So how many emails have you gotten from folks like 1-800-Flowers? How about from your favorite candy store? Or just from Amazon, EBay or some other large company that has become expert in using the internet to find you and feed you information on special deals for special days/holidays? The landscape has certainly changed when it comes to the methods of connecting with prospective customers. Are you buying deals you heard about on Twitter? Do you follow a favorite local flower shop on Facebook? So, if you are a business that is trying to squeeze extra revenue, how do you even attempt to navigate the choices? Which ones tug at your heart and yet don't cost an arm and a leg?
For the local gift shop, flower shop, book store or jewelry maker, there are many choices. Have you been able to create a relationship with the local print/TV/radio media? Sure, it takes time to create the right kind of relationship with these folks but they are connected to local buyers more than anyone out there. And they take time. And you may have to work with a marketing/PR professional to translate your message. And although it's considered "old school", it can still be effective. Now, there's social media...
Many will say that I don't have the time, the staff or the money, yet know that jumping into the pool of social media seems like putting your toes in the Arctic Ocean or base-jumping in Moab. The trick is to understand what you can promote, then worry about the tool to make it work - that includes understanding the return on your investment (ROI). And the measuring of ROI depends on your methods and your business tracking.
So as you buy that card, vase full of flowers, romantic dinner, spa treatment or even a hotel for the night, remember how that business connected with you to convert you to being a customer. That will give you some ideas that may work for you.
And Happy Valentine's Day to all the hopeless romantics!!!
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