Retailers, is it time to try something new with your marketing?
Liz Cragg, regional sales manager for MHK UK has spent the past six months on the road meeting with retailers. What have her travels taught her about effective marketing tactics that will help you generate footfall and growth in 2025?
Words: Liz Cragg
Word of mouth is one of the most powerful forms of marketing on earth. More often than not, it’s associated with a much lower cost of acquisition, and it self-generates. When it comes to something as subjective as design, word of mouth is the ultimate compliment.
However, unlike other marketing tools, word of mouth is uncontrollable. And as a business starts to scale and increase its capacity, it will need to be discoverable outside of its current client base to increase footfall.
This is something I have taken a keen interest in over the course of my career. I’ve been fortunate to gain a broad knowledge of showroom marketing from several different perspectives: I started out as a kitchen designer, moving to sales at major surface and appliance brands, and now I spend as much time as possible on the road, meeting with showroom owners.
A large portion of my time is spent listening to, and building, a community of retailers. We galvanise rather than gatekeep. And with that in mind, here are the sagest pieces of advice I’ve heard recently from growing showrooms:
Market to the customers you want
Good marketing is about making customers feel welcome. Are you losing potential customers because they think you’re out of their budget? Sharing case studies around different price points to show what you achieved within a customer’s budget is very effective.
On the other hand, if you are trying to grow your awareness amongst an affluent customer base, it might be time to think laterally to reach your potential clients.
Lean on suppliers
Many suppliers offer independent retailers a helping hand when it comes to marketing. Not just in the form of free displays and POS, but real, tangible advice. Suppliers have a vested interest in the industry, and the success of independents is crucial to their own. Reach out to your sales rep and ask what they can offer. You may be surprised.
Approach interior designers
More so than ever, consumers at the mid-to-premium end are working with interior designers and interior architects. They know that costly mistakes in the long run can be avoided with their help, not to mention they can offer their clients preferred prices on a range of brands. These designers have an influential role – and they could be recommending your business when it comes to the kitchen, bathroom and living spaces. Conversations cost nothing, so reach out – even if just on social media – to invite local designers and architects into your showroom.
Share before and after photos
Photos of the final project are not just nice to have – they are integral for an independent. But it’s what you do with them that matters. You don’t have to be a social media guru to begin sharing your projects. Seeing really is believing. So, make photography of the end project a priority.
Futureproof your footfall
Finally, take time to protect your marketing for the future. I will never forget the story of a retailer that invested in marketing collateral with their new showroom name before securing a URL and social media handles – needless to say it was taken! Your business name is everything. If you haven’t already – get the name secured across digital channels so that you’re easily discoverable.