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Driving Retail Sales: Groo’s Shoes October 22, 2008

Posted by David Dirks in Building Foot Traffic, Local Brand Development, Marketing Buzz, Recession: How to Beat It!, Retailer Store Strategies, Sales Strategy/Tactics, Small Business Advertising.
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If you read this blog long enough, you’ll get the hint that creating a growing and profitable business comes down to creating a business that can differentiate itself from the competition.  If I had one key word to describe the process of marketing and selling, ‘differentiate’ would be all the word I’d need.  The Big Dogz know how imperative it is to keep creating and refining the ways you can differentiate your business from the crowd.  The only crowd you want is the one that will beat a path to your door.

I make it a habit to scan my local paper, The Times Herald-Record (www.recordonline.com) to see what kinds of advertising creative and marketing campaigns are out there.  Just today, I found a local shoe retailer who’s been in the business for many, many years with their latest ad.  When I saw it, I immediately said to myself, “That’s the kind of event that helps to position a local store like Groo’s Shoes in a different light with its customers.”  And create new ones.

Like many local hometown stores, Groo’s has to compete successfully against giants like Kohl’s and Target.  Groo’s probably knows that it cannot compete soley on price against the giant chains.  What the ad below shows is clearly an effort to create the kind of shopping experience that you can’t find in the big boxes.

Groo's Creates an unique event designed to attract female shoppers

Groo's creates a unique event designed to pull the female shoppers in!

So here is a local store that gets it.  As I scanned the pages of the newspaper, this ad just naturally popped out.  It was located in a sea of similar sized ads but stood out and looks to be a great event that might just create traffic to their store.  The point is, they are making the right effort to create differentiation in a tough retail market.

While that is all good, there are a few things missing here.  The website doesn’t promote the event!  To get the most mileage from your advertising, you’ve got to integrate all of your marketing together.  Your ads promote not only the event, but should push customers and prospects to the website for more information.  Maybe a special offer only available on the website but connected to the “Girl’s Night Out” would have been a great way to leverage the marketing tools that Groo’s already has available.

Other than that, this is a classic example of creating unique events to drive store traffic.  The enticement of free High School Musical 3 movie tickets is a great tie-in.  If they keep on track and continue to create events like these (not like the usual ‘sales days’ crap you see most often), they will continue to build their local brand.  Good stuff.

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Comments»

1. Sales Meeting - October 22, 2008

Nice tie-in. (Although I must say I am getting tired of High School Musical) I guess that is the point though isn’t it 😉 Tying in to something really popular among your target audience.

2. David Dirks - October 22, 2008

Yes, the tie-in and the event itself are very well done. If my 14 year old daughter is any measure of the power of this movie (whatever version!), High School Musical was the right pick. It seems that teenage girls cannot get enough of this movie series! Perfecto!


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