Marketing framing services through daily-deal companies is not for every business, but for those that are thinking about giving it a try, here are a few suggestions. Over the last several years, my shops have used daily-deal marketing to great advantage, and the following list contains some of my company’s success strategies.

Daily-deal websites include Groupon, Amazon Local, and Living Social. These companies promote special discount deals; sell vouchers to their customers; and pay them for the sales, minus commissions and fees. New customers then bring these vouchers to your company. The daily-deal websites collect no money from you upfront. They get paid only if the offer to your customers is successful; if they don’t sell a deal, you pay nothing.

Here are five more things to keep in mind when you first try out a daily deal.

1. BE AWARE OF THE TYPES OF CUSTOMER A DAILY DEAL ATTRACTS
You will attract a few people who want something for nothing. One of the great advantages of these programs is that if customers are unsatisfied with your offer, they can easily return their voucher for a refund. This approach keeps you from getting negative online reviews. Most customers, however, understand what they are buying and are just looking for an incentive to spend money in your shop.

2. KNOW YOUR PRICING
Get a good idea of how much your average customer spends per order. Make sure that the total value of the deal you are making is well below that average. This tactic ensures that the 50-percent-off deal that the daily-deal site presents costs you only about 20 to 25 percent on average. Potential customers don’t see this approach as a trick.
They generally understand that framing is far more expensive than the amount that the deal offers. If they do not
understand this concept and feel that you are overcharging them, suggest that they return the voucher for a refund.
This approach will generally defuse a potentially tense situation and prevent any bad online reviews.

3. CAREFULLY WORD YOUR DEAL
Do not in any way imply that the amount offered will cover an entire framing order unless you are offering a package deal. Offers generally set certain limits, such as “$50 for $100 toward custom framing.” Also be sure to include important specifications, such as “limit: one voucher per frame,” “limit: three vouchers per customer,” and “voucher must be used in its entirety; there will be no refund or credit issued for unused amounts.”

4. GET AS MUCH INFORMATION FROM YOUR NEW CUSTOMER AS POSSIBLE
When customers redeem their vouchers, make sure to get their contact information, especially their email addresses.
Email is a preferred and effective method for these customers to receive future offers from you. Second, most of the
daily-deal sites do not make a repeat offer to the same customer from the same merchant, so it is up to you to bring
that customer back into the shop. Finally, email is the easiest and cheapest way to keep in contact with your customer base.

5. KNOW WHETHER DAILY DEALS ARE NOT FOR YOU
Daily deals may not be the type of marketing that will work with your business model. If your shop cuts margins close so that you can offer your customers the best possible price, you have no room for an advertising budget.
Therefore, this approach is not for you. However, when you use them properly,daily-deal sites can help bring new
customers into your shop. So, if you’re looking for a new marketing strategy, come up with a plan that makes sense for your business and give it a try.

With three Framing Palace locations in Maryland, Ed Gowda has specialized in custom framing for over 25 years. One of his passions is to share information and ideas within the industry. framingpalace.com

The post 5 Tips for Marketing Through Daily-Deal Websites appeared first on Art Business News.

Golf is a game that people either love or hate. A lot of money is spent by players at every level trying to improve their game. A serious golfer will use any tool, gimmick or gadget to enhance his swing or improve his distance. Most of these tools actually work to give the golfer an edge and help him to achieve better results.

Aren’t we looking for the same edge in business? Business owners are always searching for ways to improve their operations, grow their customer base and increase revenue—much like the golfer trying to improve his handicap. Any new knowledge, tool or technique the business can use to improve its game can make a big impact on the company’s bottom line.

One of the important tools available to businesses is mystery shoppers. When your frame sales are lagging and the business is not generating the income it once was, it’s time to step back and take a look at your business from a fresh perspective. There may be any number of reasons for slow sales, and mystery shopping can provide important insight as to how your business is really doing. It gives you an objective evaluation of your company’s strengths and weaknesses and if the tools you’re using are, in fact, working to improve your game.

Whether you hire a professional mystery shopper or you’re successful in persuading your cousin Tom to do it for you, the shopper’s attention should be directed to areas that generate the most revenue for your store.

Customer Service

When customers call for the first time, who answers the phone? How do they handle the potential business? Are they knowledgeable? Is their speech clear and inviting? Do they sound like they want the business? Can they provide clear directions to your location? At the sales counter, is the salesperson friendly and helpful? Are they dressed professionally? Are their suggestions and frame designs up to standard? Can the salesperson list the product benefits? Do they sound rehearsed or relaxed and confident? How is customer’s artwork being handled? Does the salesperson go out of their way for the customer? Are they able to close the sale? Your salespeople are the key factor in generating sales. If they are unwilling or unable to close the sale and get the order, changes may need to occur. Mystery shopping can reveal information about the store’s level of customer service—and that is critical to your business’ success.

Appearance

When a customer drives up to your storefront what do they see? Does your store have easy-to-read signage? Are the signs well-lit and free from overgrown landscaping? Are your signs visible from the main road? Is your parking area clean? If your store looks dumpy or is in need of paint and repairs, customers will likely pass it by on their way to your competition. When inside, what does the customer see? Is the store neat and tidy? Are the wall displays fresh and interesting? Are the floors clean or is it obvious it hasn’t seen a vacuum in weeks? Can you see customer’s artwork stacked up behind the counter? Is artwork being stored properly?

The information gained from a mystery shopper not only provides feedback on how your business is functioning but, more importantly, it can become a valuable training tool. It not only reveals the negative weaknesses in your company but it can also point out the positive strengths as well. The evaluation can provide the owner with areas of focus for sales training, goal setting, employee incentive plans and bonus schedules for employees that exceed your expectations.

Mystery shopping can provide owners with an eye-opening perspective of your business and salespeople. Roy Smith said, “The successful man is the one who finds out what’s wrong with his business before his competitors do.” Any business owner knows that is so true. Staying on top of your game requires owners to use any tool available, just like a golfer trying to improve his handicap. From the knowledge and insights gained from a fresh perspective, you can ultimately increase your revenue and take a few strokes off your score.

The post Meg on Marketing: What’s Your Handicap? appeared first on Art Business News.