| Here's an exercise to challenge you small business | | | | chair and table umbrella display in the back of the store |
| marketers: see how you can integrate motion into your | | | | what better way to instantly signal the route to them? |
| store's environment. | | | | Yes, signage is important. So are seasonal, holiday, or |
| Remember, motion is the attention-getter; the | | | | sports-themed displays. Motion is just one more tool in |
| successful small business marketer uses the motion | | | | you marketing toolbox. |
| with a specific customer action in mind. | | | | So the exercise at hand is quite simple: keep on active |
| So, Map out the Motion: determine a customer | | | | alert for new motion-marketing ideas as you are out |
| behavior you'd like to influence, and then determine | | | | and about at other shops the next few weeks. |
| how to employ motion as a first step in the process. | | | | Remember, successful marketers borrow good ideas |
| Is there an area of the store you'd really like to pull | | | | from other industries then reconfigure them to match |
| customers into? Perhaps there's a section that's | | | | their own needs. |
| neglected, somewhat overlooked, even by your best | | | | No checklist in this article. Just jot down any |
| customers. This might actually be a region of your | | | | attention-getters you find, and then map out how they |
| store that's camouflaged. These 'hidden' spots in your | | | | could help you in influencing a customer behavior. |
| shop are safe from customer detection. | | | | Remember, the motion is the lure, but you need to |
| You need to change that. | | | | have a concrete goal in mind for the motion to pull the |
| One benefit of using motion is the cost: there are | | | | people towards. Motion just for the sake of motion |
| many effective ways to snag the customer's eye | | | | can easily lead to distraction and clutter and that won't |
| without spending oodles of money. A simple oscillating | | | | lead to increased sales--or profits. |
| fan with some brightly-colored streamers taped to it | | | | Remember: Brand (who you are) + Package (your |
| seems almost quaint; but if it's the middle of summer | | | | Face to the Customer) + People (customers and |
| and you're trying to steer customers towards the lawn | | | | employees) = Marketing Success. |