Pumpkin patches across town are awash in orange as the annual harvest ripens on the vines. When you stroll the rows in the autumn sun, you might notice that some things about choosing the perfect pumpkin remind you a bit of marketing.
You’ve Got to Know What You Are Trying to Accomplish. When choosing the perfect pumpkin, you have a goal in mind. Are you gathering ingredients for pumpkin pie, or do you want a pumpkin to display on your porch well into November? Maybe you are looking for the biggest gourd possible because you intend to win this year’s pumpkin carving contest.
If you’re looking for a smattering of tiny pumpkins to scatter across your table as décor, along with a few other types of fall fruits, you’re looking for a specific type.
Likewise, when you set out to invest in marketing, you need to know your goal. For instance, if you’re trying to improve engagement on social media, you’ll want to use techniques designed to drive consumer involvement. You might do a Facebook poll, which is always fun, or post a question you know will get your audience talking.
Timing is Important. Whether you’re making a pie or shopping for the perfect pumpkin to roast fresh seeds, pick it at its peak freshness. Too soon, and you may risk scraping out hard flesh. Too late, and the mushy interior may be anything but appetizing.
Timing is also important with marketing. If you start promoting your new product too soon with teasers, you may lose momentum and your audience’s interest by the time you roll it out. Or if you see a complaint about your brand on social media, it’s best to act right away. Responding too late may cost you the chance to make it right.
The Little Stuff Matters. Choosing a pumpkin is fun, but it’s a lot more fun if you also sip hot cider and snack on cookies with family and friends. You might add a hayride or a corn maze to round out the entertainment. It’s not the main event, but it makes pumpkin picking an experience.
In marketing, your customers’ experience matters. When they visit your site, they should feel welcomed. On social media, they should get the impression that you understand what they are all about. And when they make a purchase, it should be more than a transaction; it should feel like they had an experience with your brand.
It’s all about the little stuff, those extra steps that help a customer enjoy a relationship with your brand.
Picking a pumpkin is a fun annual activity, and it’s a good reminder to take a look at your marketing strategy and see how things are trending. Whether you are right on track to finish the year or you’re starting to think through next year’s plans, it’s a good time to call SJC Marketing. We look forward to hearing from you!