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Needing some help on Offline Marketing.

by jasmithjr
7 replies
I have been following the posts that everyone has been making about meeting local business owners. I have been doing my research and making a list as mentioned in David Prestons "Simply Cash Cow" and also following posts from Andrew Cavanagh.

So, keeping mind all the information that I have read and crammed into my brain, I went to the grocery store to pick up a few things. I stopped off at a liquor store that a friend owns to talk to him (which he is on vacation) but took his business card. He does not have a website, I am hoping to talk to him when he gets back.

But here is where you experts come in to see if you can help me. I walked next door to a gift shop and talked to a employee. This gift store's owners very rarly come to the shop, they have no website, heres the kicker, they are so mom and pop that they do not even have a cash register.

My question is how would you approach this gift store in getting them interested in setting up a website and getting them started in online exposure. they have had to been approached before, I would think about the internet.

Thanks in advance for all of your help.
John
#marketing #needing #offline
  • Profile picture of the author Keith Boisvert
    To be completely honest I would just put together a nice package for them outlining the benefits of having a website with your business name and phone number. Either drop it off or mail it in.

    Chances have it they are not your ideal customer. I personally am not one to go after people with NO website, but I have done some like this...but they approached me.

    I would make myself available to them and maybe even drop in next time you are in the area, but sounds like it would take lot of work to convince them, and if you did succeed, getting them to pay what you want would be an even bigger battle.

    There are tons of businesses that have sites that need a facelift or some marketing to get it seen...or you could run yourself silly trying to "convert" people over.

    Just my .02 worth. Not saying they are not worth it, but not what I would call an ideal customer when it comes effort vs payoff(typically). Hell, if I was building up my portfolio I would do one up for them for free and use that as my sample if you needed to.

    keith
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  • Profile picture of the author ChrisByrns
    At the risk of being called a con artist and scammer again.. here's my approach:

    I would explain to them the simple fact that there are plenty of people, looking for products and services on the internet.

    I would also point out that a good percentage of those people are searching online but shopping offline.

    Then, i'd tell them that with a little investment (for setting up a site, seo) they could be found online by visitors that are already interested in buying their products (you need to do some kw research and on site optimization) which logically leads to potential new customers.
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  • Profile picture of the author Scott Murdaugh
    Keep in mind WHY you're doing this.

    For example, I would guess that many liquor stores don't have websites for good reason... it's a location based business.

    If someone happens to stop by a liquor store to pick up some beer, chances are they aren't going to drive back across town because the store sent out an email blast talking about their special on a case of Budweiser.

    The same may apply to the gift shop. If it's an impulse purchase based business, their may be no benefit to the owners.

    You should be targeting businesses that need repeat business, and aren't based on convenience... Restaurants, specialty retail stores, auto mechanics, ect.
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    • Profile picture of the author ChrisByrns
      Originally Posted by scottspfd82 View Post

      If someone happens to stop by a liquor store to pick up some beer, chances are they aren't going to drive back across town because the store sent out an email blast talking about their special on a case of Budweiser.
      I know i would
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    • Profile picture of the author Kyle Tully
      Originally Posted by scottspfd82 View Post

      For example, I would guess that many liquor stores don't have websites for good reason... it's a location based business.

      If someone happens to stop by a liquor store to pick up some beer, chances are they aren't going to drive back across town because the store sent out an email blast talking about their special on a case of Budweiser.
      Don't jump to conclusions

      If they're actually willing to embrace the Internet liquor stores can make a killing online -- especially if they're big on wine.

      I'm on an email list for a liquor store half way across town and they email me every single week with new offers on different wines, imported beers etc. Simple offer-driven emails that are very effective. I've bought on more than one occasion and they deliver to my door.

      Obviously this is a step up from just setting up a simple website... but that's the difference between making $1,000 and making $10,000+
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  • Profile picture of the author Scott Murdaugh
    I'd agree that wine or micro-breweries or something a little more specialized could benefit.

    I was mainly talking about the "average" liquor stores who sell the same beer and booze as the guy down the street does.
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    • Profile picture of the author jasmithjr
      Thanks for all the great replies. My friend has 5 liquor stores in my area. I know he would be interested in a website to drive more business to his stores. As for the gift shop next door i also think it would be a hard sell to get them online. But I am willing to give it a try, they have some really nice expensive items that they sell. Again thanks and I am looking forward to more replies.
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