I use Facebook to put all my fundraising events out there to all of my contacts and to be passed on to other contacts.

Now that I am more comfortable in putting my events up there, the response has been incredible.

The attendance of the events are up, (people feel this is a personal invitation), the word is getting out and last week I picked up a couple of brand new volunteers for my events by just asking on Facebook, who could help out at the booth at the Downtown Chatham Centre for our “It’s Raining Pennies From Heaven” Event for our Million Penny Drive.

Facebook does work to get the word out there…

~ Heather

The next one comes from a long-time reader, Penny Bolton, in Murfreesboro, TN:

I started utilizing Facebook as a FREE advertising tool approximately 2 months ago and it has been amazing! Facebook reminds old customers to come in and shop plus intrigues new FB friends to come check us out! I have been pleasantly surprised at the number of sales that can be directly attributed to Facebook! Love it!

~ Penny

The last one is from Anne Puthoff, from Emmy’s Bridal and Emmy’s Prom:

I started 3 pages for my store almost 2 years ago and I know it has had a very important impact on our business. I have Facebook pages for our Bridal Customers, Prom Customers and Tux customers. I love the ability to administer the pages myself and get information out very quickly and economically. For my money, there is no better advertising mechanism that is so targeted both geographically and demographically. We now regularly have new customers telling us “I found you on Facebook.” It also consistently accounts for one of the biggest referral sites to our “regular’ web site.

I have spent time talking with a wide variety of fellow retailers, sales reps, and manufacturers about how important a marketing tool I truly believe Facebook is going forward. Beyond that, I think it is also an important tool in creating a store image that appeals to our customers. They are on Facebook, and they think it’s “cool” that we are, too. It’s one more layer of connectivity we can create between us and our customers that we can then convert into sales.

I am constantly looking for new ways to “harness the power” of Facebook! I look forward to reading your column on the subject. If you need any further input, I would be happy to help.

~ Anne Puthoff

Thanks, Anne, for your input and offer.

1. Know the Visitor’s Mindset:
The following are questions that customers ask themselves online. They ask similar questions offline, but they are not as pronounced. This is because online we are exposed to new businesses in seconds and make decisions much quicker than offline.

a. Why are they there?

b. What do they want?

c. Does it make sense?

d. Does it look easy?

e. Do you trust them?

2. Above the Fold:
This is just like in a newspaper. When you do any promotion you want to make sure the reader doesn’t have to scroll down the page because if they do, you will probably lose them.

3. The Offer:
Is your offer clear and understandable, short and simple to use?  We can’t confuse the customer because if you do, you have lost them. Here is an example: a Coupon for $5.00 without restrictions is understandable, where $5.00 on a $50 purchase and a list all of the restrictions can be confusing. The customer wants it their way and too many restrictions create the wrong image for your store.

4. The Blink Test:
Customers rarely read copy. Customers skim pages. Customers read headlines. Look at your offer as the customer looks at the offer with a “blink of an eye.” There is no time for week headlines and copy.

5. Going Naked:
This means there is no way off of a webpage. There are no links. The only way out is to use the back button on the reader’s computer. This eliminates all distractions. It’s as if you have reached a dead end and you have to make a decision

6. Graphics Matter:
Pictures, Icons, & even Charts work well but offline they are expensive. It is inexpensive online. We always knew that color was important and helps to sell and it is easy and inexpensive to use online.

7. Alignment with Your Brand:
It is critically important that your website represents the same look and image of your store. You can’t represent one thing in the store and another on your website. Yes, if you are just an online merchant, that’s one thing but for the rest of us who are multi channeled retailers, we must make the look and feel be the same.

