Anthony Temple, Managing Director of Rainbow Designs, the Home of Classic Characters, looks at the benefits of social media as a marketing tool for nursery retailers.
As I talked about in my March column, the nursery retailer's customer is, for the most part, a millennial mum. This generation are at the forefront of digital technologies and very social media savvy. To capitalise on this, retailers need to be smart and creative with their communications.
Today the world of media is definitely a more fragmented place than it was even a decade ago. There are now copious amounts of channels, publications and digital platforms available to us. Alongside the traditional media such as print and broadcast, there are also a number of free media channels that independent retailers should be taking advantage of Social media channels are the growing communication tool of choice and it is estimated that over 2.5 billion of us use some form of social media in our personal or professional lives.
To create and maintain a successful social media presence does not necessarily require a financial outlay but it does rely on a continued investment in time. With these two-way communication platforms, it is the regular investment in time and creative content that reaps the greater benefits.
Social media platforms provide cost effective, targeted marketing and many of the leading brands, manufacturers and suppliers are using effective social media campaigns to promote products to their audiences. As a supplier we are constantly monitored, sharing and reinforcing readily available brand information and actively signposting traffic. These platforms provide a great opportunity for nursery retailers to pick up these great brand messages and pass them onto their customers for their own benefit.
Social media channels provide a free 'shop window' to display and promote your products to a wider audience. They provide an opportunity to engage with your customers on a regular basis and play a key part in customer loyalty and retention. When it comes to material there is already an abundance of relevant and interesting content at your fingertips: arrival of new products, in store promotions and events, as well as local community news. There are also the major gifting occasions; birth, Christening, first Christmas and first Birthday; as well as Mother's Day, Easter, Father's Day and even Grandparents Day. Social media has also helped create and raise the profile of other special days too such as: International Happiness Day, Hug a Bear Day, Teddy Bears Picnic Day and World Friendship Day. Every day is a day to celebrate on social media!
Aim to make the most of these free promotional tools, not only to engage with your customers and potential customers but also your brands and suppliers too. They have a host of information ready to share and many will be happy to support your posts making it cooperative and beneficial for all parties.
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