2017 has arrived and SmartEtailing is hitting the ground running at Frostbike ! We've had a busy and productive fall season after the merger with Harvest. For 2017, we're making improvements that will make our services easier to use and more valuable to your business. Here is a quick review:
SmartEtailing's Business Account Executive Brian Rawlings featured in Bicycle Retailer's December 2016 print issue.
For 2017, our bike shop marketing services have been updated to offer a range of options, from essential website maintenance to advanced search engine optimization. Read more to learn how this relates to your business, we're excited to help you meet your business goals.
Topics: bicycle retail marketing
Before we get into branding tips for bike shops let's start with a definition of branding from Entrepreneur dot-com:
"Your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitor's. Your brand is derived from who you are, who you want to be and who people perceive you to be."
Customers interact with stores through touch points. Some of these touch points are inside physical stores but quite a few of them exist out in the wild. If a customer has a conversation with a shop employee at a local race about getting their bike repaired that's an example of a touch point. Social media is an important touch point for most people these days. Email marketing and traditional marketing are also touch points for a store’s brand. Touch points give retailers brief and valuable opportunities to build their brand.
Should you be using stock photos?
Individuality takes time. So do sales, so which do you spend your time on? The easy answer is, of course, that sales are more important to your business, so why not just pay for some stock images to populate your website, or grab some images for free off the internet?
Topics: bicycle retail marketing
Earlier this year, Instagram announced they’d surpassed over 300 million users. More than 70 million photos and videos are shared, generating over 2.5 million “likes”…every day. For many businesses, this social media channel is overlooked in favor of Facebook or Pinterest, but with numbers like that, it’s easy to see why engaging fans, customers—even the brands you work with—is an important part of your marketing and branding strategy.
For many IBDs, July is one of the highest volume sales months of the year and with a little extra effort, retailers can use simple digital marketing to push those numbers up even higher. If your store already has a strong community to reach out to (email lists, social followers, etc.), targeting this group of customers can be done with little to no additional expenditure. Also, marketing to existing customers can pay big dividends. These are people that have already shown interest in your products and brand. They are more likely to act on your promotions and are more cost effective to reach.
Trek announced recently that they were giving consumers the added option of buying bicycles on trekbikes.com. This move raises lots of questions for local retailers. Other bicycle brands are considering direct-to-consumer sales online and a number of them have already implemented these strategies. And, Amazon is now offering same-day delivery in select markets, and overtook Google last year as the primary starting point for online purchases according to Forrester Research.