Messaging Matters - Client communication in your retail marketing strategy

Hi Mike Johnson with Vexxt Business Growth I have a quick look at how messaging matters today. Don’t forget how important messaging is for sales. Think holistically about what you’re saying to clients and what kind of image you project. I went to the gas station today and saw this sign above the pump. Now they’ve got a membership card, basically a loyalty card that provides a discount on your gas. And they’re using that as a selling proposition, but they’re also trying to spin this as a timesaver. I guess the premise is you come, you use your loyalty card, swipe it in the pump and then pump your gas. Run into pay. Not sure if that really saves you time. I think more than likely it’s a way of generating um clients into the convenience store that would normally just show up to buy gas. But the idea is they are using this perceived advantage and then they are following through with it. It should also be said though that these pumps are the typical pumps where you swipe your credit card. And these particular ones also accept cash. So, you know look at what you’re offering and see how you can make it work to your client’s needs and then how you can push them into perhaps another upsell or more interaction. Now you also have to make sure your messaging is congruent and this isn’t just limited to copy. In this instance I was behind a work truck or work van for Barrier Free Living. And you can see by the image, um, I’m just not sure they put enough thought into their hidden messaging because basically they are showing these individuals in a cramped living space. Not exactly congruent with their intent. So don’t forget that messaging goes beyond just your copy. And finally a little bonus. There’s a chiropractic clinic close by. And if you notice in the right hand corner, I know it’s hard to see, but the Enter sign into the parking lot is a curverd or squiggly sign post. Just outside to the left of the building, you can’t see it but the exit sign is a very straight sign post. What they’ve done there is established a message. You know you’re coming in to have your spine worked on and alleviate health problems and so forth. Going in crooked, coming out straight. So once you get your message, integrate it everywhere. Use it to your advantage. For more retail marketing ideas like this, visit vexxt v-e-x-x-t dot com.