Tag Archives: creating relationships

Strategic Marketing Principles From a Soccer Competition

Connecting with your target audience.
Connecting with your target audience.

This year the general public is getting exposure to the World Cup.  Brazil has made it into a cultural marketing event and you can use the same principles in your marketing.

Take a look around your chain grocery store and you will see some sort of advertisement for the World Cup.  But it goes beyond Coke cans with the symbol on them, there are employees with t-shirts and cookies shaped like soccer balls in World Cup colors.  There are ingredients to make salsa and enjoy various aspect of World Cup culture and some South American culture.

In the end all of this is really good marketing.

Who do you think that advertising is for?  It isn’t for the die-hard fans of the World Cup, they are in Brazil.  It isn’t for the other people who follow the World Cup and made their preparations about where they were going to watch it, last month.

It is for the newbies.  The people who don’t have any exposure to the world of soccer, but with some cookies and salsa they too can experience the World Cup culture.

There are only a couple of other sporting events that have a distinct culture surrounding them that trickles down to what kind of food you eat during that event, the Superbowl and the Olympics.

So how did Brazil make a soccer competition into a global marketing event that was focused on including new people into World Cup culture?  They reached out to their target audience through their food.

If you want to reach your target audience find out how to easily relate to them by getting your marketing in front of them when they least expect it, in a helpful way.

Boost the Effectiveness of Your Print Advertisements

Connecting with your target audience.
Connecting with your target audience.

Puzzled about how to combine print and online media?  Try adding a social media symbol on your advertisements and articles.

While looking through a magazine I was surprised to find a small YouTube sign next to several of the items.  When I went on YouTube there was a simple demonstration of how the item worked.  And after viewing it I thought “how cool.”

It was like having a live demonstration in front of me and anyone in business knows how effective a live demonstration can be.

So with one little symbol you can get your target audience online and increase their emotional connection to your product or service.  You are helping your prospect see a different, improved version of themselves if they were to buy your product or service.

Here are some examples of how you could use this technique to attract a target audience of tourists:

Horseback Riding: On your pamphlets put a symbol for Pinterest and show the reader that they can go online and experience your services through pictures and special interest boards.

Or

Winery: Show a YouTube symbol on a newspaper advertisement to get prospects to go online and watch a short video testimonial from a satisfied customer that loved your wine tour.

The idea is that you can help increase your sales process by letting your customer engage with your product through social media.  You can share testimonials, pictures, links and articles all to improve the buying experience for your target audience.

Let me know how you combine your print and media advertisements below.

Or if you want help getting ideas…

How Being Helpful Will Improve Your Marketing

Connecting with your target audience.
Connecting with your target audience.

Recently, I opened a container of gelato ice cream and found under the lid a wonderful example of how to help your customers while marketing your business.

On the lid it invited me to use my phone and scan a qr code in order to listen to a concerto played by musicians in 3D on my phone.  Here’s the helpful part “When it’s (the concerto is) completed, your ice cream will have softened to the perfect taste.” Check it out here.

Why is this so brilliant, besides the 3D graphics?

In one minute this company:
–  Appealed to their target audience with a concerto
–  Helped fill the ice cream wait time with something engaging to watch
–   Created a visual, auditory and taste filled experience
–   Encouraged their clients to go online and interact with their product
–   Engaged future  and current clients with an concerto timer app

How can you use “helping” to improve your marketing?

Find ways of sharing useful information to meet the needs, fulfill the desires and solve the problems of your target audience.  Focus on helping 90% of the time and then share your product 10% of the time.  This establishes a relationship with your target audience so when they do need help they come to you.

You can use the concept of helping your prospect for any type of business.  How have you helped your travel customers lately?  Share your ideas below.

If you haven’t, I can help you brainstorm some ideas.

How To Use Stories To Drive Traffic

Creating relationships with great content.With one picture and three sentences you can share a story that engages your audience and makes them want to visit your website to learn more.

You don’t have to tell the whole story.  Just give enough information to intrigue people.

Part #1: Start a story – Tell them who and give them a benefit of their experience and people will want to know more.

Part #2: Share graphics or a picture – Include a cute, interesting, engaging, different photo with your story to catch the reader’s eye.

Part #3: Include a link – The most important part is the link at the bottom of the story.  Write “View the story at www.travelcopysolutions.com” and put the story up on your website so that people can easily find it.  It doesn’t need to be long just a couple of paragraphs but at the end you need to let your reader know what you want them to do next with another link or a comments section.

You can share this story across your social media, in an advertisement online or in print and on your website.  Just remember to make it as easy as possible to share, like and follow your story.

Have you used this for your travel business?  Leave comments below.

Let me know if you would like to learn more about how to include stories in your marketing plan.

Creating relationships with great content.