IN FLUENCE
Business
Rethink storefronts. To help consumers make the most of their time, small business owners are partnering with other businesses to include their services under the same roof. For example, The UPS Store has a re-engineered model that exists within other retailers, such as pharmacies, hardware stores or grocery stores, that still provides all the services consumers would find at a traditional store. “Our store-in-store model offers a smaller footprint store that still provides all of the services people need,” said Chris Adkins, vice president of franchise and business development with The UPS Store. “This is an opportunity for an existing business to set itself apart from the competition and offer added value to customers as a one-stop shop, where customers can conveniently take care of multiple tasks at once.” With customer convenience also in mind, the model also includes updates in traditional stores to incorporate technology and other contemporary elements, including features like smart lockers, digital signage, print consultation workstations and selfservice options available 24 hours a day, seven days a week. Replace outdated strategies. If your business has been in operation for a while, there’s a chance your previously successful marketing strategies may be a bit out of touch. Consider your target audience and the ways you’re most likely to reach
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those consumers. For example, social media is a must to keep up with competition and there are ways you can amp up your strategy in the ever-evolving social space. Whether it’s posting short factoids, long-form information, links to online content or simple images of your products, it can be a productive way to reach your audience. Reconnect with consumers. If overhauling marketing strategies or diving headfirst into social media seems like a stretch for your small business, start small. Simply reconnecting with loyal customers may be just what’s needed to rejuvenate the buzz surrounding your company. Try holding a contest for the best customersubmitted content to use online or create a giveaway for a randomly chosen commenter on your latest social posts. These types of online conversations can attract consumers who may have been previously unaware of your goods or services. Revive printed materials. Business cards, flyers, banners, posters, newsletters and any other type of printed materials may be the first impression potential customers have of your company. Using professional, well-designed printed items to let customers know what you do, like those available through The UPS Store, can convey the correct message to consumers that your products or services can meet their needs. Whether you think slight tweaks to your current materials will
FLUENTIAL NOVEMBER / DECEMBER 2018
suffice or a more drastic redesign is necessary, it can help to ask friends, neighbors and even current clients and customers how they feel about the materials you’re using. Pay attention to layout, headlines, colors, white space and even font choices. Rebrand your business. It may sound like a lot of work, and it certainly can be, but rebranding