before we know it, will become a common occurrence. According to a recent survey, the number of location-based services users nearly tripled in 2010, reaching 33.2 million.

SP technologies, SP apps, QR codes, location-based “checking in” and the like represent incredible opportunities for marketers to literally place into the hands of the consumer product, service and promotional information. Retailers should get prepared for mobile’s increase in importance and breadth of applications.

Now what Should You do?

Here are some things to consider about mobile technologies and how you can leverage them to promote your business.

website Marketing

Test your website on different SP operating systems (iPhone, Android, etc.) to see how they display and if contact and location information can be found easily.

Make sure your phone number, location information, map location and other essential items are easily found and well displayed.

If you have a Specials page in your website or some other way you typically display special promotions, sales, etc., look at those pages on the different SP operating systems. If the information doesn’t display well, consider re-designing that information using larger fonts in your text and links, and ensure navigation to this information is easy and intuitive.

tangible in return for their attention. The “Future of Mobile Communications” survey revealed those who wanted the alerts were most interested in coupons and promotions from grocery stores and restaurants. Also, many agreed that making those text alerts location-based, so that recipients would get the right offer at the right time, could make the channel even more useful.

CoMpariSoN ShoppiNg

Mobile is a channel that has become important to consumer shopping behavior. Among smart phone users, a majority told Google they would be using their phone as a price-comparison tool. Nearly four in 10 would look for coupons or find a store near them. Nearly half of smart phone users surveyed by Google also said they were “very” or “extremely likely” to download or use a mobile app for their shopping activities, with another 30% reporting they were “somewhat

likely” to do the same. Finally, the emergence of QR codes and apps to go with them will ultimately put a plethora of information in the hands of consumers.

Imagine this – One day you arrive at the mall to have dinner with a friend. All of a sudden you get a text message from one of your favorite stores located at the mall. The text message says, “25% off our entire line of casual slacks. Stop in.” Wow. This kind of technology, called “checking in,” is here today and

2nd Quarter 2011

Mobile – the Next Game-ChangerBy Neal Lappe, WebStrategies Inc

In only 15 years the internet has changed how we live, do business and socialize with our friends and families. Online social networking has become a daily activity for most of us. Now with the emergence of smart-phones (SP), mobile technologies are the next mega-trend that will be a game-changer in our daily activities, and for how your business serves and markets to your customers.

Marketers, particularly those in the local B2C space, need to pay attention. Earlier this year, it was reported that one out of three SP users has been led to a local business after finding it through a local mobile search.

Mobile/text MarketiNg

A survey in 2010 reported that 28% of mobile users were at least somewhat interested in receiving text alerts, up slightly from a year earlier. But, those in the “under-35” crowd expressed significantly more interest. Regarding text alerts, people who had signed up to receive them said it made them more likely to visit the company’s website (34%), visit the store or location (33%) and purchase a product online or in the store (about 28%).

Another study reinforced this good news for marketers. Of the nearly 4,400 US mobile phone users surveyed, 38% felt mobile ads “serve an important purpose,” while an additional 25% stated they are getting accustomed to viewing mobile ads.

Mobile consumers are progressively more accepting of advertising on their devices, but they also expect something

RETAIL PARTNERS

Social Media & Smart Phone Trends

33% of those using Twitter primarily send their tweets via Smart Phones (SP)

66% of SP owners accessing Facebook do so to read news feeds

60% update their status

59% process their Facebook messages

44% upload photos

Mobile usage is already part of the fabric of our lives and we’ve only seen a small sliver of what’s to come

Continued on page 4

2 | Think. Shop. Buy. Local | RetailMerchants.com/local | 2nd Quarter 2011

From Your PresidentDear Member,

Grounded in our new Strategic Plan is the underlying concept of helping our members achieve economic stability. Over this, we may not have complete control; however, we are taking the reins of what we CAN do. A priority is our fostering of new and on-going collaborations with our members, our communities and our partners.

By supporting the local economy and community, we foresee continued growth and development. Important to this endeavor and to the overall branding of Retail Merchants:

• Timely speakers and presentations at First Friday Forums that will increase business knowledge and help our members become best at their business and uphold our Shared Value of Professional Growth & Development.

• Establishment of the RMA Conference Center, with our first education partner, Community College Workforce Alliance (CCWA). Already, we’ve held one marketing course and two on Social Media with great success. A third Social Media class is in the planning stage.

