Guest post by Allegra/Image360
An effective marketing campaign doesn’t have to be complicated, but it should involve several moving parts. The tough job is not just identifying which parts to include in your campaign, but identifying the best way for them to work in sync.
First, take a look at a few types of marketing that you can use to build your brand. While this is not an exhaustive list, it can give you a jump start on your marketing campaign.
Traditional marketing tactics, such as print, mail, signage, and promotional items, have become far less traditional in recent years. As people have grown more accustomed to pop-up ads and the like, traditional marketing tactics are far more novel than they’ve ever been. Now, with new technology and improved graphic design, you can put a modern and creative twist on your traditional marketing.
Online marketing measures such as social media, blogging, and even remarketing are all new methods of connecting with your customers where they’re at. Meeting your customers’ interests, and providing them with quality content on sites where they already spend their time, makes you a valuable resource.
Unlike traditional and online marketing, community marketing is far more hands-on. It means showing up at events, meeting real people, and building value within your community. You might participate in this type of marketing by joining an association, sponsoring a community event, or becoming a member of your local Chamber of Commerce.
Now that you know a few of the possibilities that lie before you, how do you find a way to effectively link them together?
Select your community event.
If your primary goal is to boost the effectiveness of your community marketing, you must first select an event. You should find an event that both represents your brand as well as meets your potential customers in a place where they’ll already be. For example, if your brand is playful, sponsoring a local sports league can showcase that. A brand focused on helping people in need, however, might do better by sponsoring a volunteer project.
Before the event.
Your primary goal should be to guarantee high attendance at the event; more attendees means more potential for you to connect with customers. Work alongside the event host to promote ahead of time. Your promotion plan could include social media posts and shares such as custom graphics, blog posts, interviews, and sneak previews. You can also opt for traditional marketing tactics, such as direct mail campaigns to announce the event and get attendees excited. Place outdoor signage such as yard signs or banners around the event area to notify local residents of the event coming up. If you’d like to go bigger than that, sidewalk decals, event tents, and sail signs are all great options as well!
During the event.
First, collect information from people in an interactive way. Connect with attendees by offering them something of value, and give them the opportunity to stay connected with your brand.
Monitor social media throughout the event. Social media dominates much of the modern social landscape. More than a quarter of the time people are online, they are on social media. If the event is particularly crowded, you might not get the chance to meet everyone involved. To avoid missing these new potential contacts, make sure that someone on your team is monitoring social media throughout the event. Watch the hashtags related to your brand and the event as well as the comments on your brand page. When new connections reach out to engage with you, respond and begin to form the basis of your relationship. Social media is a fantastic platform for continuing engagement with new connections. You can share relevant content, address questions and keep people engaged with the brand.
Also during the event, have promotional products handy. If you can’t connect with everyone, at least connect through an item they can take home. Make sure to have your logo and company information clearly visible so that when the event ends they still have your contact information at their fingertips.
After the event.
While not every connection you make at a community event will develop into a lead, some just might. You would be amazed at how quickly a lead can grow cold, so you should follow up quickly with high-quality content.
To determine the best ways to reach your new leads, you will want to look closely at how well your pre-event engagement efforts succeeded. Look at email headings, social media efforts and offers that generated the most attention and conversion. Since you will be sending out follow-up messages to the same crowd, this insight can guide the creation of your content to help you maximize your opportunity.
Interested in standing out at your next event? Allegra/Image360 Downtown St. Paul specializes in marketing efforts, including services such as printed materials, newsletters, and signage.