Beating a Tough Location

While networking yesterday I heard from a fellow businessperson that her location was turning out to be a major challenge.  Her business (sales of donated recycled office and art supplies) has relocated for the second time in two years and inhabits a virtually deserted wing of a shopping mall that has suffered reverses in recent years.

I have seen this a lot: businesses are stymied by their locations.  Sometimes it is poor road traffic, sometimes poor marketing assistance by a landlord (e.g. no signage, no co-op advertising), and sometimes it is simply disconnection between the business and former customers who did not adjust to the new location.

This is a challenge that can be overcome, but it is not easy.  What won't work is replacing the business address in web sites, flyers, etc. and going on with the day.  Strategies that offer more promise can include:

(1) Special events.  If the landlord permits, consider "sidewalk sales" or "fun days" in the space within and in front of the business, or in the adjacent car park.  Add allies in adjacent businesses to leverage assets.  Bring in food and entertainers.  And promote the heck out of the event with social media and community calendars.  Radio stations may also tie in and boost marketing if they see sufficient opportunity to help themselves.

(2) Run a frequent reminder of your new digs in your social media properties, blogs, and web site.  You are in a position needing to boost the Top of Mind Awareness (TOMA) of your location, so multiple impressions are necessary.  Talk openly about how excited you are with the site and its advantages.  In the example I started with, my contact could discuss all of the other things a visitor can do (e.g. put kids on the carrousel, eat at food court, etc.)

(3) Offer specials, coupons or discounts to visitors for a limited time to "celebrate your new home".  Make every visitor feel the fun of coming in.

(4) Step up advertising and call attention to the new location.  Give landmarks to help the customer.  And be precise.  My contact repeatedly said she was now at "the mall" in a metro market stuffed full of shopping centers.

It can be done, and in doing you'll certainly boost your overall TOMA and marketing position.  Don't let a letdown location let you down!