Born between the late 1970′s and into the early 1990′s, Generation Y are making up a large audience of potential customers. While it may seem obvious to market to them online and via technology driven avenues, it’s also important to provide traditional marketing and sales options. The key is communicating with them in a way they respond to.

For starters, Generation Y consumers typically love a good “cause”. Whether you give a percentage of sales to a local charity or provide attention to a great cause, this group of consumers want to hear about what’s going on in the world. Sure, they may not want to read a ten page report on something, but they care enough to contribute how they can. And this is especially true if they are shopping for one thing and can give to another all at once.

Just as much as they love a good cause, Gen Y also loves the uniqueness that everyone has. Their appreciation for being a “one and only” was built on upbringings that told them they were unique and could do anything. In response to this, you have to learn to react to customers a bit more uniquely, as well. Without truly profiling your customer, you can still learn a lot by how they are dressed, what they are doing (example: are they on the phone and shopping at once) and how they react to certain enviornments and shopping. Many want to be engaged, so stores without the option to touch things or experience products before purchase often miss out. Consider how your store would make a Gen Y consumer  feel. Does it speak to who they are? For that matter, do you want your store to?

Finally, don’t let time be on your side. Unlike many other consumers, Gen Y tends to be in a rush. They are constantly moving and looking forward to the next thing on their to-do-list, even if that’s tweeting or checking their Facebook status. So what does that mean for you? Don’t beat around the bush and get to the point in your sales and support. They’ll appreciate it, and so will you.

Have your own Gen Y tips? Please comment below!

So just what is a cash mob? Unlike other mobs, this one is welcomed and a lot of fun! Created to support indepenently owned businesses, cash mobs bring together a group of people to “mob” a store through sales. Details may vary per each mob, but typically the goal is to get the store both attention and sales in one, dedicated day. Of course, the ultimate goal is for consumers to always shop local and support their communities in this way.

Join Retail Minded as they partipcate in their first cash mob this Saturday! Can’t join? Visit their website to shop their online store! Still not intrigued? Plan your own cash mob!

WHAT: Cash Mob for The Pure Gardener

WHERE: 502 State Street, Geneva, IL 60134

WHY: We think it’s great to have such a beautiful organic garden center in the heart of downtown and want to help them prosper. Plus, we love that spending money locally helps keep our community at large alive and thriving!

DATE: Saturday, April 28, 2012

TIME: The mob starts at 11 am and ends at 3 pm. Mob participants who want to be there for the excitement at the beginning, and best assortment, should meet in the Courthouse parking lot at James Street between 4th and 5th Street at 11 o’clock. This will minimize traffic on State Street and assure parking for everyone. Plus, this will be the crowd to first “MOB” Pure Gardner!

MORE: It’s our hope participants will spend $20 cash or more at the Pure Gardener. Your contribution helps this wonderful local business, as well as you get to shop for items you could use! Additionally, “mobbers” will get 20% off all purchases at All Chocolate Kitchen in Geneva on the 28th & 29th of April simply by showing their receipt.

1. Come prepared to hand out business cards and collect business cards. Your pocket or purse will get cluttered if you keep tossing business cards in them, so instead have a designated area to neatly organize any cards you get. This will also help you when you return home and want to follow up with everyone.

2. Understand the general show exhibitors and their locations in advance. We don’t expect you to memorize a show map, but at least review it and identify exhibitors that are a must to visit and other spots on the show floor that you hope to visit. Knowing upfront how much you want to accomplish will help you manage your time.

3. Bring your walking shoes. Sure, style matters to many of us. But comfort is key when walking show floors. Our tip? Wear whatever shoes you want and bring a pair of comfort shoes in a bag for when you havea  long stretch of walking ahead of you. Switching your shoes actually helps provide relief to the different muscles used when walking.

4. Plan your fun nights in advance, and dedicate some down time, as well. Let’s face it – many shows take place in fun cities such as Vegas and NYC. Part of their location is a draw to attend, so we understand going out is part of the fun. Planning which nights you want to hit the town according to your morning and show agenda can help you accomplish all your show goals more successfully. The key is being realistic with yourself.

