Health-Food Store Finds a
Creative Marketing Idea That Fits

(This is an example of a marketing idea that fits the small business it's supposed to help. It's based on an actual event, which seems to grow in popularity each year. In order to give you a fuller picture of how marketing activities should fit with your business, I've approached this example as if I were the marketing consultant for you, the owner of this business.)

The Scene:

You own a health-food store in a strip mall. You opened a year ago, and business is growing slowly — very slowly. You need to jump-start this dream of yours with a good marketing idea or two so that your next dream — expansion that includes a dining cafe — can happen.

The Situation:

You have a disadvantage being in a strip mall: businesses tend to get lost in the maze of storefronts and stacked signs on a marquee. But you also have an advantage: high-traffic area. The trick is to use a marketing idea that'll get some attention from all that traffic that whizzes by you daily.

You've asked family and friends to help you brainstorm ways that you can call attention to yourself with some kind of event.

The Suggestions:

Your 13-year-old son suggested a free mini-carnival, with a moonwalk, basketball shooting cage, hot dogs and cotton candy. Your friend suggested a gigantic helium balloon close to the street to attract passing motorists. All this would cost a pretty penny, but they're starting to convince you that you'd attract plenty of adults (your target market), because children would pester their parents to take them to the “fair.”

On the surface, this might sound like a feasible marketing idea - for some business. But for yours?

Ask Yourself these Questions:

You're a health-food store. How does a carnival fit in with who you are (especially the hot dogs and cotton candy)?
Would parents leave their kids bouncing around in the moonwalk while they browse your sidewalk display or come into your store? Probably not.
Who are these adults? Are they your target market or just — well, adults?

The Fog Lifts:

Now envision a marketing idea that makes sense for your business.

How about a health fair?

You could give away reprints of health information and free samples (that you get from your vendors or manufacturers) of supplements and other items you sell. Put out bowls of those organic snacks that you sell. Raffle off a free gift basket full of organic fruits, lotions and vitamins. Ask your vendors to donate prizes.

For extra value to your browsing potential customers, invite a local homeopathic physician to be on hand to answer general medical questions related to nutrition, supplements, etc. (This is a unique twist on “regular” health fairs and could be of some interest to local media.)

If the homeopathic physician is not an option, how about blood pressure and bone density screenings with a local health care agency or clinic?

To draw the attention of passing motorists, buy a long string of flags or anything that is colorful and moves (and preferably useable again next year). String these between two poles or cars close to the heavily-traveled road, along with your sign (or several signs):

Health Fair
Free screenings and samples
Prizes every hour
Free consults

The Benefits for You:

The people who come to a health fair are not just adults, they're health-minded adults. This is your primary target market.
You will get their names, addresses and email addresses for your database through the raffle tickets that they fill out for the prizes. You could ask your volunteers to rove through the crowd and ask people for their information so that you can send them updated health information, coupons and sales notices (a benefit to your customers).
You've made them feel welcome by giving away sample foods and sample products, so they're feeling more comfortable in browsing.
These samples could lead to sales of those products later.
You've given them another perceived value by having the homeopathic doctor there. You're gaining their trust. (And why would the physician participate? Possible new patients, of course!)
If you sent out a well-written press release that highlighted the uniqueness of your event (the doctor's participation), you have a good chance of getting publicity in the local paper. That's even more recognition.

Measure Your Results:

After your health fair event — as with any marketing activity — you must evaluate the results. How else will you know that this marketing idea worked? Let's measure our results based on several possible outcomes:

The health fair was well attended. Success? Maybe. Depends on your goal: To make the sales that day? To capture information for your database? Did you meet your goal?
The fair was moderately or poorly attended but those who came asked questions, got friendly and informed answers, and you got their information for your database. This is your target market, so I'd call that a success — you most likely gained trust “brownie points” with potential customers. And you can begin a campaign to maintain contact with the attendees to convert them to customers.
The health fair was a bust, but you learned how it might have worked better. (Was it poor timing? Was the weather uncooperative? Did you count only on an announcement in the calendar section of your local newspaper for publicity?)

And of course, another good measurement is to compare sales figures for about 3-6 months following the fair with the previous 3-6 months.

Don't get swayed by marketing ideas that sound good but don't fit with what you're about. Think “target market,” and that will guide you to choose the right activities.

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