Home' The Channel Magazine : August 2011 Contents National Newsagent August 2011 41.
6. Get your social media
Social media is a great tool for
businesses to engage with current
and potential new customers, and it is
something that many businesses will have
on their "to do" lists this year.
Don't jump in without a solid strategy.
It's incredibly cheap to launch into social
media but the upkeep and constant
updates take time and need careful
Most importantly, consider what your
audience wants to hear from you rather
than what you want to tell them.
"The great analogy for social media is
the guy who turns up at the dinner party
and starts talking about himself. It isn't a
good strategy in life or in social media. It's
about trying to find ways to communicate
with your customers and add value to
their life," Fearn says.
7. Make time for internal
There's little point forking over
marketing dollars without having your
team singing from the same hymn book.
Consider whether your staff would benefit
from education about your offering, your
business goals or a new product.
Fearn says Play Communication will
go into your business to engage staff and
says the value of fostering a culture of
inclusiveness is invaluable. Even if you
can't afford to hire outside help taking
a day out to speak with staff should be
8. Keep working on your
It is a task that businesses everywhere
put off, but the new financial year is the
prime time to tick off challenging tasks.
After all, a growing number of consumers
hit the internet well before they set foot in
If your business warrants it consider
implementing online selling on your
site. After all it's entirely feasible that
consumers want to buy from you when
you're closed for the day.
Hire a web designer, digital agency
or freelancer if you're unsure how to
No matter what type of business you're
in you need to update your site regularly
to encourage repeat visits and improved
Google rankings. Remember, original,
quality content is rewarded with top
9. Create a loyalty
Everyone in business hopes to secure
a loyal following but it's no easy task.
Securing a loyal customer base is a
worthwhile objective given that it is
around five times more expensive to find a
new customer than it is to keep a current
A loyalty program could offer
customers discounts, freebies, invites to
VIP nights or a buy one/get one free offer,
among other things. Whatever you decide
make sure it represents value to your
A loyalty program is also a great
opportunity to capture valuable data about
customers, so set up the technology to
do that from the start so you can use the
information to tailor your offering and
Real estate giant LJ Hooker has just
made its foray into chasing customer
loyalty, investing in the first nationwide
customer loyalty program by an Australian
real estate company via Myljhooker, which
provides members with national and local
special offers, discounts and coupons.
10. Engage the media
Finding a way to sell your story to the
media can pay huge dividends to your
business. It is likely to bolster sales in
the short term as your business profile
is raised and if the coverage is positive,
it could also make your brand more
A carefully planned public relations
campaign utilising a range of online tools
that make the job easier is the best way
Check out www.handleyourownpr.com.
au, which was created for businesses
without the budget to employ a PR firm.
Another key tool is www.sourcebottle.
com.au, where journalists post a request
when looking for talent for interviews and
businesses that believe they can assist are
able to respond.
Make sure you're prepared before
contacting the media. Write a targeted one
page media release for each market and
consider having professional photos on
hand that you can make available to the
media. Source: www.smartcompany.com.au
Create a customer database for
your newsagency, which will allow
you to promote directly
to your customers
and will help generate
more sales in your
store. You can start
creating a database simply by:
• Having a business card jar at the
• Having a sign-up form at your front
• Creating a facebook page and
building your network of friends
• Offering an incentive to join your
database, eg go in the draw to win
a movie pass or 10% off your next
• Run an in-store competition
• Second chance draw --- with
2011 and 2012
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