Creative Shop Talk with Wendy Batten

With host retail coach Wendy Batten

https://wendybatten.com/152/

Today we are answering a listener's question about hosting outside vendors for pop-up shows/markets in your retail space. We'll deep dive into what hosting a pop-up vendor(s) could mean for your shop, why you should consider it, and a few key tips on what works when it comes to hosting these types of events.

In this podcast you will discover:

• The benefits of hosting pop-up vendors are two fold: (1) it is a great attract strategy to get a new audience of people into your shop and (2) it is a great way to nurture your existing customers by giving them something new and exciting.

• Invite vendors who align with your brand, your space, and your customers. (Specific examples are in the episode!)

• Themed pop-up events throughout the year are a great opportunity to invite local makers/artists/community members/brand reps & experts into your shop and increase visibility.

• It is important to have the details (including fee, if applicable) in writing prior to the event. Charging vendors (or not) to pop-up in your shop takes consideration and there are times when it is necessary. Listen in for specifics on that hot topic!

• BONUS IDEA: Hype up your vendor by marketing (FB live, IG live) from THEIR location.

"It's a wonderful thing to have a vendor in your shop in a different capacity to give your customers something exciting to look forward to." - Wendy Batten

Listen to the full episode for more details. Let's work together on new ideas to bring in some new customers to your business and nurture your current ones!

This episode is sponsonsored by:

If you are ready to level up your retail business join the Retailer's Inner Circle THE go-to for independent shop owners to connect, learn and grow.

Related podcasts we think you'll like:

Episode 69: Becoming a Destination Shop

Episode 143: How to Plan & Host Successful Events and Promotions in Your Shop

Episode 145: How to Market Promotional Events in Your Shop

Episode 129: Community Attract Strategies with Inner Circle Member Michelle Emmons

About your host, Wendy Batten

In case we haven't met yet, I'm Wendy, a small business coach and founder of the Retailer's Inner Circle, where I help other independent shop owners learn how to gain the right business skillsets to see more profits, paychecks, and joy as they navigate running their retail business.

Through online classes, business coaching programs, speaking, and a top-ranked podcast, I've helped hundreds of retailers around the globe reclaim their dream and see the success they want from their beautiful shops. My signature private coaching community, The Retailer's Inner Circle, has helped retailers around the world build their retail business skill sets and confidence.

I am proud to have been featured in several major publications, including my own business column in What Women Create magazine. I have been privileged to be a guest on top-ranked podcasts and sought-after as a guest speaker and teacher for several brands, associations, and communities that are passionate about the success of independent retailers.

When I'm not coaching, you will find me either DIYing and renovating my very imperfect old crooked cottage by the sea in the UNESCO World Heritage town of Lunenburg, NS, or blogging about our travel and RVing adventures and the weird fun things we get up to in our coastal village. I'd love to invite you to check out one of my free resources for real retailers at https://wendybatten.com/free-resources/

For more support from Wendy

Retailer's Inner Circle - Join Wendy inside the best retailer's community

Wendy's FREE Resources for shop owners

Hang out and connect with Wendy on IG

All of Wendy's programs and services for shop owners can be found HERE.

Subscribe & Review in iTunes

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Show Notes:

Hard conversations can feel awkward. You like your retail staff, but you have to bring up some things that are not going right and need attention. Maybe you "let it go" and grit your teeth. In today's episode, we're going to discuss a topic that many of my clients face and some tips you can use to make these conversations easier: how to have difficult conversations with good staff.

Here are some key takeaways from this episode:

• It's essential to have policies and procedures in place, even if you have a small team. This will help you maintain a healthy work environment and avoid any misunderstandings. Do

• To start a difficult conversation, use these three sentences: 1) "Here's what I would like you to stop doing," 2) "Here's what I would like you to start doing," and 3) "Here's what I would like you to keep doing."

• When addressing the issue, be specific, and clear, and provide examples. Offer solutions and reinforce positive behaviors.

• If you're struggling to find the right words or approach, seek guidance from a coach or mentor.

