Why Marketing Matters
I ’ m often asked , how many times does a customer need to hear a message before they buy ? While it varies from person to person , the general rule I run by is it will be 7-10 times before a “ net new ” customer will consider purchasing . A customer who has never interacted with the product before must first realize a need for the item , learn enough about the item to determine it does satisfactorily solve the need , be convinced it is the best option available and then have opportunity to take action . I refer to this process as the customer journey .
Various marketing tools and methods are helpful at differing stages in that customer journey . A net new customer will likely need the opportunity to “ deep dive ” on a product ( i . e ., see pictures , read information , watch a video , see the item in person ) before they purchase . A returning customer who has experience either purchasing from you or buying a related product elsewhere generally requires less touch points .
Both types of customers are vital to your business . It can be challenging to balance new and returning customer marketing stories . I would advise investing in advertising that reaches both types of customers as much as possible , and marketing that corresponds with each other across multiple mediums . An example would be :
• Featuring an item in a home page ad on your store website
• Including the item as an ad in a print catalog with a QR code to learn more on your website
• Emailing about the same deal featured on the website and in the catalog where you can provide additional product information
• Posting on social media and highlighting the item in everyday use
Why Marketing Matters
RETAIL RESPONSE :
“ The two main purposes of marketing are 1 ) new customer acquisition and 2 ) existing customer engagement . Each of these requires a different type of marketing . Direct mail ( catalogs with coupons ) works the best with my existing clients — the return on investment is high . When the regular customers shop , it ’ s easy to hand them bounce back coupons , to double check that their address is current in our system and to help them find promotional items . New customers are necessary for growth , as well as to replace existing clients that move away . My approach is to experiment a bit more with these advertising dollars to attract people who currently do not visit our store . Occasionally radio , once in a blue moon TV ads and most frequently coupons in local publications . Providing gift certificates and products for fundraisers or auctions are also under this category . I ’ m careful to utilize co-op advertising dollars from major vendors as well to offset the expense .”
-Lorraine Valk , Parable Christian Store of St . Joseph , MI
“ Marketing is an essential pillar for our Christian bookstore , as it serves as the bridge that connects our carefully curated selection of faith-inspired products to the hearts and lives of our customers . Our best tools for marketing are our catalog promotions and social media . We have been able to develop a community of followers who consistently shop with us because we have developed a relationship with them through Facebook and Instagram . They know us , they trust us and they shop with us .”
-Donna McCollough , Dove Christian Supply , Dothan , AL
38 CRA today / www . christianretailassociation . org