If you’ve been pouring money into ads, social posts, and email blasts—yet still watching your foot traffic dip—you’re not alone. Independent retailers everywhere are feeling the pressure.
But what if the problem isn’t your budget… it’s your approach?
In the latest episode of The Footwear Retailer Podcast, Pete Mohr sat down with Kody Fitzjerrells, founder of Omni Digital Group, to dig into what’s really working right now in footwear marketing—and how to fix the costly mistakes most stores are making.
Let’s break it down.
Start With Strategy: Are You Marketing Where Your Customers Actually Are?
Before you run another ad or post another reel, ask yourself: Where is my customer spending their time?
Kody explains that many retailers default to the latest platforms like TikTok or Instagram, but if your core audience is between 40 and 60 years old (as is often the case in comfort or running categories), they’re more likely to be on Facebook, watching OTT, or responding to direct mail.
Bottom line? Match your platform to your audience—not the latest trend.
Leverage Your Most Powerful Asset: Your Data
Your customer data is the most valuable marketing tool you’re probably not using.
Kody recommends downloading your point-of-sale list (just name, email, and phone number is enough), uploading it to Meta, and running targeted ads to those past customers. These are people who already know you and are far more likely to return than a cold lead.
“59% of customers across 30 stores had only shopped once,” Kody shared. “Getting just a portion of them back could be a game-changer.”
Be “Five-Mile Famous”
What’s more effective than chasing clicks nationwide? Owning your local zone.
Kody’s strategy: Focus your marketing within a 5-mile radius around your store. That’s where 80% of your sales likely already come from. Get seen consistently in that area and become the go-to name when someone thinks “shoes.”
Once you dominate the 5-mile zone? Then consider expanding your radius for returning customers—because people who know your store are more likely to travel further to come back.
Consistency Beats Campaigns
Meta ads don’t work like a TV commercial. They’re built on algorithms and impressions over time. So if you’re starting and stopping your campaigns every couple of months, you’re wasting money and momentum.
“We’ve had clients run Meta ads for 7+ years straight,” said Kody. “That consistent presence builds long-term visibility and trust.”
🎥 Video Content That Sells Without Selling
Don’t know what to post? Start by answering the questions your customers ask every day.
Inspired by the book They Ask, You Answer, Kody recommends making short, helpful videos that explain the difference between brands, features, or styles.
Examples:
- “Keen vs. Red Wing: What’s the Best Boot for Your Workday?”
- “How to Tell If You Need a High-Arch Shoe”
- “Why the Hoka Clifton Works for Everyday Walking”
Film it in-store, hit the “Boost” button on Facebook, and let it reach your nearby audience.
Email Is Not Dead—If You Use It Right
Email still works, but blasting your whole list with every sale or promo isn’t the way.
Segment your list based on what customers buy. If someone only shops for athletic shoes, don’t send them your latest heel drop. The more relevant your emails, the better your open rates—and the more they’ll trust you when the time is right to buy.
Final Thoughts: Smarter Marketing Isn’t Harder—It’s Just More Focused
You don’t need a massive budget. You don’t need a new platform. You need:
- A clear local strategy
- Smart use of your data
- Helpful, consistent content
- An “always-on” mindset
With these steps, you can stop guessing—and start bringing customers back through the door with intention.
Ready to get Five-Mile Famous?
👉 Download Kody’s free ChatGPT template for generating content ideas and video scripts from your own customer questions (link in show notes).
→ Book a free strategy call with Omni Digital Group: https://www.omnidigitalgroup.com
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