• A comment from a recent class:

“I now realize how quickly social media evolves and how important it is to keep up with the changes. I now feel very confident in my knowledge about social media and helping business growth online. Thanks to Nhat Pham for instructing such a dynamic and useful course. I highly recommend this class to beginners and experts- there is always something new to learn!” Sally Ashby, Carreras Jewelers

• The encouragement to purchase tickets to NASCAR and to use our low-cost air carriers, keeping travelers’ dollars in our community.

• Partnering with Crime Stoppers and the 100 Club and helping them grow.

• On-going support of the Central Virginia Foodbank and member efforts on their behalf. (Puritan Cleaner’s Kickoff of their 100K Meals campaign at our April First Friday Forum raised over $700 – a great start!)

• Retailers4Life – RMA’s on-going support of UNOS.

• On-going communications to & from the Richmond Red Cross, to help keep our community safer and extend help to others.

• Last, but certainly not least, “Go Rams!” The video at the April First Friday brought cheers and applause from our audience – the kind of energy we love to see – RMA plans to keep the energy up with other events, new partnerships, and a strong commitment to our members’ economic stability.

Again, our mission is to provide resources in advocacy, networking & information to enhance the image and profitability of our members. We believe we are on the way.

Advertise with Retail Merchants! More choices at reasonable rates. Advertise in this quarterly newsletter to 1400*, in email blasts to 2800*, and on RMA (3000* visits) or TSBL (800* visits) websites. Get the word out on your business, special offers or events! Link to your website or email address. For more information, contact Pat Vitsky, 804-662-5518, toll-free 866-750-2532 or patricia@retailmerchants.com *monthly averages

RMA ENDORSED MEMBER/VENDORSSpecial pricing, stellar service!

Elman Packaging & DesignBags & Gift BoxesDavid Bortz301-275-8908david@elmanlabels.com

Merchants’ Services RMA’s Insurance DivisionJimmy Shelton804-288-2913jshelton@retailmerchants.com

OfficeMaxOffice Supplies & FurnitureReg Roland804-837-8949rrolandl@officemax.com

Paychex Inc.Payroll ProcessingJeanne Canfield804-334-9024jcanfield@paychex.com

WorldPayCredit Card ProcessingR. Scott Johnston804-836-6798scott.johnston@worldpay.us

Richmond.comInternet MarketingChristie Newman804-649-6388cnewman@richmond.com

President/CEO Retail Merchants Association

Think. Shop. Buy. Local | RetailMerchants.com/local | 2nd Quarter 2011 | 3

Did You Know?

The Retail Merchants Association has partnered with the Donate Life Partnership—which comprises United Network for Organ Sharing (UNOS), Donate Life America, LifeNet Health, Old Dominion Eye Foundation, Minority Organ Tissue Transplantation Education Program (MOTTEP) of Richmond, and National Kidney Foundation—to increase awareness and encourage organ donation.

RMA members may offer their business locations as places where customers can further their education about the importance of organ donation as well as sign up to become organ donors.

April is designated as National Donate Life Month. Local and national campaigns elevate the importance of organ donation. Thousands of additional donors sign up each April.

Those interested in donating are encouraged to do so, and retailers and other places of business are likewise encouraged to offer donor information. Visit www.Retailers4Life.com for online and printable donor applications, FAQs, power point training presentation, logos, etc.

The online database, DonateLifeVirginia.org contains the names of people in Virginia who have indicated their desire to be organ, eye and tissue donors either at the Department of Motor Vehicles or online. When someone dies, and is deemed medically suitable for donation by a federally designated, non-profit organ procurement organization, a donation professional accesses DonateLifeVirginia.org to see if the person is registered as a donor.

A person’s decision to be a donor on DonateLifeVirginia.org is honored in Virginia. If the person is not listed, then the donation professional offers the family the opportunity for their loved one to donate. All information submitted will be used only by donation professionals and will be

April is Retailers4Life Month

kept completely confidential.

Anyone who has said “yes” to donation at the Department of Motor Vehicles (DMV) is included on DonateLifeVirginia.org. You must check “yes” to donation every time you renew your driver’s license or state identification card to remain on the Donor Registry. Once you have signed up at this site, you can notify your family of your decision by sending them an e-notification card. If, for any reason, you would like to change your information, you can modify or delete your record by logging in. If you would like to sign up via a paper application, you can call 1-866-VADonor to receive a form by mail.

Please contact Preston Perrin at 804-662-5504 or pperrin@retailmerchants.com

regarding offering sign-up information to employees and customers. RMA member participating locations are shown on the www.retailers4life.com web site.

Note: Donor application forms from previous years are outdated and should be discarded.

