Listen to our featured Ask Those Branding Guys radio show podcast: The Running Hub
Hello, I’m Jim Glover, That Branding Guy, for Once
a Day Marketing™. On our radio show Ask
Those Branding Guys, we discussed branding and marketing of a niche
retailer in Santa.
Joining us on the show was John Lumley owner of The
Running Hub, a retailer specializing in foot ware and apparel for runners. Lumley bought The Running Hub in 2004 after
closing a great career as Director of Athletics at NM Highlands
University. He has been an avid runner
since 1972 and a life-long shoe enthusiast; that passion carries over into his
customer service at The Running Hub.
To differentiate themselves, The Running Hub focuses on
delivering outstanding service. Their
well trained staff share expertise with customers to find the shoe that is the
best solution for each customer’s situation.
Lumley purchased a going concern because he didn’t want
to start a business from scratch. He was
fortunate to find The Running Hub, it was perfect for his background and
interests. About 50% of the store’s
business is referral and the other half is walk-in.
The running specialty industry has separated from running
stores in general and had been one of the fastest growing segments of the
industry although it has leveled off recently.
The Running Hub has recently moved to a new location in
the same shopping development. The main
purpose of the move was to obtain increased space. However, the new location has much more foot
traffic and Lumley is seeing many new customers visiting the store.
Lumley regularly advertises with the Premium Shopping
Guide and RSVP direct mail. When
customers return the coupons/cards it enables tracking to determine the results
of ads; both channels are experiencing similar results. Community outreach is also part of the
marketing mix; The Running Hub provides prizes for races, discounts for student
athletes and partners with local organizations with a running-related mission.
Lumley’s tip for those seeking to start a business:
whether creating a start-up or buying and existing concern, ensure you have a
good handle on expenses. Also, use a point
of sale system to help you track sales and gather customer e-mails so you can
follow-up.
Enjoy the show.
Once a Day Marketing™ inspires
clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those
Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com
KVSF 101.5 FM.
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Marketing™. All rights reserved.
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