Event Marketing for town wide events4/6/2016
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The busy tourist season is here, and the marketing engine of the business chamber of commerce is working to make our Delaware River Towns (Washington's Crossing, Lambertville, New Hope, Stockton, Frenchtown and surrounding areas) a true destination, attracting more visitors new and old. One of the ways to attract more attention and visitors is through town wide events, such as ShadFest, First Friday, Fireworks, Bastille Day and more. The goal is to have many people, including some that are new to the area, come see what our towns have to offer. The challenge, how can you make your specific business a destination within this greater destination?
We’ve put together a few quick-tips and ways you can leverage these town events to boost your own business using both traditional marketing and social media.
Before the Event
Create a Related Display: Weeks before, begin to transform your window display with a theme that reflects the upcoming event. Help create the buzz with your display space, and let people know how you will be participating. If you plan to be open, make your store or gallery space inviting for the large number of visitors that will be in town. Keep in mind, people might not purchase anything during the event. It is hard to carry around a large painting or an antique desk with the streets full of people and vendors. However, the goal is to have each visitor leave with a positive impression, and a motivation to come back when it is less crowded.
In your store window, consider using a QR code that will let mobile phone users quickly find your website or Facebook page. This is a great tip all year round, for people who stroll by your store after hours. What is a QR Code?
Use Social Media: Promote the event and any specials you are offering on social media. Weeks leading up to the event, post content about the event and information about your business. This is where you can help create your presence as a destination within the event itself. Invite people to come visit, offering bottled water or light snacks. A respite from the crowds. Post on social media frequently and share across other Facebook groups or consider Facebook ads to help cast a wider net. Leverage the town buzz to create your own excitement.
Find out what the official #Hashtag will be for the event and use this within your own posts, to help add your content to the events search results. For instance, #ShadFest2016 or a general tag like #LoveFrenchtown or #Lambertville for non-event content posts. What is a #Hashtag?
During the Event
Provide a Coupon: Hand out a ‘bounce-back’ coupon to customers who enter your shop if you are open during the event – i.e. “Boom Bucks” for the upcoming fireworks or "Shad Dollars" for Shadfest. Include an offer to help motivate a return visit. "Present this coupon after the event for a 10% discount, or a free... ".
This inspires customers to come back, helps with brand loyalty, and best of all can be tracked. This way you’ll have a better idea of whether or not the event helped your business to reach a new fan base. Be sure to make your coupon standout, with a photo and an invite to follow your Facebook page.
According to a Harvard Business School study, increasing customer retention rates by just 5 percent can increase profits by 25 to 95 percent. Why not let town wide events and bounce back programs help you with this growth goal?
Create a Presence: If your store is closed during the event, display a special promotion on social media, your web site and in your window display offering a day of event unique promotion. Leverage Facebook Check-ins, or a QC code. These tools can be utilized in various ways to allow visitors to take action and receive a special promotion given out as a fireworks or event-themed coupon. This coupon can be redeemed within the next few weeks post event.
After the Event
Follow Up: Did you hand out bounce-back “Boom Bucks” coupons during the event? Send out friendly courtesy reminders on your social media pages to come and use your bounce back coupons while they can be redeemed. As for those that did not get their bounce-back coupon, maybe they will visit your store during the next event! It’s just another reason to interact with fans!
Continue to Promote: Share photos of people visiting your store during the event. Take photos of the event as well, to show the excitement of our town and share on your social media. Once again, use the hashtags and clearly link your business to the greater destination event.
Review Results: Pay attention to your social media and web analytics to track success or to identify ways to improve your visibility. How effectively were you able to leverage the event’s extra foot traffic? Did you accomplish your realistic goals? If not, what could you try to do differently for the next event? There are many metrics to review and compare from before, day of and shortly after the towns event.
Want to learn about several other ways you can use town wide events to “Amplify Your Voice”, to boost sales for your business? Contact us today for a free 45 minute in-person meeting. We’ll provide you with actionable ideas and strategies personalized to your individual business at no obligation to you!
0 Comments
The busy tourist season is here, and the marketing engine of the business chamber of commerce is working to make our Delaware River Towns (Washington's Crossing, Lambertville, New Hope, Stockton, Frenchtown and surrounding areas) a true destination, attracting more visitors new and old. One of the ways to attract more attention and visitors is through town wide events, such as ShadFest, First Friday, Fireworks, Bastille Day and more. The goal is to have many people, including some that are new to the area, come see what our towns have to offer. The challenge, how can you make your specific business a destination within this greater destination?
