So here you are in the midst of the spring season. Your store is full of beautiful inventory that you have spent sooooo much time carefully choosing and editing for your raving fans, so where the heck are they? Are you asking…Why does this always happen?
The reason is simple. You haven’t marketed consistently. If you want consistent foot traffic – there is only ONE thing you must do. Market Consistently!
The “I Don’t Have A Plan and I Wish I Did” Rollercoaster
What happens to many retailers is that they get caught up in what has to be done every day to run their stores, juggling inventory, staffing and more!
Finally everything is in place and then the well runs dry. Retailers find themselves digging their well when they’re thirsty. They start frantically throwing together ads and emails and postcards and events to try to get people in through that front door. Often, it is too little too late.
Then, it’s time for the next trade show and they are off to New York or LA or Atlanta to buy for the next season. All the new inventory comes in and they work like mad to get it all out and merchandised beautifully and then once again the well is dry and there aren’t enough customers. They have to start marketing like crazy again. It becomes a vicious cycle of Feast or Famine. How can you get off of this rollercoaster?
The solution: eliminate “Feast or Famine” by being systematic about your marketing and putting it on autopilot. There is only one way to make sure that you have a steady consistent stream of raving fans. You must have a steady consistent stream of marketing. The best way to do that is to make all the pieces of your marketing run on a system, like a well-oiled machine that doesn’t need you to be there the whole time, just once in a while to make sure everything’s running smoothly.
Having a system that handles ALL of the pieces of your marketing is the key to increased profits and more fun. And the beauty of a system is that – it’s done for you. I worked to create systems for every part of my stores. I remember a store meeting when an employee said to me, “I wish I was as put together as you are, Cathy.” The reality is that I wasn’t always a disciplined person by nature. In order for me to counteract it and to increase my profits and sales, I worked to make sure that there were systems for as many processes as possible.
For retailing, I identified specific marketing activities that must be done morning and afternoon, daily, weekly and monthly. In addition there are specific messages that have to go out at precise times in your seasonal cycle. Many of these things are so systematized that once you have done them, they can be automated and delegated. You will only have to do them once! Also, many marketing activities can be done without you needing to do anything. You can set these things up ahead of time and then all you have to do is to update the information based on the season. You don’t ever have to worry about what you have to do next. It’s already in your calendar.
When you set your marketing up to be systematic, you can get off the roller coaster named “I Don’t Have A Plan and I Wish I Did.” I have seen so many retailers on that ride and it doesn’t have to be you. Now you will be on track with a consistent marketing plan. Then it is easy to take action and get more sales and profits consistently.
Your RETAILMavens Assignment:
Set up systems for everything in your business that relates to marketing and sales.
Go out and buy a big calendar and follow these three steps:
- Mark the trade shows that you regularly attend
- Identify the start, midpoint and end of your season
- Figure out what you will do each week and at the specific points in your selling season
You too can go from not having a plan and not having enough customers, to having a solid plan that brings in raving fans – and sales! – consistently.
In the Profit Breakthrough System, I show exactly how to create these systems.
No More Feast or Famine Marketing!