Branding the Running Hub Retail Store

April 25, 20160 Comments

Running Hub Targets Runners in Santa Fe, NM

Running Hub Targets Runners in Santa Fe, NM

Listen to our featured Ask Those Branding Guys radio show podcast: Running Hub Specialty Shoe Store

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 Fe.

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 an athletic director and head track and field coach for several NCAA Division-1 programs. 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 itself, 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 center. 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 positive sales 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 individual sales and use this information for targeted marketing can follow-up with customers.

Enjoy the show.

Once a Day Marketing™ inspires clients to brand bold. Visit our website at Contact James Glover at (505) 501-1330 or email Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on KVSF 101.5 FM.

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