How A Car Dealership Can Increase Foot Traffic – and Website Traffic Too

How A Car Dealership Can Increase Foot Traffic – and Website Traffic Too

Whether you have one location or multiple, generating traffic to your car dealership is just as important as increasing traffic to your website. Yes, we know that it can sound like two very different goals, but they don’t have to be in all honesty. Here are some of the tools and tactics we recommend including in your marketing strategy to ensure that you increase your car dealership’s visibility.

Geofencing Targets Your Ideal Clients

Geofencing puts a virtual fence around a specific location – for example, a competitive car dealership – and serves ads to the smartphones of people who enter the fence perimeter, presumably, your ideal customers. The ads then let those people know about a sale you’re having, new inventory, or anything else that would encourage them to visit your dealership.

Geofencing helps drive foot traffic to your dealership, but it also helps with brand awareness and recognition, since people see your ad. It can also help drive traffic to your website, as the display ad is clickable on a smartphone. 

Use Google Ads To Generate Valuable Leads

Google Ads uses keywords to show an ad to your ideal clients. To rank, or show up, on the first page of search results differs in cost depending on the keywords used, but it’s a great way to guarantee brand awareness (because people will see your ad), and you only pay if someone clicks on it and visits your website.

Google Ads can be used to drive three main actions: visit your dealership, call your dealership, or visit your website. You can even kill two birds with one stone by sending people to your website to book an appointment at your physical location. 

Social Media Marketing Increases Awareness Of Your Business

Social media for business has come a long way in the past couple of years. It’s no longer just about posting pictures or updates. Platforms like Instagram give you tools to help your dealership get found, drive more people to your website or find your physical location. Hashtags, location tags (that open in Google Maps), a call button, an email button, a link to your website, and searchable name and username fields – these are all features that are built into the platform to help your business grow.

Social media accounts also appear in search results, so having optimized social media platforms can help your business visibility off of those platforms, too. You can also enable paid advertising strategies on these networks to get more out of your social media presence, often with the same goals as Google Ads. 

Content Marketing Is The Engine That Generates Trust

Content Marketing is when you create content (in the form of blogs, YouTube videos, infographics – whichever type you choose!) to share valuable information with your ideal clients to build trust with them and encourage them to take profitable actions. 

Content marketing helps in two ways: 

  • By adding new content to your website (with a minimum of 300 words), you signal to Google to come back and crawl your site, helping with your SEO (search engine optimization) rankings.
  • The more valuable information you share freely with your audience, without selling to them directly, the more you build trust with them and the more likely they are to come to you instead of a competitor when they are ready to buy.

An example of relevant content might be a blog post titled, “3 Reasons Why it Might be Time to Invest in Winter Tires”. Then, to expose your content to a broader audience, use social media to distribute your content to an even wider audience.

Local Listings Management Cost Little For Big Returns

Several online business directories help dealerships become more visible and send people to your website. These include Google My Business, Facebook, Apple Maps, FourSquare, N49, Hotfrog, ShowMeLocal, Uber, TomTom, and many, many more.

These online profiles include essential information about your business, like a website link, physical address, hours, and phone numbers. When you have active listings on these directories, it helps potential customers call, get directions, click through to your website, or share details about your dealership with others.

Consistency across several business directories helps validate your business for each one, which impacts your overall SEO rankings, making your locations more findable.

Listings Management is part of a suite of marketing services 10|20 Marketing can help your car dealership with, whether the end goal is to increase foot traffic, website visitors, or both.

If you’re interested in learning more about some or all of these marketing solutions, or ones we didn’t list here, contact us or give us a call Toll Free: 1-888-388-1020. We look forward to hearing from you! 

Helen Papazian’s work as a bookkeeper really counts

Helen Papazian’s work as a bookkeeper really counts

Owner Stories: Helen Papazian, Bookkeeper, Ville-Saint-Laurent, Quebec

Helen Papazian is a member of The Networking Club, a West Island based group that meets every second Tuesday. Helen is a Certified Bookkeeper and QBO Advanced Pro-Advisor who, having started and successfully run a wholesale/distribution company for 16 years and a bookkeeping firm for the last 6 years, is distinctively qualified to understand the plight of the entrepreneur. Having gone through learning about marketing, sales, HR, and finance, Helen is now able to share her knowledge with clients and support them with various aspects of their business.