• Journey Quilt Company, Nunda, NY: They sell a portion of fabric called a “fat quarter” and when you buy 12 of them, you get one free. The real interesting thing and the learning point for all of us is that they offer an incentive, i.e. something for free, when someone purchases a gift card. In this case, they give a free “fat quarter.” This is significant because gift cards are so popular and important for retailers because the average return of gift cards issued is only 88 cents on the dollar. Plus, people who do use gift cards, normally spend more than the card and it also gives them another reason to come into the store. This simple idea should be adopted and adapted by everybody. It’s a powerhouse!
• Bucksport, ME, Economic Developer, Dave Milan: This is a downtown promotion called “Get Free Gas in Bucksport.” If a customer bought a minimum of $50 in a participating store, then they would receive a card for 10 cents off a gallon of gasoline with a maximum of 20 gallons. The more that they would buy, the more that they would save. If someone purchased $300 they would receive 60 cents off their purchase. This translated into the store paying $12 for a $300 sale. That’s a 4% discount. It became a win/win/win because the stores attracted people from a further distance, the selected gas stations had an increase in sales, and it was just a fun promotion.
• Village Bookmarket, Palmyra, NY: They bought advertising on an area map that they could sell for $2 per map. However, instead of charging, this business put a sign in the window, FREE Wayne County maps. This generated more business than any sales that they could have had from the maps. Not only did this attract customers, but it also brought other merchants in for the maps. And that is the best form of referral!
• 4 Goodness Sake LLC, Orefield, PA; This health food store offers a free cup of organic coffee or tea while you shop. It keeps customers lingering in the store longer.
• Lynn Meyer from American Home Fireplace and Patio: They offer a free fireplace school 2-3 times a year, not just for customers but for the general public. They also provide free snacks, sometimes brat’s done on the grill, free door prizes, and a chance to learn something for nothing. The best part is that they generally attract their competitor’s customers.
• Ted Bogusta, Martinka & Co, “America’s Oldest Magic Shop”, Midland Park, NJ: He gives his salespeople the authority to provide something for free when a customer makes a large purchase, a small child seems upset, or just a random act of kindness. As a result, they have created many friends and loyal customers. This tradition goes back to 1939 when the owner always had a jar of subway tokens at the register and would ask young customers if they had enough money to get home. (This shop dates back to 1877 and was once owned by Houdini.)
• Ann Thomson, STAMPERS! Rubber Stamps and Papercrafts: They have an interesting twist. This craft business dropped having the traditional classes and instead initiated free demos every Saturday. The side benefit was that people who didn’t know that they were interested in a specific product saw the demo and started talking about it. Not to mention the friendships that were created by people watching demos together!
• Tom Smith from the Delaware Made General Store in Dover, DE: Here’s someone who took advantage of government cutbacks. The Delaware Visitors Center started closing on Sunday, Monday and Tuesday. So this business put up a sign in the window and said “Visitor/Downtown Information Here”. He has brochures of local attractions and maps which he obtained from the Visitor and Convention Bureau. He gives free advice and information and is the unofficial visitor center. Not only did he increase his foot traffic, but other merchants referred people to him. It was a win/win because he increased his sales and showed a community spirit.
• Nancy’s Hallmark, in Atlanta, GA: This promotion came from Hallmark — buy 2 cards and get 1 free. They had a 22% response from the post card announcing the promotion. It was the best response rate that they got from any postcard that they had ever sent out. And she says that “You are right. The magic word is FREE!”
• Connie Barr, Magical Creations in Portland, OR: This is a large-size woman’s clothing store where the owner had given many talks to professional groups. Then the light bulb went off and she decided to create a free booklet from her talks on what to wear to flatter your body.
• Peggy Garred, THE SUN DECK TANNING SALON, Cumming, GA: They offer a VIP tanning program where the customer who signs up receives $100 worth of free products and promotional items.
