With the continued success of ‘foodie events’ such as Taste of Cayman (30 years strong), Cayman Cookout and the announcement of Kaaboo, we can be sure that large scale food events are here to stay in the Cayman Islands. Small and large businesses across all scales and sectors thrive in the exciting benefits events like these can bring both directly and indirectly.
But after the fireworks have fallen and food comas have subsided, there’s a huge temptation to let all that energy die until the next event. This loses valuable momentum for everyone.
Businesses would be wise to maintain their customers’ attentions both in the weeks after an event as well as consistently through the remainder of the year.
But, how can you top what you just gave everything to?
By incorporating smaller scale, tighter-targeted and more creative kinds of strategies into existing marketing efforts, businesses can hold on to and grow competitive gains garnered after large-scale events while maintaining budget and stamina for that main event.
In this month’s blog we’ll look at 4 ways to maintain persuasive contact with your customer base after a large marketing blitz.
1. Targeted, bold promotions that generate conversations.
Less than 2 weeks ago, a relatively small Scottish craft brewery launched a promotion called ‘the world’s biggest round’. Brewdog is taking advantage of recent recognition gained at UK craft beer festivals by offering 1 million free pints to anyone, anywhere, over the next month. British media are calling it the biggest beer sampling campaign the world has ever seen.
This might sound wasteful, but according to financial expert Kali Hawlk “free samples can boost sales by as much as 2,000%.”
Younger generations are the best to target. In a study by Eventbrite, an overwhelming 99% of millennials said they would be likely to to recommend something they tried at a festival. Why not continue that sampling excitement regardless of where your food truck is parked?
Innovative businesses in Cayman are already successfully implementing this strategy. Anchor and Den sends out beautifully arranged sandwich baskets to local business during lunch hours absolutely free. It’s a well-considered move that is sure to generate water cooler conversation and brand advocates.
#TeamTower Tip: Hand pick two to three products that can be easily packaged, choose a few clever times or calendar events, such as Easter or Batabano, and send some joy.
2. Include social media in your print brand strategy.
In between big events is an opportune time to consider such questions as:
– how do your current print branding strategies hold up online
– is your logo social media compatible
– are you producing any branding materials that can be used and shared online
Facebook and Instagram are huge in Cayman. Not having something as simple as your logo as a Facebook profile picture can cost you valuable impressions.
Being creative with what you put your logo on, and how that makes it to Instagram or Facebook, can give you an edge over your competition.
Imagine a restaurant that has a logo on their cutlery or a custom hashtag printed on their plates. Each and every photo of that dish now carries the establishment’s name, their branding and their preferred hashtags straight into the “social media ether”.
#TeamTower Tip: Book a consultation with Tower to brainstorm ways of making your brand have more socially shareable and visually alluring impact.
3. Curate content.
Companies that show their people love on outside of the store and receive those hearts back a few times over in the social media realm. The simple act of reposting content that customers have generated can convert one-off consumers into brand ambassadors and uncommitted, unfamiliar site visitors into followers.
One successful, local example is Cayman’s Janine Martins. Aside from having a beautifully assembled Instagram page that firmly communicates her brand, she often tags retail companies whose pieces she wears while working.
Those retailers, from local favorites such as Activ Angels to international apparel powerhouse Niyamsol, then repost her photos on their profiles. The result is that many of Janine’s followers are now exposed to a new brand that is clearly endorsed by their friend. So they follow those previously unheard-of accounts. Everyone benefits from these exchanges: the community at large grows ever so slightly smaller, and previously unknown brands become household identities.
#TeamTower Tip: Consider starting a campaign where followers post pics of favorite or themed products. Share all submissions with users tagged. Followers experiences and enthusiasm will be validated, and followers’ community will enjoy seeing their friends empowered.
4. Host competitions
Interact with your customer base by hosting cross-channel or social only competitions.
Periwinkle is a sustainable housing community currently being developed in Cayman. Leveraging a major sponsorship of Taste of Cayman, they created an event-day competition which was extended beyond the event itself on several social media assets. Featuring a targeted prize of a farm to table dinner for 8 at the Brasserie, the competition engaged foodie followers and resulted in hundreds of new names for their customer database.
Cayman Airways recently focused on launching their presence on Instagram with a competition that resulted in a whopping 1,000 followers in just 24 hours, with 3,000 followers by its conclusion.
#TeamTower Tip: Remember that Facebook and Instagram aren’t the only tools that you have. Think Pinterest (‘Pin It to Win It’ competitions anyone?) which is a big platform for the food and beverage, construction and interior design industries. Re-address your email marketing designs and tactics.
Have you tried any of our #TeamTower tips? Let us know, or contact us to help you get started. And as always, don’t be afraid to try new things in-between your bigger marketing initiatives.