5 Marketing Tips for Mom & Pop Shops

Just because your business is small doesn’t mean it can be successful and compete against the big box retailers for market share. In fact, many believe that smaller mom and pop shops are making a comeback seeing increased traffic in the stores and better sales figures. And the consumer base is embracing this shift. Small Business Saturday, launched by American Express in 2010, celebrates shopping at small, local business the Saturday after Thanksgiving. This year will mark the fourth anniversary of this popular tradition. Below are some other ways mom and pop shops can beef up their marketing strategy all year long.

1. Promote What Makes You Unique
Do you carry specialty products that can’t be found anywhere else in town? Or do you offer unique programs and classes for your customers to participate in? Or maybe you are a grocery store that offers free childcare while the parent shops? Promote what makes you unique and how it can help your customer have a more enjoyable shopping experience.

2. Publicize Competitive Pricing
If your prices are fairly competitive to big box retailers you need to promote this — in a big way. Many consumers believe that local stores are more expensive and rightfully so. It is often harder for smaller outfits to negotiate prices with suppliers and manufacturers than their big box counterpart. But if your products are similar in price to your competitors make sure you let the consumer know.

3. Sell Customer Service
The best customer service is personal, one-on-one contact and this is where big box retailers often falter. Share all the ways you help the customer with their purchase from start to finish. A great return policy, custom alterations or designs, and lengthier warranties are huge selling points.

4. Market Online
While it might not make sense to invest a large amount of marketing dollars into online ventures, it is important for nearly every small business to get their foot in the door. The shift towards how customers shop and find local services is moving slowly to the digital world and it is important to have a presence where your audience frequents most.

5. Use Local Events to Get Noticed
Being active in the community is one of the main reasons why most small mom & pop shops are successful. Participate or sponsor local events to keep your brand in the customer’s mind. Consumers are more likely to shop at retailers that they perceive contribute to their local community.

At GMS, we specialize in working with local small businesses. We have experience in crafting campaigns that spotlight what makes each company unique and sharing that with the customer. Whether you need assistance in creating a more robust online presence or designing professional print material, our staff can help to achieve any marketing goal you may have. Contact us today to see how our services can help your company growing.

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by Katie Zurawski

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