How To Leverage Pliny The Younger For Your Business
Everyone wants a piece of the pie. Luckily for you, there is an enormous pie coming to Santa Rosa this month. That pie is called Pliny the Younger. Tens of thousands of people will be flooding the streets of down town Santa Rosa and Windsor for two weeks. In 2019, Pliny the Younger gernated $4.16 million for Sonoma County. So, how does your business get a piece of that tourism pie?At this point, if you’re reading this there are limited options to get your name out there. Any sort of brand awareness campaign will be too late and SEO is a slow burn that should have been started 6-12 months ago. We’re looking for quick and effective ways to drive a slice of that pie to your business. First, before we come up with a campaign, we must answer a couple questions to make sure we execute correctly.
Who is your target audience?
Seems like a simple enough question, but if you don’t know who your customers are, how can you attract new ones? Identifying who you are going to be speaking to is extremely important. Knowing this will help tailor your messaging and identify who your target audience is. Just remember, if you’re talking to everyone, you’re talking to no one.
What platforms are they on?
If you know who you are speaking to, you’ll know where to find them. Is it Facebook? Instagram? Twitter? Snapchat? What websites do they visit? These customers are going to be in line for hours, which means they are going to be on their phones a lot. Curate your ads specifically to the platforms these people will be on. Don’t skimp on the creative either, you have to catch their eye almost immediately.Once you have your targeting and their platforms down you can start running campaigns. If you’re a business downtown, I highly recommend running local ads that are based off of a geo around your businesses address. Run ads specifically for people who are waiting in line for Pliny. Don’t be afraid to reference the fact that they are probably standing in line. If you’re a bar, coffee shop or restaurant, use a coupon code for all those hungry people waiting in line. If you’re a boutique shop nearby, offer a discount if people bring in their receipt from Russian River.Don’t let another year of thousands of people coming to Santa Rosa without your business benefiting from it. Figure out who you’re talking to, figure out where they are and attract them to your business with engaging content and incentives that will encourage your potential customers to come spend money at your establishment.