CREATIVE SMALL EVENT MARKETING IS WIDE OPEN for FOODIE ENTERPRISES!
Forget the Apprehension... Customers are Eager for More Experiential Ways to Buy
Creating buzz through events is a tried and true way for virtually any industry to attract an audience of raving fans.
Recently, I found a cottage baker who decided to stick her neck out, and try something innovative.
Check it out:
Tisha sent this event graphic out to her website customer list.
But she will be successful even if no one from that list shows up…
Why? Because she is thinking outside the box, and using her community of friends and neighbors to basically guarantee drive-by traffic!
(PS Her last name is Rock, and when you read what she did, you will understand that she ROCKS as a marketer.)
Embedding herself into a Community Garage Sale, she created this dessert pop-up right on the same street. Lots of hungry deal chasers will be out and about on a spring Saturday, near the start of garage sale season.
Do you know how many places you can advertise (mostly free or cheap) for garage sales?
Classified ad newspapers
Newspaper classifieds
Facebook
Marketplace
Local/regional classifieds, and “For Sale” groups
Specialty garage sale groups
Piggy-backing on garage sales offer a great marketing opportunity for cottage foodies! Craigslist
Posted Flyers
Community bulletin boards
In addition, look what she did with the graphic above that went out to her email list:
Splashy, eye-catching colors
Well designed
QR code easy to use, direct to the admission fee
Mouthwatering photos
Free Item with PAID admission
“Made-From-Scratch” and other tastebud-tempting verbiage
List of her three categories of goodies (including oversize brownies and cookies!!!)
Clear date and time
Nice, cute logo
Main headline “POP-UP SHOP” showcased the immediate idea behind the graphic.
Part of her appeal was inventive… ‘buy the admission ticket online to get the address of the event’ with the email confirmation. I’ve never seen that one before, but… it did get my marking brain in gear to the world of possibilities.
Scarcity after all, is the number one incentive for getting prospects to act now. Usually that takes the form of limited quantity or a deadline. For Tisha, you need to purchase to even find out where to get the goodies. INTERESTING! Curiosity anyone? Shades of Scavenger Hunt??
Now, if you own a marketing brain like me, you appreciate all the wonderful things put into her graphic, and the event concept. But also, like me, you may see some things that you would change or add, for even more effect.
For example, here are some suggestions/options I sent to her:
Not everyone is QR savvy, or owns a smart phone. You might add the direct website link to the admission purchase, as an alternative to the QR.
Might add city/state in case the graphic gets forwarded to people outside the area.
Instead of "ticket price includes one menu item", change to "$5 Admission includes one FREE menu item!”
Add a $10 admission (upgrade) for a Sampler plate with bite size samples of most of your goodies. (Which gets you out of ‘free’ sample requests.)
Maybe include $1 off all your menu items priced at $6 instead of $5.
Offer a couple full cakes, full brownie pans, and 4/6-pack cookies at discount. If you run out of individual menu items, you can break down into servings.
So, in the comments… if you think of other suggestions or options, let us know!
What kind of event would you try to create, or take advantage of?
Mal Dell
The MONETIZATION CHEF
Helping Foodies Cook Up Profits!