Brick & Mortar Marketing - Tips for Portland's small businesses

One of the types of businesses that have been the hardest hit during the global COVID-19 pandemic is the traditional street-side business, the so-called brick-and-mortar businesses. For Portland, whose small businesses are the very soul of the city, this means that a lot of businesses have struggled over the past year. Even as restrictions get lifted, it may be a long time before a hesitant public feels comfortable physically venturing out into places of business, especially when so many online shopping opportunities are available to them. This may present further unique challenges for brick-and-mortar businesses in the months to come.

Support small businesses – Portland’s soul

However, it is not all bad news. People like face-to-face interaction, and many are anxious to get out of the house and will likely prefer in-person shopping and dining when they feel they can safely do so. Especially in times like these, it matters how and where we spend our money. And it hasn’t been easier to support our local small businesses, which often are owned by People of Color. In this Small Business Directory you’ll find many options to shop small and support our local communities. Also, the board of AMA PDX has developed a local gift guide that features our board member’s favorite shops, restaurants, community stores, fitness studios, and highlights BIPOC, LGBTQIA+, and women-owned businesses. The gift guide is searchable by ownership or category (Arts & Entertainment / Food & Beverage / Beauty & Style / Health & Fitness / Professional Services) and not only meant to shop for gifts.

And for the small businesses themselves: Here are some key marketing elements brick-and-mortar businesses may consider as the world reopens.

Key marketing elements for Portland’s small businesses

Food and Beverage Tastings

After a long year of lockdowns, people are craving social interactions. Businesses that provide dining options may offer food and beverage tastings such as specialized wines or samples of popular dishes. Selling food or drink tickets beforehand can also help hype the event. Getting customers in the door is the first step, and this is a great opportunity to bring together friends
who may not have seen each other in over a year.

Portland also did a tremendously great job in creating outdoor seating options, so people can sit outside even when Portland weather isn’t inviting. Heated patios, covered street plazas, or outside fire pits are a great way to offer more space to those who feel more comfortable sitting outside. This opens up the opportunity to meet more friends and enjoy the beautiful long summer days. Check out Travel Portland’s Patio Guide to find the best option in your neighborhood.

Free Delivery

Offering free delivery can mean the difference between a potential customer choosing your business over a competitor’s. Delivery may mean keeping an extra employee on at times, but the increased business will likely make it worth your while. Free delivery is not only helpful for keeping customers feeling safe while utilizing your goods, but, as people continue to work remotely, not having to leave home means more productivity for them.

Sustaining a Strong Online Presence

The bulk of many brick-and-mortar businesses’ sales results from foot traffic to the store, but that doesn’t mean that even the smallest local business can’t benefit from an interactive online presence. Offering virtual tours of the store can give the online user the feeling as if they are in a physical location. In-store pickup means that a customer can shop from home and then still pick up the items in the store without having to spend a lot of time there. This may help the customer ease to return to the store physically, and once they are there, they may be more likely to do some shopping, as well as return later.

Navigating Online Marketing

Sometimes, small local businesses are intimidated by or feel they don’t know how to use technology. Or perhaps they can’t afford the help required to create an effective and sustained online presence. However, these reasons should not be deterrents.

Researching search engine optimization and finding the correct website keywords that will get you noticed on the internet is easier than one might think. And it might surprise people to know that Google has tools that cater to helping local businesses show up in internet search results for people looking for something specific. Simply put, there are many tools out there for small businesses to utilize on the internet.

We at AMA PDX have put together a list of free marketing tools that helps small businesses to navigate the online marketing world.

Promoting Safety

More good news seems to be coming in every day that the world may be nearing the end of the pandemic. However, with news of new waves hitting parts of the world, it is not quite over yet. Promoting safety makes everyone feel more secure, and that may translate to longer times customers spend in the businesses. Even when things settle down, continued mask requirements and offering temperature checks when customers enter the door convey a sense of safety.

Remember What Makes Your Business Special! Local brick-and-mortar businesses often exist because they offer something special and unique that larger online stores can’t provide. This includes specialized local goods and unique experiences. In a scramble to sustain an online presence, don’t let your business forget why it started in the first place and who it’s targeting. People physically showed up to your business before the pandemic, and don’t be afraid to remind them of that reason. Furthermore, featuring local artists and performers may draw in new and old customers alike.