Effective Strategies for Attracting and Retaining Your Customers

Many of the entrepreneurs featured in the ICSC Small Business Center have built their businesses by testing various marketing and promotional strategies. Here, some share the tactics that have successfully drawn in visitors — plus some lessons from what didn’t work — and fostered a loyal customer base.

Use Package Deals To Drive Repeat Business

“We don’t offer free classes, but there’s a new-client intro package which discounts the regular drop-in rate,” said Chandler Eldreth Rossi, owner of The Pilates Laboratory in Towson, Maryland’s Ruxton Towers. “We offer five classes for $125. Typically, in the Pilates world, [owners] offer packages of five and 10. That’s because after your first class, you’re always a little bit like: “Whoa. This is different. I’ve never felt anything like this.” It’s the second class that gives you a little bit more perspective. People are like: “Oh, this is actually very rewarding. It’s enjoyable, and you also get a workout.” So you want to encourage people to invest in more than just one class.”

MORE FROM ELDRETH ROSSI: What It Takes: Launching a Pilates Studio

Offer People a Free Taste

Electric Shuffle, the experiential cocktail bar, restaurant and shuffleboard concept, has a different strategy, explained Electric Shuffle USA president Gene Ball. “When people are hesitant, we take a really laid-back approach like: ‘Hey, have a free round of cocktails. Try shuffleboard for free.’ We encourage our team to engage with guests in a casual way. If someone’s just at the bar for a drink, we tell them to ask: ‘Have you played here before? Why don’t I put you on a table for 30 minutes? Just try it out and trust us.’ We’re totally fine with giving things away for free sometimes because we know our product is experience-based. And honestly, price can be a barrier; paying for something new upfront isn’t always easy. But once people try it, they get it, and that’s what matters.”

Collaborate With Neighboring Businesses

To boost foot traffic during its early days, co-founders Ryan Lindquist and Damon Schuler of Minnesota’s Shakopee Brewhall expanded business hours and sought out partnerships with other local venues. “We don’t have a kitchen, so we rely heavily on other businesses bringing food into our location. It’s very symbiotic,” explained Lindquist. “There’s also a locally owned men and women’s boutique clothing shop. We give the owner gift cards. When they get a wedding [party] that comes through, while they’re taking turns getting fitted, he’ll give coupons to have them come over to the Brew Hall, have a drink, have some coffee, have some beer. It’s been really good.”

Encourage Customers To Market for You

When Dr. Paul Mikhli purchased Beechwood Dental in 2008, he was optimistic about its future. But when the Great Recession struck, he quickly realized that learning how to market his business would be key to keeping the practice near Cleveland afloat. One tactic he recommends is to ask satisfied patrons for help. “When a patient comes in and has a great experience, my response to them is always: ‘Thank you so much. Can you share that on Google?’ I remind them that there are so many people out there like they were who might be nervous or lost and don’t know how to find a good dentist. When they see the review talking about your experience, it makes them feel comfortable. Those recommendations are genuine and they’re free.”

Tap Into the Tourism Board

“One of our big supporters is the Huntington Beach visitors bureau,” said Stephanie Shafer, co-owner of Bella Sophia Chocolates, which opened in the Southern California city in 2021. “They direct tourists and bring influencers to us. They have been a huge part of our brand growth. We’ve partnered with them and have hosted some special events. I highly recommend other small businesses do that. It’s important for the community to know you are there.”

MORE FROM SHAFER: The Challenges of Scaling a Maker-Owned Business

Customize Promotions To Fit Your Market

When Miami Dolphins defensive back Elijah Campbell and his wife, Anisse, decided to take the entrepreneurial leap, they didn’t start from scratch. Instead, they leaned into their love of acai bowls and their experience as loyal customers of Nautical Bowls, a Minnesota-based brand they’ve frequented since its early days. They soon found that not all the company’s national marketing campaigns resonated with their customer base in Marco Island, Florida. “On the national front, the franchise really concentrates on giving out free bowls [as part of their marketing strategy], but for us, that doesn’t make sense. Most of our visitors are only here for a short time and they’re not coming back for another year, probably. Handing out free bowls doesn’t work in terms of marketing and [return on investment. We decided] to give out free toppings or offer buy-one-get-one-free deals instead.”