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Got a brick-and-mortar business? Use public relations to bring more customers to your door

By Lisa Goldsberry

19783556_s.jpg6 strategies to increase visibility, traffic and profits

These days it seems like people only want to talk about online businesses and the next big dot-com billionaire. Traditional brick-and-mortar businesses don’t get as much respect and attention anymore. You can use public relations to change all that. 

Companies with multiple locations face unique challenges. Sure, you may also have an online presence, but to keep your physical doors open, customers have to come through them. With these PR tools and tactics, you can attract a local following and build your brand.

  1. Make the most of technology.

You can enlist the help of location targeting or companion apps to bring in customers. These work by sending information to a customer’s smart device when they’re near your store or product. It also allows you to send reminders to previous customers who might need a new supply of something they purchased in the past and encourage them to return.

  1. Use your physical location to your advantage.

You’ve got the building so use it. Make a designated space in your facility for community groups or special programs. For example, you can offer quiet meeting space, a film screening room or hold fundraising events on your lawn. This will expose your company to a wider audience you might not be able to reach otherwise and boost your good reputation. These people will remember your name and generosity so when it’s time to make a purchase, your company will be the first to come to mind.

  1. Host your own events.

Nothing brings in customers like contests, parties and entertainment. When something fun and exciting is happening, people are naturally drawn to it. For instance, if your company sells cameras, have a contest for the best photo of the surrounding community, or if you own a restaurant chain, host an eating challenge or cooking competition. You can also make it charity-based – such as having people donate food or clothing at your location to benefit disadvantaged populations in your community. Publicize your event properly for an even larger impact.

  1. Highlight your benefits.

The chance to see what you are getting before you buy and the ability to take your purchase home immediately are advantages that online retailers can’t offer. When customers come in, offer a complete experience, such as a hot/cold beverage, a relaxed atmosphere and personable employees. In addition, make sure customers know that by visiting you in person, they have the opportunity to give constructive feedback directly to your decision-makers.

  1. Get creative.

Offer perks like a free Wi-Fi connection or other services you just can’t get online. You could provide a 15-minute massage or an onsite consultant to make recommendations and answer questions. This is how you capitalize on giving customers something your online competition can’t and build relationships through actual conversations.

  1. Hire a PR firm to help you.

The right PR agency can help you determine what your customers want and the best ways to communicate your value. By making the most of every customer interaction, you generate leads and increase sales.

Let the experts at Axia Public Relations help you attract more customers with the right signage, messaging and campaigns to boost traffic and drive results. To find out what we can do for you, contact us today or download our e-book Maximizing Your Public Relations Investment.

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lisag-new.jpgLisa Goldsberry is a senior blogger for Axia Public Relations with more than 15 years of public relations experience. She specializes in business and technology PR. Lisa has worked for Axia since December 2013. Learn more about Lisa Goldsberry. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.








Featured image credit: 123rf.com

Topics: public relations, retail

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