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Plan＃5   Put your best foot forward

 If your marketing is designed to get people to come to your business, take the time to make certain that what the client will see at your store or office is aligned with the image you create through your marketing.

Specifically, a good retail store:

1. Will be staffed by people who are dressed in a way that projects professionalism and order.

2. Conveys a congruent, deliberate message that is appropriate to the products being offered.

3. Present goods in a logical, organized way.

4. Helps the customers think creatively through the use of effective point-of-sale demonstrations that show the products in action.

5. Takes the opportunity to educate the customers as appropriate-through videos and live demonstrators.

6. Utilizes all the resource available---such as well as space---to promote, advertise and educate customers.

If the in-person experience of interacting with a business differs markedly from the impression created by the marketing materials, customers aren’t very likely to encourage their friends to have the same experience. Similarly, smart business also make a point of being seen as good corporate citizens. They align themselves with non-controversial, non-political, and highly respected nonprofit or charitable organizations. By doing that, they enhance their visibility and create a profile that is in line with the marketing approach they use or want to use in the future.