Small Stores Find New Ways to Drum Up Traffic - NYTimes.com.
The owner of a futon store outside San Francisco started running comedy shows. A comic book shop in Florida held art shows. And a lingerie shop in New Mexico is planning a men’s night later this month.
Small businesses are always searching for ways to differentiate themselves. But with fewer people out buying, some of the businesses are doing whatever they think will draw in customers. “This is a buyer’s strike,” said Eric G. Flamholtz, a professor emeritus of management at the Anderson School of Management at the University of California, Los Angeles. “People are holding back and not spending any money. So you have to give them a reason to come.”
Holding special events also can be far less expensive than regular advertising. And in a slowing economy, advertising and marketing budgets typically get trimmed. A recent National Small Business Association survey of its members found that 49 percent planned to start new advertising or marketing this year, down from 54 percent in 2007.
I think there are insights in this article that apply beyond retail. For example, here in Lansing, Message Makers (a local communications company) next week will hold their annual holiday open house. They're not a retail operation like a clothing store. Still, they're drumming up traffic and promoting their neighborhood community at the same time. So, even after the holidays, don't miss the chance to use events to plump up your customer activity. Michael Rogers
