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Shoestring Marketing -- 50 Great Ideas for Retailers

Small business owners can easily get too involved in the day-to-day operations of their retail stores to spend any time brainstorming marketing ideas or promotional events. Some retailers worry that marketing is too expensive, others may find it too time consuming. Without announcing who you are and what you sell, how will anyone know? Here are 50 marketing ideas for retailers.

  • Create a calendar for customers with your store's name and address on it.
  • Print the products you sell or services offered on the back of your business cards.
  • Always carry business cards with you. Give them freely and ask permission to leave them in places your target market may visit.
  • Include customer testimonials in your printed literature.
  • Develop a brochure of services and products your store offers.
  • Join a trade association or organization related to your industry.
  • Print a tagline for your business on letterhead, fax cover sheets, e-mails and invoices.
  • Have a monthly drawing for a product or a gift certificate. Use the entry forms to collect customers' mailing addresses.
  • Develop a website to showcase your products and services. Use a memorable URL and include it on all marketing materials.
  • Conduct monthly clinics about a product or service you offer or schedule semi-annual seminars on related "how-to" information for your industry.
  • Promote yourself as an expert by writing articles or tips on topics related to your industry and then submit them to the local newspaper, trade journal and other publications.
  • Place balloons outside of your store, change colors and locations often.
  • Host an after-hours gathering for your employees and their friends/relatives.
  • Provide free T-shirts and hats with your logo for your staff to wear.
  • Send newsworthy press releases as often as possible.
  • Create an annual award and publicize it.
  • Create a press kit and keep its contents current.
  • Develop your own TV show on your specialty and present it to your local cable station or public broadcasting station.
  • Use an answering machine or voice mail system to catch after-hours phone calls. Include basic information in your outgoing messages such as business hours, location, website, etc.
  • Join a Chamber of Commerce where you can network with area business owners.
  • Hold an open house. Invite prominent city officials and the press.
  • Get a memorable local or toll-free phone number.
  • Place ads in publications your market reads. Be sure to reach the non-English speaking market as well.
  • Distribute specialty products such as pens, mouse pads, mugs, hats, t-shirts, and key chains with your store's logo.
  • Advertise in creative locations such as park benches, buses, movie theaters, coupon books and the back of ticket stubs.
  • Improve your building and in-store signage.
  • Have a free coffee and doughnuts day, like on Monday or Friday.
  • Give a speech or volunteer for a career day at a high school.
  • Sponsor an Adopt-a-Highway area in your community to keep roads litter-free.
  • Donate your product or service to a charity event or organization.
  • Create a loyalty program to reward existing customers.
  • Host an annual or semi-annual Customer Appreciation Day.
  • Have a Yellow Pages ad listed under your main industry and in related categories.
  • Create an opt-in email or print newsletter for your customers. Fill each edition with specials, tips 'and other timely information, as well as the customer of the month (see #47)
  • Send hand-written thank you notes to important customers every chance you get.
  • Use brightly colored envelopes and unique stationery when sending direct mail pieces.
  • Show product demos or related videos on a television on the sales floors during store hours.
  • Teach a class at your local adult education center.
  • Create window displays in locations away from your shop. Airports, hospitals, and large office buildings occasionally have display areas they rent to local businesses.
  • Team up with a non-competing business in your area to offer a package promotion.
  • Pick the slowest day of the week to hold a one-day sale.
  • Offer your customers discounts for each referral they provide.
  • Provide extra customer service training for your staff.
  • Sign up for a newsletter or join online discussion groups in your industry.
  • Put an interesting graphic about your business on your car and all company vehicles.
  • Pair up slow moving items with related products and repackage as a special buy.
  • Choose a regular customer to spotlight as a Customer of the Month. Create a brief write up to submit to the local newspaper about the customer and be sure to give him or her a copy of the article as well as have one framed to hang in the store.
  • Create a warm, welcoming waiting area for your customers and make sure there is a place to sit.
  • Start a blog. Write about your industry or detail in-store happenings.
  • Sponsor a local youth or adult sports team