Like we have with our other spotlight guests, we spent a few days going back and forth via email to discuss Helen’s business and where she stands out among bookkeepers. Our interview with Helen is below. Let us know your thoughts in the comments below. Also, make sure to read our Local Business Owner Spotlight series and support local businesses in any way you can while these physical distancing restrictions are in place.

Interview with Helen Papazian, Bookkeeper

10|20 Marketing: Hi, Helen. Thank you for doing this with us! Can you tell us a little bit about your bookkeeping business and some of the philosophy you have that sets you apart?

Helen Papazian: Thank you, Mark, for including me as one of your spotlight businesses. I appreciate this opportunity. You ask what sets me apart as a bookkeeper, well, I work to empower my customers to make better, more informed financial decisions. I do this by continuously upgrading my skills. I regularly meet with my clients and review their goals and help them plan for profit, setup processes, and implement new technologies. I am not merely their bookkeeper. I am their advisor, their company comptroller. My clients tend to call me before making significant financial decisions. I treat their money as if it were my own. This is what sets me apart from other bookkeepers. I can give you some of my business background if you like.

10|20 Marketing: Sounds great, Helen! Please go right ahead.

Helen Papazian: I started my first business venture at the age of 7, it was not a lemonade stand 😊, but I can tell you about that some other time. I started several companies in my life, some with partners, most on my own. In 2002, I started a wholesale company. I grew the business working part-time for 14 years, building the sales to $500K a year, I was selling to Costco and Indigo Chapters, yes all that part-time. I did this purely on intuition, creativity and innovation.

Throughout those years, I had hired several bookkeepers and accountants. I realized that neither was giving me any information or financial guidance. I was ready to take the next step and needed advice. I needed processes, a financial plan. So I decided to go back to school and learn all about accounting and finance myself. That is when I realized I was less interested in building the wholesale company and enjoyed managing the financials of the business, planning for profit. I finished my classes, passed the test with the IPBC, Institute of Professional Bookkeepers of Canada, and became a certified bookkeeper. I also got my certification as a pro advisor with Intuit. Then I started my firm some six years ago, we are now two in the office, and planning to grow.

10|20 Marketing: So you must really understand the entrepreneur’s mindset then.

Helen Papazian:

I understand the anxiety they feel around numbers or their lack of accounting knowledge, the stress around navigating Revenue, Quebec and the CRA. I intimately know how it feels to have a vision for your business but not know what it takes, financially, and how to plan to get there. Because of this lack of financial planning, most startups fail. And for those companies who have successfully operated and want to grow their business, they can’t because it takes a new and higher level of understanding to grow the business without becoming overwhelmed and losing control. Planned growth is essential at that stage.

I am their advisor, their company comptroller. It is important to me that my clients succeed. I treat their businesses as if they were my own. If I am not able to help, it weighs on me, and I try to find ways I can be helpful. That said, not all clients require or ask for this level of help, so I listen to them, I try to understand what their goals are, and I guide them accordingly. I train them if they want or need training. I help them with implementing new online technology.

10|20 Marketing: So what are your core values as an advisor?

Helen Papazian: My core values are gratitude, innovation, creativity and mindset. We are grateful for our client’s trust in us and respect our client’s goals and vision and work to support it the best we can through my life experiences, creativity, mindset and accurate, relevant financial data.

10|20 Marketing: This is great, Helen! Can you give us some examples of how you’ve made a difference for a client of yours? Something that you noticed that most bookkeepers wouldn’t flag?

Helen Papazian: I don’t just enter data and call it a day I analyze it, I pay attention to the customers purchasing habits. I had a client who had posted a job ad on one of the websites after he had hired his employee I noticed that the job site kept charging him a monthly fee of $500, I flagged it and sent him the information so he could have them reverse the payment. You can’t just assume it’s a legitimate expense and pass it through.

I also look at the income statement at the end of each month to see if anything looks like it does not make sense. I’ve caught many errors this way! Paying bills twice, for instance, even some credit card fraudulent activities. It’s important to ask a lot of questions! I don’t plug the numbers just to get the month closed. I ask questions.

10|20 Marketing: Do you have any other examples?

