Canadian Retailer - Winter 2015 - 24

MysToRE retailer's Guide Vol. 11.1: mARketing

Rethink the media mix in your marketing plan with goals in mind.

Reassess your goals
"People don't just come to your website
or like your Facebook pages," says Salimah
Mamdani, President of The Marketing Boutique. "Social media is just one component
of marketing. You need an overall marketing
plan for social media to draw a crowd."
Before you dive into social media marketing, step back and examine your goals and how
marketing can help you achieve your goals. ask
yourself: What are you selling? Who is buying?
How are you making sales? What channels are
your customers speaking to you
through? if you have already established your presence in social
media, reassess what works.
invest time in social media:
developing a profile on Facebook
and Twitter will take hours each
week and months before you see
a payoff. You will need to schedule the time
(and associated costs) into the budget and use
that time to build the profiles, even if, at first,
the time might seem better spent elsewhere.
"With social media, there are no shortcuts,"
says Sykes. "if you're going to have a successful
social media presence, it's going to take time."

social media platform can take time. Sykes
advises retailers to move slowly and venture
into social media marketing according to each
retailer's comfort level. The danger is to try to
launch a full-scale social media presence without gaining a firm grasp of the advantages and
disadvantages of each platform. Social media
consultants can help establish a profile for a
store on social media-some at an affordable
rate-but the risk with bringing in outside help
is in authenticity-they won't speak the way
you want to sound because they are not you.

"Don't heap all your dollars into one
basket. Test first. Start small, stay agile
and pay attention to what works."

Do it to your comfort level
For independents who have not delved into
social media, joining long-established networks can be intimidating. Not only that, but
getting a handle on the ins and outs of each
24 |

caNadIaN RETaIlER | Winter 2015

- KATE DRISCOLL, Lux 9
Plan your social media calendar
an organized approach to social media will
keep you-well, organized. and organization
is the key to creating a successful social brand
over the long-term.
organize your social media calendar three
months in advance. Build notes for sales events
and promotions, schedule seasonal tweets and
email blasts, and draft messages across all
your platforms in advance of the event. By having a course charted for the future, a store will
find it easier to stick with social media during
busy seasons.



Table of Contents for the Digital Edition of Canadian Retailer - Winter 2015

Publisher's Desk
Retail Currents
Retail: At Issue
Steeped in Success
Tips to Market on a Budget, Part 1 of 2: Digital Outreach
Celebrating 50 Years of Relevance and Growth
Frequent Flyers
Marketing to Millennials
CANEX: Extending Support through E-Commerce
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Winter 2015 - cover1
Canadian Retailer - Winter 2015 - cover2
Canadian Retailer - Winter 2015 - 3
Canadian Retailer - Winter 2015 - 4
Canadian Retailer - Winter 2015 - 5
Canadian Retailer - Winter 2015 - Publisher's Desk
Canadian Retailer - Winter 2015 - 7
Canadian Retailer - Winter 2015 - Retail Currents
Canadian Retailer - Winter 2015 - 9
Canadian Retailer - Winter 2015 - 10
Canadian Retailer - Winter 2015 - 11
Canadian Retailer - Winter 2015 - Retail: At Issue
Canadian Retailer - Winter 2015 - 13
Canadian Retailer - Winter 2015 - 14
Canadian Retailer - Winter 2015 - 15
Canadian Retailer - Winter 2015 - Steeped in Success
Canadian Retailer - Winter 2015 - 17
Canadian Retailer - Winter 2015 - 18
Canadian Retailer - Winter 2015 - 19
Canadian Retailer - Winter 2015 - 20
Canadian Retailer - Winter 2015 - 21
Canadian Retailer - Winter 2015 - 22
Canadian Retailer - Winter 2015 - Tips to Market on a Budget, Part 1 of 2: Digital Outreach
Canadian Retailer - Winter 2015 - 24
Canadian Retailer - Winter 2015 - 25
Canadian Retailer - Winter 2015 - 26
Canadian Retailer - Winter 2015 - 27
Canadian Retailer - Winter 2015 - Celebrating 50 Years of Relevance and Growth
Canadian Retailer - Winter 2015 - 29
Canadian Retailer - Winter 2015 - 30
Canadian Retailer - Winter 2015 - 31
Canadian Retailer - Winter 2015 - Frequent Flyers
Canadian Retailer - Winter 2015 - 33
Canadian Retailer - Winter 2015 - 34
Canadian Retailer - Winter 2015 - 35
Canadian Retailer - Winter 2015 - Marketing to Millennials
Canadian Retailer - Winter 2015 - 37
Canadian Retailer - Winter 2015 - 38
Canadian Retailer - Winter 2015 - 39
Canadian Retailer - Winter 2015 - CANEX: Extending Support through E-Commerce
Canadian Retailer - Winter 2015 - 41
Canadian Retailer - Winter 2015 - 42
Canadian Retailer - Winter 2015 - 43
Canadian Retailer - Winter 2015 - 44
Canadian Retailer - Winter 2015 - Advertiser's Index
Canadian Retailer - Winter 2015 - Retail Quick Tips
Canadian Retailer - Winter 2015 - cover3
Canadian Retailer - Winter 2015 - cover4
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