Lots of stores do not reach their full potential simply because people don’t know the store is there, or they aren’t reminded of it. If you have wondered how to get more eyes on your store, use the following strategies to get more.
A target market is a certain type of person you’re trying to market to specifically. There are 2-3 different target markets that you should shoot for when you are marketing for a brick-and-mortar store:
1. Your Local Sneakerheads. Unless your store is on Mars, there are 100% people who like and resell sneakers around you. The best way to reach a location-specific audience is to use Google Ads. Google allows you to control a huge amount of who your audience is, including physical location, hobbies/interests, age, gender, etc. While that may be daunting, Google Ads is fairly easy to navigate, and price can be pretty low.
Your store will show up as “Sponsored” at the top of the Google Search the same way as Monster shows up when you search “Best energy drink.” Google Ads is the best tool to target customers in one physical location.
2. Local Non-Sneakerheads. Google Ads is excellent for specifically targeting local sneakerheads if you set it up correctly, but if you set those boundaries, it will avoid targeting random people near your store. Not everybody at your store is a sneakerhead, so this is where social media ads come in, specifically Instagram.
Instagram can target people by location, but in general, it’s not as specific with its type of person. Google Ads gives you significantly more factors (age, gender, etc.) to choose from, which leaves Instagram with general audiences. Somebody’s mom always needs to buy their son a birthday present, and this is how you find them. Social media ads are also fairly low-budget, and will help you in the local, non-sneakerhead sector.
3. Online. Obviously, this only applies if your store sells online, which contains no physical boundaries. Google Ads are great for this as well, as you can set up another “Campaign” and not add location boundaries. Additionally, consider partnerships with other stores in different locations, sneaker influencers, and expanding your offerings to eBay/other platforms.
Being active and customer-friendly is in your best interests as a reseller, as it’s much more reassuring to potential buyers when the user looks more active.
Whatever means of marketing you use for your store, keep your content clean. Don’t include too many words, keep the sentences short and easy, and remember that your goal is to bring them onto your website/into your store, not for them to buy something from the ad itself. Keeping a minimalist, easy style is extremely important in any form of marketing.
Mateo Moyon