So many businesses that we talk to have a very narrow vision of where their customers are and how they can get them in the door. Their idea is to focus on the 5-10 miles around them and touch every single customer. While this isn’t a horrible idea, depending on your location versus your client demographic this may not be a great idea.
One of our clients was a great example of this. They are located in an older part of south Fort Worth, TX that has recently undergone a re-gentrification. They sell high-end antique furniture with an average ticket price being 6 – 8,000 dollars. While there is an affluent market near their business, by a majority it was surrounded by a very blue collar middle class neighborhood. This was definitely not their target demographic.
The challenge with this business was that they were geographically limited when it comes to clients. For the people that know the Fort Worth area, you know that the northern cities near South Lake, Keller, and Colleyville would be perfect for this business but they are 20+ miles away and with traffic a 30-45 minute drive.
Most businesses I have seen will either say, “Oh well, this is where I am at” and keep trying, or will make the expensive move to the area near their clients. This could lead to struggling to pay the higher rent and so on as they try to get the new clients to become aware of them.
When we went to talk about this business we discussed this challenge and gave them a solution that we believed to be the future method of growing their business. We were able to offer a website redesign, upgrade them to an eCommerce platform in Shopify, and make it so anyone can purchase their goods or services online.
The idea behind this was to advertise to the more affluent market in the Southlake, Keller, and Colleyville areas where their customers are. Offering them a time-saving solution for buying online, seeing exactly what it would look like in a setting, all while delivering it directly to their house. After finding a moving company in the area that was interested in working with us we were even able to offer a free 2-3 day delivery as well by just adding it to the product cost.
This business can now expand over to the Dallas side of the city and hit Plano, Frisco, McKinney, and any other expanding towns as time changes. No longer are they limited to a potential 5-10,000 clients. They have the ability to reach 100’s of thousands at any time.
Every business is obviously different, but the concepts are the same. I know that you can do the same thing, you just need to start thinking outside that 5-10 mile box. If you need help figuring out how, please click the photo below and set up a meeting with us. We offer free 30-minute consultations for any business no matter the subject.
Thanks so much for your time and to show my appreciation, mention #localtoregional and I will give you double the time to meet with me.