(406) 493-0805 seth@growthshop.co

marketingseason

There are two distinct “seasons” for marketing in any given year.

The first marketing season is in the spring. Early spring. This happens when everyone is excited about the coming year, the sun has come out once or twice and people are feeling like it’s time for action. So business owners and managers start springing into action to make sure they get a surge of new customers to last them through the summer and fall.

Sometimes it works, and they get more customers. But often they end up dumping a bunch of their marketing budget into ineffective advertising and marketing tactics.

And the second marketing season starts in the fall in September, once the summer has ended and the kids are back in school. This marketing season can last all the way through the holidays until the February slow-down.

For other businesses, marketing “season” can be event-based.

In this multi-part “Marketing Season” series, I’m going to cover some ways I would recommend you actually marketing your business during your own “marketing season”, whichever version that may be for your business.

In today’s post (Part 1), I’m going to give you an inside look into some advice I recently gave a local business owner to get started with her own event-centric marketing season.

Enter, my advice to a local woman who is trying to grow her business:

 
Well, awesome marketing ideas for your business just keep bubbling up to the top of mind no matter what I do, so I’m just going to rattle off a few of them here. Honestly, your business is a bit of a marketers dream in some ways. And that’s my thing, I get excited about it and love doing it.
 
So, that being said, here are some things I would move forward on immediately if your business was my business:
 
1. You absolutely have to make a video of your upcoming event. What an opportunity. Getting some good video from the event could become the center of your content for most of your marketing campaigns for the next year or two, could really help the promote next event you have coming up in a couple of months, and is just generally a huge opportunity to capitalize on in a number of ways. (For your ads in the next section, majorly.)
 
Here’s how I would do a video at your event if it was me, off the top of my head:
 
3-part story:
 
Part I: The preparation and the build up. Some perspective shots of the venue and the terrain. A time-lapse of the set-up. A couple of shots of some vendors getting excited and a couple of key items from the event. Maybe even a shot that captures the buzz of the early bird line.
 
Part II: The event kicking off. Parking, the line going in, and possibly some shots of some excited customers before they go in (with permission). I would even try to either set up a camera “booth” where people could talk about either what they’re looking for, what they’re excited about, or what they found at the event today. 2-3 questions to a handful of people at the event. Shots of the food vendors and people right before enjoying the food (with permission, knowing no one likes being filmed while shoving food in their mouth).
 
Part III: The event wrapping up, and build up to the next one. Another perspective shot later in the day. A vendor or two commenting on how the day went. Excitement-building shot about “now we get ready for {the next event}.” Happy people shots. A shot of the coolest one or two items or happenings from the event. Zoom out. “Don’t miss the next event, sign up here for updates” (or a more specific offer, possibly leading them off-event purchase options).
 
There are so many ways to make this video. But if I was only going to make one video, this would be how I’d do it.
 
2. Facebook and Instagram posts and ads leading up to the event, building excitement. Simple, smart posts about what’s coming. Try to create a little intrigue/mystery around the coming event.
 
I would send an email to at least 2 or 3 local social influencers, looking to collab. And do a live Facebook video and some Instagram story videos with them at your location. Tea time or something. Do this!!
 
Live Facebook videos. Start doing them. Get good at it now so you’ll always have that tool in your tooklit for promoting each event and your business, all the time.
 
The vibe you want to achieve in your live videos is: “BBQ/cocktail party vibe”. This is what people want to watch. It makes them feel “relationshipy”. If you can achieve this vibe, you will be able to stop paying Facebook for promotion 95% of the time in the future, too. Bonus.
 
3. Immediately and assertively get that email capture system set up so you can place an offer at the entrance to your event and get as many of those email addresses as possible from the people who love events like yours and the culture and products surrounding them. iPad kiosk if possible. But very aggressive “join the party by joining our list” kind of set up. And then set up emails to send on the regular, increasing in frequency leading up to each event.
 
This is so important it hurts my heart. 🙂

 

Part 2 of the Marketing Season series can be found here.