The variables in each business determine what marketing strategies will be most effective, and that’s why there is no one-size-fits-all strategy.
Let me give you 2 hypothetical examples to help depict this concept:
1. Amy owns a popular yoga studio and wants to plan a weekend retreat. 2. Kate is opening a new downtown café and wants to promote the grand opening.
Both events are 3 months away, so both business owners tell their staff to “start marketing” with the goal of getting at least 50 attendees. Let’s zero in on the difference in their situations, methods, and outcomes.
Kate chose a popular location for her quaint coffee shop with plenty of foot traffic, nearby attractions, and businesses. However, there are multiple cafes within walking distance of hers, so as the “new shop on the block,” her challenge will be finding ways to draw attention to her new location, stand out, and get people to choose her café over the others.
The main differences we’ve identified so far are: – Amy has an established audience who are already connected to her brand and service. – Kate doesn’t have an existing brand or customer base.
– Identifying her target audience
– “Warming them up”
– Offering them value
– Convincing them to do business with her
I couldn’t help but write up a complete marketing strategy for the Kate character, because I’m a passionate person, and I’m obsessed with what I do! Stay tuned to read Kate’s full marketing strategy!!!