10-17-13 Freeland can promote itself as a tourist destination

When I first moved to Whidbey, I remember people saying that Freeland was the retail hub of South Whidbey.  It certainly is easier to find more of the basic needs here in this location than anywhere else on the south end.  The more that people see Freeland as this business center, the more it benefits any business within the community.

But, I see a new, additional identity emerging.  I believe Freeland can begin marketing itself as a tourist destination.

Next time you have a visitor bring them for a walk around Freeland.  In a few blocks, you can explore some incredible antique shops, a new art gallery and gift shop, a terrific wine shop, a pharmacy that can easily pass for a jewelry and glass art gallery, a wonderful wild bird store, plus all of the other retail businesses and restaurants. Hop in the car and in less than 10 minutes, you can show guests Double Bluff Beach, South Whidbey State Park or have a peaceful visit and look at Holmes Harbor from Freeland Park.

And, any tourist who comes to Freeland to see the many stores and sites is also likely to buy a meal at one of the restaurants and make other purchases from the nearby stores.

So, in addition to its reputation as a retail center, Freeland can help build its business community by promoting itself as a tourist destination.

10-10-13 The Eyes Have It

Recently, I walked into a national bank, and the teller focused on the transaction but didn’t look at me. I had a strong sensation of wanting to walk back out the door as quickly as possible.

Interestingly, I made an immediate comparison to my local bank, Whidbey Island Bank, where I have the opposite experience: Every time I go into the bank someone says “Hello” and engages with me.

I believe making eye contact with a customer or potential customer is an essential first step to making a positive connection.

If you have an on-line business, this doesn’t apply. But, even in today’s internet world, most small business owners/managers frequently meet people face to face. Depending on what source you check out, you’ll find that human communication is 70 – 90% non-verbal. Even with today’s texting and networking, most true human communication is non-verbal. (Ever notice how often you have a “gut feeling” when you meet someone new?)

And, making eye contact (with a smile) is one of the most effective ways to let someone know you appreciate their business.

10-3-13 Inspired Arts in Freeland: A great example of putting together several marketing concepts

Three months ago, Sue Averett and Ron Roesler opened Inspired Arts in Downtown Freeland.  Their business partnership and their marketing acumen combined to create a unique retail art gallery and gift shop in what is considered to be “the business hub” of South Whidbey.

Until Inspired Arts, if someone asked about art galleries on South Whidbey, they would be invited to visit Langley or the Greenbank Farm (not quite South Whidbey, but close enough).

With the opening of Inspired Arts, Freeland is now also a center for arts.

Here are the marketing concepts that Sue and Ron are employing so well:

• Niche marketing – they have created a unique art space for Freeland;
• Personal service – Sue and Ron are in the gallery most days and are quick to welcome visitors and give them a tour;
• Variety of merchandise – There are 60 artists represented that are offering a selection of everything from high end paintings to artistic, but inexpensive, gifts;
• Collaboration – All of the artists operate independently and have their items displayed for sale on a commission basis, but most of these artists are friends of Sue or Ron and have a personal commitment to seeing this store grow and flourish;
• Strong personal commitment of the owners – Sue and Ron have invested a great deal of sweat labor, as well having as their own artistic contributions for sale (they are both photographers and Ron does giclee prints as well).

Most of these concepts apply to any storefront business.  Keep them in mind for your own business.

9-26-13 The most basic marketing research: getting a zip code and finding out how people learned about your business

If you have been following my Blogs, these two topics may sound very familiar.  I talked about each one in the Blogs I posted on June 6^th (zip codes) and 13^th. (asking how a customer found out about your business).

So, I was really pleased when these themes were presented to me twice in the last couple of weeks.

First, I attended the quarterly Langley Chamber Membership meeting on September 12^th.  The new President, David Gregor, talked for more than 20 minutes and several times advised storefront businesses to always get the zip codes of shoppers and ask them how they found out about your business.

Then, I went on the Farm Tour this past weekend, and someone at Whidbey Island Distillery asked me the same two questions.

In case you didn’t read my previous Blogs, didn’t attend the Chamber meeting or didn’t go on the Farm Tour, obtaining zip codes is a quick way of learning if you are drawing business from locals or tourists or some combination, and lknowing the geographic locations that are the greatest sources for your business.  Identifying the ways that people learned about your product or service helps you validate advertising and marketing that is effective  (and remember, this can vary).

These are two simple marketing research tools that take a minimum amount of time for information gathering with data that can easily be tabulated using a simple Excel spreadsheet.

These simple tools can play significant roles in building your business.

9-19-13 Another great example of niche marketing: The Glass Alley Café in Freeland

A month ago I talked about the Twisted Cork Restaurant in Grants Pass, Oregon that was filling a market niche in this small city for people who want to have a sophisticated dining experience.

Now, I can tout a restaurant in my own backyard that is catering to a similar clientele.   The Glass Alley Café on Harbor Road in Freeland specializes in Northern Italian and French cuisine.

What really impressed me on my first visit were several items that demonstrate smart marketing:

• A well-planned menu offering many choices with items that are not available in other restaurants in the community;
• A maître d who greets each person who comes to the entrance and immediately makes them feel welcome and important;
• A kitchen staff that is very professional and concerned about how customers respond to the food that is prepared (a chef came out to talk with us to see if we were satisfied);
• Wait staff that is strongly attuned to the needs of the customers; and
• An overall attitude of professionalism.

And, of course, the food is delicious!

My Blog is not intended to promote restaurants, but the way that Twisted Cork in Grants Pass and Glass Alley Café in Freeland run their businesses applies to anyone who has a business that has a strong element of customer service.

Whatever you’re selling, it’s important to do everything possible to be sure that customers are totally satisfied with your products and services.