“How are we going to get around this?”
“OK, so, sit down. We’ve got another emergency to deal with…”
No one ever wants to hear those sentiments or something similar.
Of course, we all have.
No business ever runs entirely smoothly all of the time (and anyone that does probably doesn’t “run” for very long). Emergencies, challenges, and problems are a constant.
A company that’s equipped to meet a challenge is one that’s going to survive. A company that’s equipped to turn a challenge into an opportunity is one that’s going to thrive.
Now, that’s not to say that you have to sit around, wasting precious time in an emergency thinking: “how can we turn this into an opportunity to thrive?”
Sometimes, many times, the right course of action is to react fast.
But, in my daily research for our digital marketing and search engine optimization service company, I discovered some ways that people in vastly, vastly different industries responded to challenges.
The Marketing Challenges of Small Towns in New England
When you read the phrase “small towns in New England,” you probably get a very clear mental image.
I certainly do.
However, it turns out that, like so many other locations, they are struggling in regards to tourism right now.
This makes sense, of course (global pandemic and all).
That said, they still need to make money. This is frustrating because they do have plenty to offer.
As the article says “even the smallest communities in Sullivan County may have a particular trail or historical marker that, when developed and marketed properly, could not only bring visitors to that community but to neighboring ones as well.”
With a challenge like the pandemic, it appears that the local communities have, quite literally, “sprung into action.”
They have engaged in “collaborative marketing” that “might also help to preserve local landmarks that sometimes disappear from a lack of support or attention.”
They’re going to “create a governing body or council to oversee (their marketing) plan’s further development and implementation… This group should be diverse in membership, with representatives from each town or city and from a broad spectrum of industries, institutions, and organizations.”
Furthermore, they’re going to “determine logistics such as funding the project for long-term sustainability, defining the region’s ‘brand’ or marketing identity and a plan to connect that brand to target audiences.”
Lastly, they’re going to “consider the ongoing management of the website,” with the idea “it has to be refreshed once a week. Maybe there is a blog or something so that people will want to check it again and again because there’s exciting stuff on there.”
What does that sound like?
Right. Every business you know.
Bringing a group of highly-qualified individuals together from diverse backgrounds to determine the funding, the branding, and maintaining the website” – that’s what every small to midsize business should do. That’s true regardless of whether you’re doing all that in-house or not. Instead of just trying to solve everything by individual towns, they pooled their resources.
Marketing Marijuana Around Restrictions
You might think “marijuana sells itself.”
Well, in many cases, it has to.
See, there are strict, strict regulations on weed advertising.
As this article says, “outdoor ads can’t be placed within a certain proximity to schools, parks, churches, and any number of civic landmarks.” Furthermore, “marijuana regulations prevent businesses from even reaching new audiences through roundabout methods of paid advertising, such as giveaways or competitions on social platforms because companies aren’t allowed to give away products or engage in sweepstakes.”
On top of that, with the pandemic, so many stores had to limit (or even eliminate) in-person buying.
That said, instead of shying away from those challenges, it appears that many in the weed industry have met them head-on.
For example, there are “virtual events,” including “getting other brands to co-sponsor (events) to increase impact.”
Email marketing, special discounts, and of course, SEO – those in the marijuana industry have used all of those to get around their unique restrictions.
What can you take from this?
Well, depending on your industry, you may not face the same challenges that those in the weed industry do. But, by working around those restrictions, you can find a way to turn circumstances in your favor.
For help with this exact problem and so much else, you can reach our digital marketing and search engine optimization service at (888) 477-9540.