Helen Papazian: Of course! Another way I help my clients is by reviewing their data. I had a client who owned a corporation and kept trying to pin him down for a review meeting. He kept postponing it. When I finally got him to sit with me, we went through his financial statements I told him even if he was showing an $80K profit, his cash flow was in a bad position. He was offering terms to his customers and had no terms with his vendors, this was creating a cash flow problem since he had an immediate cash outlay, but his receivables were 30 – 90 days down the line. He was using his line of credit to keep him floating.

As a result, I implemented two procedures. First, I got him to collect from customers sooner since most of them were passing the 30 days. We implemented monthly reminders, every 15th of the month, a statement would be sent to the client reminding them of upcoming due dates, and if over 45 days, a phone call would be made. Secondly, I told him to work on getting terms with his largest suppliers to defer the payments. After the review, my customer understood how important it was to sit with me every quarter to go over his financial statements and make adjustments and corrections. He never postponed another meeting request since.

I also have smaller clients who are registered businesses. I take the time to sit with them as well and review their data and always start by asking them what their goals are. What kind of income they are looking for, just enough to be comfortable or do they want to grow their business and eventually hire employees? These questions are important since their answer will determine the strategy. I had a client who was struggling with her finances. She had no idea what kind of income she needed to be comfortable, no clue as to her expenses so I gave her some homework. I gave her a spreadsheet and asked her to fill it in, list all household expenses, credit card balances and minimum payments. We did some analysis to see how much income she needed to generate to be financially comfortable, pay all her bills, bring down her credit cards and line of credit as well as save.

I empower my customers to make better, more informed financial decisions. This is what sets me apart from other bookkeepers.

10|20 Marketing: This has been great, Helen! Thank you for taking the time to participate. It sure sounds like you really do make an effort to help your clients in real important ways!

Helen Papazian: My pleasure, Mark! Thank you for including me in your spotlight series.

**

This interview is part of our Local Business Owner Spotlight series. If you’re interested in having your business highlighted, please reach out to mark@10-twenty.com. And if you’re interested in a free online small business marketing consultation, we’re happy to set up a time to discuss your situation as well.

Kim Hannah really knows the art of woodworking

Kim Hannah really knows the art of woodworking

Owner Stories: Kim Hannah, Artist, Dollard-des-Ormeaux, Quebec

We’re big fans of Kim Hannah and her work. Through her company Ampersand Designs, Kim works with wood in true artistic fashion to make gifts for her clients that have lasting emotional connections. And we should know, as Kim was responsible for reimagining our logo as a sign, literally taking our vision and making it come to life. While Kim does have an impressive roster of corporate clients, she also has a loyal and growing following among those who are looking for gifts for friends and family. Kim runs her business through her home workshop and has maintained a solid and consistent presence on social media to help her promote her work.

We spent a few days going back and forth with Kim via email to discuss her business, her favourite kinds of work and what makes her business tick. Our interview with Kim is below. Let us know your thoughts in the comments below. Also, make sure to read our Local Business Owner Spotlight series and support local businesses in any way you can while these physical distancing restrictions are in place.

Interview with Kim Hannah, Artist

10|20 Marketing: Hi, Kim! So happy you’ve agreed to this interview! Can you tell me about Ampersand Designs and how you first became interested in woodworking?

Kim Hannah: Thank you for taking the time to spotlight local businesses, this is a great initiative! Woodworking has always been an interest of mine. I come from a long line of wood workers. My grandfather and his many siblings all did wood carving, and I grew up watching my dad carry on their family tradition.

I started Ampersand Designs almost three years ago when I found myself out of a job. I wanted something that would afford me the flexibility to be home for my kids after school, and that would allow me to do something I love. As a result, I decided the best way to have my own hours was to work for myself. I’ve always seen myself as being creative, in fact when my children were much smaller I had my own mural business called Off the Wall murals.

The question was how did I turn my passion into a profitable business? After some brainstorming I decided on making hand painted items in wood. I started making a few gift ideas for friends and family and slowly through social media and word of mouth I was able to develop a small following. Since then I have met a lot of great people and expanded my product offering. I am continuously teaching myself new techniques and tools in order to improve and expand my business.

10|20 Marketing: That’s awesome, Kim! Can you describe some of the items you make and which techniques you specialize in?

Kim Hannah: All of my work is custom. I decided to take this approach for my business model for two key reasons:

  1. It allows my customers to be able to create a fully customized, personalized item.
  2. It allows me to pour money back into my business instead of it being held up in inventory.

