Dear ,
I hope that you’re staying cool and safe if you’re in an area
experiencing record-breaking heat or related problems. Early Saturday morning one of the recent Northeastern U.S. thunderstorm outbursts woke us up. Usually, we would have turned over and taken advantage of the gloomy weekend weather. But the water sounded louder and more consistent than rain. So my husband got up to investigate and discovered water coming into our kitchen. Instead of peacefully sleeping we mopped up the water leaking in from the floor above
us. Upon investigation, we discovered that our neighbor’s blocked gutters caused the leak. Fortunately it was easily fixed and the damage was limited.
BTW: Here’s one of my favorite give-aways from the Weather Channel. I picked it up at a New York marketing conference years ago. With conference season approaching, do your give-aways get used? We long for and celebrate the positive energy of summer’s numbered days because they have very real impact on us. The sunshine brightens our spirits with a power that extends beyond the special activities. But unfortunately we have no control over the weather. Even worse as we get to the last days of summer the chance of heavy rain increases as hurricane season starts gaining power. Fret not! There are special summer activities that aren’t dependent on sunshine or
good weather. One of these events is Restaurant Week. It’s scheduled smack in the middle of summer when business in Manhattan is slow. Started in the late 1990s, Restaurant Week
offers a pocketbook friendly price fixed meal. Regardless of their regular pricing, participating restaurants set the same price for lunch and in some cases dinner. Restaurant Week always includes options that usually have nose bleed prices that are unaffordable even for special occasions. From a personal perspective, schedule indulgent me-time to do something special with your special someone or your besties. Putting these reservations on your calendar provides more than
social time; they make you happy. Because the anticipation gives you another boost of happiness. It’s like the excitement you feel when you plan a vacation. But Restaurant Week also delivers a healthy marketing lesson. You knew this was coming—right? From a business perspective, Restaurant Week is a marketing
winner. - Drives business during otherwise slow periods. Diners are given a limited selection of food options that cost less.
- Attracts new customers. Often they’re not regulars. So you’re getting
newbies who are likely to view the experience in a special light. As a result, you gain word of mouth.
- Provides opportunities for upsells. For an extra charge restaurants add special dishes and highly profitable drinks.
Lesson: Assess how your business can transform slow periods into
business generating events. Instead of sales, create events and/or experiences. They don’t have to be in your category. Like Restaurant Week, they can be location specific. Bear in mind that you can start small and build. For example, Andy Crestodina of Orbit Media hosted monthly local Wine & Web events before he developed Content
Jam. I’m using this end of summer period to do deep work. Specifically I’m developing new content for my Amplification and Distribution session at Content Marketing World. If you’re attending the conference, please join me on Thursday, September 6th at 2:35pm. Related to this I’m creating some mega-content for this fall to help you plan for a better 2019. If you’ve got specific topics or questions that you would like me to cover, please let me know. Just hit reply to this
email. Heidi
Cohen,
Actionable Marketing Guide Happy Marketing,
Heidi
Featured Article: Marketing Research |
Here’s the low down on crafting content marketing and social media to attract audience attention based on new research! Skip content shock: tap into these 3 forms of attention.
Featured Article: Small Business Marketing |
Use these tactics to help transform your business regardless of location
Featured Author Interview: Neen James |
If anyone can teach you about how to attract and keep attention it’s Neen James. She’s barely 5 feet tall even with spiked heels but James creates a presence. Use her lessons to grab and keep attention.
Awesome – you made it this far. Here's the fine print: Photos: ©2018 by Heidi Cohen and Larry Aronson, some rights reserved. |
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