I saw this photo recently of a retail space for rent and loved the use of signage and windows. Although it’s advertising a vacant retail location, it serves as a good reminder to always consider using any empty space for marketing. As this storefront shows, marketing done with wit and creativity does not have to be annoying or intrusive. I also loved the use of bright colors and catchy marketing copy that undoubtedly helps this storefront stand out.

Now that I’m finally getting back in to blogging regularly after taking an unintentional hiatus, I seem to have learned a couple lessons. We’ve been experiencing some major growth at Pinnacle Publishing and I’ve had too much on my plate… unfortunately my blogging seemed to simply slide off. Knowing how important blogging is to me and my business, I’ve finally been able to put a plan in place to make sure I’m blogging regularly. We all have areas of our business and personal lives that fall by the wayside when other areas get busy. For you, this is especially true during the holiday season. Well now is a good time to start thinking about what’s fallen off your plate recently, either with your store or personally.

Let’s resolve this New Year to focus on what’s important in building our businesses and the lives we seek to have by managing time more effectively. The first lesson I’ve learned recently is that usually seemingly insurmountable tasks or projects take much less time than I fear they might and usually much less time than I’ve spent dreading diving in to them. So now I’m doing better at just diving into a project rather than spending time and energy dreading it.

The second lesson is to find a way that works for you to tackle those projects that seem to always get pushed aside. I heard a great suggestion recently that I’ve been testing and seems to be working for me. I cut out all distractions such as the phone and email and spend 50 minutes focusing on one project. I even set a timer so that I don’t short change myself. When the timer goes off, I take a 20 minute break from that project, whether to take a walk, return phone calls or read email. Then I repeat the cycle of 50 minutes on with a 20 minute break until I’ve blown through my task list. I’ve been amazed at what I can accomplish in just 50 minutes, especially when I know the clock is ticking. What have you found as a good time management tactic that works for you?

Recently I was interviewed by the Boston Globe for an online article and the reporter asked me what independent retailers can do to stand out in a crowded marketplace. It may surprise you, but offering the lowest price is not the first thing that comes to my mind. It’s not even near the top of the list.

Capitalize on what makes you unique and become a preferred shopping destination.

Here’s my advice:

Be likeable and offer great customer service
An old business maxim says “All things being equal, people will buy from people they like and all things not being equal, people will buy from people they like.” So offer your customers platinum level service, befriend them and you will easily stand out from the impersonal, big box store.

Search high and low for good products
Use your product knowledge and ability to find great products as a competitive advantage. Take time to ask your customers what they really want to see in your store and search high and low. Your customers will come to rely on your expertise as well as your ability to understand and find what they are looking for.

Offer a great customer experience
I often shop at a locally owned, independent bookseller and love the feeling I get when I walk through the doors. The store always has great music playing and has a café inside where I can get a latte. Then I linger, taking my time to browse the shelves. When I see a title I’d like to look into I can plop down in an overstuffed easy chair and leaf through the book. And gift wrapping is always available and free. Go the extra mile to create a welcoming, comfortable store in which people like to linger. As we know, the more time shoppers spend in your store the more they’re likely to buy.

November’s Retail Sales numbers were released this week by the Commerce Department showing a 0.8 percent rise, the greatest increase since November 2007, just before the recession started. And last week, the NRF (National Retail Federation) predicted that overall holiday sales will be up 3.3%.

The Commerce Department’s report says apparel sales were up the most followed by sporting goods, hobby items, books and music. Internet and mail-order sales were up by an encouraging 2.1 percent. Are you selling online or via catalog? If not, you should consider adding catalog or ecommerce sales to your store in the New Year.

As we head into the final holiday shopping weekend before Christmas I hope you are hearing the plentiful jingling of your cash register.

Stay tuned, I’m working on my next blog post with some final tips to boost last minute holiday sales.

As we head into the last weekend before Christmas now is the perfect time to pull out all the stops to attract those frenzied, last-minute shoppers and boost your bottom line for the year. Here are a few quick, easy, low-cost marketing strategies to capture more last-minute holiday shoppers.

Use online marketing
Start today sending out Facebook posts and email blasts to let your customers know the benefits you offer to last-minute shoppers. Reports show that 27 percent of shoppers are influenced by online marketing and social media. Offer a special discount or gift with purchase. Remember that shoppers want a good deal but also want time-saving services such as one-stop shopping, gift wrapping, and advice on finding a quick gift.

Offer advice
Help customers finish up their holiday shopping in your store by having plenty of staff to offer advice, show products, and spend time with customers. Consider setting up focal table to appeal to last-minute shoppers that includes top-selling gifts in different price points.

Offer time-saving services
Give your last-minute shoppers the gift of time by wrapping gifts or offering stamps on envelopes to be mailed. If possible, offer to deliver their gift-wrapped purchases to their home so they do not have to waste time waiting for gift wrapping.

Offer amazing deals
Shoppers love a good deal so attract more last-minute shoppers by sending out a coupon in your email blast, posting it on your website, and posting a special deal for your Facebook friends. Consider posting a coupon online at a coupon website such as couponcraze.com or dealcatcher.com. If you have time put a coupon ad in your local paper.

Create an atmosphere to linger
We have all found ourselves scrambling to find the right gift in some huge store with few staff to help us find our way. It is stressful and frustrating. Be different by creating a calm, yet festive atmosphere by serving cookies, coffee and have scented candles burning. Have some fun with a free drawing for last-minute shoppers for a special treat such as a post-holiday massage. As we know, the more time a shopper spends in your store the more likely they are to spend money.