"How can money be the root of all evil, when shopping is the cure for all sadness..." Elizabeth Taylor
Do NOT believe the hipster dudes and dudettes who tell you that business cards are a thing of the past, dead, gone. They're not. They're a MARKETING TOOL. And small-medium retailers need to use them as such.
I've given up the number of times I've tossed someone's business card into the bin because they're missing an email address or don't have their name on the card. WHAT THE!!! Particularly ridiculous when they've handed me their card, asking me to send them stuff. Who to? How? And, NO, I am not sending hard copies of slide presentations to sit unopened in their ever-growing unopened mail pile!
According to the fourth annual snapshot of Australian social media habits, retailers are driving the growth in social media marketing among small and medium sized businesses. Half of small - medium sized retailers are now using social media to drive business, up from just 32% in 2013. The rise is the biggest leap of any sector.
The full article is from Inside Retail and can be read here.
Why the leap? Because they are getting the picture: consumers are spending more of their time on social networks than ever. Combine that with the slew of new social ad formats Facebook and Twitter have introduced—many of which retailers say are very effective—and retailers see the results in big growth in traffic and sales that stem from social networks.
You're incredibly busy and someone asks to have a product gift-wrapped.
"Sorry, I can't do that today. We're too busy".
"You'll have to wait until I've finished serving these other customers".
"Not today. Sorry".
Or, the wrapping is poorly done with an equally poor attitude. Mind you, I've also seen perfectionists take an extraordinarily long time wrapping a gift whilst other customers 'silently fume'...
Word of Caution (or Don’t Be “That Person”)
You know those people who go to networking events and try to sell you long before they learn anything about your needs? Who are pushing their product or service as they give you their never-let-go-G.I.-Joe-with-the-Kung-Fu-grip handshake? It’s easy in real life to see how obnoxious that behaviour is, right?
Well, then don’t behave that way on facebook. (Or on any social media site, for that matter.) Anyone jumping into social media as a way to make a quick sale will be sorely disappointed, and may irrevocably damage their reputation.
Social media is about building relationships; you build your network and your reputation over time by providing value to other people. The best book ever written on social media marketing could well be How to Win Friends and Influence People by Dale Carnegie.
Remember; You need to focus on building rapport, reaching out to connect with others, adding value, sharing information relative to your niche and marketplace.
Whenever there is a new type of technology, media or fad of any kind everyone hops on the new wagon. The foolish think just because it's new, the seat on the new wagon must be better. They think it will cost less, be easier, bring more customers. It's normal to look for a solution.
To hope that something will fix the issues that keeps you up at night. It is normal to hope and dream of the day you can go to sleep without waking up in the middle of the night to solve a problem.
Many do the same thing with social media.
They think once they are on Twitter, have a facebook page, and get everything automated their business problems will be solved. Sorry to break the news to you but that’s not how it works.
The reality is that social media will probably highlight these issues even further. It may even shine like a strobe light on the very broken areas of your business. It may put departments, people and even individuals under pressure. Why? Because you will be forced to talk about these things. Why? Because it is now more out in the open.