Canadian Retailer - Spring 2015 - 23

Leveraging community connections can help build your brand locally, and beyond.

it in writing. If the event needs to purchase supplies for the event, ask that they purchase from
you. Get specific about what you will give and
where your name will appear, how you'll be recognized and how you'll connect with potential
customers. Set goals for yourself about what
you want to achieve from the event so you can
measure your success when it's over.
Find ways to create transactions. Sponsorship has multiple benefits-it markets a company and it feels good to help. As you enter into
a sponsorship opportunity, consider how you
will generate transactions. Will it generate direct
transactions, e.g., by allowing to sell at the event
and supplying to the event, or will it generate
indirect transactions, e.g., by directing traffic to
your store through couponing and discounts, or
is it strictly a marketing venture? Negotiate ways
to multiply the opportunities for transactions.
Track the returns. Before you commit to next
year, determine whether you met the goals you
established for the event. Did you get what you
wanted? How many sales came via the sponsorship? What was the return per customer for the
sponsorship investment? Track new customers,
sales and traffic in-store and online during the
course of the event. How did you fare?
www.retailcouncil.org/training/retailersguides

Manage the in-store experience

Done well, marketing will bring customers
into the store. When they get into the store,
they need to know they're in your store, and
that it's not an accident that the store's communications speak so directly to them.
Keep it real. The marketing messages should
never create false expectations about the instore experience. Take good photos of the
physical space, but don't enhance them beyond
recognition, and don't oversell the store's virtues (i.e., drop all cringe-worthy, clichéd bluster,
like "world famous" and "we're a leader"). Show
your best side but stay realistic.
Unify online and in-store experiences. Harmonizing store marketing with communications ought to be old news. But it doesn't often
happen for many independents. Sykes says
that, at the least, marketing messaging must
prepare customers for the in-store experience.
This requires independents to carry message,
colours, taglines and other branding elements
into the store. Dress online sales windows with
the same look and feel as the physical windows. Customers should feel a smooth transition when they encounter online marketing
and then enter your store.

SprinG 2015 | canadian retailer

| 23


http://www.retailcouncil.org/training/retailersguides

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

Publisher's Desk
Retail Currents
Retail: At Issue
Leading Partnership
Tips to Market on a Budget, Part 2 of 2: Human-to-Human Relationship
Bilder & De Clercq: An Innovation in Eating
Taking Inventory
An Analyst’s Perspective
Managing Consent
Kronos: Serving up Fresh Workforce Management
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Spring 2015 - bellyband1
Canadian Retailer - Spring 2015 - bellyband2
Canadian Retailer - Spring 2015 - cover1
Canadian Retailer - Spring 2015 - cover2
Canadian Retailer - Spring 2015 - 3
Canadian Retailer - Spring 2015 - 4
Canadian Retailer - Spring 2015 - 5
Canadian Retailer - Spring 2015 - Publisher's Desk
Canadian Retailer - Spring 2015 - 7
Canadian Retailer - Spring 2015 - Retail Currents
Canadian Retailer - Spring 2015 - 9
Canadian Retailer - Spring 2015 - 10
Canadian Retailer - Spring 2015 - 11
Canadian Retailer - Spring 2015 - Retail: At Issue
Canadian Retailer - Spring 2015 - 13
Canadian Retailer - Spring 2015 - 14
Canadian Retailer - Spring 2015 - 15
Canadian Retailer - Spring 2015 - Leading Partnership
Canadian Retailer - Spring 2015 - 17
Canadian Retailer - Spring 2015 - 18
Canadian Retailer - Spring 2015 - 19
Canadian Retailer - Spring 2015 - 20
Canadian Retailer - Spring 2015 - Tips to Market on a Budget, Part 2 of 2: Human-to-Human Relationship
Canadian Retailer - Spring 2015 - 22
Canadian Retailer - Spring 2015 - 23
Canadian Retailer - Spring 2015 - 24
Canadian Retailer - Spring 2015 - Bilder & De Clercq: An Innovation in Eating
Canadian Retailer - Spring 2015 - 26
Canadian Retailer - Spring 2015 - 27
Canadian Retailer - Spring 2015 - An Analyst’s Perspective
Canadian Retailer - Spring 2015 - 29
Canadian Retailer - Spring 2015 - 30
Canadian Retailer - Spring 2015 - 31
Canadian Retailer - Spring 2015 - 32
Canadian Retailer - Spring 2015 - 33
Canadian Retailer - Spring 2015 - Managing Consent
Canadian Retailer - Spring 2015 - 35
Canadian Retailer - Spring 2015 - 36
Canadian Retailer - Spring 2015 - 37
Canadian Retailer - Spring 2015 - Kronos: Serving up Fresh Workforce Management
Canadian Retailer - Spring 2015 - 39
Canadian Retailer - Spring 2015 - 40
Canadian Retailer - Spring 2015 - Advertiser's Index
Canadian Retailer - Spring 2015 - Retail Quick Tips
Canadian Retailer - Spring 2015 - cover3
Canadian Retailer - Spring 2015 - cover4
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