Going off kilter from my previous posts. It’s my birthday (well, it was yesterday) and as birthdays are a time of celebration and sometimes as we get older a little reflection, I started thinking about the role of birthdays in retail.
More specifically what can you do with birthdays to promote your shop or business? Most of us love birthdays, we try to prolong the event seeing friends and family over a week or so to celebrate, and that air of celebration is real because everyone knows how it feels to be the birthday boy or girl.
So there’s no reason why we couldn’t capture that feeling and widen the birthday net? After all you have a birthday each year, your shop has a birthday each year and so do your staff. So what am I getting at here?
Well, simply using birthday promotions as a part of your promotions plan for the year. We all build in Valentines day, Mother’s day, Easter and the like, so how about creating a shop birthday week? – You could mail out about this, you could send birthday cards out to your customers thanking them for their support, you could have a special event this week, an open evening, a small show, invite the press for an interview about how things have changed over the years? Have little birthday fairy cakes for customers, or get a cake made in the image of your shop and send a picture to your local paper, put out balloons and generally create a buzz around the event.
This will be good for you in quite a few ways. It promotes your shop in a positive light, it associates you with a celebration (can’t be bad in the current economy) gets you some press attention (for a very small outlay) and highlights your longevity (people think that you must be doing something right if you’re still here) it’s a focal point for you and your staff, and lets face it, its fun to have a birthday week. After all we celebrate milestones in our lives, our children’s and families lives, why not our businesses?
In monthly newsletters, you could pick a member of staff and have their pick of the month, or what they’ll be choosing from the shop to celebrate their birthday, or just a crazy birthday offer.
Then there’s your customers birthdays – Do you keep a record of them, if you do, how lovely to get a card from you on their birthday, much more personal than a Christmas card, more memorable and more unusual – How many birthday cards do you get from places you frequent – Not many I’m willing to bet?
Could you do birthday vouchers or small gifts for customers? Obviously you need to cost this out, but you’ll be surprised how something so small can generate good will for your business.
Birthdays are a great opportunity, they’re something everyone understands, they’re a cause for celebration and a brilliant marketing opportunity, so have a brainstorm about how you could capture the power of a birthday celebration and get some brilliant marketing from it, everyone loves a birthday story….
Happy Birthday to you , and me, and your shop…..!