Notes from Jeff York

Small business marketing thoughts from a marketing small business owner

How much is that little doggie in the (virtual) window?

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ers7lrgI love electronics. Like oh-so-many other guys, I like going into my local electronics retailer and picking up and playing with the gadgets. I may not buy them, but they’re fun to play with. I remember one year telling my wife that I was going to take my birthday as a vacation day from work and spend the morning at Best Buy.

You’ve done it yourself I’m sure. You’ve gone into a Best Buy, Circuit City, Fry’s, CompUSA, or any of the other brick-and-mortar electronics retailers and just played. You might have gone in for something specific and just got sidetracked or maybe you were just going in to have fun and kill some time. But you’ve tinkered.

Then came the Internet. And with it, ease of comparison shopping. Then the brick-and-mortar that you visited just became the playground to test out new gear. You figured out which model you wanted and then went home where you could find it online for the cheapest price from a company that you hope wouldn’t drop it too many times before it shipped.

What happened to the brick-and-mortar stores? Circuit City is gone with its brand sold to a company that maintains an online-only presence. CompUSA is gone as well. Even market leader Best Buy is reporting in 1st Q 09 a domestic segment increase of almost 1%, but comparable store sales decline of 4.9%.

What does all this mean to you, the small business owner?

You know all that overhead you endure month after month? The salarys, the building and maintenance cost? The inventory? Know how you work so hard to generate positive foot traffic so people come in?

Ask yourself, if you were in your customer’s shoes, would you buy from you?  Is there a compelling reason for someone to buy from you rather than just play with your floor models and then go home and order it?

Of course there is. You know all the reasons as well as I do. First and foremost, the item’s already in the customer’s hands. Why let them put it down and then go home? They have have it TODAY. Despite the rigors of the current economy, we’re still a nation of “gotta have it now” people. Secondly, your staff is there to support you if you need to learn how to use it, need to select a better one, or return it. No need to ship it off to some post office box. Just bring it back and you’re happy to help. Thirdly… Fourthly… Fifthly…

You know all the reasons. I don’t need to tell you. But you do need to tell your customers. Before you become a Circuit City, CompUSA, or Ritz Camera, you had better make sure that your marketing and branding all position you against your competition correctly. And don’t forget, your competition includes all those faceless retailers that don’t even have a storefront.

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