Does Facebook Own Your Fashion Retail Business?

"I want to save money on marketing and just use Facebook instead" – was the incredulous reply to a conversion I had with a Fashion Retailer recently. The reason I was so amazed at the response from this retail store owner was not the fact that he was using Facebook to market his business – actually I recommend fashion retailers to ADD Facebook to their marketing mix; but that the store owner wanted to rely on Facebook marketing exclusively!

Fashion marketing using Facebook

Facebook and Facebook fans are a great way to market your fashion business – but it’s not your customer database!

Facebook is a third-party company. The list of people (fans) are CONNECTIONS developed within the Facebook environment.

However, a Facebook account is not a retail store customer database. You don’t own a Facebook list – the Facebook company does.

When you want to communicate to a certain segment of your customers or find out how much they spent – Facebook can’t help you. You need to have your own customer database linked to sales history. That way you can be much more effective with your fashion marketing and achieve MORE SALES.

And as I’ve mentioned before, a customer database and the relationship with those customers is one of the most important assets in a business. It adds a substantial amount to your business goodwill.

SUMMARY : Add Facebook to your marketing mix, but it isn’t a replacement for a good customer list. Facebook is a complementary medium, use it to further promote your fashion store.

By the way, if you don’t have access to a good customer marketing system – Click here to test drive our Lifetime Customer Program (included in the Fashion Retail Insiders membership).

About the author: I’m Mark Fregnan, founder of Smart Fashion Marketing (Kinetic Media & Marketing) – an Australian consulting business that assists fashion retailers to increase sales and improve business value. Because we have a passion for marketing, our retail business clients enjoy better store and label brand exposure, greater cash-flow and more time off to enjoy the finer things in life!

Using The Mailbox Flyer Fashion Marketing Strategy Successfully

"Fashion Retailer Brings In An Extra 51 People In One Week!" – but, first a little background information…

Shoe store fashion marketing logo

Often fashion retailers approach me and say they don’t have a lot of money to spend on advertising. If their fashion shop is in a residential area, or in a suburban shopping centre, I often recommend the mailbox flyer marketing strategy.

A mailbox flyer is a one page pamphlet stuffed into residential mailboxes (letter boxes).

Many retailers may have tried flyers in the past, but stopped because they didn’t get a good result. However, John’s Shoe Store brought in an additional 51 people in one week last month (they tracked them) using the flyer from our Customer Marketing Sales Kit.

Getting a good result from a flyer design down to simplicity with a marketing message that entices the reader to visit the store.

Often retailers will focus too much on a ‘branding’ message rather than a design focusing on new styles and looks. Sure, you can achieve a similar result from Community Newspaper advertising, but occasionally I like to ‘mix-up’ the marketing to reach local, surrounding homes for stronger store recognition and branding.

Oh yeah, a tip: I prefer the A5 size (1/2 A4) as it doesn’t require folding (as you would need to do for the A4 size), you get double the amount of flyers when printing, and the A5 size is easy for someone to put in letter boxes.

Fashion marketing with mailbox flyers

About the author: I’m Mark Fregnan, founder of Smart Fashion Marketing (Kinetic Media & Marketing) – an Australian consulting business that assists fashion retailers to increase sales and improve business value. Because we have a passion for marketing, our retail business clients enjoy better store and label brand exposure, greater cash-flow and more time off to enjoy the finer things in life!