When times are tough and budgets get tight, it's time to look to your tribe to help you spread the word about your programs and events. We've all heard that the most effective means of advertising is word-of-mouth and that's as true now as ever. But with tightening budgets, word-of-mouth can be your go-to marketing plan.
The days of shouting your message to the "world" are over. When the money crunch hits, it's very difficult to keep up with traditional marketing channels like television, radio, and print ads. It's time to get creative! It's time to mobilize your army of fans.
As summer approaches and your fans are busy making plans to come and see you, here are some things to consider to help with future marketing efforts:
1. Pass-along brochures - How would you change the design of your brochure if you were making it for your tribe to hand out instead of mailing it to your list? Make a brochure or postcard that is designed for your tribe to pass along to their sphere of influence. Send them in bunches--not just one each but 10 each--to your closest fans and followers. Let's face it...your fans are probably already talking about you...put a tool in their hand that will help them spread the word. One thing to remember...if you get your web site up to speed, the hand out doesn't have to be nearly extensive. All it has to do is be a compelling piece to drive traffic to your web site.
2. Photo Share - Using online photo share sites like Flickr (or even You Tube for video posts) allow you to create "channels" for people to post their camp pics. When campers and families are posting their favorite camp photos online, they are available for others to see. When fans post their camp photos on their Facebook pages, others can see and comment. This is a powerful way to reach an untouched group of people. Take some time to talk to campers while they're at camp about how they can help you spread the word. When I was a director at Shepherd's Fold Ranch, we had a "contest" called "Shepherd's Fold Around the World." People sent us pics of themselves around the world wearing their SFR gear. Pics of kids on the Great Wall of China or in front of the Eiffel Tower or the Grand Canyon...all wearing their camp shirt. And we did that before the Internet. Just imagine how cool it would be now to have a place for folks to post those pics!
3. Create an online community - By using Facebook you can create a camp page that would allow campers and camper families to "join" by becoming "fans." They can post messages or comments to one another, plus you can promote events, keep your tribe up to date with what's going on at camp year around. In short...it allows you to keep your name and face in front of your tribe 12 months a year instead of just the summer months. But Facebook isn't the only option. You can use Ning or Campography to do the same thing and limit participation to campers only.
As a Warrior I love this twist on what I teach my clients about being on line! Great angle to what you can do for your buisness!
Ann Evanston
http://www.warrior-preneur.com
The Warrior is Within You.
Posted by: Ann Evanston | April 27, 2009 at 09:45 AM
we just sent out a bunch of pass along brochures. they are just a postcard. we sent five to each or our campers from this year and last year. they have been hitting peoples mail boxes this week. we put a promo code on the cards, so hopefully we will get a bit of an idea how effective it is.
I would be interested to hear what other people have done around the pass along brochure idea to make it successful.
Posted by: Ben | April 29, 2009 at 01:17 PM