Small business marketing has changed dramatically: Wisdom from stationery shop owner Sarah Laker
Small businesses are amazing. If you didn’t already know this, maybe you started noticing it during lockdown. In my local area, small businesses really showed us what made them so special. Many of them immediately pivoted - not only to try to survive, but to really serve their local communities.
It has really made me rethink my shopping habits. I’ve always been a champion of independent shops and tried to buy local, but far from exclusively. Like many of us, I was often swayed by the temptations of speed and convenience that comes from clicking a button and having whatever I wanted delivered to my doorstep the next day.
But it’s not always about price and convenience. Every pound we spend is a vote for the kind of world in which we want to live. And I want to live in a world where my local economy is thriving, where my neighbours’ shops keep us fed and clothed, where I have rich and meaningful conversations with the people who own the places where I exercise, have my hair cut and buy my kids’ school supplies. Oh, and where billionaires don’t exist.
The businesses that bend over backwards – personally, not by making their staff work in unsafe conditions in enormous warehouses while they sit on a private island working out how to pay less tax – are the ones that deserve our support.
The fitness providers that offered online classes to keep us fit and semi-sane in lockdown (hi, Mother Me and Seven Movement!). The companies that delivered gifts to the porches of loved ones to cheer them up (thanks again Ecopia, Rare Mags and Suburban Muse). The local coffee van who supplied me with my favourite tea (love you Coffee Bean Dream and Worker Bee).
All of these businesses have inspired me with their can-do attitude and their willingness to try something new, even though it requires fresh thinking and bravery - especially in highly uncertain times.
Another business who continues to amaze me is Stationery Supplies in Marple, which is owned by my friend Sarah Laker.
The evolution of small business marketing since 2005
Sarah’s been a shopkeeper for 15 years, and this kind of indie shop longevity is - as we know - built on blood, sweat and tears.
But there’s more to Sarah’s success, and I thought it might be useful for other small businesses to learn from her. Sarah isn’t a client of mine by the way, although she did come to one of my workshops about 18 months ago.
I often refer to Sarah and her social media presence when I teach and help others with their marketing (you may have spotted her in my Good Marketing in Bad Times download).
So I thought I’d interview her for the third instalment of my small business marketing series (you can also read my interviews with Paul Jardine and Andy Brown).
Sarah is a self-confessed stationery addict who is also passionate about independent retail and the local community.
Sarah laker in her shop, stationery supplies in marple.
When she started Stationery Supplies after a 17-year career in nursing, she knew “absolutely nothing” about running a business. (That’s definitely changed. Since this interview, Sarah has been shortlisted in two Stationery Awards categories: Rising Star and Best Independent Retailer in the North. Good luck Sarah!)
Sarah explained to me how her approach to marketing has changed from the early days of her business to now.
“In the early days of my shop there was no social media, so marketing was very traditional newspaper advertising, leafleting, the yellow pages, word of mouth and shop windows.
“Marketing has changed dramatically over the years and it’s been important to keep abreast of those changes. In some ways marketing is easier than ever with the advent of social media and online selling, but it’s also become harder as now we have to think about so many platforms and keep all the balls in the air.”
Which element of marketing do you enjoy the most?
“Taking a photo of beautiful stationery, posting on social media and seeing my followers’ responses.”
Which marketing approaches/strategies/tactics have worked well for you?
“To listen to my customers and to current trends. For example, last November social media was full of talk about Christmas wrapping paper. People were looking for recyclable and turning away from glitter and foil.
“I sourced some brown paper wrap, which was not only recyclable but also made from recycled paper. I advertised it on a local Facebook page and sold out in 24 hours! By the end of December I’d restocked three times and sold more rolls of Christmas wrap that I’d ever sold before.”
Which other wins you can attribute directly to marketing?
“Surviving lockdown.
“I closed the shop door on March 23rd and after a few days of absolute shock I started planning. I pulled on every one of my years in business and all the experience I had and set about changing my business from a shop to a local delivery service.
“The only way to market this was on social media. But it wasn’t social media as I knew it before: my whole approach to marketing had to change.
“I needed to engage my customers and give them solutions to the problems that they were experiencing – art/craft projects, stationery to work from home or to educate their children, to keep them in touch with what was happening in the community and also to make them smile and keep their spirits up.
“It was hard work, but I managed to operate at about 50% of my usual turnover, which I’m pretty proud of. The social media I did during lockdown has paid dividends now I’ve reopened as I’m seeing lots of new customers who found me on social media during lockdown.”
Will you share some marketing lessons you've learned?
“That marketing is more than sell, sell sell. It’s about being myself, showing my passion and knowledge, what I believe in and how I live my life and being part of the local community.”
Share a marketing "aha!" moment you've had.
“A couple of years ago I made my first video, of me walking around the shop talking about what I sell. I posted it in a small network group.
“A couple of months later I had a chat with a new customer, who visited my shop for the first time because of the video. They suffered with social anxiety and found it very difficult visiting small shops very difficult due to the perceived expectation to that they had to buy something.
“In all my years of shopkeeping I’d never realised that this could be such a barrier to people. So it changed the way I thought about marketing, and now I regularly post videos of the shop, of me talking. And this was of particular importance as I reopened after lockdown so I could show people exactly what to expect and how I would keep them safe whilst shopping.
What's the best piece of marketing advice you've been given?
“To be myself as people buy from people.”
What advice would you give other small business owners to improve their marketing?
“To take expert advice, follow experts on social media or sign up for their newsletters or do some courses.
“In 2019 my sales were dipping. I recognised this early and spent the year investing in my learning. I attended training days in photography, marketing, Instagram, Facebook… I watched endless YouTube videos.
“By the end of 2019 my sales were increasing and 2020 was my best year to date.”
Quickfire questions
Favourite social media platform: Instagram. I love being able to create beautiful photos of stationery.
What one thing does the world of business need more of? Passionate, strong women.
What's on your desk right now? My desk was my Dad’s desk. He gave it to me when he retired and it’s my most loved piece of furniture due to the memories it holds. As you’d expect, it has a massive collection of pens and notebooks – you can never have too many!
If you weren't a small business owner, what would you be? It’s my dream job, so I can’t think of anything else!
Name 3 dream dinner guests (dead or alive). Prof Brian Cox, Elton John & Deborah Meaden
Early bird or night owl? Early bird. I can often be found in the shop by 7.30am. I love watching the world wake up.
Worst job you've ever had? Working evenings in a catheter bag factory when I was at college.
Where do you get your best ideas? My brain never stops. It’s like a box of frogs leaping from one idea to the next!
Inspire us with a quote: “If you always do what you've always done, you'll always get what you've always got.” ~ Henry Ford
Find Sarah in her shop on Stockport Road in Marple, on her website Giraffe Gifts and on Facebook and Instagram.