to a customized advertising program benefits them in a variety of ways…
- The customized program is crafted around their unique value proposition, creating a story worth hearing and a message that stands out among competitors who tend to say the same thing.
- Customized programs are more flexible for special sales or events that need to occur…not relying on a box of solutions which are limited to a specific set of holidays on the calendar.
- Overstocked inventory can be presented quickly and effectively to consumers without getting lost in standardized sales event messages.
- Special advertising tools like email marketing can drive significant traffic to the store or online without the expense of traditional advertising.
- Once in place, a customized program draws the attention of manufacturers to join in and offer more financial and product support.
Building a Facebook audience can be challenging. Every company is different, so you have to try different strategies to find what works and what doesn’t for your target audience.
Over the last three months, we had a focused goal to build a Facebook community for one of our clients. We included specific Facebook promotions in the e-newsletters we send out for our client and incorporated callouts into blog posts. With a limited advertising budget, we used targeted, socially engaging ads to get the best response and generate more traffic. A great content strategy is essential to building an online community. We improved our Facebook content strategy by testing the type of content we post as well as different times within the day to find the most effective schedule and content mix.
Our efforts have proven effective as we have doubled our client’s Facebook fans in less and three months. Plus, many fans have been engaged and interacting with the content, which is exactly what you want when pursuing social media marketing. When trying to build a Facebook community, remember that testing is key because every audience is unique and, developing a multi-channel strategy is essential.
We live in an age of cyberspace and instant information. These days you can learn about anything from your mobile device or if you’re the traditional type you may actually use a computer. The point is when you want to know about something or where to find it now days you usually go to a website. Now ask yourself does my company’s website truly demonstrate what I have to offer?
The sad truth for many companies is, no. Continue reading “Friedman’s Appliances gets a web makeover”