“Would you tell me, please, which way I ought to go from here?”
“That depends a good deal on where you want to get to.”
“I don’t much care where –”
“Then it doesn’t matter which way you go.”
― Lewis Carroll, Alice in Wonderland
The simple advice from years gone by still holds true. If you do not know where you want to go, then it doesn’t matter much where you market yourself or your business. You need to be specific about it. Answer the questions:
- What am I going to measure?
- How are you going to measure it?
- What data do you need to collect to measure your goal?
- How will you show that you have achieved your goal?
Do it SMART or not at all. My goal “To increase awareness of Night Market Edmonton in a 3 block radius around the park and have them say they are “going” to attend.” #imedia2016
so far, so good, Week One campaign has reached over 200, 000 customers, gained 6000 people interested in going to Night Market Edmonton and 2000 who say they will attend. Not bad, not bad at all 🙂
I looked in the pool and dipped my toe into the world of Facebook advertising. I think you need a degree in this stuff. I consider myself of reasonable intelligence and well the application of all that imedia stuff was harder than I thought. @danaditomaso makes it look easy as she strolls back and forth with her laid back style, talking numbers and dark social hummph! #iMedia2016 (and Dana & Carson..) taught me that you can be specific about who you are targeting. Be smart about it… it doesn’t matter if 670,000 people can be potentially reached. It only matters who is going to act on that information. Use the filters, think about what you are trying to achieve with SMART targeted answers to these questions!
I am trying to figure out how to get into the homes of those who live in a 3 block radius of Night Market Edmonton. Old school is print media… (not so new) school is finding your target audience, and the facebook really is the internet.
Stay Tuned….These are the people in the (Night Market Edmonton) neighborhood….. I will find you and you will invite me in!
Wheww.. applying all that information still hurts my brain. Today I started with the lovely advice I gleaned from the fabulous brain of Erin Walker. First, consistency is KING! (I know not rocket science) Everything must have the same look and feel. Colors, text, what is your brand? What words and images convey your brand? Write them down, create visual images, use the same text, create templates and know what is the exact color you use? Write the number of those colors down!!
I spent the night pinning images, drinking wine and listening to the sweet sounds of 1920’s music… (my job is kinda awesome) this speaks to the Night Market Edmonton brand… Why do I have a mermaid? What is a Night Market? How is it NOT a farmer’s market? These are the questions which beg an answer, in a smart UN-corporate way.
Then it was time to update my blog and my website to ensure everything was consistent. I spent hours lost in images, fonts (who knew there were so many out there!) and well Pinterest and I have always been friends…. but now, we are something more.
What did I learn? Night Market Edmonton = Upcylce + Community + Speakeasy…. this was difficult to communicate until I applied the lessons learned. I made my “brand bible” and I will run everything I do through that lens.
p.s. thanks Carson McKee… I decided I am a mermaid…. Baroness will have to wait 🙂
Step One done…. next? Marketing Strategy
Just that…. A Public, Outdoor Market ….
…That’s @ night!
MARKETPLACE + NIGHT = NIGHT MARKET
Vendors, food, coffee & music…. stay a little while or a long while, we hope the latter.
This weekend I had the good fortune of attending the iMedia conference.
(Forgive me iMeida for inserting your stuff…. you taught me to use visuals and well I am just applying them!)
Wow I never thought I could learn so much in such a short time. I came home and my brain literally hurt from all the knowledge it was trying to suck in. Last night I made a commitment to myself. I would use (not leverage…) all the wonderful wisdom I had heard and apply it… in 7 days. No better to way to learn than by diving right in!
I will start tomorrow and blog about it each day. By day 7 I will have updated my brand, created a internet media strategy and plan for measuring success. I will begin to execute the plan and decide how I will report my success.
See don’t I sound smarter already? 🙂