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 🙂