Organ donation and transplantation saves lives. One organ donor

can save 7 lives, restore sight to people and help many others. Three

Virginians die each week waiting for a life-saving organ transplant

that doesn’t come in time. Currently, there are more than 110,000

Americans waiting for a life saving transplant.

4 | Think. Shop. Buy. Local | RetailMerchants.com/local | 2nd Quarter 2011

Welcome New MembersAcoustical Solutions, Inc.

Alexander’s Antiques

APD Engineering and Architecture

B. K. Martin Enterprises Inc.

Black Dawg Sealcoat

Blacksun Logistics

Business Owners Institute

Care Advantage

ChiknEGG Productions

Classic Details

College Funding Group

Colonial Athletic Association

Cottrell Communications Corp.

Covington Travel

CUBIT Mini-Storage

Edloe’s Pharmacy

En Route Facility Services

Entertainment Connection

Jaks Bagels & Deli

Martin Warren

MetLife Mid-Atlantic Financial Group

Moe’s Southwest Grill

Paradise Home Care, Inc.

Plan Ahead Events of Richmond

Schmid Embroidery & Design

Sklar Technology Partners

Stevens Jewelers

Total Merchant Services

Tribble Electric Inc.

Valiant Photography Studio

Vcall

Wings Pizza N Things

Winning The Selling Game

Don’t Forget! It’s Free!RMA members can:

• Participate in the Think. Shop. Buy. Local promotion

• List events & specials on the TSBL Facebook page and website

• List events and RMA specials on the Retail Merchants Facebook page

• Send press releases on company news, events, changes, etc. to RMA for eblasts

• Add Member-to-Member offers on the RMA website

For more info, contact either len@retailmerchants.com or patricia@retailmerchants.com

www.stranges.com

Northeast - 321-22003313 Mechanicsville Pk., near Laburnum Avenue Bon Air - 321-04608010 Midlothian at Buford Rd.

West End - 360-280012111 W. Broad St. between Rt. 288 & Short Pump Town Ctr.

Hull Street - 321-04706710 Hull Street at Chippenham

Show your appreciation to those who get the job done by sending flowers from Strange’s. It’s the perfect gift for new business or to say thank you. It’s a smart business decision because, when you order online, you save with no wire services fees (up to a $14.99 value) for flowers sent anywhere in the US and Canada. It’s just a click away in your busy day.

RMA Member:

No cost to participate!

Contact: Len@retailmerchants.com

Find us on Facebook!

Facebook.com/thinkshopbuylocal

Mobile Marketing

Capture cell phone numbers – begin a campaign within your business to capture cell phone numbers. Be honest with your customers about why you are capturing their cell numbers. While you may not use them for a while, beginning now to build your database of customers for mobile marketing will position you ahead of the game when you decide to get started – if you haven’t already started.

Learn more about mobile technologies. Subscribe to some newsletters/blogs on the topic.

Check out these online resources:

• MmaGlobal.com

• MobileMarketer.com

• FierceMobileContent.com

• WirelessWeek.com

When you get ready to get in the game, you’ll need a mobile technology partner with whom to work. Either RMA or I can help guide you.

“Mobile” continued from cover

Think. Shop. Buy. Local | RetailMerchants.com/local | 2nd Quarter 2011 | 5

The Richmond Metropolitan Convention & Visitors Bureau (RMCVB) always looks for unique opportunities to promote the Richmond Region and increase visitor traffic to area retailers. During the month of April, RMCVB is participating in Virginia Tourism Corporation’s (VTC) Station Domination advertising blitz in Washington, D.C., one of the Region’s most important tourism feeder markets.

Station Domination, a strategic purchase of all advertising space in two D.C. metro stations, will continue through the end April. RMCVB ad creative dominates the entire upper level of the Verizon Arena/Gallery Place Metro station. The total estimated number of impressions for the length of the campaign should reach more than 2.7 million.

Using backlit dioramas, banners and pylon wraps, RMCVB’s tourism marketing focuses on three key areas:

• VMFA as the exclusive East Coast venue for “Picasso: Masterpieces from the Musee National Paris”

• The Region’s wide variety of historic, cultural and outdoor adventure options, and its appeal as a family-friendly destination using the familiar “History” marketing campaign

RMA CountryRMCVB Dominates Washington, D.C. Metro Station in AprilBy Laura BeckRMCVB Publications Manager

• Civil War & Emancipation 150th Anniversaries, with a creative timeline complete with QR codes that link smart phone users to more information on OnToRichmond.com

VTC is adding social media integration to this year’s media blitz with a campaign called Deals4DC, using quick-fire, one-day deals, similar in nature to Groupon or Living Social offers, to increase travel to Virginia. Several Richmond Region businesses are participating.

