What do your customers love about Philadelphia?

What do they love about your business?  What other businesses in Philadelphia do they purchase from?  Have you ever asked your customers these questions?

Taking the time to find out more about your customers than just having their e-mail, phone and perhaps address, can and will make a huge difference if you use proper strategy!

In the wake of the incredible “busy-ness” of doing business, (and in particular the small business entrepreneur who has to wear multiple hats), some of the more strategic planning for bringing in new customers and clients may become part of a “to do” list that goes “wanting.”

A major trend in business strategy is the idea of creating joint ventures and “win-win” scenarios.  It’s not unusual to see, say, a clothing store partner with a fitness club with a joint offer that can benefit both businesses.  What might be some great matches of super marketing? Examples might be:

• Salons with bridal shops,
• Personal trainers and fitness wear shops,
• Printers and an advertising, marketing or P.R. firms
• Florists and a diamond jewelers
• Dog groomers and veterinarians

You get the idea.  The point is that your target customer may be precisely the same as another Philadelphia business, and it would be well worth taking a customer survey to help you figure out just what that might be.  The idea of “birds of a feather” comes to mind – certain shopping/buying tendencies of a specific profile of customer base.

As the premiere limousine and car service in the Philadelphia area, we have the opportunity to learn about many Philadelphia-based businesses, both large and small.  We’ve seen the tremendous upsurge of tourists and new residents to the area resulting, to a great degree, from the With Love, Philadelphia campaign.  One of our goals is to help all local businesses to benefit from this increased customer base and we like to offer tips we’ve learned that will help your bottom line because it has helped ours.

When considering joint ventures it’s important to determine what other complimentary service product-based business are likely to be needed (and wanted) by your same customer base.

For instance, consider your customer demographic.  Does it include most generally women ages 40-60 who want to look and stay young?  With a survey you may be able to find out enough information to zero in on another local, complimentary business that would benefit from joint marketing venture.  For instance, with the right questions you might find out:

• What salon(s) do the majority of your customers use?  What if the salon owner joined in a mailer to both of your customer lists which gave incentive for using both of your businesses in a package deal?
• What anti-aging secrets do your customers purchase, or might consider purchasing in the future?  Is it a special physician or health provider?  Perhaps you could create a joint campaign of a special package with that clinic for your service or product and their services or products that complement each other.
• What are your customers’ favorite health-oriented restaurants and approach the restaurant owner with the idea of cross-promotion with discount coupons for both of your businesses.  They hand out yours and you hand out theirs.

Joint ventures help cross introduce both businesses to the other’s customer base and benefits you both.

www.visitphilly.com has also created opportunities for local businesses to be promoted.  Since 2009 the “With Love Philadelphia” marketing campaign has caused a major boom in tourism and travel to the Philadelphia area.  It’s a highly unique concept about bringing the “voice of Philadelphia through Love Letters to travelers.”

The next stage launched this past January 2014 is called “Phillyosophy” – and it is designed to encompass a combination of the history and beauty of Philadelphia through strategic promotions, messaging, pictures, videos and the like.  www.visitphilly.com offers a way for Philadelphia businesses to become a part of the campaign through promotional partnerships.