FLGS Marketing?

[Quasqueton]

I just learned of a new game store in my area. I went by today for the first time to look it over. It looks nice and neat, has plenty of game books and minis and all the other little extras you'd expect. The owner/operator is a gamer himself, and is surprisingly willing and eager to talk games. This shop will probably be my first and last stop game supplier.

But as with most small, niche-market stores, he probably doesn't have a big list of patrons.

Now, I'm going to ask some questions of y'all here, but I want it understood that I personally have no connection with this store or this owner. Although I would love to see the store thrive, I have no intention of telling this guy how to run his business. I'm only asking these questions here for a general discussion. Maybe I'll point the owner to this thread, but I don't intend to be an unsolicited marketing advisor.

Anyway, here's what I was wondering:

What should a small game-shop owner do to advertise and bring in shoppers? He probably got in dept up to his eyeballs to open the shop, so he may not have lots of money to spend on marketing. Gimics would have to be cheap.

I would think a web site would be good. Even if just one page to give contact info, address and directions. If this store had an e-mail account, I could and would use it to ask if he has a particular item in stock (I could pick it up during lunch or after work). If he didn't have it in stock, I could request it. (I much prefer e-mail to telephones.)

How about some kind of "business-card" type give away. Some really cheap note pads with the store name and phone number? I use note pads when DMing to keep track of various items. Even something simple like a bookmark with the store name and number?

This store doesn't even have a sign. Only a big "Grand Opening" banner gave me a hint as to where it was. Maybe a sign is being made. I don't know.

What could a store like this do to get out word of its existance? Word of mouth is only so good.

Quasqueton

 

[EricNoah]

A website is practically a requirement in this day and age. Not having one is like not getting listed in the phone book.

I wonder how expensive a short local radio ad would cost?

 

[BiggusGeekus@Work]

I'm not sure about radio. The dork demographic is pretty widespread. We tend to be 18-35 and male and there the similarites end. Didn't the industry survey reveal that the majority of the purchases were made by guys around 30?

But, yeah, websites are a must.

Incidentally, I'll pimp my FLGS in Chantilly, VA: http://www.gameparlor.com/ Great store.

 

[Drawmack]

Running an after school game in the store is a good way. Flyers are cheap and effective. Most people read a well designed flyer before they chuck it. As mentioned above local radio ads are good. For the web-site I'd see if you can find a gamer that would do it in a barter and get a kick ass db driven web-site/web-store going for him so he can do mail order as well as the actual location.

I know that I personally would do a web-site on barter for like $50.00 worth of gaming supplies until the tab was paid.

 

[Umbran]

I think local radio ads are probably not a good idea, cost wise. If we are to believe WotC market research, there are only something like 3 million gamers in the whole counrty. A radio ad has you paying to reach a broad market, but you want to reach a rather narrow one...

Ads in the local college newspapers. Flyers in bookstores, or on college campuses. Flyers, ads, or booths at local sci-fi conventions. Hosting game nights. These wil tend to attract your real target audience.

Find the local theatre group that does Shakespeare. Put an ad in their programs. If any of the store's merchandise is appropriate, set up a merchant's table at your local SCA event. See if the local video store has a bulletin board on which you can stick a flyer...

 

[Tyberious Funk]

The problem with gaming stores is that they are essentially niche markets. Any kind of widescale promotion is going to generate a pretty low ROI, since most of the community will ignore it (or go "huh?") Unless this local game store sells more than just RPGs, CCG and other geek goodies, I'd suggest they limit themselves to partnering up with local gaming groups such as university/college gaming associations. Sponsor one of the local tournaments or something similar. Word of mouth tends to be the most effective and most efficient means to promote some of these stores. I certainly tell my everyone in my group when I've found a new source for material... I'm sure everyone else does too. I think a web presence of some sort these days is pretty much a given.

 

[Tarek]

>Incidentally, I'll pimp my FLGS in Chantilly, VA:
> http://www.gameparlor.com/ Great store.

And we're soon opening a second store in Woodbridge, VA!

20 gaming tables, 8 computer gaming stations, 4 miniatures gaming tables, an RPG room, water fountains, and all sorts of interesting games.

Oh, and a T1 line connecting the Woodbridge and Chantilly stores, for internet gaming tournaments.

Tarek Okail

 

[ichabod]

Based on my experience running a store, I would say that a small local newspaper add when first opening is a good idea. After that, stick to a website and flyers. Aim the flyers to where high schoolers and college students congregate.

Email is good, start an email list with special offers (but keep to a minimum or they'll ignore you). However, keep in mind that there's a good chance he won't have time to check email during the day.

 

[Drawmack]

Offer a high schooler five free minatures to hand out flyers at school dances, local teen age gather places and such and you just got a but ton of advertising for about $20.00

 

[KnowTheToe]

Community involvement is key. People need to know you are out there. Local paper adds, sponcer a game night at the local library (family style games, Hero Clix (simple stuff). Offer customers services, game tables, tournaments, painting classes etc. Many game stores have these events, but do not let people know. They will have it written on a board. I would suggest a pamphlet given with each purchase and available to all customers.