EXPERT OPINION

It used to be that a retailer could simply throw open his doors, put up a sign and wait for the customers to stream in. But according to Rafael Mael, a marketing strategist at Brand Launcher, those days are over. “Now we’re so bombarded with information, an independent retailer has to fight to get people in. Whatever is unique about your store that will make customers want to come to you instead of go to a mall, you have to communicate that loudly enough and consistently enough for it to stick in their heads.”


But that doesn’t necessarily mean scrounging together the money for a television or radio ad. “It’s not so important to blow a huge amount of money, but instead to allocate some money to marketing and spend it wisely,” Mael says. “You’ll notice your customers fall into two groups, an A group and a B group. The A group buys your best stuff, stays in the store to chat and wants to hang out with you. These are the customers you want to cultivate, because they’ll buzz about the store to their friends. It’s important to allocate your resources to appeal to them. It’s not a sin to reach out and touch people who are already fans of your store. For example, when a new style comes in, send them a postcard.”

Separating your A group from your B group doesn’t have to be difficult. “You can do a customer audit and sit down with your books to see who contributes the most to your growth process,” says Mael. “But you’ll also have an instinctive feel about who will rave about you. If you’re like a sister to a customer, play that up and make sure you’re giving her what she needs. Send birthday cards, call her before a shipment comes in, give her a small gift. These are things that won’t cost you much, but will definitely cost you less than discounting your merchandise. Plus, it’s cheaper than mass advertising.”

Unfortunately, all too often retailers are fixated on finding new customers instead of cultivating the ones they already have. “Not only is that not wise, it’s mean-spirited,” Mael says. “You’re saying you won’t spend money on the people who are keeping you alive. You have to nurture these relationships, and understand most people on this planet don’t live in a closed circle. If you send them a sizzling offer with a ‘pass along’ link, that’s going to be forwarded to someone else. There are lots of opportunities for them to bring in other people and up sell them as well.”

What if even postcards and small gifts are outside of your budget? Mael says even retailers with nothing to spend on marketing can still get the word out about their stores. “See if you can write an article for the local newspaper. Write about which shoes are most flattering, which prevent back problems, whatever speaks to the market. It’s a way to help people while showcasing your expertise. That’s really the simplest, cheapest way to get your name out there. Make sure the article speaks to your customer base. For example, if your customers are Hispanic, write the article and get it translated for a Spanish-language publication.”

No matter what you write about, don’t be afraid that readers will simply take the information and use it to shop the local mall. “Don’t have a spirit of miserliness,” Mael cautions. “Talk about trends happening next season or in Japan. Recommend other stores in the area. Tell them three things they need to get rid of in their closet right now. There are so many things you can tell people to help them.”

Rafael Mael is a marketing strategist for Brand Launcher, a business strategy firm specializing in helping small business owners generate maximum revenue. The company’s techniques have generated successes for retailers as diverse as Häagen-Dazs and the NBA, and his campaigns have been featured on NBC and CBS and in The Wall Street Journal and BusinessWeek.

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