I have been very fortunate to have dealt with many customers over the years and have created over 500 custom items. They range from personalized signs to commemorate the birth of a new baby, decorative trays, family trees, growth charts and more! Last year I invested in a new tool called a scroll saw which has allowed me to expand my offering to now include three-dimensional wood cutouts that are very popular for room decor and company logos.

If I had to choose one item as my specialty I think it would be the scroll saw items. The market of handcrafted wood items is growing each day, and a lot of these small businesses produce very similar items. I am always watching what the competition is doing, and part of my focus is on differentiating myself from the rest.

10|20 Marketing: Two follow up questions: 1) Would you say that you’re primarily in the gift-giving business and 2) how has business been over the last months or so with the lockdown in place? I would think other than the challenge of getting supplies, you should be able to turn out orders. Safe assumption or not?

Kim Hannah: Without actually crunching the numbers I would say it’s 50% gifts and 50% of people are purchasing for themselves.

At the beginning of COVID I saw a huge drop in business. Which to me was understandable given that many people were becoming unemployed and with the economic uncertainty. As the weeks have progressed, and people have more free time, business has picked up. I am still accepting orders as long as I can obtain the raw materials that I need to complete my work.

10|20 Marketing: So what’s the most creative things you’ve made? What is your favourite?

Kim Hannah: Wow that’s a tough question! I would say everything I make requires at least some degree of creativity, it would be more of which were the most challenging. Logo signs always test my skills because I am trying to replicate a businesses’ existing logo.
And any new woodworking project where I have to create the design build from scratch.

The word scrambles really test my creativity because I have to incorporate many words in various fonts and sizes to come up with an overall design that is pleasing to the eye. The sound wave was like nothing I’ve ever done before so it is one of my favourites, but
I would have to say my all time favourite project was the replica I did of my grandmothers recipe in her actual handwriting. That one hangs in my office. 🥰

10|20 Marketing: These are amazing, Kim. So well done. Well thanks for all these great answers and pictures and, of course, for doing our logo as well! Any last words?

Kim Hannah: Just a special thank you to you for not only supporting my business this past year, but for taking the time to spotlight it on this platform!

10|20 Marketing: It’s our pleasure! And by the way, this is the sign that Kim made for us!

**

This interview is part of our Local Business Owner Spotlight series. If you’re interested in having your business highlighted, please reach out to mark@10-twenty.com. And if you’re interested in a free online small business marketing consultation, we’re happy to set up a time to discuss your situation as well.

Carolyn Auger inspires others to live healthy

Carolyn Auger inspires others to live healthy

Owner Stories: Carolyn Auger, Health and Wellness Entrepreneur, Pointe Claire, Quebec

Carolyn Auger is one of the easiest people to talk to. When we met over a year ago, we just seemed to hit if off and what amazed me most was her ability to listen and add value to our conversation. What spoke to me was her understanding of health issues, especially as they relate to the role of your stomach in maintaining a healthy, balanced feeling of wellness. Steve Blagrave, Carolyn’s husband, is also a friend of 10|20 Marketing. As a fitness trainer, Steve fulfills the other half of the healthy living lifestyle and, along with Carolyn, the two make a dynamic duo for those looking to keep well.

Over the last several days we’ve gone back and forth with Carolyn via email to touch on her business, keeping well during the COVID-19 lockdown and generally staying in good health. Our interview with Carolyn is below. Let us know your thoughts in the comments below. Also, make sure to read our Local Business Owner Spotlight series and support local businesses in any way you can while these physical distancing restrictions are in place.

Interview with Carolyn Auger, Health and Wellness Entrepreneur

10|20 Marketing: Hi, Carolyn, thank you so much for agreeing to do this. We met over a year ago and connecting through our discussion about health and wellness. Can you describe some of your basic beliefs about eating, wellness and how it all connects to feeling good?

Carolyn Auger: Hi Mark, thank you so much for inviting me. As you learned quickly when we first met, I am passionate about the importance proper nutrition has on overall health. From personal experience and being someone who used to have a poor diet filled with processed and junk food, my health began to decline in my late 20s. When I was told I had and pre-cancerous cells, then diagnosed with many “diseases” including, hypothyroidism, I knew it was time to make changes.

