Local businesses face growing conditions that make competition and customer growth a huge concern for the success of the company.
Local residents search for a business that is in their community, affordable, and trustworthy. For example, how many smog check stations are in your city? 10? 15? Now, if you own a smog station, how are you going to reach your target demographic, without wasting resources in areas that will never benefit you, while also making your services stand out to consumers as the best bang for their buck? It’s actually much simpler than it sounds:
- First, narrow your demographic location: If you have a shop in Alamo, you might consider reaching residents in Walnut Creek, Danville, or San Ramon. Working with THOUSANDS of local businesses and more than 30 years of experience, Golden Mailer has years of data showing that you get the highest RIO when you target locations within a 5-mile radius. As a business owner in Alamo, targeting cities such as Benicia or Piedmont would be a waste of money and time. It would be a very rare occurrence if someone travelled so far out of their community comfort zone to pay for a service they can get locally.
- Second, get them in the door! You can’t establish return customers before you attract them to your company. The goal is to entice local consumers through coupons, deals, discounts, and rewards, so they pick you over ALL OTHER OPTIONS. This is tricky because you can bet your competition is also offering coupons. So make it a good one.
- Third, limit the fine print and expiration dates on your coupons. If a potential customer is reading the fine print, and feels the coupon misrepresents itself, they will likely project the same feelings about your business. If they are checking the expiration date, and the coupon has expired, they were most likely planning on giving you their business… and you probably just lost a repeat customer due to an expired coupon.
- Fourth, understand your community’s limitations and resources. Depending on where your target customers live, you must base your prices on what they can afford. You don’t have to give it away for free, or even be the cheapest service in town, but you must be affordable and tout your quality results. People will pay a slightly higher price if they know they are getting the best services/products for the price.
To learn more about successfully reaching your local community, visit Golden Mailer at: https://goldenmailer.com/advertise-with-us/.