'Connecting with people' on a shoestring budget

Written by Christine D. Johnson

Thursday, 01 July 2010 01:19 PM America/New_York

Approximately 70 store and vendor representatives learned low-cost and creative ways to "connect with people." Former general manager of the Christian Supply Centers in the Pacific Northwest and now a social media consultant, Gunnar Simonsen and Bookstore Manager founder and President Randy Voorhees led the workshop "New Marketing: How to Reach Your Customers on a Shoestring Budget."

During the hour-long, interactive session, Simonsen went around the room talking with people who were using social media to promote their stores and products, including Kerusso Vice President of Marketing Chris Rainey, who shared how the apparel company successfully connected with new customers--via Facebook--by giving away its red Crazy Love T-shirt with a group that was performing acts of service based on Francis Chan's Crazy Love book (David C. Cook). "We probably spent $50 (worth) of our products," Rainey said. "We got exposure day after day. We connected with people with our products."

Simonsen also spoke with Darrell Darnell, e-commerce manager of Mardel Christian & Education, which began hosting Pictionary Friday events at its Web site in February. Ustream technology allows viewers to chat online with Darnell, while he draws on a whiteboard. As people log in, he takes the opportunity to share product that will be given away to the winners.

"It's free and creative," Simonsen said. "They've got a captive audience for about three minutes to go over a product. It's just a (fun) way for the customer to buy the product."

Dwana Smith, owner of The Remnant Christian Books & Gifts in Baytown, Texas, which will open in October, said the session was "the most informative workshop" she attended at ICRS. "It's very helpful to hear ideas other retailers have used successfully," she said. "The idea of engaging your customer, while expanding your network sounds like such an excellent way to know your customer and expand your ministry."