"You have to keep the ship upright. We have to keep things moving smoothly, and you deserve to have a business being run the way you want to run it. Your vision matters." - Wendy Batten

Remember that as a leader, you set the culture, and it's your responsibility to ensure that your team members are meeting the standards you've established. Difficult conversations may be uncomfortable, but they're necessary for the success of your business.

Listen to the full episode for more details. Let's keep your retail shop a happy place for both you and your staff.

"In the middle of every difficulty lies opportunity." - Albert Einstein

If you are ready to level up your retail business join the Retailer's Inner Circle or reach connect with Wendy for one on one coaching here.

Resources Mentioned:

Retailer's Inner Circle

Related podcasts we think you'll like:

Episode 139: 6 Things to Focus on in 2023

Episode 33: This Non-Negotiable Habit is Key to Creative CEO Success

Episode 78: Retailer Success Stories: Learning to Level Up with Amy Hart

Full show notes here https://wendybatten.com/151/

Show Notes

We all get caught up in what we "should" be doing in marketing, but what if that doesn't jive with your vision for your business? What if it doesn't feel authentic? Today on the podcast, I'm chatting with Natalie Davison: marketing guru, multi-passionate award-winning REALTOR®, and self-proclaimed local cheerleader about just that. She and I take a deep dive into this conversation on why being true to yourself matters in order to stay in alignment with your vision in business and in life.

"The most important thing for not only entrepreneurs, but every human I know, is to have a vision for the impact that they are going to create on the world..." - Natalie Davison

Throughout the discussion, we'll also discuss why shopping local business is important (and why YOUR business specifically is important to YOUR community), how to create/reflect on your vision for your business (and life), why knowing the vision for your business is of utmost importance, and why it should drive your marketing decisions.

We also get into the exercise of "The Five Whys" that, when reflected upon, will help uncover some of the most driving forces behind your vision and how your work can change your community and future.

Tips on Staying in Alignment with your Vision/Being True to Yourself

1. Identify your vision and really dig deep on The Five Whys.

2. Find an effective avenue for becoming confident with your voice/business/vision, i.e. therapy, coaching, etc.

3. Realize that your "Attract Strategy" is just as important as your "Repel Strategy."

"...And isn't it amazing how you will attract clients who don't value what's amazing about you when you don't value what's amazing about you? And what's amazing about you is what's unique about you. So the things that we are most ashamed of are usually the things we try to hide are usually the things that make us different, that are usually the things that are most amazing." - Natalie Davison

1. Know that it is okay to have a "non-sales" pitch and take necessary breaks as long as when you show up, you are being authentic to your true self and vision.

2. If your goal is to build/support your community, a small dedicated following on social media is more beneficial than a huge worldwide one.

"Marketing is just getting humans to take action." - Natalie Davison

About Natalie:

Natalie Davison is a brand communications expert, REALTOR® and entrepreneur, known for her signature blend of wild optimism and truth-telling. Having consulted with dozens of entrepreneurs on their brand identities, Natalie's adept at casting a vision of what's possible while simultaneously embracing what's actually true.

Full show notes here https://wendybatten.com/150/

Show Notes

I often get asked my thoughts on going into business with friends and honestly, I have seen it succeed and I've seen it go sideways. Today, we are going to focus on the good. I'm interviewing Susan Mocker and Devon Cretella, owners of Extending Grace, a home decor shop in Hubbard, Ohio. They are sharing partnership advice and what worked for them and how two friends turned a shared creative hobby into a successful retail business partnership.

What Has Worked in Business for Susan and Devon

1. They are business partners whose skill sets compliment each other. Susan is great at social media and "front end" tasks while Devon takes on more behind-the-scenes tasks.

2. Susan and Devon trust each other's decision making. They started their business with a shared belief that both of their intentions are good and that they are always working toward the same end goal.

3. Neither is afraid to speak up when something isn't working and both are willing to try new things.

4. Every year, they get away from their shop for an annual planning retreat. They plan Extending Grace's year with intention away from home and their shop to avoid distractions.

