Top 12 Marketing Tips For Concession Brands

Marketing for concession businesses may at first appear daunting. Why? Because product count isn't predictable, and if it is, it's probably low and as such, your concession business will promote products not guaranteed to be available to purchase.

At Vinni Agency we are here to let you know that it doesn't have to be challenging. Here are 10 Marketing tips for concession brands your business can implement today!

1. Tell a powerful story 

The loyal customer from the '80s is making a comeback. Engaging customer through the power of storytelling is a way to introduce new and returning customers to your concession business. Telling a powerful story is independent of your specific products. Stories focus on the why as opposed to the what. Use sustainability to market your story. 

Concession brands are inherently environmentally friendly. Another key feature is the continuous 'newness'. Unpredictability is exciting, it creates urgency. Use this to your advantage when marketing your concession business. 

2. Invest in social ads to market your concession brand

Promote brand awareness via social paid ads through campaign photoshoots and categories of items. On the lookout for second-hand dresses? Look no further. Promoting your brand as a concession brand eliminates the expectation that the specific product in the advertisement will be available upon visiting your business e-commerce website. 

3. Promote Efficacy Certificates 

We've all watched Catfish. No one wants to buy a counterfeit designer bag. It's a waste of money and time and leaves you with the feeling of being duped. Market your concession business efficacy certificates and take the audience through the journey of certifying your business products. It creates a bond of trust between you and the consumer. As an expert, you know that the designer bag is authentic, and is priced according to its condition. There is no guesswork for the customer, and that's why they're not on eBay. They want to shop with you. 

4. Market Your Brand On Google 

Take advantage of PPC ads. As a concession business investing in shopping ads is redundant. Instead, focus on generic search ads, and include a couple of domain focused searches as well. Why? Social paid ads are an excellent tool to promote brand awareness. Olivia from Tufnell Park might not purchase the Tiger of Sweden dress you're promoting, but she might remember your name, and Google it when shopping for a wedding guest dress.

Following the upheaval that is the iOS 14 update, PPC is a much more accurate tool to measure ROI and target your audience. Allocating a PPC budget is easier as there is forecasted information, and that is why at Vinni Agency we suggest that you increase your PPC budget. Answering stakeholders has become much more difficult with the Apple update. Investing in PPC has multi-faceted benefits. 

5. Use Email Marketing to Create Urgency

Let your email subscribers know that concession products go quickly! It's a great way to spread the word when you have new items in your store. Urgency is a bullet-proof marketing tactic and continues to be so. Build your email subscriber base to take full advantage of this marketing tip for concession businesses. 

6. Use Reviews for Social Proof 

Social proof is king for all businesses. It is possible to have a business independent of regular collection output, and still have reviews. Encourage your customers to provide you with Google reviews. Give them 10% off in return! You can automate an email triggered by the sale. It's a tactic that requires low effort, no cost, and big rewards. 

7. Using social media videos reveals

Don't leave reveal videos to influencers. Create a sense of urgency and reveal the month's new items added to the website using social media. It allows viewers to see the product's textures, length and general feel. Authenticating that the product is authentic, and the people behind the brand are, too. Authentication of social media video reveal is also a part of telling a powerful story and building trust in a concession business. 

8. Invest Organic Growth Methods 

Ensure that your SEO is up to date. Apply this to improve technical SEO such as links, meta descriptions and image names. But don't forget about external linking, user experience and quality control. Auditing and optimising your SEO strategy every quarter is instrumental to growth. Be consistent in your SEO strategy and update to remain relevant. Google is King, and so is Bing. 

9. Invest In Influencer Marketing   

Create brand awareness and trust via influencers that share brand values with your concession business. Provide influencers with a discount code to track purchases and reward followers. Influencer partnership is an efficient way for customers to familiarise themselves with the brand. Always remember that the cost of making a new customer is higher than maintaining an old one. An influencer will do all the work, creating a new customer base. 

10. Focus on Cross-Selling 

Once again, the matter is urgent! Your concession business website needs to be optimised to cross-sell items. 'Enjoy this dress', or 'wait till you get to see these shoes' - and 'you'd never guess it, but they're matching!'. Finding items that match on a concession website is like winning the lottery. Help your customers out, use email marketing and e-commerce plugins to elevate their experience and encourage cross-selling. 

11. Focus on Return Customers 

Marketing for concession businesses becomes easier when you focus on return customers. Create automatic email flows to win back customers, reward medium spenders, reward large spenders and forecast when their next purchase is likely to happen. You're friends already, your concession business is there to facilitate their life. 

12. Applying Marketing Tips For Concession Businesses

Easier said than done, marketing for concession businesses can be a challenge at points. Focus on the features of your business, and what sets you apart from the traditional business model. Remember that it is the why and not the what when marketing your brand. 

Concession is one of the most popular developing business models today, there is a large customer base out there. All you have to do is let them find you.