Jan 05 2007
Put Your Best Foot Forward
If your marketing is designed to get people to come to your business, take the time to make certain that what the client will see at your store or office is aligned with the image you create through your marketing.
Specifically, a good retail store:
1. Will be staffed by people who are dressed in a way that projects professionalism and order
2. Conveys a congruent, deliberate message that is appropriate to the products being offered
3. Presents goods in a logical, organized way
4. Helps the customer think creatively through the use of effective point-of-sale demonstrations that show the products in action
5. Takes the opportunity to educate the customer as appropriate — through videos and live demonstrations
6. Utilizes all the resources available — such as wall space — to promote, advertise and educate customers
If the in-person experience of interacting with a business differs markedly from the impression created by the marketing materials, customers aren’t very likely to encourage their friends to have the same experience.
Similarly, smart businesses also make a point of being seen as good corporate citizens. They align themselves with noncontroversial, nonpolitical and highly respected nonprofit or charitable organizations. By doing that, they enhance their visibility and create a profile that is in line with the marketing approach they use or want to use in the future.