"Write it in pencil because business is flexible."

1. They have an intense focus on building and collaborating with their community. In the episode, you will hear them explain their incredible success with their own workshops, the online platform "CommentSold," and bringing in outside teachers to host workshops in their store (for free!).

2. Both Susan and Devon knew when the time was right to start their business and how to balance life with work. (HINT: It wasn't the first time the idea came to them!)

Advice for Friends Who Want to Go into Business Together

1. Put everything in writing.

2. Try working together first: learn how the other person operates and be sure your styles compliment each other.

3. Picture the partnership as a marriage: Can you move together in the same direction toward the same goal?

4. Be willing to make adjustments when things aren't working and shifts when things are working very well.

5. Don't be afraid to ask advice from people/mentors you trust.

About Susan and Devon:

Susan Mocker and Devon Cretella are the co-owners of Extending Grace in Hubbard, Ohio.

Friends since the 90's, we opened the store in 2016. Both of us love all things vintage & creative, and our store reflects that.

Customers experience a home décor shop with a focus on antiques, vintage, DIY and the work of local artists and collectors.

We love hanging out with our customers and neighbors during workshops, events, and community projects.

You can find them on Instagram, Facebook, and on their CommentSold Webs

Full show notes here https://wendybatten.com/149-2/

Show Notes

It's easy for us as passionate retailers to quickly fall in love with the "perfect" space and location, but how do we know it's the right business move? In this episode, I'll talk you through four things you need to know and do before signing a lease for your retail business.

As a retail coach and the daughter of a father who was a retail leasing "guru", I can share from experience that I have seen a lot of lease agreements go sideways or have surprises.

Here are a few things shop owners need to consider when leasing a new location:

1. Set a budget.

Talk to leasing agents regarding price/square foot, average rental prices in the area you are looking to open a shop in. Be aware of what leasehold improvements you will want/need to make.

1. Do your due diligence.

What can you negotiate?

• Lease length

• Rent increases

• Allowances

What should you look for in the lease that you might miss?

• Hidden costs

• Utilities/Internet

• Tax/Insurance requirements

1. Be sure everything is in writing and have a mentor and/or professional look it over.

1. Know what YOU can afford.

Do you know what % of your gross sales should go to rent, or how much you will need to make to pay that rent? I share that industry average % and more in this episode.

"Our heart can convince our head of anything, so we want to make sure it doesn't convince us to get into trouble. So put your CEO hat on and your heart and head can have a conversation with all of the right information." - Wendy Batten

Full show notes here https://wendybatten.com/148-2/

Show Notes

They say success is 80% mindset, but what happens when factors outside of your control (in this episode we will talk specifically about competition) leave you feeling defeated? How can you get your mindset back to good? In this episode, I'm going to talk you through how performing a SWOT Test on your brand and business can help you reframe your mindset and leverage competition to improve your business.

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. Doing this exercise will really help you brainstorm a bigger picture and overview of what is really going on in your business and where to focus your efforts.

Competition isn't a Bad Thing

• Forces you to stay fresh in your business

• Brings more visibility to your shop and can actually funnel customers right to you

• Gives you a chance to focus on what you do well and what makes you and your brand unique (your strengths) and improve upon the things you don't do so well (your weaknesses)

Getting Your Mindset Right

1. Ask yourself these questions when performing a SWOT Test on your business.

• Strengths - What is your unique selling point? What do you do better than anyone else? What do your customers love about your shop that is unique to you? What does your community say you are the "go-to" for? Focus specifically on the strengths of your brand.

• Weaknesses - What are some things you struggle with? Where are the gaps in your skillset? What things might hinder your success? Where can you spend time ensuring your brand is strong and well-known? Are there aspects of your business where you are just "winging it?"

• Opportunities - What external factors can help your business grow? What changes would your customers like to see? What additional revenue streams can be added? What emerging technology can you leverage?

• Threats - What external factors can harm our business? Are there economic or social issues that can harm your business? What other risks/challenges do you face? When you assess threats, be sure to evaluate the truth in the things you are telling yourself.

