Hobby Horse

Cinda Baxter of Details Ink, Minneapolis, loves fine stationery, but her store and her paper inventory are far from her only interest. Her family also owns racehorses, and four years ago, Cindy's Hero — named after Baxter by her dad — ran in the famous Breeders' Cup race.

Several of Cinda's customers took an interest in her namesake, coming into the store after each race the filly ran to get the inside scoop — win, place, or show. To keep them up-to-date, she once took her laptop to the Breeders' Cup, sending daily emails to clients and friends.

Now Cindy's Hero's half-brother, Fourty Niners Son, is the horse Cinda keeps her eye on. “I added a Pony Page to our store website,” she says. “It's either that or spend half my day updating everyone.”

Some customers even accompany her to the local track to watch live simulcasts. “Two of my favorite corporate clients joined my father at Santa Anita for a race I couldn't get to,” Cinda notes.

Of course, not every storeowner is interested in, or can afford to take part in, horseracing. But the lesson is that hobbies and interests you already have can be great marketing opportunities just waiting to be exploited. A big part of specialty stores' appeal is the personal relationship between owner, customers, and community. Get to know your neighbors, and let them get to know you. Whether it's kayaking or knitting, shoppers will be interested in your progress and your stories. As Baxter says, “You just never know what will bond people!”

Cinda Baxter now has customers making repeat visits to her store even when they don't really need anything, but because they're interested in her emails. That's the kind of effective publicity most stores can only dream of: relationship marketing.

Remember, each contact between you and a customer is a reminder of your store. And interaction based on something other than shopping will help build loyalty. After all, Wal-Mart can't tell customers how Cinda's horse is running.