Through proper nutrition, supplements, and exercise, at 55, I have become the healthiest I have ever been. I no longer worry about pre-cancerous cells, my thyroid is under control with a natural supplement, I’m free from the pain and discomfort from both fibromyalgia, and irritable bowel syndrome. With more protein in my diet, I have more energy and don’t suffer from the energy lows of hypoglycaemia.

10|20 Marketing: Wow, that’s amazing Carolyn! So in what ways has this affected or changed your career path?

Carolyn Auger: It was so difficult for me to find solutions, often being offered medications. I didn’t want to go that route. I took many nutrition courses, and did my own research. I struggled for many years. Now I can help others find solutions because of my experiences. Part of my journey towards wellness, included massage therapy, exercise and nutrition, which offered me a holistic approach to my overall wellness. Although I had graduated from McGill University in Physical Education in 1988, I made a career change in 2006 and became a Registered Massage Therapist. Helping people hands on to relieve stress and pain has been extremely rewarding.

With what is going on in the world today, I feel so grateful that I had made the decision in 2012, to begin my home-based business in Health & Wellness. My different career paths combine all my passions for helping others towards overall wellness, reducing their stress and physical pain, as well as a healthier overall lifestyle. With my home-based business, we offer an amazing nutrition program, very similar to the one my naturopathic doctor had me do many years prior. I have lived through the struggles, with the positive impact of making changes in my nutrition, so I can relate to those who are suffering, and offer hope and solutions.

10|20 Marketing: So walk me through how your approach with new clients. What’s your process?

Carolyn Auger: First and foremost, I make sure that new clients have seen their medical doctor, and don’t have any underlying health issues.

It’s important that they share their story with me. I need to know what they want, or need help with. For example, I would want to know have they been diagnosed with IBS, (Irritable Bowel Syndrome), have low energy, or want to lose weight. This way we can monitor changes, because ultimately it’s not just about weight loss. People need to realize that making changes to a healthier “diet” will lead to weight loss.

To be honest although many people suffer from low energy, gas, or bloating, and may have many other symptoms, their ultimate goal is usually weight loss.

The great thing about the program we offer, is that it’s a sustainable way of eating. It’s a 30 day commitment to make healthy, mindful changes. We exchange certain foods that may be creating issues. For example, as I experienced, I used to get easily congested, and once I switched from dairy to a non-dairy milk and cheese, those symptoms went away.

It’s not about deprivation, but learning to make healthier choices to fuel the body. We incorporate supplements along with healthy, nutritious foods that enhance the body’s performance.

Diets don’t work. Healthy eating does.

10|20 Marketing: And when you talk about health, you’re talking about overall wellness too. Can you describe the products you work with, including the beauty line?

Carolyn Auger: Absolutely Mark. Once I started my business, I quickly learned that what we put on our skin is of the upmost importance to our overall health and wellness. Our mission is to offer people Healthy Living from the inside out. Our skin is the first line of defence, and what goes on our skin, gets absorbed into our body. This is why nicotine, and hormone patches work so well.

The product line is extensive and offers everything needed for every day use from baby products, makeup, hair care, body care and skincare for all types of skin. We have two flagship lines: Nutrition and Healthy Aging. In the nutrition line, the vegan protein shakes are my favourite. My husband and I drink them daily! At 55, you may guess that the “healthy” agin skin care is my other favourite. 😉

The personal care and nutrition products are PETA certified, which means certified cruelty free. This ensures that the products do not contain any animal by-products and are absolutely, NEVER tested on animals. All products are also free of harsh toxic chemicals, some of these include but are not limited to parabens, phthalates, mineral oils, paba, dyes, perfumes, and fragrances. All products are also non-gmo, as well as, free of gluten, dairy, soy, and more. I could list all 2000 toxic ingredients that are banned from the formulations in the entire product line, but you may nod off.

10|20 Marketing: Any advice for people looking to maintain a healthy lifestyle while stuck at home during the lockdown?

Carolyn Auger: While it is so difficult to be stuck at home, I highly recommend finding healthier versions of foods and treats you may love. Eating too much sugar, processed foods, drinking too much alcohol, will only lead to feeling worse. There is a huge correlation between the gut and brain. So if you are feeding your gut with unhealthy foods and drinks, it will have a negative effect on your brain. How do you want to end this quarantine? Feeling better about yourself or worse? With more confidence or less?

