In the Parts I and II, I discussed
the fundamentals of getting organized and looking in your trade
area for potential business and non-business type customers. I
noted the differences between:
1) Local Store Marketing and Advertising
2) Trade Area versus Delivery Area
3) Residential Customer Mindset versus all potential
customers that move in and out of your area on a daily basis.
I talked about determining what types of potential customers
visit or work in your trade area, and how to identify those
potential customers.
(If you missed Part I and II, you can still view them in our
Newsletter Archive at www.pizzapeel.com, and select Archives.)
In this issue, I would like to show you how to find and
organize your potential partners, and therefore your customers,
to determine how to begin your Local Store Marketing Plans.
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Let's sum up everything that we've learned from Parts I and
II right now:
Before we can begin true Local Store Marketing, we needed to
analyze our "Delivery" area and change our mindset to
look at our trade area instead. We determined that our trade
area was the physical area in which we conduct our business,
regardless of delivery, carryout or dine-in.
We noted that Local Store Marketing is a specific targeted
plan to motivate potential new customers to purchase our
product. Local Store Marketing is not targeting current
customers through database or POS advertising.
We also determined that our customers and potential customers
cannot be a fixed number of people. We changed our mindset to
realize that potential customers come in to, and go out of, our
trade area daily. Our potential customers are mobile in that
they may come into our trade area to work, to play, to exercise,
to go to a show, to drop their children off at day care, etc.
We need to determine how to find out who these potential
customers are, and why, when and where they coming into our
trade area.
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Finding your potential customers is not as difficult as it
may seem.
The first place to start, if you haven't done so already, is
to determine the "Where". Where are your potential
customers? These places are going to be your partners in the
future. If you haven't driven your trade area in a while, you
may want to start there, noting businesses and non-business
organizations. And drive beyond your delivery area! The quickest
way to determine these organizations (and their customers) is to
look them up in the Yellow Pages, consult your local newspapers,
gather business information from the Chamber of Commerce, and
drop by the Building Department of your township or county.
Again, you are attempting to identify these organizations that
will become your Local Store Marketing Partners. Here's how.