5. Know what you want to buy and how much you have to spend before walking on the show floor. If possible, include some extra buying dollars for your surprise finds that you don’t want to leave behind and know will sell well in your store. Whatever you do, though, don’t go into the show without a budget.

There are so many amazing shows to attend, and we’re confident you can enjoy many. But also planning for which show is best suited to cover all your store needs is a must. It’s possible you can only afford one or two a year, which means those shows have to be the best at what they offer for your store. Research shows well in advance to ensure you are going to a show best for your needs.

Finally, have fun. Let the show “speak” to you and inspire you to help achieve your retail goals!

To answer this very simply – it may not be at all for many stores. Part of what you sell and the store you have created is to be a hands on, old fashioned kind of shopping experience. Then again, you need to consider modern ways and modern customers to keep your store thriving.

Three things to consider doing to help integrate your store with mobile marketing and ultimately, mobile sales include:

1. Incorporate coupons or discounts into mobile technology. Text discount codes or special incentives versus just send them out as an email or via social media.

2. Encourage customers to take a picture of something they are debating on buying. By doing this, it will leave an impression with them again and again as they scroll through their photos… and often encourage them to come back and buy it. Without a picture, it may be dismissed in their busy lives.

3. Include scannable QR codes or offer website addresses about store products. Or both. Either way, they will be engaged with their phone. And the reality is, many consumers like being engaged with their phone. If you can connect with them through that, then you have met your goal.

Mobile marketing isn’t going anywhere. In fact, studies suggest it’s only increasing. According to comScore, mobile marketing is a big trend that is sure to stay around for awhile. Just consider these points below (as provided by comScore).

• 1 in 5 U.S. smartphone owners took a picture of a product while in a store.
• About 1 in 5 smartphone owners… aka customers… scanned a product bar code.
• 12% of all smartphone owners used their phone to compare product prices while actually in a store.
• Nearly 10% of consumers use their phones to find coupons or deals.

To start, identify what it is you want to promote. And don’t just say “your store”. Instead, determine what is about your store you want to promote. You may realize there are a few angles you can take, and likewise, a few different audiences to share these details with. Next, determine what you can do to generate interest. Consider your budget – or lack of it – and how much time all points will take. A few things to consider doing include:

1. Send out press releases to local media, including newspapers, magazines, web and TV based.

2. Share details with other community businesses and retail supporters. This can be via a professional email, a press release, phone call or even social media.

3. Share details with your local Chamber or Mainstreet Organization.

4. Generate a social media strategy to generate a buzz. Make sure to use it effectively in order for it to be successful!

5. Get help where help is needed. No time to tweet? Allocate responsibilities among your staff. If it’s just you, be realistic with what you can do and what you won’t do. Then do what you can exceptionally well.

6. Create strong signage to use in your store, as well as offer a takeaway postcard for customers after their purchase.

The one point you do not want to overlook is TIME. You can’t chase an event 5 days leading up to it and expect a tremendous success. This may happen sometimes, but should not be your goal and certainly is not likely to be successful for most retailrs doing this. Instead, plan a promotion calendar for your entire year that allows you to work months, weeks, days and ultimately, hours in advance to lead you to a successful promotion. Additionally, by creating a calendar you will see what times during the year may make sense to have certain events, sales and more. It will also show you more clearly where the holes are.

Need more help? Check out a few more of our favorite PR focused blogs!

Tips On PR Phone Etiquette

How To Write A Press Release

Publicity Myths Shattered

Dress codes have a bad rap, unfortunately. The reality is, however, that dress codes don’t have to be bad. Sometimes a dress code is exactly what a business needs to help establish a brand look. Other times they provide direction for the not so stylish to follow. And often they simply provide a foundation as a list of do’s… not just don’ts. Whatever the reason, dress codes can actually offer a positive addition to various types of businesses. From fashion forward boutiques to trend setting furniture stores to baby focused shops to service focused bizs, dress codes offer direction on how employees should represent the business in which they work for.