Right now is the perfect time to make some healthy lifestyle changes. Look for healthier recipes and make cooking fun. If you who want some extra help, with 40% off the purchase of our 30-day program nutrition kit, you will receive free coaching, along with a community of people, in a private Facebook group, to keep you accountable and encourage you. It’s affordable, simple, easy and will also provide you with healthy recipes, and help you develop habits that will continue well beyond the 30 days. It’s not about perfection, but ways to help you make small changes over time. The focus is on healthy lLiving to improve mind, body and skin. Why not give it a try?

10|20 Marketing: And what about from a physical fitness perspective?

Carolyn Auger: It’s so important to be active and move your body. Physical activity is extremely important for the immune system, mind health, and your body. We were made to move. Please don’t be afraid to be outside in the fresh air. Of course, while being extremely mindful of social distancing. However, in addition to walking or jogging, you can also make yourself a routine at home. There are so many video options to choose from. Simple exercises, like sit-ups, squats, pushups, stretches, will all help keep your muscles active, and your body feeling better. Mark, you felt the benefits and enjoyed the workouts my hubby, Steve made for you, right? This was well before we were quarantined, and they were all in the comfort of your own home. Here’s a question for you Mark, are you still doing them?

10|20 Marketing: Now you’re putting me on the spot! Short answer: no, I haven’t been. Longer answer: no, I haven’t been but should and want to. Perhaps being publicly shamed will get me back on track! I want to take this time to thank you for answering our questions, Carolyn. You’ve been a great sport. Any last comments you’d like to make?

Carolyn Auger: Thank you for being a good sport too Mark! So I guess we will have to keep you accountable. I’ll get Steve on that. I guess I could mention that if anyone is interested in my full story,  I self-published a book, With All My Heart, under a pseudonym Elizabeth McClennan.
Thanks for the opportunity to share my experiences. I am here for those in need, and wish everyone health and joy, along with the motivation and inspiration to make small changes towards a healthier lifestyle.

**

This interview is part of our Local Business Owner Spotlight series. If you’re interested in having your business highlighted, please reach out to mark@10-twenty.com. And if you’re interested in a free online small business marketing consultation, we’re happy to set up a time to discuss your situation as well.

All Alexandre Rivard wants is for everyone to be well

All Alexandre Rivard wants is for everyone to be well

Local Business Owner Spotlight, Alexandre Rivard, OM Bien-Être | Wellness, Pointe-Claire, Quebec

We met Alexandre Rivard last summer at his quaint store OM Bien-Être | Wellness in the Pointe Claire Village. In the words of their website, the store “features over 200 different crystals, artisanal jewelry, eco-friendly products, smudging and aromatherapy accessories.” They also host community workshops. The success of OM Bien-Être|Wellness, both at their retail location and online, has prompted expansion to a location in Sainte-Anne-de-Bellevue due to open once the physical distancing restrictions are lifted.

Our interview with Alexandre is below. And please make sure to read our Local Business Owner Spotlight series and support local businesses in any way you can while these restrictions are in place.

Interview with Alexandre Rivard of OM Bien-Être | Wellness

10|20 Marketing: Hi, Alex! Thank you so much for agreeing to be in our series. It’s greatly appreciated! Let’s jump in. So your field is unique and your store in the Pointe Claire Village is a gem! Can you explain how you got into the business and why you choose wellness as your livelihood?

Alexandre Rivard: Hi Mark, it is a pleasure for me to be a part of this series. First of all, as a kid and even in my young adult age, I was always picking up rocks from the ground. I was fascinated about their colour and texture. Later on, crystals came into my life and I was starting to get interested in their energetic healing properties and stories. I was starting on the path of healing and decided to launch a company that offers energetic bracelets. It was important, at that point, to bring wellness and spirituality into other people’s life as I was incorporating it in mine. Then, two years after that, my partner Jason and I opened a store called OM Bracelets and, nine months after that, we launched OM Bien-Être | Wellness. At OM, you can find over 200 different type of crystals, meditation and spiritual tools as well as eco-friendly and aromatherapy products.

10|20 Marketing: That’s so interesting, Alex! Can you tell us a little bit more about OM Bracelets? Where was the store? What were your challenges? Why did you decide to expand on the concept and build that into OM Bien-Etre | Wellness?

