A new donut shop recently opened in our area and they have begun advertising all over town.
Their mouth-watering photos and captivating testimonials caught my attention to be sure. But, more importantly, they included explicit information about how to find their store. In this case, using another well-known business (a car dealership with a large American flag) as a landmark.
And that got me wondering: How many businesses use their marketing dollars to promote their services or products, but neglect to provide details about how to find their establishment?
Sometimes, especially in small towns, directions to a specific location may not be necessary. But if you are off the beaten path or you have local competition, assisting customers in reaching your business could mean the difference in a sale… which could lead to future sales.
Also, don’t assume your customers know how to find you. And don’t expect the GPS system in their car or on their smart phone to always be accurate. Even high-tech e-finders can point people in the wrong direction (and possibly point them to your competition).
Make it easier for your customers to find you; it doesn’t have to be costly:
- Update your advertising. Consider freshening up your ad copy in the local paper or on the radio station – you probably need to do that anyway – to include a local landmark near your business.
- Install reminder signs. Many businesses from time to time put small placards in the ground near their business, telling you to make a right (or left) just ahead on the south (or north) side of the road.
- Change your website wording. Even easier than changing ad copy, you can update your website to mention exactly where you are. Don’t forget to list this on all your social media pages.
Before you know it, customers will be telling you they were happy to find your business (and you will be happily surprised with additional revenue).
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