Page 96 - Duct Tape Marketing

80 Part II: Sharpening Your Marketing Focus

ߜ If your business success relies on foot traffic, do your windows have
show-stopping capacity? Stand back and look hard. If necessary, improve
your displays by adjusting lighting to cut glare, or by replacing small
objects with big, bold items that are magnets for attention. Use mirrors
to slow people down and also to help them adjust their dispositions
(remember, people automatically put on a friendly face when they look
in the mirror), both of which are likely to benefit your business.

The moment of arrival

Walk step by step through the process of approaching and entering your
business. Forget for a minute that this is your business. Imagine how it feels
to a stranger. Does it convey the right attitude and make the right set of
impressions? If you’re striving for the feel of a private, invitation-only club,
then you want first-timers to literally feel the exclusivity. To broaden your
appeal, see that you eliminate all barriers while increasing the sense of
warmth and welcome. Consider the following:

ߜ Is your entry area impeccably clean?

ߜ Is it decorated to make a strong statement about the nature of your busi-
ness, its customers, and its products?

ߜ Do your surroundings present and promote your business, or do they
inadvertently promote other businesses whose logos happen to appear
on calendars, posters, coffee cups, and other items that sneak their way
into your environment? Rather than making your lobby a display for
others, turn it into a showcase of your own products, your clients, or
your staff. If you want customers to be proud to associate with your
business, proudly spotlight your offerings.

ߜ Is there a clear “landing area” — a place where a visitor can pause upon
entry and receive a good first impression?

ߜ Does your business offer an obvious greeting — either by a person or a
welcoming display?

ߜ If you have a customer waiting area, do people head straight for it or do
they pause and look for an invitation before entering? In some busi-
nesses, a thermos of fresh coffee, a stack of logo ID cups, and a welcom-
ing sign are all it takes to break the ice. Other times, you may need to
remodel or at least redecorate to break down obstacles and enhance the
sense of welcome.

ߜ If customers consistently stop in a certain area or study a particular dis-
play, consider that area as prime marketing real estate and think of ways
that you can enhance it to deliver the strongest possible statement on
behalf of your business.