| Package is the wrapper for your small business. Why | | | | Fast forward a few years. |
| wrap a present? Because it adds to the anticipation of | | | | She finds herself in a rut. Customers still drop in, but the |
| opening and makes the present seem even more | | | | store somehow seems a little flat. She's kept on top of |
| special. | | | | the cleaning and even repainted. True, her shop doesn't |
| OK, well why even bother to wrap a present in | | | | look sparkly new, but it is not dingy or run down. The |
| colorful wrapping paper, then? Why not just use plain | | | | signage is still adequate, and people can find what they |
| brown wrapping paper, instead? Much simpler, right? | | | | want in her small business. Her regulars swing in; her |
| You know we use it because the colorful wrapping | | | | vendors come in to stock the shelves and to post their |
| paper is pleasing to the eye...and the theme-oriented | | | | specials each month. |
| wrapping paper adds to the occasion itself. Colorful | | | | But the magic is missing. And then she realizes |
| balloon patterns on birthday wrapping paper reinforces | | | | why--the soul of her store is flat. Not gone; she hasn't |
| the occasion for both the gift giver and the birthday girl | | | | lost her passion for running her small business. It's just a |
| or boy. It boosts the joy. | | | | bit deflated; lagging a bit. |
| Yet package is possibly the most neglected marketing | | | | This is where it's time to step in with some "sweet |
| element in a mature small business. | | | | somethings" for the customer. These can put the |
| It's time to boost the joy for your clients, just a little. It's | | | | fizz--the sparkle--back in your small business. |
| time to make their lives a less gray place. | | | | Remember the "Snapple Lady" ads when they were |
| Here's what usually happens to a small business: | | | | cool ten years ago? You really felt like inside that glass |
| The business opens. If it's a retail store, the owner | | | | bottle was a drink really "made from the best stuff on |
| pours tons of hours into cleaning and painting and | | | | earth". Sure it was merely another glass bottle on the |
| sparkling up her shiny new diamond of a shop. And | | | | shelf in the C-store, but its whispered sweet something |
| there's so much packaging. New signs, new brochures | | | | spoke plainly to each customer, telling them: "You're |
| and point-of-sale displays and ads in the yellow pages | | | | worth putting the best stuff on earth inside you." |
| and fliers and business cards and racks and shelving | | | | If your sales seem a little flat, then maybe it's time to |
| and once she's perched at the precipice of exhaustion | | | | do something to get those customers thinking that they |
| the store opens. The customers trickle and then flow | | | | are special. Remember: when your customers feel |
| and some days pour in and somehow she survives | | | | good about your small business they discuss it with |
| those first months. | | | | their friends. When they feel neutral they usually say |
| And the musts come. She must pay the payroll tax, | | | | nothing....and when they are mad they definitely tell their |
| she must make payroll, and she must pay the utilities | | | | friends. The challenge then is to keep them talking |
| and she must pay the suppliers. And yes, there are | | | | about you for good reason...because they feel special. |
| others to help her with the marketing--a little. The | | | | So, it's time to inject some of the magic back into your |
| vendors are there to suggest ways to help their line of | | | | business. It's time to put the finishing touches on your |
| products move. And soon she has a relationship with | | | | package. You did a good job with the initial wrapping. |
| the local print shop; and or course her yellow pages | | | | Your paperfolds were crisp and straight and tautly |
| rep(s) are there to make sure her ad gets placed in | | | | taped. But you were tired and rushed and ready to |
| their book(s) each year. | | | | open up and though you wanted to your time ran out |
| And business picks up and she scurries through days | | | | before you could add a ribbon and a bow. |
| that become a blur and she becomes ever busier. But | | | | Now's the time to add those final marketing touches. In |
| not busy enough to justify hiring anybody to help with | | | | another article we'll discuss strategies on how to finish |
| the marketing. And she finds herself so buried that it | | | | the package. |
| becomes harder just to complete all the daily tasks. | | | | Remember: Brand (who you are) + Package (your |
| But the customers keep coming in, so she must be | | | | Face to the Customer) + People (customers and |
| doing something right. | | | | employees) = Marketing Success. |