I recently held a Make & Take Workshop with the incredible owners of Spare Time Books in Paso Robles, CA. These two amazing and adventurous women took over the 35-year old bookstore last year and have put an immense amount of work into improving the store. Their selection of books is incredible, the displays are attractive and thoughtful, and they welcome everyone who comes through the door with a genuine smile and greeting. And their dogs are just too cute!
You’d think that after 35 years in the same location that just about anyone who lives in the region would have already walked through the doors and would be familiar with this local bookstore. That’s what I thought too! And if you’re a local business owner, maybe you think the same thing about your business as well.
But on the night of this workshop, at least 5 of the participants, who live locally, came into the bookstore for the first time. They were in awe. We heard things like, “this place is amazing”, “I can’t believe I’ve never been in here”, “I’ve been wanting to come for a long time”, and the best, “I’ll be back soon”. And most of them spent money and took home a variety of books. Those people who had never been in the book store are now new friends and new customers.
Sometimes one of the biggest challenges in marketing is getting someone to walk through the door for the first time. Once they do, you’re likely to have made a new friend, a new customer, and a person who will return many times, bringing their friends and family when the opportunity presents itself. Getting a person to visit your business for the first time can mean thinking outside of the box. Consider hosting an event at your business – perhaps it’s a guest speaker, live music, a “locals discount day”, a featured product by a local manufacturer/maker, a joint promotion with neighboring businesses, or maybe even a Ten Four Goods Make & Take Event! Another thing to consider is to extend your hours into the evening on a certain day or opening on a day that you’re normally closed (especially in the spring/summer in Paso Robles).
Whether you own or manage a retail business, winery or brewery, restaurant, or other customer-oriented establishment, take a step back to imagine your business from the perspective of your potential customer. Become that customer. What would you it take for you to come inside and see all of the great offerings, and what reason would you need to want to come back? If you’d like to try out a Make & Take Event, the same way that Spare Time Books did, please reach out and let’s chat!
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