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Start your retail business off right for 2019. Owning and operating a store remains one of the best opportunities. It much more than simply leasing a space, adding products you like and the consumers will magically flock to your store. Instead, it is primarily about understanding your local target audience and how to move product and manage staff.
The class is designed for anyone who is in the retailing business and/or interested in opening a retail store. The class covers all aspects of retailing best practices and real-world marketing.
IMPACTFUL RETAIL MARKETING TO
IMPROVE TO IMPROVE YOUR
REVENUE!Alameda County
Small Business Development Centers
WEDNESDAY JANUARY 23, 2019 AT 6:00 PM
Paula MattisonsierraPower Marketing SF
OUR SPEAKER
SPONSORED BY:
Local SBA Eco-System
Partnership and Hosting
We are the premier provider of Business Advisory Services to
the small business community.
Our mission is to create economic opportunity by empowering
entrepreneurs.
Free & Low costSeminars
Our Services
Free One-on-One Consulting
SBDC Seminar ExamplesAccess to Capital Successful Business Plans
Starting a Business Meet the Lenders
Social Media Government Contracts
Marketing Law for Entrepreneurs
Retailing Buying a Business
Starting a Restaurant Crowd funding and Alternatives
Starting a Food Business How to Pitch Your Company
Finding Your Core Customer eMarketing
Website Development Bookkeeping
ACSBDC Consultants
Paula MattisonsierraRetail
Mari LovalvoHuman Resources
David MitroffSocial Media
Ed DuarteConstruction
Ron BarrettLoans
Cynthia MackeySocial Media
David BokashBusiness Technology
Deagon WilliamsFood & Restaurants
ACSBDC Consultants
Dorian WebbOperations
Bob KomotoExport/Import
Tom CameratoFinancial Modeling
Mary PassarellaAccounting
Tom YehStrategy
Paul BozzoEquity Funding
How to Register for Services
www.acsbdc.org
Our Client Results
$10.0 M $17.0 M 390
Presentation Download
www.acsbdc.org/handouts
Feeling like you are in it alone?
How the SBDC tracks effectiveness?
SBDCs are required to track and measure resultso New Business Startso Jobs Createdo Jobs Retainedo Increases in Saleso New Loans Securedo New Equity Capital Secured
The Agenda Today
Marketing Basics Marketplace Discussion Customer Discussion Competition Research The Communication Plan Wrap-Up
Written & created by P. Mattisonsierra
Retail Marketing Defined
What is Retail Marketing?
Developing the right product(s) or service(s), at the rightprice, at the right place, in the right quantities at the righttime and offering it to the right customer.
Written & created by P. Mattisonsierra
Written & created by P. Mattisonsierra
BEFORE WE GET STARTED…
Please discuss the following when considering adding anything new to your business:1. PRODUCT/SERVICE2. PEOPLE3. PROCESS
Written & created by P. Mattisonsierra
Marketing:Why is this activity important to success?
To create revenue
To maintain old customers
To find new customers
Build the brand
Written & created by P. Mattisonsierra
Marketing:Applying the 5Ps of Marketing
People: Who are your customer? And full-filling the customer’s expectation.
Product: The type of inventory/stock being sold. Price: This will attract a certain of customer. Placement: The location and how customers will gain
access to your product offering. Promotion: How to retain & maintain customer base.
Written & created by P. Mattisonsierra
Marketing Basics: Let’s Play
Let’s play the 5Ps of Marketing
Game
Written & created by P. Mattisonsierra
Marketing Basics: The 5P Game
Written & created by P. Mattisonsierra
Marketing Basics: The 5P Game
Written & created by P. Mattisonsierra
Marketing Basics: The 5P Game
Written & created by P. Mattisonsierra
Marketing Basics: The 5P Game
Written & created by P. Mattisonsierra
Written & created by P. Mattisonsierra
Marketing:People
Who is yourcustomer?
Also known as YOUR TARGET AUDIENCE OR TARGET CUSTOMER
Written & created by P. Mattisonsierra
Who is your customer?
Written & created by P. Mattisonsierra
Who is your customer?
Written & created by P. Mattisonsierra
Who is your customer?
Written & created by P. Mattisonsierra
Who is your customer?
Written & created by P. Mattisonsierra
Who is your customer?
Written & created by P. Mattisonsierra
Who is your customer?
Written & created by P. Mattisonsierra
Who is your customer?
