The point of sale system is often the backbone of a small business. So many parts of the business intersect at the point of sale that its lesser known features and capabilities often go unnoticed.
One such area is in advertising. Yes, advertising. You may not realize it at first glance but the point of sale offers tremendous insights when it comes to creating ads for your business.
Let us explain. Advertising success is often dependent upon knowing your target audience. For many small businesses, the local community is the target audience so it’s vital to know what they like or don’t like and then tailor your advertising to those preferences.
Your point of sale can provide valuable insights into those preferences. How? This usually entails generating some reporting to analyze the buying trends of your community. If you own a grocery store, are fresh vegetables gaining traction during the spring? Do flu and cold medicines appear to be popular when the weather turns cold? How about soups in the winter? Do they sell briskly during those low temp days? The point of sale data will tell you the answers.
Once you see those trends, it might make sense to advertise to let others know that your business carries a wide selection of products in the popular categories. In fact, it might make sense to advertise before cold and flu season begins to let the community know that you will have cold and flu medicine in stock.
The bottom line is that you can use the sales reporting to learn about your local community (aka your target audience) and use that data to advertise more effectively.
Beyond the Trends
If you have a loyalty program that includes email addresses (and if it doesn’t, then we’re not sure why you’re even bothering) then you have a very direct means of advertising to those loyalty club members.
You can use the email addresses that you’ve gleaned from the loyalty program and load them into Facebook to create an advertising campaign aimed at those members and other people whom Facebook believes are similar. In addition, you can ask Facebook to limit the advertising to people who reside in a certain geographical area. This should prevent you from showing ads to people outside your target audience.
But it gets even better! You can segment the local audience into people you know only like certain items and then only advertise items in that category to those people. The thing to do in Facebook is to create separate ‘campaigns’ and only advertise fruits and vegetables to people you have put into the fruits and vegetables campaign. Make sense? Good.
Here’s another idea: you can use Facebook to find people who ‘like’ your competitor (assuming your competitor is also on Facebook). With targeted advertising that will go out to those compeitor’s fans, you can potentially reach a whole new audience of people. Again, make sure you limit the ads to only display to the people who live in your immediate geographic area (assuming that’s your target audience).
This last tip actually didn’t have anything to do with your point of sale system except that, with any luck, you will be ringing up new sales from your competitor’s customers. And then, they will end up as your customers who will receive more advertising as you continue to grow your revenue and open more locations. The sky’s the limit!
Want to learn more about how a point of sale system can help with your advertising and marketing? Contact us today for a demo.