2. Perform the SWOT Test on your competitor's business.

Doing this will help you focus on reality versus the reality you've created in your mind. Don't dwell on this step - it is meant just to give you a clear picture of what is actually happening.

3. Make changes to your business based on the results of the test you performed on YOUR business.

Push the gas on your strengths. Find a way to level up your weaknesses. Remember that by focusing on your weaknesses they become strengths. What opportunities did you identify that you can seize? How can you leverage your marketing plan, your community, and branding so that your competition feels like less of a threat? Focus specifically on the things YOU have control over.

If you are looking for additional support and someone to bounce ideas off of, my Retailers' Inner Circle is a great resource. Not only will you have access to me and the bright minds of over 100 fellow creative retailers, but you will also have access to my signature course, Retail Made Simple, and countless masterclasses that will help you level up every aspect of your retail business.

Full show notes here https://wendybatten.com/147-2/

Show Notes

It's easy to get bogged down in the day-to-day duties of running your business within the four walls of your shop. In this episode, my guest Darrin Stern and I will shine a light on the value and benefits of attending trade shows.

Darrin is the Show Director of the h+h americas trade show, a brand extension of a long-running show h+h Cologne in Germany. h+h americas unites makers and wholesalers of all crafting industries: a one-stop source for everything one would need as a professional maker, a retail shop owner, an e-commerce shop owner, and/or an educator.

The Value and Benefits of Trade Shows

1. The Human Element: When sourcing materials, it is our nature to want to see and feel things before purchasing. We benefit from hearing about the products and their stories through human interactions. We want to truly understand how it will impact our bottom line.

"Digital is a great way to source items to begin exploration, but when you're looking at a wholesale level, it's less of an impulse buy and it's more of a business decision." - Darrin Stern

1. The One Stop Shop: You can save so much time and money by attending trade shows when so many quality vendors and educators are under one roof.

2. Building Relationships: Spending time and listening to equally passionate people talk about their craft/product is a valuable way to make business connections. Specifically, at h+h americas, there are multiple opportunities and components of education that make this trade show unique. There are daily keynote speakers, fireside chats, masterclasses, business courses, retailer meet-ups, and demonstrations.

3. Connection with Like-minded People: You'll have the opportunity to see/hear stories from others that are all part of this passion industry whose jobs aren't over at 5pm. These valuable conversations are where the magic happens.

4. You don't know what you don't know: You have to leave your bubble to grow!

Join Darrin Stern (and me!) at the h+h americas trade show if you are in the creative or craft business. Here are the details:

h+h americas trade show

Donald E. Stephens Convention & Conference Center in Rosemont

Chicago, IL

Dates: June 21-23, 2023 (Masterclasses start on June 20)

https://www.hh-americas.com/

Tickets on sale: March 15, 2023, use promo code CST23 to get free access to the exhibit floor

Full show notes here https://wendybatten.com/146-2/

Show Notes

Now that you know how to plan successful events and promotions, you need to market them with intention to ensure customers show up. In this episode, I share intentional marketing tips and ideas that will help you meet the goals you set for your event. (HINT: It's more than just setting up a Facebook event, and calling it a day!)

A few marketing ideas I elaborate upon in this episode are behind the scenes posts and sneak peeks, in-store signage, nurturing your email list, press releases, loyalty programs, community apps, social media, and paid marketing.

A FEW MARKETING HINTS/TIPS

(1) Build up the event 6-8 weeks in advance by sharing sneak peeks and posts that will elicit emotion from your customers.

(2) Market to your loyal customers by offering them - for example - an early opening, special door prize, etc.

(3) Promote your event so much that it is visible on your social accounts at all times.

(4) Think local! Invite other small businesses, pass out postcards, etc.

(5) Do ALL of the free marketing!

(6) Make sure any marketing you pay for is geared specifically toward you reaching your event goal and is targeted at your ideal client.