Written & created by P. Mattisonsierra
Written & created by P. Mattisonsierra
Get to know your marketplace
• Trestle Glen• Claremont• Piedmont Pines• Shepherd Canyon• Hiller Highlands
Written & created by P. Mattisonsierra
Here’s a look at the top 10 richest neighborhoods in Oakland out of 131 for 2019
• Piedmont• Crocker Highland• Panoramic Hill• Upper Rockridge• Joaquin Miller
Park
(Cont’d) Get to know your marketplace
Written & created by P. Mattisonsierra
Household income in Oakland
ranges from $37,000 - $214,000
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COMPETITION
38
Types of Competition
Direct: Other Businesses competing by selling the same products or services as your business.
Indirect: Other Businesses competing in the same market.
Written & created by P. Mattisonsierra
RESEARCH!
Suggestion - Market Research
ImmerseYourself in your neighborhood,
clients and industry!
READWritten & created by P. Mattisonsierra
Market Research: Items to consider Industry/Market Analysis:
– Current Size– Growth Potential– Industry Trends– Distribution Channel– Regulatory Restrictions
Target Audience Analysis:– Target Market Profile– Are there Future Trends which will affect
composition of your Target Customer? The Competitive Analysis (S.W.O.T)
THE DONUT
INDUSTRYWritten & created by P. Mattisonsierra
Let’s Do a Quick Case Study
BAKINGBUSINESS.COMWild about donutsMarch 3, 2017by John Unrein
Let’s Do a Quick Case Study
www.dawnfoods.comThe Rise of DonutsMarch 3, 2017By Kate Rockwood
Let’s Do a Quick Case Study
Let’s Do a Quick Case Study
www.washingtonpost.comPeople tried to eat healthier. Instead, doughnut sales went upBy Jacob BogageJune 11, 2015
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YOUR COMMUNICATION PLAN
Types Of Media
Owned: These are the promotional items which are completely under your control. Example: Your website, e-newsletters, blogs etc
Earned: These are promotional items, where you have to earn the love of your followers. Example: Facebook, Instagram, Twitter, etc.
Paid: Forms of paid communication. Examples: Google Adwords, Forms Social Media Adve.rtising, YouTube Advertisements, and more
Written & created by P. Mattisonsierra
Marketing Plan: Your Communication Plan
The Communication Strategy: This includes the marketing mechanicals which a business would utilize to build its brands and maintain relationships/communication with its customers/potential customers.
Written & created by P. Mattisonsierra
Non-Negotiable Marketing Items!Get these promotional items
NOW! Build your own website Do you have signage for your retail store? Are you regular merchandising your window? Is your curb helping to bring customers in or repelling them? Are you cleaning your store on a regular basis? Depending on your neighborhood. Do you have timed lighting
in your window & curb. Possibly an A-Frame for your curb.
Written & created by P. Mattisonsierra
Communication Plan: WebsiteBuild Your Own Website - WIX Squarespace Jimbo Shopify (eccomerce)
Written & created by P. Mattisonsierra
Your WebsitePurpose Of A Website:
• Validation Of Your Business• Convenience for your customer• Information gathering
NOT SALES NECESSARILY
Written & created by P. Mattisonsierra
Communication Plan: e-Newsletter
Free/Low-cost Newsletter Template
MailChimpConstant ContactCakeMail
Written & created by P. Mattisonsierra
Communication Plan: Social Media PostingSocial Media Posting Create a
Schedule Offer related
info.
Written & created by P. Mattisonsierra
Social Media Advertising This is not Posting This is Paid Communication
Written & created by P. Mattisonsierra
Communication Plan: Social Media Advertising
Written & created by P. Mattisonsierra
LET’S CREATE THE STORY
Communication Plan: Sales Funnel
Written & created by P. Mattisonsierra
SALES FUNNEL: Examples
Written & created by P. Mattisonsierra
SALES FUNNEL: Examples
Written & created by P. Mattisonsierra
SALES FUNNEL: Examples
Written & created by P. Mattisonsierra
SUMMARY
YOUR MARKETING IS NOT A DITTO THING. Its about you & your business.
Understand Who Your Customers are.Understand Your Location. Ensure that the basics are working. DO TAKE
THEM FOR GRANTED.Create a strategic Plan.
Written & created by P. Mattisonsierra
CLOSING:Remember to sign up for
ONE2ONE Consultation with county’s local SBDC
Please fill out the evaluation form and return it before leaving
Please like the Alameda SBDC Facebook page
Your speaker: Paula Mattisonsierra
Thank YouSponsored by
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