Question

Topic: Strategy

Franchise In Low Traffic Area, Need More Customers

Posted by Anonymous on 9/23/2010 at 11:19 AM ET 250 Points
I am the manager of a nationally recognized franchise in Virginia, and the shopping center we are located in has been hit hard by the economy, and many businesses have left the center.

We do printing, shipping, and have mailboxes. I have sent out marketing letters to local businesses, including information and coupons.

I would appreciate some input on how to increase business, and improve traffic in the center.

Another issue I have is that there is a main office owned by the company 3 miles down the road. I would like to also direct some of the people that go there to my store instead.

Any input would be greatly appreciated.
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by CarolBlaha on 9/23/2010 at 11:36 AM Member
    Instead of them coming to you, go to them. Pound the pavement and make some old fashioned sales calls. What you are doing is too passive. Network, join a lead group. Get on the phone and follow up to those mailers.
  • Posted on 9/23/2010 at 4:12 PM Moderator
    CarolBlaha took the words right from my keyboard. She's 100% right. You need to get in front of your target audience in their offices and find out what it will take to get their business. Just sitting there won't do it.

    As P.T. Barnum once said: "When people ain't coming to the circus, there's just no stopping 'em!"

    You need to get out there and "stop them" (from not coming to your location).
  • Posted on 9/23/2010 at 7:52 PM Member
    Great advice form the pros as usual :). Melissa do you have an online marketing strategy to complement your traditional marketing ? If you have a website then I would recommend you research on SEO/SEM and SMO . This forum is your best bet to get great insight on this subject matter.

    To start with or without a website you could claim your local listings from Google,Yahoo and Bing or set up one if you are not listed yet to drive traffic to your store . People nowadays use the internet more to find businesses and/or services. You could put your promotions and specials on your Local listings too.

    Hope this helps.
  • Posted by cookmarketing@gmail. on 9/24/2010 at 7:36 AM Member
    PhilGrisolia4Results et al are correct. Define your core competency, what you're good at. Keep narrowing until it a function that can be explained and expounded. Once there, you will have a defined demographic and blitz them and continue charging to them, not them to you
  • Posted by CarolBlaha on 9/24/2010 at 7:50 AM Member
    I have read that today's decision maker gets 3000 touches per day, gets 17 sales phone calls a day, but only sees 5 reps in person a week!

    Your mailings are going to be lost in that sea of 3000 -- you'll stand up if you are one of those 5 who make that F2F.

    Start with prior clients, in fact spend 60% of your time there. it takes a lot more time and $ to bring in a new client than develop and keep the old. Then identify prospects and spend 30% time there. Who is a typical prospect, if you say "everyone" (and everyone does indeed need printing some time) the answer is wrong. Be lazar sharp. Don't ignore the broader market, but only spend about 10% of your time there.

    "If you cast your net too wide, all fish will swim through"
  • Posted on 9/27/2010 at 10:24 AM Author
    Thank you everyone for great advice.
    PhilGrisolia4Results, how do I go about geting our propery manager to increase traffic? In the empty stores he doesn't even have for lease signs or contact phone numbers up for prospective renters.
    What can we do?
  • Posted on 9/28/2010 at 9:53 AM Author
    We are also thinking about advertising on Facebook, do you think Karen's suggestipn to use Twitter is better than doing a Facebook ad?
  • Posted by CarolBlaha on 9/28/2010 at 5:10 PM Accepted
    Rather than buy an ad-- make yourself a facebook (do them all it's NC) and build your fans. Then you can publish daily if you want. With Linkedin you most effectively do this by joining groups.

    In my B2B industry, few use Twitter.

    Youre going to have to push that landlord. Tell him increasing traffic may be the selling feature to fill those vacant spots. You can also tell him when your lease is up for renewal, you may have to make a hard biz decision about staying.

    It may be the landlord's job-- but it's your bottom line and your business. Put the ball in your court. In printing and B2B the business is won not my traffic, but your own marketing efforts.
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Strategy)