Maintaining a Relevant Marketing Message
The world is constantly changing, today faster than ever, and if you aren't changing with it you'll be left behind. If your marketing message is geared toward last month's news, your message can quickly get ignored or even overrun by the latest breaking story.
Of course, a hot topic on everyone's mind these days is the economy. Don't fall into the negativity trap. Why not use these current circumstances to your advantage? Whether you agree with the new government programs or not, they are happening, so why not take advantage of them?
Whether it's “Cash-for-Clunkers” or the $8000 New Homebuyer tax credit, or even environmental tax credits for qualifying “green” improvements to a home or business, you'll likely be able to find at least one program that you can promote and use to drive in business.
You don't have to rely on the government for your programs, though. You can also find other things in the news to play off of and generate interest. For example, July is all of the following:
- National Grilling Month
- National Ice Cream Month
- National Hot Dog Month
- Air Conditioning Appreciation Month
- National Recreation & Parks Month
- National Wheelchair Beautification Month
…and so many more obscure observances which you could somehow work into a promotion for your own business. You have to get creative on this one, but sometimes silly works even better than serious!
If you've gone through all of the government programs, and then all of the observances, and you are still saying “None of that applies to my business,” it may be time to put your thinking cap on and make up your own appreciation day, or week – or month! Recently, Chick-fil-A put on “Cow Appreciation Day.” Customers who came in dressed like cows were given free chicken. Even with everything they gave away free, they still posted an increase in profit over this time last year, simply because they generated interest. I know you probably don't have the same-sized budget as Chick-fil-A, but you can create the same type of interest on a local scale. Come up with a great offer, add in a creative promotion, mail it out to a targeted list in your area, and you're guaranteed to generate more interest than the boring standard marketing that your competitors are (or are not even!) doing right now.