We’ve put together a few quick-tips and ways you can leverage these town events to boost your own business using both traditional marketing and social media.
Before the Event
Create a Related Display: Weeks before, begin to transform your window display with a theme that reflects the upcoming event. Help create the buzz with your display space, and let people know how you will be participating. If you plan to be open, make your store or gallery space inviting for the large number of visitors that will be in town. Keep in mind, people might not purchase anything during the event. It is hard to carry around a large painting or an antique desk with the streets full of people and vendors. However, the goal is to have each visitor leave with a positive impression, and a motivation to come back when it is less crowded.
In your store window, consider using a QR code that will let mobile phone users quickly find your website or Facebook page. This is a great tip all year round, for people who stroll by your store after hours. What is a QR Code?
Use Social Media: Promote the event and any specials you are offering on social media. Weeks leading up to the event, post content about the event and information about your business. This is where you can help create your presence as a destination within the event itself. Invite people to come visit, offering bottled water or light snacks. A respite from the crowds. Post on social media frequently and share across other Facebook groups or consider Facebook ads to help cast a wider net. Leverage the town buzz to create your own excitement.
Find out what the official #Hashtag will be for the event and use this within your own posts, to help add your content to the events search results. For instance, #ShadFest2016 or a general tag like #LoveFrenchtown or #Lambertville for non-event content posts. What is a #Hashtag?
During the Event
Provide a Coupon: Hand out a ‘bounce-back’ coupon to customers who enter your shop if you are open during the event – i.e. “Boom Bucks” for the upcoming fireworks or "Shad Dollars" for Shadfest. Include an offer to help motivate a return visit. "Present this coupon after the event for a 10% discount, or a free... ".
This inspires customers to come back, helps with brand loyalty, and best of all can be tracked. This way you’ll have a better idea of whether or not the event helped your business to reach a new fan base. Be sure to make your coupon standout, with a photo and an invite to follow your Facebook page.
According to a Harvard Business School study, increasing customer retention rates by just 5 percent can increase profits by 25 to 95 percent. Why not let town wide events and bounce back programs help you with this growth goal?
Create a Presence: If your store is closed during the event, display a special promotion on social media, your web site and in your window display offering a day of event unique promotion. Leverage Facebook Check-ins, or a QC code. These tools can be utilized in various ways to allow visitors to take action and receive a special promotion given out as a fireworks or event-themed coupon. This coupon can be redeemed within the next few weeks post event.
After the Event
Follow Up: Did you hand out bounce-back “Boom Bucks” coupons during the event? Send out friendly courtesy reminders on your social media pages to come and use your bounce back coupons while they can be redeemed. As for those that did not get their bounce-back coupon, maybe they will visit your store during the next event! It’s just another reason to interact with fans!
Continue to Promote: Share photos of people visiting your store during the event. Take photos of the event as well, to show the excitement of our town and share on your social media. Once again, use the hashtags and clearly link your business to the greater destination event.
Review Results: Pay attention to your social media and web analytics to track success or to identify ways to improve your visibility. How effectively were you able to leverage the event’s extra foot traffic? Did you accomplish your realistic goals? If not, what could you try to do differently for the next event? There are many metrics to review and compare from before, day of and shortly after the towns event.
Want to learn about several other ways you can use town wide events to “Amplify Your Voice”, to boost sales for your business? Contact us today for a free 45 minute in-person meeting. We’ll provide you with actionable ideas and strategies personalized to your individual business at no obligation to you!
The strength of social media for business is the ability to enable a two-way communication with your prospects and clients. Unlike a website, which is mainly for pushing information outwards, social media allows for an seamless response and conversation. This is powerful when you actually... listen.
Have you ever visited a Business Facebook page that either did not allow for others to post, or you read their posts and see that people have made commented with no response from the business? In our view, this creates a credibility gap with this business. They created a Facebook page and pushed out content, and did not take the time to see how people reacted or responded. Overwhelmed? Uncaring? Perhaps just inexperienced with how social media really works.
