More Challenges in Marketing and Small Business Auckland
I’m Matt from Kurb Promotions - we do promotions, copying, printing, cd and dvd duplication and design and online marketing for clients and customers all over the world, new zealand and right here in Auckland!
contact: kurbpromo@gmail.com or visit our site at www.kurb.co.nz
Okay well I just got started back into this blog by reigniting my plans for my own retail space where I could get to grips with retail business and I’malso firing up my blog again.
The idea behind the blog is it does contribute to the overall search engine rankings off my site as its seen to be growing and relevant. Right now I’m just continuing to build the clout of this rolling mass, but as time goes on and I ad more posts, rather than just writing randomly I will begin to refine the methods I use in using my blog to attract more visitors, more awareness of my business and more customers.
Retail space also holds that appeal of making my general business dealings far more visible. Not only does it increrase visibility for my existing services but it gives me a base from which to test new ideas.
The challenge is mainly in that you go cold into the space with only marketing know how and business smarts to get things moving and quickly - there’s rent to pay and other sundry expenses.
When you’re selling nothing, that can all add up to a whole lot of hurtin’.
I’m lucky in that I already run a number of businesses and services that I could use such a space to promote, but that’s not an end in itself, it’s just a positive to cling on to that might tide me over, because realistically, I know you need at least a year in business before you can build up enough goodwill to keep coasting along, and this is all while maintaining a competitive strategy.
It’s all about getting and maintaining that positive branding, long enough to see you into profitability.
So my strategy is opening the doors, setting up the cash register and starting with the services I already offer - cd and dvd duplication, colour copying, design and web marketing services. My concept is very much about carrying that brand forward and connecting with the idea that people out there want to bring their personal projects to life - they need printing, they need design and cd and dvd copying, they need a website and videos made and put on youtube.
They need to develop their email lists, they need comprehensive ideas that can bring these elements together to create something compelling that will attract their audience.
When they walk in the door, that’s what I’m there to offer them. Technology, made affordable, made powerful for the little guys. From there it’s about serving little guys in other ways, with other products - also as some retail operations such as copying and plasticware, general office supplies become too low margin to exist in certain retail spots, we take over those services.
One challenge is the amount of people who will come in requiring services but not want to spend more than $20 - just getting one copy, etc. You don’t want a shop full of people wanting one copy of a print, or asking questions over buying some $5 item. Well that’s easy, don’t offer cheap items and have a minimum order policy.
That won’t stop people coming in and expecting that level of service for small budgets - it’s just a matter of feeling through. In the beginning you may have to make some concessions.
The final challenge is in keeping what you make available appropriate to the niche you’re serving. So you offer promotions and marketing services to small players. You also offer copying, plastics and other selected items that are required by local businesses and those in need of promotions outcomes.
Finally you move to meet the market directly, responding to whatever people appear to want to buy. That means you’re aware that everybody needs sustenance and clothing, so the appeal is very broad, but how do you dilute your brand by suddenly having a coffee machine and a clothes rack there?
To me you take this obvious need forward practically. You can afford to charge $3.50 for a coffee because unlike the cafe you’re not relying on heavy volume - selling 100+ cups p/day to make your rent.
So yeah I’m just continuing to rake over what challenges I’ll be facing moving into a small retail business and how I can insulate myself over the short term while we build brand and goodwill.
I need to see the advantages in branding and awareness for the business I now currently conduct.
I need to identify the needs of my market in order to provide them with products they’re willing to buy
I need to grow by supplementing this core with even more diverse products and services tailored exactly for those people who are coming through the door.
They may be there to grab some CD / DVD copies, but if I cansell them a web design, or some plastic thing, and make them a coffee too, then I’ll have a foundation under which my little shop will flourish.
Long term it’s about getting 100 people who are going to walk in the door each week and spend $20, because they identify with the brand and feel good about arriving to spend their money and get a deal. Once you’ve got that core audience, it’s about serving them.
Maybe you don’t want the band to sell their CD’s in your shop. But you want the band and their fans to come down and spend money, so you humour them. You build community and then you build profits.
