Marketing to Make the Most of a Summer of Opportunity
While not every business’s experience is the same, this summer could very well be ripe with opportunity. If nothing else, it could be more so than last summer was.
For every business, there’s a different way of taking advantage of that.
After all, this is one of the many, many reasons that we have stressed getting everything in order as soon as possible. That way, you’d be in the best position possible to really excel this summer, as more and more open up. This is true whether you’re doing SEO for DUI attorneys, rehabs, plastic surgeons, or anyone else.
That said, there’s still plenty of time, even here in the first week of June.
Optimizing your website, SEO, social media, and more are fundamental steps. Companies large and small have taken other actions which may inspire yours.
Staying “Topical” Properly
Many companies, rightly, are hesitant to comment on or connect themselves to current events. No one wants to say the wrong thing, something that could go against their brand and alienate their customer base.
However, when done right, it can really help your company. It can better define a brand while connecting to the folks that you want to connect to.
A recent example of this done right is Oreo.
As you may have heard, there’s a Congressional report that will soon be declassified about UFOs in American airspace.
So, Oreo has made “limited edition cookie packs as a peace offering for potential extraterrestrial visitors.”
They didn’t just drop these on unsuspecting grocery stores. Rather, they did a bunch of social videos as well as Twitter polls about “best snacks to share with any alien lifeforms” and more.
This is connecting your marketing to trending topics done right. Whether you believe in aliens or you believe the idea of UFOs is ridiculous, the promotion is fun. No one is alienated by it (pun intended) and the packaging may even make for a collector’s item.
Obviously, Oreo is an international brand with the kind of resources for something like this. However, there has to be a way for your business to do something similar. You don’t want to have to “force it.” But, if there’s a way to reference (even if it’s just a social media post) current events with your product/service, it can help you to better connect to your customers.
Experiential Marketing is Back
Throughout the pandemic, many of my blogs here touched on ways that your business can provide “experiential marketing” in a digital fashion.
While you couldn’t take folks on a tour, you could give them a digital tour. They might not have been able to come to your store, but they could see everything you had therein.
Now that more and more places have opened up, experiential marketing is poised to take off.
That occurred to me when I read about how Cosmic Crisp apples are launching a “hot air balloon” tour.
As this article states, this is a great example of “experiential marketing.” After all, you can do a lot virtually. “Seeing a hot air balloon in person” is not something that can be done on Zoom.
What particularly struck me was a quote later on in the piece.
“I would actually challenge the notion that a sponsorship is passive marketing. When it comes to an experience, if you are going to sponsor something at an event, you can negotiate and add value to that event.”
Now, this doesn’t mean that your small business suddenly has to get into the hot air balloon business.
But, there’s something you can sponsor, something in your community. With that, you can add value to your brand, the event, your community, and more.
For more ways to take advantage of this summer, you can reach us at (888) 477-9540.
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