Are there any businesses out there you can partner with to increase your market penetration?

According to Kare Anderson, there are seven key steps to looking for smart partners to grow your business.

1)Partner with business people you already know and trust. 2)Make sure you both target same consumer, e.g. Generally in our business it is a 45-50 female baby boomer. 3)Don’t underestimate power of Movers (advocates for your products) and Connectors (people who can connect you to new business opportunities). 4)Know where your target customers gather. What clubs, associations and meeting places they use. Target their venues to grow your business. 5)Attend meetings where your peers and competitors meet. This is where you find out what is happening in marketplace. 6)Be aware of what is happening locally. Visit other retail establishments and social gatherings in your local area. Find out what is happening with your consumer and what other retailers are exposing them to. 7)Consider Big Five MVP’s (most valuable partners) and can they help your business. The big five are companies that your customers are bound to visit in your neighbourhood. They are supermarket, petrol station, bank, phone company and electric supplier (the last two come to your consumers home via bills, but this could still be a marketing opportunity). One of these businesses could be a key partner.

Use personality as a Point of Difference Although I believe that partnering will be big in future, you may still want to go it alone. If that is case then you need a novel approach, and using your personality as a draw card is a great point of difference in itself.

Big commodity retailers will promote their products on price - when they zig you zag - so you need to add value to your promotions by building on relationship consumers will be exposed to when they discover your store.

Zanthorrea Nurseries in Western Australia are brilliant at relationship selling and it starts before you get to store. They build relationships into their interruption marketing campaigns.

I have illustrated two of their interruption marketing campaigns, both of which were used as a lead up to last two Christmas promotional campaigns. As can be seen from these adverts they involve team, provide a “trust” statement and promise a fun relationship when consumer enters business.

If you would like more ideas on how to build great relationships, that encourage loyalty and repeat visits, our brand new book Think For Your Customer, Lizard Publishing, 2004, ISBN 0-9750118-1-2 has an entire section devoted to building relationships.

Stay tuned for our next article in series, Journey of Inspiration, which will show you how to inspire your customers to do business with you in just thirty seconds.

2.What does your entrance say? – second 10 seconds The ‘transition zone’ in an establishment is usually first three steps that a potential visitor takes once he or she has crossed threshold. They don’t concentrate on products or signs in this zone; they take in whole environment. Keep this zone uncluttered, clean and inviting.

3.Displays that dare to be different - final 10 seconds Finally, customers focus on what I call power position, which is excitement/product zone. This is a focal point directly in front of them as they pass through transition zone. This point should clearly state what you do and it should stimulate visitor’s interest. Keep it simple; create circular, conical displays that promote key issues about your business. Dare to be different in how you get this message across!

If team brainstorms ahead of a topical and seasonal event, they have an opportunity to think through adventurous props that will catch consumer’s eye. Remember, you have to play “unsafe”; you have to “dare to be different in order to inspire. In today’s retail world “safe” displays will not be registered by consumer’s eye.

So where do you find inspiration?

To be visually inspirational means you need to be one step ahead of other businesses within your catchment area.

Consider following; 1.Check out other retailers displays in your area, but outside your industry sector, and adapt them to your sector. 2.Read “lifestyle” magazines that consumers are reading to enable you to interpret consumer trends and adapt them to your business. 3.Subscribe to merchandising and display magazines from around world, to enable you to obtain inspirational ideas. 4.Encourage team to be observant wherever they go. The world is full of inspirational ideas, all you need to do is adapt them to your store.

These three zones are most memorable part of customer’s journey! A customer may spend 20 minutes, or more, in your business, but take home a picture based on a maximum of (the initial) 30 seconds spent in your establishment.

Continue journey in your customer’s shoes in our next article and learn how to provide a rewarding experience that will have your customers promoting your business for you – for FREE!