Maximizing Your Brick-and-Mortar Potential with Cross Marketing
Author: Marvin Rosario
At Airweb Digital, we're all about helping businesses unlock their full potential using intentional strategies. Recently, I had a consulting call with one of our clients in the healthcare space, who runs a business selling vitamins, supplements, hormone treatments and more. This conversation highlighted a crucial point that many brick-and-mortar businesses overlook: the power of cross marketing within their physical locations.
The Importance of Cross Marketing
If you have a brick-and-mortar business with various departments or products, it's essential to think beyond merely attracting more foot traffic or generating more leads. Instead, focus on making your existing customers worth more. Here's how you can achieve this with cross marketing:
- Utilize Your In-Store Real Estate
Consider the areas in your store as valuable real estate for marketing. For instance, our client has a section dedicated to testosterone supplements. This area, filled with products, also has blank spaces on the shelves that can be utilized effectively. Treat these spaces as opportunities for outdoor advertising within your store.
- Create Informative Call-to-Actions
Use these blank spaces to place infographics and call-to-action materials that guide customers to learn more about related services. For example, in the testosterone supplement section, you could have an infographic that says, "Got low T? Let's fix that." Include a QR code that takes customers to a blog post about hormone balance and available treatment plans.
- Upsell and Educate
This approach not only informs customers about your products but also introduces them to other services that could be more beneficial. It's about upselling in a way that adds value to the customer. For instance, someone who comes in for supplements might be interested in a TRT (Testosterone Replacement Therapy) plan, which provides long-term benefits and higher value.
- Integrate Across All Channels
Cross marketing shouldn't be confined to your physical store. Extend this strategy to your website, social media, and other online platforms. Use every touchpoint to inform and guide your customers to other valuable services you offer.
Practical Implementation
Implementing this strategy is straightforward:
- Design Infographics and Call-to-Actions: Create visually appealing and informative materials.
- Print and Place in Strategic Locations: Position them in areas where customers are most likely to see them.
- Utilize QR Codes: Link these materials to detailed informational pages, blog posts, or landing pages.
- Educate and Upsell: Use these opportunities to educate your customers about complementary services that can enhance their experience and satisfaction.
Conclusion
By leveraging the potential of cross marketing, you can significantly increase the value of each customer. It's not just about making more sales but providing comprehensive solutions that meet your customers' needs more effectively.
At Airweb Digital, we’re passionate about helping you make the most out of your business space. Let's connect and see how we can transform your approach to marketing and customer engagement.
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