Convenience Store

Get People Talking

These strategies encourage people to talk to each other about your business and the products and services you offer. Some word-of-mouth strategies include:

• Referral programs - Create tools that enable satisfied customers to refer their friends in exchange for an incentive. For example, customers may earn points or discounts for each referral they provide.
• Buzz marketing - Use high-profile entertainment or news to initiate chatter about your brand. This could be accomplished in several ways, like organizing a promotional event in the parking lot or selling gas at a large discount to the first 50 customers in a given day. Just be sure to spread the word in advance of the event through press releases or signs at your business.
• Influencer marketing - Identify key community and opinion leaders who are likely to talk about products and have the ability to influence the opinions of others.
• Cause marketing - Support social causes that interest you. In addition to helping the community, you'll earn respect and support from people dedicated to those programs. Supporting a local charity or school also can resonate with customers, and they will spread the word.

Make Direct Contact

Direct-mail campaigns are exactly what they sound like: contacting your customers or prospects with information sent in the mail.

There are two types of direct- mail campaigns: acquisition and retention. You're either seeking to acquire new customers or contacting current customers in hopes of retaining and increasing their business.

Acquisition campaigns generally have a low rate of return, at or below 1 percent. If you're contacting 500 people who have never heard of your business, only three people may respond. However, you can increase response rates when you pair direct mailings for acquisition with another marketing tactic. It's best to budget for a 0.5 -percent return to increase your chances of breaking even on mailing costs.

Results should be better with retention programs because you're reaching out to people already familiar with and using your business. Still, expect a single-digit return in most cases. Your rate of return can be much higher if customers had a good experience during their last visit and if you have a compelling message. The timing of your campaign also has to be correct. In any case, consider what you have budgeted for the campaign in relation to the expected return on your investment.

Create an Online Presence

More and more, consumers look to the web for information. That includes researching where they'll shop before making purchases — even for convenience stores. Will they know your business exists if they perform a web search for stores in your community?

When establishing an online identity, it's critical to develop a professional look. Anything that appears online is a direct reflection of your actual business.

Start by including the basics, such as where you're located and a brief message about why they should visit your store. You can also include information about services and specific products. Be sure to provide content that customers seek such as prices, offers or a menu. Including testimonials from actual customers may help substantiate your statements. And because websites can be updated quickly, they can always include the latest information.

Once you have a website, make it easier for customers to find you. Make sure you're listed on search engines and include your web address on all your marketing materials and business cards.

Make Quick Contact

E-mail is an inexpensive method to communicate to customers, but it remains a challenging one because many people hesitate to provide their e-mail address in fear of receiving junk mail. Consider offering an incentive like a discount on an item in exchange for their e-mail address. Also be clear how you plan to use it.

Once you have a list, you can develop an e-mail program in which you offer promotions and discounts on products to drive traffic to your business.

Because people receive so many e-mail messages, it's important to relay your message in a way that will prevent them from immediately looking for the delete button. Here are three tips for crafting a standout message:

• Write a compelling subject line. This is the most effective way to get someone to open your message. The subject line should highlight the main point of the message in a way that piques the readers' interest. Review e-mails that companies have sent you for ideas.
• Keep it simple but fresh. Create a group of templates that are similar in look and feel but allow you to incorporate different messages, such as a single product, multiple products or an incentive program.
• Find the right time. Avoid the temptation to send several e-mail messages in a short timeframe. Instead, schedule them to hit once or twice a month just before a pay period — like Fridays at mid-month or the end of the month.

By implementing these tips and testing which e-mail programs generate the greatest response, you can have an inexpensive but effective marketing tool.

Please Note: Due to the various regulations governing emails, you should consult with your attorney before engaging in any email campaigns.

Make an Irresistible Offer

One way to increase sales is an in-store promotion. When doing one, first decide what you're trying to accomplish. Are you fighting off competition, offsetting low traffic, trying to reduce an overstock concern, etc.? The answer can help you decide which promotion could be the most effective.

Some examples of in-store promotions are two-for-one, special pricing and free-gift-with-a-purchase offers. Whatever you decide, announce it often, whether that's by having cashiers directly informing customers or having signs inside and outside your store.

Always set goals and measure your success with these promotions. Any related spending should be included in your return on investment review at its conclusion.