In the Northern reaches of Maine you may assume that not a whole lot goes on in the background however with a region struggling to hang on to it's 4-Season Tourism every business owner is frantically reaching out for new consumers while fluffing the pillows a bit more for those who return each year. They join the local Chambers and Regional Tourism Groups, they have websites, or at least listings on the local Town sites. They spend here and there on local newsprint and placemat space ads, yet when they get together noone can agree on any one strategy to make things better and/or get the best bang for the buck. When new opportunities come along, that may land their names in front of well sought after markets, they balk at what is new. And who can blame them when all it takes is one rainy summer or ironically a winter without enough snow and each following season becomes all that much more dear as do the small morsals of income that come with them?
It truly brings to mind the one-armed paper hanger struggling to drape the next piece in place while the last piece begins to slip down the wall, all round. Like a house of cards, like Babylon out of control.
Upon recently learning of a "new to that neck of the woods" couple's purchase of a remote Lodge Outfit my wife and I thought either bravehearted, deep-pocketed, or fools each! The sobering thought that even if all three were true the venture may eventually fail within a year or two. And what a shame! With miles and miles of hiking or biking trails, lakes and ponds at every turn, open for use and as clean as the day created, what a shame it would be if noone could keep a lodge open, or the stores, or restaurants. Those of us who don't want to do it all on our own would be shut out of the Northwoods of Maine forever for lack of facilities to accomodate us. And yes, I have to point out I'm a mostly 'do it myselfer', we tend to go to town out of patronage more than need and even still I read the placemat ads and I pick up the local free paper because I know that this is where you find out who really wants your business. Read that last line again folks and let it sink in...
The biggest mistake a small business owner can make is to assume people know about their business, what it offers, and who it serves. The second biggest is to throw money at marketing like you have already made it, so don't get me wrong... budget counts and the spending has to fit.
By spending within budget; in carefully researched mediums, in consistent campaigns, a business will see the return on investment and the smartest spenders research this as well. Ever scoff at a clip-out Coupon until you find yourself standing in an icecream line waving two Washingtons and a Coupon for one free? One of the oldest media tracking devices, Coupons tell you concretely that your ad worked and if you put a code on each campaign's Coupon, it can tell you even more. Now I'll caution you readers, don't get lost in the message, and run out and print coupons just yet. Different markets require different strategies to be effective. Noone is going to carry a Coupon for five dollars off a Mercedes Coupe, so the point is don't just spend money on ads and make sure you pay attention to the following each time your ads run to ensure you are spending your marketing budget wisely:
1) Where did the consumer see/hear the ad (Use different ads for each Medium)
2) When did the consumer see/hear the ad (a two year old response may mean consumers no longer pay attention to that source)
3) What are the consumers buying and why? (running ads for 'cogs' does one no good when they wind up coming in for 'widgets' so if it's 'widget' time again advertise 'widgets').
Never let the consumer forget you're out there waiting to help them because they will forget you. Those advertisers that are stalwart and have a consistent message with a consistent delivery will always reap the rewards. And isn't that why we're doing this thing we do after all?
