I’ve sat across from enough retailers this time of year to know the real work doesn’t happen in one place. It happens across every touchpoint a customer has with your brand, working together. Here’s what marketing activities you can do to actually move the needle this spring.
Founder of The Social Collective
People are scrolling your grid long before they ever walk into a store or a fair. Every post should answer one question: why should I care about this brand? Show the product in someone’s hands, in someone’s home. Proof beats polish, every time.
Whether that’s a market, a fair, a pop-up or your own shopfront, don’t let it be a surprise. Say it, loudly and often, in the weeks leading up. People want to support brands they already follow and feel a connection with.
These are people who’ve already put their hand up and said they want more from your brand. Collect addresses everywhere. In store, online, at events, every chance you get.
An email address you never email is a wasted opportunity. Keep showing up in their inbox. That’s how you stay top of mind between purchases, not just at the moment of sale.
People buy from people. Be seen behind the brand, on your stories, in your stock updates, not just in polished product shots. Let people connect with the human running the show.
The businesses that grow this spring won’t be the ones with the biggest budget. They’ll be the ones whose social, email and in-person moments all point the same direction, and make it easy for a customer to say yes, wherever they find you.
None of these channels work in isolation. Treat them like one system, not five separate jobs, and spring takes care of itself.
How to Keep Selling After the Shop Closes: A Marketing System That Works in the Background
Sunday 30th August | 11:30am
Retailers are brilliant at selling face-to-face – but what happens when the doors close? In this practical session, Loren Tomlinson shares a simple marketing framework that keeps your store generating sales beyond trading hours. You’ll learn how social content keeps you visible between visits, email brings customers back through the door, and always-on advertising quietly works in the background so you don’t have to. No jargon, no overwhelm – just clear, actionable ideas you can start using straight away.
AI Won’t Replace Your Marketing. It Will Replace the Way You Do It.
Monday 31st August | 1:00pm
Retailers everywhere are trying to work out where AI actually fits into their marketing. In this session, Loren Tomlinson shares the exact ways The Social Collective uses AI day to day, from content creation to ad targeting to customer insights. You’ll leave with three tools you can start using this week and a clear view of where AI saves you time without losing your brand’s personality.
