Short term promotions can complement long term goals.
When I started in the media (some) years ago, traditional media was King. Radio, TV and newspaper advertising was the cornerstone of building a brand and driving sales.
In the digital age, campaigns tend to be more generic and longer term. Customers are rewarded with loyalty programs, (at a time when loyalty is tough to buy) coupons, free shipping and other ‘big picture promotions’ that are not restricted geographically.
So what does a business do that needs to get noticed locally? Don’t discount a promotional idea that has a short window and catches the eye of local media.
Years ago, when living in Antigonish, NS, a US judge awarded a cash settlement to a tourist who sued because her rental car had broken down and left her waiting three days for a part and repair in the 'Boondocks of Nova Scotia'.
As you might imagine, this made the news throughout the province.
A local retailer jumped into action using the slogan "I love the Boonies', as a promotional theme for a sale. Complete with a live radio broadcast and newspaper ads, he gave away 'Boondock Bucks' and 'I love the Boonies' buttons.
In addition to having a successful short term promotion, he garnered lots of positive press and good will far and wide.
There's lot's of material to work with in any community, winning local sports teams and award winning athletes are two that jump to mind.
That promotion was run by Jim McIntyre, of Jim's One Stop, a 24 hour convenience store in the James Street Plaza. Jim created a super hero advertising persona for himself - 'Plaza Man, the man with P on his shirt'!
Who would you be?