Alexandre Rivard: I was helping someone start their business in energetic jewelry and I decided to start my own brand as a hobby. The branding was different, at that time, from all the other ones we saw on the market. We included a properties tag with every bracelet, had a name for each one and the material used. Then, we opened the OM Bracelets store where we had our bracelets on a wall, crystals and spiritual tools in a 150 square foot space, hidden in the back of Lakeshore Road, in Pointe-Claire Village.

The main challenge, was to get people in, be talked about and have more sales. It picked up fast, we worked seven days a week to make it happen. Then a few months later, we started the develop the concept for the OM Bien-Être | Wellness store. We moved to Cartier Avenue to a bigger space. We wanted to have the biggest selection of crystals that a store can have, and more product categories. We needed more space, more products, more inventory and more visibility. The opportunity was there, so we jumped in! And now, Ste-Anne-de-Bellevue is coming to life!

10|20 Marketing: Amazing! What kind of timeline are we talking about here in terms of moving from the first store on Lakeshore to the location on Cartier? Also, how are you drawing people in?

We opened the small “test” shop in September 2018, then did the renovation on Cartier and opened June 1, 2019. At the beginning, we had a following of maybe 2000 people on Facebook, word of mouth helped a lot, and online marketing. We also have sandwich boards to catch attention. We run contests, marketing and promotions. We also offer a loyalty program for our recurring clients. Our presence online is growing as well, as we post at least once a day a day on Facebook and Instagram. We also have new clients every day. We receive new products every week. Now, we are working on our online shop, since we have more time because of COVID-19.

10|20 Marketing: Very interesting. Let’s talk about the impact that COVID-19 has had on your business, if you don’t mind. Do you feel that because you sell wellness, you’ll be in a better position than other retailers? How quickly do you think you’ll be operational online? Do you expect your online sales to be as good as your retail sales?

Alexandre Rivard: Yes, the COVID-19, what a big thing for 2020. We try not to feel depressed about that, but it stopped a lot of things on our side. For me, it teaches me that we are still alive and we can change some habits to get over that. I am pretty sure that things will be different after. For OM Bien-Être, Jason (my partner) and I, it showed us that people can shop online for our products if they can’t come to the store. It really gave us the opportunity to add products that are different then our OM Bracelets brand. Fun fact, we sold maybe 10% of bracelets and 90% products that are now online. We needed to really go for it! It brings us visibility, sales and it help us to survive! We are almost done online, maybe adding 100 new products. Now, comes the suppliers challenge, most of them don’t deliver to business at the moment, because they think we are closed.

Are we in a better position? Probably! We are still losing contracts with airports and point of sales, at the moment, for bracelet sales, which is a huge part of our revenue. We hope to sale 50% online of what we use to do in the past months. We still have to pay rent, the new store renovation, and all other expanses. I don’t expect doing as much sales then when the store is open because some people will buy more when they can touch, some others don’t feel safe or confident enough to buy online. Also, it is hard to sell more online then what you can sell in person. You take time, one on one, with a client to really understand the need.

10|20 Marketing: So what are some of the ideas you have to market your online store? So many companies have started online and moved to a physical location. You might have to go from physical to online and then physical again. How do you think you can maximize your exposure online and then re-generate interest in your stores once you’re able to re-open?

For the online store, we added our biggest sellers, and we’re slowly adding more products. We try to make it simple for people. We offer free shipping over 75$ before taxes and also promotions. We’ve also doubled the number of points that our clients get when they shop online now from the total they would get when they’re shopping at our retail location. At the moment, we are doing online only, but our goal is to re-open as fast as we can. People are missing coming to the store and we miss them too! The time away is also giving us an opportunity to renovate our Pointe-Claire location to showcase more products. I think, with the online store, we will build a new clientele that will not be willing to drive to the store in the future. But our regular clientele like to touch and feel the crystals. They also like to chat with us.

10|20 Marketing: This has been great Alex, thank you for agreeing to participate! Are there any last comments you’d like to make?

Alexandre Rivard: I would like, first of all, to thank you for your time and passion. This went so fast, I miss the questions already. : )

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This interview is part of our Local Business Owner Spotlight series. If you’re interested in having your business highlighted, please reach out to mark@10-twenty.com. And if you’re interested in a free online small business marketing consultation, we’re happy to set up a time to discuss your situation as well.