February '16

For the Business of Apparel Decorating

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2 0 1 6 F E B R U A R Y P R I N T W E A R || 39 They're left in signature files within online forums and group emails. By applying that knowledge to a marketing strategy, a quick toss- ing of breadcrumbs can attract new customers from many different untapped directions. If we take, for example, the debate on whether or not a business should create accounts on all of the social media sites, or only a select few. On one hand, a focused social media marketing plan aimed at choice sites that meet target demographics is solid advice. However, it has always seemed to me that if there are more areas to explore and gain exposure, then why not? This is where the breadcrumb theory applies. While a primary marketing focus may be on two to three social media targets, maintaining at least a mere presence on oth- ers equates to leaving behind breadcrumbs that are sooner or later discovered and devoured. Let's not forget how each social media entity is constantly moving forward in terms of marketing opportunities. In a recent column, we explored the addition of "Buy Now" buttons on Facebook and Twit- ter. Pinterest is currently getting in on that game, as well as adding "Place Pins" for subscribers. Place Pins allow users to call businesses or get directions to the shop with one tap of a mobile device. If you don't consider that to be a breadcrumb worthy of leaving behind, rest assured your competition will. Finally, don't underestimate the value of offline breadcrumbs, like the envelope opener strategy. Several local businesses allow people to leave business cards and marketing materials behind for other cus- tomers to discover. Use that free countertop or bulletin board to your advantage. Think beyond the standard fare and design some- thing eye-catching and appealing to flaunt your business informa- tion. Those well-placed morsels can lead to contacts, inquiries, web- site visits and, eventually, sales.

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