Breaking out of your local market to reach a national audience - Business Insider

in 2017, he wanted the specialty retail shop to be a part of the revitalization of downtown Albany, New York.

Business Insider spoke with Bull about the steps he took to keep sales flowing during a time when many brick and mortar businesses are struggling.At first, Fort Orange's online store was mostly reserved for the store's most popular items. "We put extra little notes and things within the packages, and we wrapped it up nicely so that was almost like they were opening up a gift when they received it in the mail," he said. "If you can't be in a store, this is the next best thing."Work with your team to adjust their roles

Fort Orange has acquired new customers in zip codes across the country through a method Bull described as the digital equivalent of word-of-mouth marketing: by targeting their ad spend on the followers of their roughly 12,000 followers on social media. Instead, the team set about executing a meticulously planned, socially distanced Makers' Market at a nearby farm to support the local suppliers who are so essential to Fort Orange's existence.Even as foot traffic at the Broadway shop has picked back up nicely, Bull isn't going to discard the tools that helped get his company through the past several months.

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