community Partnering For Greater retail Success

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Walking to my car, I heard loud music. This was not exactly what I anticipated in Grants Pass, Oregon on a warm Saturday July evening. I had just returned from an exhilarating jet boat excursion to Hellgate Canyon and enjoyed a ranch style dinner on the Rogue River.

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It's Getting Louder
The music was getting louder and louder as I approached the parking lot. It was advent from over the street. It was an automobile dealership, Mock's Ford, and it was alive with action. There was a band playing, with folks of all ages dancing to the music, a barbecue filling the area with its favorite aroma, and yes, citizen were buying cars. The excitement and action drew me like a magnet to metal.

In front of the sales office, a local radio station, Cruisin'-Fm, was conducting a live-remote broadcast allowing all in attendance to be involved. I located the dealership president, Don Carr, and while our chat he told me that they had sold practically as many cars so far that weekend as they ordinarily sell in a month. To top it off he said, "We're not giving these cars away." Carr created a weekend partnering alliance with his community and won big.

And Still manufacture a Profit
How would you like to sell your products at that rate and still make a profit? You might be saying, "That's great for selling cars, but what about me?" The rejoinder is to get complicated with your community in a way that serves citizen and created high-level exposure for your business. You'll need to be creative and establish some fun, helpful, involving community activities. Remember, being unique is not an absolute necessity, but it's very helpful.

Creativity has all the time been, and will all the time be, the retailer's call to battle. Creativity is also one of the key ingredients requisite to create value in the eyes of your customers. The way the national big box type busters (i.e., Wal-Mart, Circuit City, and Office Depot) establish perceived value is straight through selection and low price, not necessarily service. If you are an independent retailer and you're trying to do battle in their arena, they will clean your clock. But, creativity is not necessarily a word that big boxes, at the local level, understand.

Generations
For years, Baby boomers have been the pig in the python in our economy. They were heavy-duty consumers in the 1980s, buying their first houses and filling them up, buying luxury cars and all the outward trappings of success. In the 1990s they traveled and purchased Rvs. Now, with most of the Boomers having grandchildren, they will buy practically anything if they perceive it's a good value. Also, conclude what they perceive as value-added in how you run your firm and give it to them--they'll bonus you with profits straight through their loyalty. Don't forget about the X and Y Generations. While many were part of the dot com bust, they still seem to spend freely.

Create a unique position for your firm in the minds of your customers and your competition in the marketplace is greatly diminished. Remember though, unique means one of a kind, (not just a bit different) and that's what you must be if you plan to survive and prosper throughout this decade and beyond.

Creativity
Earl Nightingale, co-founder of Nightingale-Conant Corp., the worlds largest producer and distributor of audio and video learning systems continually offered this recommendation for creativity: take a yellow pad each morning and spend a quiet hour mental about the major challenges for the day. He would go to work listing all ideas he could think of--no matter how crazy, impossible, wacky or boring the idea might appear. "Some ideas you'll use and many you'll toss out," he would say. The leading thing is to capture the ideas and take action on the ones you believe will assist you in achieving your goals.

So, how does all this creativity and uniqueness talk help you to partner with your community? You can't just copy what others have done and make it work for you. You can, copy the process used but not the results. Your community is uniquely different, your neighbors have special needs, and you must use your creativity to find a winning combination.

Here's how to get started. Head for your room of commerce, if you're not a member yet, and join! Ask for their list of clubs and organizations. Do any interest you? I know you don't have time for that kind of stuff. Trust me, you do! It's all in how you pick to participate. There are more ways to participate than just showing-up to their meetings and events, be creative.

[] Volunteer to chair a fundraiser, one that you can have at your location--yearly! The event can be in your store, in your mall or center, on the sidewalk in front of your store or in your parking lot.

[] Flea market or rummage sales are about the easiest to put on and quite profitable, find an involving twist though. You can arrange to have leftovers picked up by a local charity.

[] community holiday theme party such as a Halloween costume party. Do this after hours, fee for attendance and give the profit to your organization. while the day offer a reduction for those who shop in a costume.

[] If you are on a busy street try a Saturday barbecue; the possibilities are endless.

You might be wondering why you need to have these activities in conjunction with a community organization--for Publicity! In the example I mentioned at the starting of this article, Carr paid for all the advertising. When you work in conjunction with a local group you get communal aid announcements (Psa) free of fee and you all the time mention the location (yours) in the news releases.

If you want more help in doing news releases or publicity, head for the communal library and go to the non-fiction # 659 section, or just crusade Google. While you are at the library, stop by the reference desk and ask to look at the Gale Directory of Print & Broadcast Media, you'll find the address and phone whole of all the media in your area. They are whom you acquaint for your up-coming event.

Another idea might be to head a local society that you care about from your place of business. Be sure it's a high profile organization; this can bring you closer to your community. It will give many possible customers an additional one infer to visit you.

Ultimately, if you find new and creative ways to partner and cross-promote in your community, your community members will bonus you with their business.

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