If dress codes are something you currently have in place, consider reviewing how your policies are set in place. Are employees told not what to do, or rather do you set the policies with a tone of yes’? Additionally, how do your employees react to the dress code? There are sure to be whispers if things are not to their approval. But better yet – hopefully you have heard first hand their thoughts on your dress code policies.

If dress codes are something you do not have, consider how your business may be responded to differently if they were in place? One example of this may be if you believe the dress of some of your employees does not represent your store environment very well. If their dress was better suited to your business, do you think customers would respond to this employee differently?

It’s important to always respect each person’s unique character, style preferences and budget. Asking employees to buy clothes specific for their work is not always ideal, however sometimes a necessary evil (hopefully discounts can apply here). It’s important to also remember not everyone enjoys getting dressed the way you may, so a dress code could provide them with relief to the question mark of what to wear everyday. Whatever the reasons, simply remember to be fair and aware of what your policies – or lack of them – do for your business, your customer impressions and your overall brand identity.

It’s not too late to introduce a tradition to your business, or possibly it may mean simply marketing something you already do as a tradition. A few ideas that may be right for your business include:

1. Have a special sale separate from any other sale going on (nationally or locally). This doesn’t mean you shouldn’t participate in Black Friday, Small Business Saturday or Cyber Monday, it simply means you should introduce one more. And make it big! Add some bang to this sale with holiday extras such as complimentary desserts & beverage, a local musician playing as background noise, extended hours that includes a festive party or partnerships or promotions with area businesses.

2. Introduce a favorite item that is only sold seasonally. Maybe it’s a holiday collectible item, maybe it’s a decorative home piece or maybe it’s a disposable novelty item. Whatever makes sense for your business, introducing something that can be marketed before it arrives and then revved up in marketing efforts once it arrives is always fun. Possibly it’s something no one else in town has… or maybe it’s something a few other stores have. Either way, if you create a buzz around it and make it “the place” to get it, this can create a reason for customers to visit your store with anticipation and excitement… and money to spend. Use press releases to share the news of this highly anticipated item and start taking names to add to your “wait list” of this popular good. Wait lists always spark a special something.

3. Keep some traditions personal – or at least as personal as it should get with business associates! Sometimes the best business traditions aren’t those shared with customers but rather those shared with the employees who work together all year long. If your business operates with even one more person than just you, it’s worth having a tradition to look forward to that celebrates the season – and the year – with your associates. A grab bag gift exchange is fun, but take it up a notch and consider a special holiday dinner, giving back to others together by working with a charity or simply taking time off for fun (together, of course).

Whatever your holiday traditions are, celebrate them by also marketing them to your customers and associates. Make them big by creating the buzz around them to be big for your customers and associates alike to get excited by. Have traditions of your own you already do? Let us know! Please comment below.

This upcoming Saturday – and likely every Saturday after Thanksgiving in the years ahead – is Small Business Saturday, sponsored by American Express (thank you!). Nationally, stores across the country will open their doors like they do every other Saturday, however this particular Saturday there is a special, well deserved buzz around their doors being open. A movement is being made for Americans to shop local… and while we want them to do this ALL the time, this Saturday comes with a few extra pushes. Ads are running on TV, the media is talking about it and local businesses everywhere are getting ready for what will hopefully be their own “Black Friday like” rush of shoppers.

To help support this worth wild day, remind your customers just how important it is! Plus, let them know all the great products you have and deals, as well (yes, deals…. give discounts or incentives on this day).

A few highlights to share with your customers include:

* Small businesses generated 64% of new jobs created over the 15 years.

* Dollars spent in locally-owned businesses have three times the impact on a community as dollars spent at national chains.

* For every $100 spent at a locally owned small business, $68 returns to the community through taxes, payroll and other expenditures, according to Civic Economics.

* When shopping locally, you simultaneously create jobs, fund more city services through sales tax, invest in neighborhood improvement and promote community development.

* Shopping local offers communities to get to know each other since many store owners are also residents.

* Local shopping keeps stores open and alive. Without consumer support, downtown and shopping districts in cities and towns across the country cannot survive.

