Couponing!

I got this great looking piece of mail the other day. It was from a local store I've visited a few times. Maybe I bought something once. Looks like they're trying to entice those who aren't regulars which is a great idea.

It was a classy-looking invitation, it came in one of those cellophane see-through envelopes so that I could see the message on the folded piece. It was simple, yet elegant, just one color. I'm sure it didn't cost much to do.

I went to their website and on the home page I was pleased to see  "Join Our Mailing List" link but alas, a "coming soon" message, no wonder I got a direct mail piece. Don't they know they can get a free opt-in form and free data hosting? (Shameless plug.)

I got to thinking, smaller retailers have it tough when it comes to marketing. Usually you store owners are too busy running the business to think about marketing so kudos to you Oceana Rain for sending out the piece.

What can you do as a retailer to market?

Build Your Email List - Whether you use our free opt-in form or another form of collection (even if it's a message like "send us your info in email and we'll add you to our list"), get something up on your site and start. You'll be surprised at people that find you and fill something out!

Your Employee's Contacts - Of course you'll use your personal contacts to announce sales or new arrivals, but what about your employees? Hopefully they love their job and want to encourage their friends to come, why not extend a one-time discount to their friends when a new employee starts? You could start to build a nice business this way!

Preferred Customer Events - Have quarterly events when new seasons or arrivals happen. Offering after-hours parties with preferred customer discounts might not only drive repeat business but allow your best customers to bring a guest. Have a cocktail or wine party and have it sponsored by a local establishment so the cost could be shared. Make sure you get business cards or have a registry so new guests will sign up.

Just a few ideas for the retailers in the house. Share and ideas you might have of your own!

Comments

[Oceana Rain]

I was inspired to design this gift card one morning after I went outside to check my mailbox and found only bills and endless junk mail. I reminisced about a time when I would feel excited to check my mail because perhaps I may find a greeting card. So I designed the Oceana Rain gift card. The card folds like a greeting card and inserted is a brief description leaflet of my company and some of the designers we carry. The card is enclosed into a clear envelope. I mailed out these cards to all of our customers as a gesture of thanks for their business. In addition I have been donating these cards to approx. 12 charities (so far and still counting for 2007), along with several shopping parties for 20 that have been auctioned off at charity fundraisers.

Thanks for taking the time to notice my gift card.

- Oceana Rain
Owner of Oceana Rain in SF, CA

[Ray Lauenstein]

Host small events for clubs, non profits, etc. Not all retailers can do this, but we have done it and everyone leaves with info about our services or purchases an item.

[Bree B.]

I like the Oceana Rain piece a lot, simplicity- of-design wise, but I'm not sure what it's trying to say. What's $20? Is it a discount coupon? What am I not seeing?