Marketing increasingly seems digital in so many aspects of business life, and for good reason. It reaches more people, can be targeted, and you can keep a campaign going for as long as you want. However, it’s also true that not all online marketing is good or appropriate marketing. SEO, for example, cannot be achieved overnight, it requires the development of a content plan, good practice, and linkbuilding which can take a while to register in the search algorithms.
Moreover, sometimes you just have something you want to market for this weekend, or even tonight, and no longer. For example, perhaps you’re putting on an event, opening a quick pop-up store, or are just making a visit to a given area. You could post on your own social feeds (and you should be doing so), but this only usually reaches your own audience.
How else might you market something that needs to be known about either now, or at least soon? Let’s consider that, below:
Ensure Your Ground Game Is Covered
In many cases, the quickest way to spread the word is by keeping things simple and physical. A few posters, a stack of handouts, or talking to people on the street via promoters (this can be you, of course), may do more in an afternoon than a week of social posts that only your usual followers see.
Think about flyer printing too, since it’s affordable and easy to hand out at the exact places your audience is passing through. It might feel old-fashioned but it works, and it gives people something tangible to hold onto and remember.
Implement Discounts For Sharing & Referrals
People love to feel like they’re getting a little extra. Offering a small discount for anyone who brings a friend or shares details with their network can help spread your message further than and slowly build hype for the event. Possible attendees will ask their friends what they’re doing tonight and know the entrance risk isn’t going to be that bad cost wise.
This method is also a friendly nudge that makes it worthwhile for them to talk about your event or service, and word-of-mouth always feels genuine, so you’re not having to sell on behalf of people. If you have that incentive that people will want to pass along, your message keeps moving without needing much extra effort from you.
Have A Strong, Simple Narrative With Clear Information
If someone has to think too hard about what you’re offering, they’ll often move on. Keeping the story short and easy to follow will clearly help people quickly understand why it matters and how they can be part of it. That could mean making the purpose of the event obvious right away or showing the benefit of stopping by your store without dressing it up too much. Clear dates, times, and what to expect should always be front and center too. If your pop up store is the first in the city or your street food truck will be in a given location for the weekend, be certain to tie that to what you’re offering or a menu, for example.
With this advice, you’ll be sure to market an impromptu event with care.