Are you inspired yet? Get the word out and let your local consumers know that this Saturday is a national movement that can’t be missed! We have a feeling it’s a movement that will become a wonderful tradition in all the years ahead, as well. So what are you waiting for? There are shoppers to get ready for!

Happy Holidays !

Starting now, start saving your local community’s newspaper. Rather than toss it or throw it in the  recycling bin,  start your own collection to use as your gift wrap. Yes, you heard me right… as your gift wrap. But don’t be fooled by the thought of a black and white wrapped gift on Christmas. Invest in some beautiful, colorful bows to wrap around your wrapped gifts or stick on top. The contrast of black and white against a pop of color will be beautiful. And we think the bigger the bow the better! Additionally, the re-purposing of your local community paper will be interesting and buzz-worthy. Share the news of this holiday trend with your community in the actual newspaper you collect by reaching out to the press, then request permission for drop boxes at area businesses to collect these newspapers. Pretty soon, you will have an entire gift wrap collection created that not only tells a (local) story, but gives back to the environment. Plus, it’s a fun way to get your community talking… about you! We’re betting Santa would be proud!

Another bonus? This beautiful and creatively wrapped gift will be sure to create conversation from the recipient – yet another way to get your business chatted about!

No need to stop this trend when the New Year comes, though. Re-purposing anything to help save you dollars and add charm to your business is worth wild! Have your own ideas? Let us know! Please comment below.

Why are you introducing yet another magazine to the trade marketplace?

There are many amazing publications for retailers and wholesalers alike, however I never felt there was something that truly catered to the lifestyle that many independent retailers live. From in their stores to out of their stores, the business of retail surrounds them in so many aspects of their lives. I wanted to create something that is both business savvy and personally fun for retailers and wholesalers to enjoy.

Who is your target audience?

Independent retailers – both brick and mortar and e-commerce – as well as the service providers and wholesalers that support them are my target audience. Retail Minded Magazine is all about “boutique” businesses and living, so modern day mom & pop shops are truly my audience. Whether they have one store, ten stores or sell into 100 stores, they are my audience. The key is wanting to relate, understand and embrace boutique business ways.

Why is Retail Minded Magazine just a quarterly magazine and not a monthly or bi-monthly publication?

Just like much of our retail audience, Retail Minded does a lot alone. In other words, I am a one woman show with some amazing contributors to help support all aspects of my business. In launching the magazine, I wanted to focus on creating honest, informative content with time for practical retail research – in the field and with real communities. This meant I needed cushier deadlines, so quarterly just made sense. Additionally, I did not want Retail Minded Magazine to be driven by advertisers, so this also meant a tighter budget and a fuller work plate.

$39.95 for four magazines may seem high to some. Why this rate?

Advertisers are great, and we plan to have some great sponsors who we believe in and likewise, they believe in us. But it’s not our intention to solicit advertisers just to get the magazine fuller (plus, we’d rather be in the field doing research!). Our price simply covers production and shipping, offering our readers an amazing resource that they can archive for future reference.

You mention “fun” when describing Retail Minded Magazine. How do you plan to deliver “fun” through Retail Minded?

What I always love about many independent retailers and wholesalers is their sincere interest in what they do. They actually enjoy going to work, which is rare in today’s world. This is where the fun comes in. I want to highlight these experiences, as well as enhance them. I also want to help others who don’t love what they do learn how to achieve this in their own lifestyles.

You take a big approach towards educating retailers – which reflects in your blog – and believe constant education is important. Can you explain?

I love to learn and feel that there is always a lot to learn in life and in business. My strengths may be another person’s  weaknesses, and vice versa. By sharing, educating and teaching through Retail Minded, it’s my hope someone from a background that isn’t retail can still become retail savvy. And even with a retail background, I still believe there will always be more to learn. (Editors note: Reyhle is also part of the Adjunct Faculty at Columbia College Chicago in their Retail Business Department)

Have more questions for Reyhle? Let us know! Please email Reyhle directly at nicole@retailminded.com or post your comments or questions below. Thank you.

To learn more about Retail Minded Magazine, visit www.retailminded.com/magazine.