SHOW NOTES: How Your Retail Marketing Should Be Driving Sales… Step #1Uncover The New Value Your Company Creates.You might be surprisedNot features and benefits, old school.Situations.Value feels like something specificAround a problem define it.Specific and innovative program of solutions that make problem go away Step #2 Then, Creatively Differentiate That Value. HOW?Look at you and competitors, sharks and cage matchCompetitors are not passive or staticTake into account 4 Forces affecting you and competitorsThreat of new competitors esp non-traditionalPower of your customersPower of your suppliersThreat of substitues Electric for gas? GO VERY DEEP?Who do you want to challenge?What do you BELIEVE. Your ideology?Some other questions to consider: What is my unique point of view toward customers and why we serve them?Why do we do this? Why does our company matter? If we went out of business today, would people miss us? How do we do what we do better? What specifically do we do better? Boil down to a statement: We are the only _________ that creates value to make ________ go away for ________________.Marketing Magic happens focus and sacrificeWhat you say vs. where and how. Step #3Tell Your Target.Complete marketing and creative and media and digital planImplementEngage  Step #4Drive Sales. Learn as you go, re applyMarketing strategy is never staticFunTim Lazorwww.conveniencemarketing.nettimlazor@comcast.net412-423-0044

How To Create C-Store Point-Of-Sale Campaigns That Crush It & Grow Sales In 9 Steps. The Three FOUNDATIONAL Questions 1. What do you believe about your convenience stores that make them unique and different from competitors? And what is your specific point of view about the convenience store industry and its customers today? 2. What is the new value you are creating for customers this month? What is the new value you are creating in your stores to get new customers onto your lot and into your stores buying more stuff? 3. Before you create a new point-of-sale marketing campaign, what specific competitors do you want to challenge with it? Who will you take business from?Point Of Sale How To's:1. Create your point-of-sale campaign for a specific target audience2. Demand a bigger idea or a “hook” in your point-of-sale campaign3. Attach sales goals to your point-of-sale campaign4. Create point-for-sale for the medium that carries the message5. Point of sale campaigns must communicate first; be creative second.6. Consider the "tone" of your point-of-sale campaign7. Minimize words8. Know what specific action you want the customer to take9. Have Fun & Never Be Ignored!Tim Lazor, [email protected]: www.conveniencemarketing.netPODCAST: https://www.buzzsprout.com/189695BLOG: http://blog.lazoryost.com/YOUTUBE: https://www.youtube.com/user/TIMLAZOR1/featured

17 Reasons You Don’t Use Marketing To Grow Your Convenience Store Sales &  Customer Counts.  (All Are Mistakes)1. You don’t know how to begin.2. You don’t understand modern retail marketing concepts and tactics.3. You don’t want to.4. You don’t think it’s needed.5. You think it’s a waste of money.6. You think it’s an expense.7. You think it cannot be measured. ROI.8. You have nothing to market.9. Your stores are not different than your competitors.10. Your stores are worse than your competitors.11. You are waiting for the next Magical Product to be available to save you12. You don’t think you are creative.13. You don’t have anyone to help you do it.14. You think your competitors’ marketing is way ahead of you, so you think ‘what’s the use?’15. You’ve never held a basic marketing plan in your hands.16. You believe cokes and smokes will still get customers in your store.17. You think Amazon, AmazonGo, and Dollar stores selling gas are a passing fad.Here’s the truth.Some of the most successful retailers today started as one store many years ago.What they initiated that you haven’t YET is they worked EVERY DAY to create new value for customers, differentiated that new value, and THEN communicated it to customers with marketing.Then customers responded by trying out this new value. They came to the stores and bought stuff.They loved it, and did I again and again.Even in the convenience store space, the big players of today were ALL smaller players years ago.The one theme you’ll see time and time again is the work they did to create new value, differentiate it, then market it.It works every time it’s honestly tried.And you can do it too. You simply have to start, today. And do it with the resources you have at hand and can afford.As your marketing gains traction and sales success, you’ll gather more steam and resources and momentum.That’s when it gets fun, you start to really compete (even against the big boys) and even start to kick a little convenience store ass.When I wrote the marketing and promotional plans for Sheetz when I worked at an ad agency for them, (1993-2000) I created and implemented my own set of 25 marketing tactics that helped catapult their growth.In my recently published Marketing Manifesto For Convenience Stores, I outline them for any convenience store retailer to use, whether you have 5 stores, or 155.Email for a FREE copy. It’ll change your business life. I guarantee it.And one final thought for those of you non-believers who think it’s still too late to begin your own marketing program:Q: ”When is the best time to plant at tree?”A: “20 years ago…and today”Start now. Create new value now. Market now.Plant your tree. Light your fuse.Tim Lazor, [email protected]: www.conveniencemarketing.netPODCAST: https://www.buzzsprout.com/189695BLOG: http://blog.lazoryost.com/

10 Questions with Tim Lazor, President of The Convenience Marketing GroupTim Lazor, along with host Joan Zaczyk, discuss the value of a creating a Podcast focussed on marketing in the convenience industry. They cover the need for Retailers, Distributors and Suppliers to differentiate their companies, products and services, and how this can grow sales and margins.Tim answers these questions:1. Why are you creating a marketing podcast for the Convenience Industry? What's the value?2. What drives you nuts about the current state of marketing in the Convenience Industry?3. What value should convenience leaders expect from a marketing-focused podcast?4. What is the Convenience Store Marketing Manifesto? What does Redefining The Future Of Convenience Store Marketing, Communications & SALES SUCCESS involve?5. What is the thinking behind it? What is your vision of marketing in the Convenience Industry's future?6. Talk about your approach to creating meaningful marketing differentiation as it applies to the Convenience Industry?7. Why is marketing differentiation important in the Convenience Industry category today?8. How and Where do leaders in the Convenience Industry start this differentiation? 9. Give me an example? What and where are the points a Convenience Industry leader can use marketing differentiation?10. Where can folks in the convenience industry learn more?http://conveniencemarketing.net/

The Coronavirus Crisis Continues...New protocols are being implemented by states...And it's wreaking havoc on convenience stores, convenience distributors and suppliers/manufacturers supplying the channel.It's also reconfiguring the industry and how it operates.Employees are concerned. Convenience Stores are at risk of closing if an employee tests positive. And Distributors are working around the clock to make deliveries. Ditto for Manufacturers.What you need right now are more insights and ideas to minimize your risk, stay open and operating, and ultimately, survive the crisis.You can. In this new podcast, Tim Lazor of the Convenience Marketing Group discusses a new approach and new ideas to assure you and your team have thought through every possible way to prevent the spread of Covid-19 while serving customers and taking care of employees.You'll Learn:•What specific type of crisis this is, and how to manage it.•How To Asses Your Stores, Gain Trust, Communicate Your Crisis Story.•Think OCD About The Virus.•Customers Approaching Your Store: Risks & Expectations•Gas Pump Ideas•Entering The Store: What The Customer Feels & Sees TODAY•The New Foodservice Expectation•Must Have Products & Pricing•Hidden Opportunities & The Future Of A RECONFIGURED Category.And much more!Tim Lazor, Presidenthttp://conveniencemarketing.net/