Event based marketing using Google Places from @e_mphasis

The spring is classically a time when you can create a lot of “newness” in your retail business. There are lots of events to plan for – Valentine’s, Mother’s day, Easter and the May bank holidays. In 2012 we’ve also got the added hype around the Diamond Jubilee and the Olympics.

Event based marketing

Retailers can take advantage of calendar events to market their business. One case study for this was achieved through another of my businesses, e-mphasis internet marketing, who helped Pizza Express double their website traffic and create a sales-peak for searches relating to “a place to eat on Valentine’s day.”

Why Google Places worked so well for event based marketing

The reason that e-mphasis and Pizza Express were able to create such an uplift around Valentine’s day was down to the fact that when updated Google Places listings index on search pretty much immediately. Unlike traditional SEO (which can take months to kick-in) changes are usually visible, to searching consumers, within a matter of hours. Unlike paid search (such as Adwords) there is no cost per click with Google Places – so your listing doesn’t disappear when all your budget is spent!

All this means that when you’ve got your Google Places listing claimed and updated you can begin to add event specific wording to ensure you get found by consumers searching for what you offer for the event or occasion in question.

It doesn’t have to be calendar events – ANY event based marketing works!

You don’t have to restrict your thinking to calendar events either – sporting events, religious events and general “life” events all work – here’s an example:

Do you sell ball gowns, evening dresses and occasion wear? If so you need to focus on prom dresses, summer balls, Christmas parties or wedding receptions. Then, people looking for “where can I buy a prom dress in [your location]” should see YOUR Google Places listing as the answer to their prayers…

Do you sell camping equipment and outdoor items? If so what about talking about music festivals. This is more about timing; people travel far and wide to festivals – but if someone who happened to be browsing on their mobile in your general location did a NON-location specific search for “what do I need to take to the Reading festival” – guess what? Clever GPS technology in their smartphone would figure out that YOU were the most local camping supplies shop to the searching consumer. If you had included “all you need for the Reading festival” in your Google Places then matching your result to that searching customer is easy for Google!

Just think about what YOU sell that people might need for an event or occasion

All you really need to do is try and think a bit laterally – What do YOU offer that people might want to celebrate the events that are coming up in the next 3-6 months? If you can incorporate events into your online marketing you’ll tap into a whole area of “undecided” consumers who are searching online for inspiration. Make sure you’re well positioned to BE the answer to their question!

If you want some help / advice on this then the e-mphasis team offer a one-off set up and optimisation of your Google Places listing for just £100…. so you could always give them a call on 0844 4145159 🙂

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About Clare Bailey

Clare Bailey, The Retail Champion (formerly Clare Rayner), is one of the most well-known and respected retail experts in the UK. With unrivalled knowledge in retail, high streets and consumer matters, she offers unbiased, independent content – whether engaged as a professional speaker, for broadcast media, or for a written feature. Clare is a business woman, entrepreneur and founder of several small businesses. Having been born into a family of successful business owners, it was inevitable that she’d eventually jump off the corporate treadmill and step out on her own! Today her brand portfolio includes The Retail Champion, The Retail Conference, the Future High Street Summit and the Support for Independent Retail campaign. In addition, she is co-founder of Mobaro Retail UK and a non-exec director of Beed Virtual Assistant Services. Having started her career as a fast-track store management trainee for McDonalds, she went on to work with leading retailers such as M&S, Dixons and Argos. She moved swiftly into management roles before being headhunted into senior consulting roles with global software giant SAP, and international management consulting brand, Accenture. Her corporate background in senior retail, consulting and technology roles, coupled with her experience of creating and running her own business, has enabled her to be equally capable whether consulting to global brands or micro businesses. This unique blend has not only positioned her as a leading expert in all things retail, but has enabled her to add meaningful commentary and insight to the debate around the future of the high street, and, how technology is driving fundamental change in the way consumers, and businesses, interact. Clare has become an influential voice in her field, which has resulted in her becoming a regular media contributor and sought-after conference speaker. Often seen on Good Morning Britain, BBC Breakfast, Sky News, and Chanel 5 (to name a few), Clare speaks on a myriad of retail, high street and consumer issues – but is particular adept when it comes to explaining the context behind retail trading results, newly released data, and government stats, in a palatable and informative manner. In addition to broadcast and conference speaking, Clare is the proud author of two best-selling business books published by Kogan Page - The Retail Champion: 10 Steps to Retail Success, published July 2012 and How to Sell to Retail: The Secrets of Getting Your Product to Market, published February 2013. She has provided contributions to various academic texts, including Retail Marketing Management (published by Pearson). With an engaging, conversational yet informative style, Clare writes for press and content agencies, providing features, articles, blogs and opinion pieces as well as contributions to white papers and reports. However, when the situation demands a more serious style, Clare can deliver - In 2016 she wrote an extensive report for a major insurance and risk law firm, as a retail expert witness, to support a public liability suit. She found that project particularly enjoyable as it played well to her strengths – assimilating large amounts of data and information, identifying the key points and articulating that in an understandable manner. When not on TV or speaking at conferences, Clare’s “day job” sees her supporting consumer-facing businesses through her consultancy services. When asked to describe what she most loves about retail consulting it is typically the opportunity to “dig deep”, getting “under the bonnet”, in order to leverage the business data to uncover the insights that lead to “lightbulb moments”. She also loves working on business change programmes that centre on improving the processes and systems to increase profitability by supporting more rapid, better informed decision making, improving the customer experience, or simply by become more efficient and streamlined. In this respect she considers herself a “business engineer” with a brain that works like a relational database! Due to her years of experience, her logical, objective approach, her quick, rational thinking, she is known for being able to cut through complexity, seeing right through to the crux of issues, finding creative solutions that others may have overlooked. As if all that wasn’t enough, Clare is a working mum, juggling a home life in rural Lincolnshire with her partner, their 5 kids, 4 cats, and geriatric Labrador! For all enquiries, contact Clare directly on 01727 238890 or email champion@retailchampion.co.uk.
This entry was posted in Consumer Trends, Events, Increasing Sales, Seasonal Retail and tagged , , . Bookmark the permalink.

One Response to Event based marketing using Google Places from @e_mphasis

  1. Thanks for sharing this great content, I really enjoyed the insign you bring to the topic, awesome stuff!

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