Marketing Events
The valid claim by the famous poet is, “All you need to do is give them bread and a circus.” In Russia, the government recognized the need for “circus” and ordained thousands of troops of traveling bands, actors and athletes to entertain the populace. Isn’t the Fourth of July and even Veteran’s Day an event in small towns? Parades, booths, music and food are an excuse to do something. So, do something!
1) Grand Openings are historically successful because it’s both an event of something new and an opportunity to get something for “free” (hot dogs, soft drinks) and/or at a discount.
2) Holiday Sales work - it’s an event and it’s easy to remember for next year.
3) “End of Month Clearance” works and is more often. (Remember, people want to be entertained and want justification to do what they want to do, which is buy what they want)
4) Sidewalk Sales catch all the garage-sale types.
5) Everything in a particular “area” is “$1,” or under “$3,” or “‘1/2 price.”
6) “Buy 1, Get a Free” (Low hard costs) If this gimmick becomes part of your image, find ways to advertise it and do it in a way that imprints the message on your potential customers. An example might be: “Come each Saturday to our buy 1 get a free and we’ll give you a 2 for 1 coupon to Joe’s Diner;” or, “Come to our Holiday sale and get a free;” or, “Big anniversary sale - come in and see our new…” They’re looking for events that are worth their time, so make sure that what they will get or see will make them glad they came, or else your credibility will be damaged and they will resent being duped.
Daniel Wadleigh is a nationally published marketing consultant and has programs for start-up and existing businesses including effective web sites, e-mail/database, other non-internet ways to drive them to your website, and low cost ways to get more new customers.
Go to: http://www.more-new-customers.com to get free copy of “Marketing to Men vs. Women- the 8 different responses” and a Free copy of “Market Research- 7 Questions to Ask to Start-up and 7 to Ask to Improve Any Business.”