Think of a conversation you have with a friend or at a networking event. Do you actively listen and then provide a thoughtful response? Successful social media is active listening and responding,in a thoughtful manner.. The ideal scenario is that someone posts a question about your product, and you provide a response quickly. Others read the question and your response, perhaps creating multiple new customers. Or you share a way your product was recently used by a customer, and others share their own story. You can't buy this kind of positive publicity!
At times someone might have a complaint and it is equally important to respond and do your best to resolve the issue in a timely manner. Others are watching for your response. It is our belief that when someone takes the time to complain, they sincerely want your help in resolving the concern. When you aren't listening, others will see a complaint was made and no one responded. That doubles down on the damage. However, when others see you responded in a positive voice, in a timely manner, it can enhance your reputation. This is your opportunity to turn this person into an evangelist for your business.
Our #Social4Success advice is simple. Take the time to monitor your social media, read the comments people took the time to write and respond in a positive voice. Even when someone writes that they recently tried your product and are pleased - respond with a simple thank you. They know you heard them. Admit it, we all like when people hear us.
Have you had a situation where someone did not listen to your social media posted concern or question? Did you ever have someone voice a complaint, and you turned them into an evangelist? Share your story, because we are listening.
Read more about social listening in this article, "5 Ways Social Listening can Revitalize your Brand"
The strength of social media for business is the ability to enable a two-way communication with your prospects and clients. Unlike a website, which is mainly for pushing information outwards, social media allows for an seamless response and conversation. This is powerful when you actually... listen.
Have you ever visited a Business Facebook page that either did not allow for others to post, or you read their posts and see that people have made commented with no response from the business? In our view, this creates a credibility gap with this business. They created a Facebook page and pushed out content, and did not take the time to see how people reacted or responded. Overwhelmed? Uncaring? Perhaps just inexperienced with how social media really works.
Think of a conversation you have with a friend or at a networking event. Do you actively listen and then provide a thoughtful response? Successful social media is active listening and responding,in a thoughtful manner.. The ideal scenario is that someone posts a question about your product, and you provide a response quickly. Others read the question and your response, perhaps creating multiple new customers. Or you share a way your product was recently used by a customer, and others share their own story. You can't buy this kind of positive publicity!
At times someone might have a complaint and it is equally important to respond and do your best to resolve the issue in a timely manner. Others are watching for your response. It is our belief that when someone takes the time to complain, they sincerely want your help in resolving the concern. When you aren't listening, others will see a complaint was made and no one responded. That doubles down on the damage. However, when others see you responded in a positive voice, in a timely manner, it can enhance your reputation. This is your opportunity to turn this person into an evangelist for your business.
Our #Social4Success advice is simple. Take the time to monitor your social media, read the comments people took the time to write and respond in a positive voice. Even when someone writes that they recently tried your product and are pleased - respond with a simple thank you. They know you heard them. Admit it, we all like when people hear us.
Have you had a situation where someone did not listen to your social media posted concern or question? Did you ever have someone voice a complaint, and you turned them into an evangelist? Share your story, because we are listening.
Read more about social listening in this article, "5 Ways Social Listening can Revitalize your Brand"
Town wide events like fairs, festivals, and the upcoming New Hope-Lambertville fireworks can be challenging for local businesses. These events are designed to help towns to become a destination or magnet for new visitors, but can they also actually help your business? We’ve put together a few quick-tips and ways you can leverage these events to boost your own business.
Before the Event
Set Goals: Define what you want out of the event. Set a realistic goal, for example, “I would like to generate 20-40 more fans on Facebook as a result of this event.” This will of course vary depending on your business, its needs, and location. Once you set the goal, creating a strategy to achieve it will be much less daunting. Monitoring the results will also help you track ‘success’ and make adjustments for future events.
Create a Related Display: Display a large easily visible promo flyer relating to the event in your window before and during the event and let it do some of the work for you. If you do decide closing during the event is right for your business, putting a promotional flyer in place that inspires passer-bys to interact can help to gain you new fans on social media who will be more likely to return to your business and are easier to stay in touch with.
Consider using a QR code, website link, suggested #hashtag on or around your flyer. If done correctly, this can inspire visitors to snap and share a photo of your promo, visit your site or social media pages, or sign up for your newsletter. Consider using a coupon or giveaway as motivation to get passer-bys to take action. This could be a great idea for restaurants during the food truck event!