To garner additional exposure, VTC and RMCVB are promoting Station Domination using social media platforms and significant PR outreach.

Find out more about RMCVB and how it promotes travel to the Richmond Region on VisitRichmondVa.com.

A Place to ‘Grow Local’: LAKESIDE “One of our goals is to provide space to launch a business at a very low

cost. Lakeside Farmers' Market provides that opportunity. When your new business is ready, we have quality spaces at reasonable prices,

in a safe and identifiable area,” Peter Francisco

www.peterfranciscorealestate.com

6 | Think. Shop. Buy. Local | RetailMerchants.com/local | 2nd Quarter 2011

Seen at RMA

Robert Thomas Photography

For your photography needs

Our Studio or Your Location

(804) 266-5458RobertThomasPhotography.com

Thank you to David Proett for April FFF photography.

Think. Shop. Buy. Local | RetailMerchants.com/local | 2nd Quarter 2011 | 7

Upcoming RMA Events

MAY3 Retail Authority Mentoring 6 First Friday Forum17 Connect@Richmond Volleyball

Club

JUNE3 First Friday Forum 7 Retail Authority Mentoring9 Backyard Cookout & Silent

Auction for VRF

JULYNo First Friday Forum or retail authority Mentoring19 Power Hour

AUGUSTNo First Friday Forum 9 Retail Marketing Expo &

Connect@11 Retail Authority Mentoring

SEPTEMBER8 Retail Authority Mentoring 9 First Friday Forum (2nd Friday)TBA Connect@

OCTOBER4 Retail Authority Mentoring 7 Valor Awards13 Connect@ Dave & Busters 26 Power Hour

NOVEMBER1 Retail Authority Mentoring11 economic Forecast breakfast

(2nd Friday)

DECEMBER2 First Friday Forum -

Distinguished Retailer of the Year Award

REGISTER TODAY FOR THESE EVENTS!For more information and to register for any event, visit www.retailmerchants.com

or call 804-662-5500

SAVE THESE DATES!watch rMa eblasts & website for dates, details and additional events

We’re the App for That!

august 9, 2011

greater richmond Convention Center

exhibitor information available now! Sold out in 2009 and 2010 – don’t miss out!

Among the features for 2011:

• Keynote speaker: Kelly O’Keefe, Professor and Former Managing Director of the VCU Brandcenter

• Power Session; Jim Roman, Business Owners Institute• Power Session: Nhat Pham, SUCCESSwERKS• No cost to attend, no entry fee• Connect@ co-sponsored by B.H. Baird Insurance and ARC• Exhibitor ‘day of show specials’ that could save you big

marketing bucks• Amazing prizes & drawings including several multi-media

marketing packages

Visit www.retailmarketingx.com or contact Jenny Price for additional information. jprice@retailmerchants.com

Mobile marketing is permission-based interactive marketing via mobile phones. The power of mobile is that it engages you in a dialogue with the consumer. The most successful programs have an immediate call to action. This is very track-able and instantaneous. Some services are mobile surveys, mobile coupons, mobile classifieds / paid programing, WAP sites, loyalty clubs, gift cards & ticketing. At FOX we are able to integrate all of the different formats to reach the user. One of our largest programs is Mobideals, a web based application that gives coupons redeemed from a cell phone in local businesses. This Geo-coded application helps customers find the businesses that are near them with offers they want. For more information, contact Daniel Carney, WRLH, dscarney@sbgnet.com

By adding a QR code to business cards, Opt4Cards offers the ability for customers and clients to quickly scan by mobile, and capture information about you, your company, merchandise, events, menus, daily specials, coupons and LOTS more. This is only one innovative use of QR codes currently finding much success through member Opt4Text. They can create links to your company website, social media, directions, job postings, appointment reminders, and the list goes on. To learn more, visit http://bit.ly/fBgF1l or contact jeff.krupnick@opt4text.com

Are you an RMA member who has another Mobile service? Do you have a question about mobile marketing? Email your information or question to patricia@retailmerchants.com for future stories & information.

More on Members & Mobile

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Phone (804) 662-5500Toll free (866) 750-2532Email: Patricia@retailmerchants.comwww.RetailMerchants.com

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1 Mobile Marketing

2 RMA Growth & Development

3 April is R4L Month

4 Welcome New Members

5 RMCVB – DC Metro

6 Seen at RMA

7 Upcoming Events - EXPO August 9!

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