• John Cieslinski, from Macedon, NY: This small used bookstore has done a number of things for free, such as a free cup of coffee, damaged books that are readable for free. But the one thing that they do that we can all learn from is the “groupon.” This is a coupon that customers get with every purchase. It has their store’s name on the coupon, plus three other businesses. This coupon can be used at any of the stores on the customer’s next visit. Each of the businesses gives out the same “groupon.”
• Linda Pasco, Lemon Grass Gifts: They offer free gift wrapping and they buy special gift bags that become synonymous with their store. This is a topic that has been debated for years, however Linda looks at it as advertising and I believe that she is right. Some stores have offered free gift wrapping and then also offer a deluxe wrapping for a fee. I used to believe that was the way to go but in this economy, where customers are scarcer than ever, Linda’s philosophy as treating it as advertising is the way to go.
• Cornelia Franklin, A Pink Gorilla: This full-service balloon delivery and event decorating service in Cleveland, OH gave out free bags to everyone who stopped by their booth at the trade show. These are the recycled bags that are used by grocery stores and had their logo imprinted on both sides of the bag. They doubled their business with this promotion. (I agree. I did a similar thing in my store and it was a huge success.)
• The Doll House & Toy Store in Scottsdale, AZ: They just sent out $5 gift certificates to their entire email list.
• Roberta Whipple, The JuneBug Store: This children’s store offers a surprise gift for customers who purchase $50 or more. They have 18 lockers with a special prize in each locker. When the customer spends more than $50, they get to pick the locker and some have better prizes than others. It sounds like “what’s behind door number 1?”
• Anonymous Bridal Shop: This store asks all of its local vendors that market to brides to offer something for free that they can put together into a package for their brides. It creates more referrals, the brides are happy, and the other businesses benefit as well from the exposure.
• Mary Wemark, Ridgeway’s Country Star, Ridgeway, IA: This home decor and gift store has a promotion called “Girls Night Out” where they offer donated services from local vendors such as chiropractic consultation, hair styling consultations, reflexology, scrap book making demonstrations, plus lots of free dips and wine. It’s a great event with great exposure and lots of fun. This is the type of event that people look forward to.
• William Chappell, Bill’s Wonderland of Pets, in NJ: This natural and holistic pet foods and supplies store gives out free cans of dog food to its preferred customers on the Fourth of July and Thanksgiving. They remind their customers that people food is not healthy for pets. They get the cans of food free from the vendor for this promotion.
• Gift Basket store in Dresden, ON: Every 6 months they have a free pie tasting and food event open to the public that always generates lots of business.
• Camarillo Bridal & Gorgeous Gowns, Camarillo, California: Offers a free tank top which says “Bride” in rhinestones and the store logo on the bottom right hand corner. Customers love it!
• Blanche Schmidt, Schmidt Jewelers, Inc., Arkansas City, KS: Every Christmas they send out a $50 no strings attached gift certificate to their top 50 customers with a Christmas Eve expiration date.
• June Schiada from PJS Party Supply: This independent party store is a believer in FREE. These are the things she offers:

– Free Popcorn
– Free Balloons
– Free Treasure chest where children pick out a free toy
– A Balloon club where the customers gets a free balloon bouquet after buying a certain number
– Free Party guides for table arrangements, cocktails, children’s parties, centerpieces
– Free referral services for 75 resources
– Free newsletter with coupons
– Drip for Dracula during Halloween which is a blood drive and they give out gift certificates to the participants

• Amy Trimble Lorimer, WaterMark Stationers, Moline, IL: They have an annual open house with wine and cheese where they offer 4 designs of 10 personalized cards and envelopes. They had over 240 people come in for the promotion and the best part was that they had to come back to the store to pick up the stationery a week later after it was printed. Many of them came back and ordered more sets for themselves or as gifts. Great idea!
• Swimming Pool Company: They give out free Otis Spunkmeyer cookies that are baked daily. If the customers complain about the price of the chemicals, they just say the chemicals are free — it is the cookies that cost so much and they love it.
• Terry Myers, Kaleidoscope Toys, Round Rock, TX: I built a float for the citywide 4th of July parade. We threw candy & bead necklaces from the float. Tied to the beads was a $5.00 gift card. We threw 800 bead/gift cards. The kids are having fun using their gift cards. Most purchases have been for more than the $5.00.