During the Event
Provide a Coupon: Hand out a ‘bounce-back’ coupon to customers who enter your shop if you are open during the event – i.e. “Boom Bucks” for the upcoming fireworks. This inspires customers to come back, helps with brand loyalty, and best of all can be tracked. This way you’ll have a better idea of whether or not the event helped your business to reach a new fan base.
According to a Harvard Business School study, increasing customer retention rates by just 5 percent can increase profits by 25 to 95 percent. Why not let town wide events and bounce back programs help you with this growth goal?
Create a Presence: If your store is closed during the event, display a special promotion on social media, your web site and in your window display offering a day of event unique promotion. Leverage FourSquare Swarm, Facebook Checkins, or a QC code. These tools can be utilized in various ways to allow visitors to take action and receive a special promotion given out as a fireworks or event-themed coupon. This coupon can be redeemed within the next few weeks post event.
After the Event
Follow Up: Did you hand out bounce-back “Boom Bucks” coupons during the event? Send out friendly courtesy reminders on your social media pages to come and use your bounce back coupons while they can be redeemed. As for those that did not get their bounce-back coupon, maybe they will visit your store during the next event! It’s just another reason to interact with fans!
Review Results: Pay attention to your social media and web analytics to track success or to identify ways to improve your visibility. How effectively were you able to leverage the event’s extra foot traffic? Did you accomplish your realistic goals? If not, what could you try to do differently for the next event? There are many metrics to review and compare from before, day of and shortly after the towns event.
Want to learn about several other ways you can use town wide events to “Amplify Your Voice”, to boost sales for your business? Contact us today for a free 45 minute in-person meeting. We’ll provide you with actionable ideas and strategies personalized to your individual business at no obligation to you!
Before the Event
Set Goals: Define what you want out of the event. Set a realistic goal, for example, “I would like to generate 20-40 more fans on Facebook as a result of this event.” This will of course vary depending on your business, its needs, and location. Once you set the goal, creating a strategy to achieve it will be much less daunting. Monitoring the results will also help you track ‘success’ and make adjustments for future events.
Create a Related Display: Display a large easily visible promo flyer relating to the event in your window before and during the event and let it do some of the work for you. If you do decide closing during the event is right for your business, putting a promotional flyer in place that inspires passer-bys to interact can help to gain you new fans on social media who will be more likely to return to your business and are easier to stay in touch with.
Consider using a QR code, website link, suggested #hashtag on or around your flyer. If done correctly, this can inspire visitors to snap and share a photo of your promo, visit your site or social media pages, or sign up for your newsletter. Consider using a coupon or giveaway as motivation to get passer-bys to take action. This could be a great idea for restaurants during the food truck event!
During the Event
Provide a Coupon: Hand out a ‘bounce-back’ coupon to customers who enter your shop if you are open during the event – i.e. “Boom Bucks” for the upcoming fireworks. This inspires customers to come back, helps with brand loyalty, and best of all can be tracked. This way you’ll have a better idea of whether or not the event helped your business to reach a new fan base.
According to a Harvard Business School study, increasing customer retention rates by just 5 percent can increase profits by 25 to 95 percent. Why not let town wide events and bounce back programs help you with this growth goal?
Create a Presence: If your store is closed during the event, display a special promotion on social media, your web site and in your window display offering a day of event unique promotion. Leverage FourSquare Swarm, Facebook Checkins, or a QC code. These tools can be utilized in various ways to allow visitors to take action and receive a special promotion given out as a fireworks or event-themed coupon. This coupon can be redeemed within the next few weeks post event.
After the Event
Follow Up: Did you hand out bounce-back “Boom Bucks” coupons during the event? Send out friendly courtesy reminders on your social media pages to come and use your bounce back coupons while they can be redeemed. As for those that did not get their bounce-back coupon, maybe they will visit your store during the next event! It’s just another reason to interact with fans!
Review Results: Pay attention to your social media and web analytics to track success or to identify ways to improve your visibility. How effectively were you able to leverage the event’s extra foot traffic? Did you accomplish your realistic goals? If not, what could you try to do differently for the next event? There are many metrics to review and compare from before, day of and shortly after the towns event.
Want to learn about several other ways you can use town wide events to “Amplify Your Voice”, to boost sales for your business? Contact us today for a free 45 minute in-person meeting. We’ll provide you with actionable ideas and strategies personalized to your individual business at no obligation to you!