At my store I consider it one of my main jobs to manage the Outreach Program we have. It is something I do quite frequently, as in 3 or 4 days a week, for at least 10 hours a week total. Outreach is, in my belief, more important than advertising, because it is more concentrated, largely interacts with current or very focused groups of potential customers, and is at very low cost or free.
We utilize social media, interact with local church, scouting, youth, clubs, libraries and schools, host community events, and do some low cost fliers to both attract new customers and interact with established customers. And, occasionally, I even have someone go and stand by the road and wave a sign at traffic. I'll discuss a bit how each of these methods work.
Social Media
My favorite method of outreach is social media. I utilize Facebook, not exclusively, but to a high degree. I have 4500+ Facebook “friends” and my store has nearly as many followers (with little overlap). So, when I publish a Facebook post and do so on both accounts, I reach a lot of people. On my store page, I spend a fair amount of money promoting posts, but for small amounts like $3 to $7 per post, about $30 a week total. My posts range from 45-second videos about new arrivals, staff promotions, or new hires to single photo and short one-sentence posts about a small event or comic book review.
I also post to groups. I am a member of over 50 groups. Some are “Game” or “Comic” retailer groups, some are industry groups. Others are just local to my town, such as the London Trader and Corbin Swap Meet groups, and many others. In each of the groups in which I am a member, I post weekly. Sometimes store updates, sometimes a list of merchandise we need to buy used, often a promotional post like the one I did this week for a 1947 Batman #41 comic book we bought.
Other than MY involvement on Facebook, I have my staff post on the Games & Comics Facebook page twice a day. Always with pictures, and 50-250 words about what’s new, what’s happening, etc.
Outside of Facebook, but still within social media, I have memberships on Backpage and Craigslist, and post there weekly. Also on LinkedIn. I have staff who post to Twitter and other social media as well, and each of my staff who are involved with this submit weekly reports on that activity so I can see what our outreach is doing in those other areas.
Church & Youth Groups
We do not actively solicit churches for their involvement, but this is Southern Kentucky, and there are a lot of churches here. We are solicited frequently to be involved in things like fundraisers or youth groups. We always volunteer our time or support in either merchandise or gift certificates to these groups. Whether they want us to come in and run a family-oriented game night, or donate something to their yard or rummage sale, or donate to a charity auction – we always do. When contacted by any church locally, we suggest something like a game night to them, but most often they are just looking for a donation – and we always donate.
Scouting is a bit different. Usually the scouts have something to sell, and we not only buy but allow them to set up a table in the store (bad weather) or outside the front doors (good weather) to sell their items. Cookies or popcorn, usually. (Once a cook out, though, that was yummy!!) As a former scoutmaster I always offer to be contacted to help facilitate Merit Badges, as well.
Clubs
Clubs often want a place to meet. We provide space free of charge if we have an opening in our schedule. If the club is collecting a fee for attendance, then we usually charge a fee. If not, then we donate our space if we can fit them into our rather tight event schedule. Clubs are something we keep an eye on closely. There are groups we would NOT allow into our store. I am not getting my store into politics or questionable organizations. But, a Chess Club, Train Club, Stamp Club or even a Ghost Hunters club would be fine. Most clubs would be welcomed.
Libraries
Libraries are another matter entirely: We seek them out to interact with them. Libraries can be big purchasers of merchandise, and we have had large orders from libraries in the past. But, more importantly, it is a way to reach a large number of people effectively. Not everyone has a computer at home, and our local libraries provide Internet connections. They also host gatherings, and we like to connect to people who like to be social in that style. So, we actively seek to host game nights, whether organized events to play in, or learn to play games. We supply comics and such to the libraries when we can for free. And, we attend any event we are invited to. Sometimes the local libraries host Comic Conventions and other such events, and we love to attend these. It’s a very positive interaction for my store.
Schools
As with libraries we seek to work with schools. Hosting clubs either at the school or in our store, supporting them with attending their Career Days, helping with school projects, donating to athletic or band, orchestra, or choir events. Next month we are hosting an art contest with a guest artist celebrity as the judge (three high schools are participating).
Flyers, Signs, etc.
The rest is rather self-explanatory, but I will give a few details.
Fliers come in two styles, those handed out in store to get customers to return (we call these bounce back fliers), and fliers we put up in coffee houses and laundromats to attract new customers, mostly covering events and what we buy.
We have a sign that just has our name in bright colors, and we (rarely) have someone stand by the main road (50,000 cars a day on a busy day) and wave it at traffic. This job sucks, so we don't do it much. But, sometimes.
Last, I sometimes take a board game, a brand new one, and open it, put stickers on the box, on the board, inside the box, and on the rulebook (not obscuring rules) that say:
This Game Donated By
Games & Comics
London, Kentucky
We place these in coffee shops in the area.
That about covers my Outreach Program.
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