(7) Continue your marketing strategy throughout the entire event (social posts, lives, photos, etc)

"Show the crowd, show the people … the frenzy and the fun and all of the exciting things that are happening during your event. It's gold." - Wendy Batten

(8) Have unscalable conversations during the event.

(9) Make Instagrammable moments for your customers - invite your customers to share the event via a contest or other giveaway.

Key Questions to Guide You Through Intentional Marketing Planning

1. What can you do to attract new customers to this event?

2. What can you do to hype up our existing customers?

3. What can you do on the day of the event to market and build the event up?

Full show notes here https://wendybatten.com/145/

Show Notes

You've spent so much time curating an amazing brand, so now what? It's important that your customers are having the beautiful experience in your dream shop that you intend for them, so creating a customer journey map can ensure that you are doing all you can to achieve that goal.

Key Touchpoints to Focus On in Your Customer's Journey Map

1. Customer's "awareness" of your shop: All of the things you did to ATTRACT customers: your website, Google My Business, social media, your front window - can customers find info easily on how to contact you?

2. Customer's first impression of your shop: Is the parking lot clean? Is it easy to park? How is the lighting in your shop? Are the mats clean? Did anyone greet the customer?

3. Customer's experience while shopping: Is your store properly merchandised? Is it clean? Are your staff members pleasant and helpful? Do you play music?

4. Customer's check out experience: Is your cash wrap neat? Are you offering conversation to your customer? Is the receipt process smooth? How are you and your team handling any missteps?

5. Customer's experience after they've left: Do you have things in place for them to refer you, to easily contact you with questions, to leave a review?

6. Customer's experience when they return: Is your staff good at recognizing repeat customers? Do you welcome them back?

As you walk through every touchpoint, the most important question to ask yourself is "What is my customer thinking and FEELING while they are experiencing every aspect of my brand and my shop?"

The customer's journey map is ever-changing so be sure to go through this process regularly. This will help solidify your brand and improve your customer's experience and in turn what they are saying about your business.

Don't forget, please leave a review or star rating!

Resources Mentioned:

Retailer's Inner Circle

Related podcasts we think you'll like:

Episode 141 - Are you Running the Store of Your Dreams?

Episode 139 - 6 Things to Focus on in 2023

Episode 97 - 5 Mistakes to Avoid on Your Website

Episode 126 - 10 Simple Ways to Level Up Your Shop

For more support from Wendy

Retailer's Inner Circle - Join Wendy inside the best retailer's community

Wendy's FREE Resources for shop owners

Hang out and connect with Wendy on IG

More ways to connect with Wendy

Retail Made Simple - Wendy's on demand course for shop owners wanting more from their business

Full show notes here https://wendybatten.com/144/

Show Notes

If you want to drive traffic into your store, simply putting a storewide discount on your products isn't the way to do it anymore. There is a better way and it starts with planning.

Planning is the key to running successful marketing events and promotions. It will enhance your event's "game plan," it will build your confidence, and it will set you up for a successful event.

Here are some event types to consider: free demonstrations, a guest vendor doing a pop-up inside your shop, girls' nights out, community building events, hosting local real estate/interior design vendors, holiday-themed shopping events, etc.

Planning these events ideally should take place quarterly - and at least 4-8 weeks in advance of the event.

Step One: Reverse engineer the event itself.

What is the outcome you are looking for by holding this event? What is the objective of having it? This question should have a specific answer: say, "I want to bring in xx in revenue during this event" or "I want everyone to know about xx product."

"Let's think about the purpose. What is the objective? What is the reason we are doing this event?" - Wendy Batten

Step Two: Know how you will measure the success of the event.

When you look back at your objective (say, to bring xx people for a demo), how many people came? How many people took promotional literature about the demo? If it was sales driven, did you meet your sales goal? If the objective was for 12 people from the media to show up, how many did? Did they talk about you to others? What wins can you track/celebrate?

Step Three: Write down all of the details of the event keeping the objective in mind.

How will you "wow" our customers during this event? Can you add something unexpected to make them smile?

Full show notes here https://wendybatten.com/143/