Adapting has been a series of topics as to how the recent changes in the market, economy and retail world are affecting your business. This is the fourth of the series by Evan Wise.

Another trend that the recession has accelerated is the rapid change in marketing. In days gone by, retailers would send direct mail pieces frequently and fill the newspapers with weekly advertisements. Today that is quickly changing. The postal service is upside-down economically, so twice a year we see postage rates increasing to keep up with its finances. Certainly the drop in mail volume is due in great part to the e-mail that is sent for free over the internet. Another factor, however, is the drop in bulk mail and direct mail advertising sent by retailers and other businesses. Newspapers are shutting down their presses too as there is less print advertising being done which supports the papers.

The replacements to these forms of advertising are many, including social networking (Twitter, Facebook etc.) that are more targeted and less expensive. Marketing has become more fluid as customers move from venue to venue. An upscale customer may shop in a luxury boutique in the morning and stop into a local shop on the way home.

The ability to stay in contact with customers rather than advertise to them has become the key. A successful retailer stays at the top of his/her clientele’s mind so at any time a shopping decision needs to be made, his/her store is the first option the customer sees. That is difficult to do with a weekly ad or a monthly postcard.

New breakthroughs in communication technology have created the opportunity to provide a more targeted, personal way to match your offerings with the customers’ interests. With Twitter reaching them once a day and e-mails reaching them three times a week, the historical goal of sending a message seven times is easily reached.

In addition, the technology is becoming so sophisticated that customers can be broken down into 30 different groups with like needs and wants, and targeted communication that hits their personal hot buttons is more effective. Hitting those personal hot buttons is more important now as people are bombarded by more marketing all the time. The close contact and personal messages that the independent retailer provides are a major way to rise above the din created by constant marketing by competitors. That is one reason it is critical to define your niche and stay there! You must mean something to your target market.

Another important marketing tool is your website. Although internet sales are beyond the scope of many independent retailers, an attractive and targeted website is essential. The Yellow Pages are struggling like newspapers and the post office because people now search the web to find stores. A website provides much more information and is more adaptable to exactly what the customer is looking for. Isn’t it time to give your marketing a makeover?