Summer Marketing Checklist

Kids are out, it’s hot…damn hot, and people are spending money more frivolously. What are you doing to stay in front of your potential and existing clients? Are you speaking to them in their language, about what they care about at your point of contact with them? If you can or can’t answer these questions – here’s a quick summer check up:

Your customers / fans:
What’s their mindset for summer?
Where are they going? Beach? Lake?
Where are their kids going? Camp?
Do they have kids?
Are they using their vehicles?
Are they on their mobile devices more or less? If so, what programs / apps are they using?
Are they going to weddings? Or having babies?

You as a marketer:
Is your marketing touching on these points? Is it related to summer?
What colours are you using in your messages? Do they reflect summer?
Do your social media sites reflect the summer? Does it reflect what your potential customers are doing?
Is there something topical (event or otherwise) you can piggy back on to get your message across? For example – it’s the Calgary Stampede and we ran targeted marketing to those in and around Calgary with a message that would resonate with the market.
Is there something you can sponsor or fundraise for?

The Top 3

1) What’s going on in your potential customers head? Lock yourself away for 5 minutes and think like your customer. Or think about what you do in summer. Most likely, a sum of your market will be doing or consider doing the same thing. Is it the beach? Family vacation? R&R while the kids are away at camp?
2) Based on the above – where can you place your message? The goal is to hit as many people as possible within your budget. Whether it’s a community board at your local beach or a national mass media marketing campaign. Figure out where your potential customers are going to be and hit them with your message.
3) The ‘summery’ message: Once you have the first two down, how will you relay your message. Don’t use a generic message or branding. Target it specifically to what your potential customers are doing or may be doing this summer.

Here’s a hard example from a campaign my wife and I ran for Ever Rose leading up to and during Calgary Stampede:

Stampede, Calgary Stampede, Facebook Ad, Stampede Facebook Ad

Hyper-targeted, hyper local, and the message resonates. What are your marketing plans for summer? Come fall everyone is gearing up for the holidays, so now’s a great time to get your message out, and avoid all the noise that will follow.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

Putting money where your mouth is

For the past two years I’ve been passing along unsolicited advice…at least what I considered to be advice. I’ve spent close to a million dollars in the marketing realm from Yellow Pages (yes, they still exist) to Facebook ads. Although 99% of this wasn’t money of my own. Through this I’ve learned the ins-and-outs of how each medium of advertising worked.

Now, I have skin in the game. I’ve followed the advice I’ve been dishing out over the years, and am starting to turn the marketing crank on a couple of my businesses. Maybe the below can help out your business. Here’s a look behind-the-scenes:

Facebook

I hate giving my money to Silicon Valley as I’d prefer to keep it local, but there’s no doubt they have built a successful platform, especially when it comes to marketing your goods / services. There are flaws like not being sure if clicks are actually clicks when it comes to your ads, but you can never really know who’s receiving your message and who isn’t when advertising with any medium.

Typically you can expect to see a 0.2 to 0.3% click-through-rate on your FB ads. My wife and I’s Ever Rose campaigns generate a 2.5 to 4% CTR. Impressions are great especially when starting out because the more people who can see the message the better. At the same time you want to craft a message, that resonates with your potential customers. Here’s how we do it:

Ever Rose Modcloth Directed Ad

The above was targeted to women in certain cities across Canada who had an interest in companies like Modcloth (a US competitor of Ever Rose). We pushed the message out to that audience with a very pointed opening line. We know that our potential fans who are interested in online shopping, especially with a US based company have the pain points addressed in the first line. They don’t like paying duties, high shipping costs or having to deal with a pesky exchange rate.

What are the pain points of your customers or potential customers? If you don’t know – you better find out. Ask questions of your existing fans to see why they spend with you opposed to someone else.

Find what you can own, and hammer away your message. In the case above there was no special tactic. We crafted a message that spoke to the audience we knew we could own (we don’t have a HUGE marketing budget), and we targeted the fans of our competition while knowing the pain points of our potential customers.

Fashion Bloggers

Another way we’ve started to roll out the brand is hooking up with influencers on social media, and the blog-o-sphere. Seeing as we’re a fashion brand – it’s pretty easy to find influences. A simple search on Google or #fashionblogger on Instagram and a bunch come up. From there you can see how many followers, shares, etc… these influencers are generating.

We then reached out to these influences, introduced our brand, and asked to be showcased through their social channels. We have to give up some of our product, but it’s totally worth it to get added exposure.

Another avenue we’ve ventured into is hooking up with like-minded e-commerce businesses. For example – there’s a jewellery shop in Toronto that has some amazing products. We could pair many of these items with our dresses. A simple cross-promotion can go along way.

Who can you reach out to that has a strong following on social media or through their blog? Maybe there’s a blog you read. Try reaching out to him / her, and see if they’d be interested in showcasing your brand in exchange of your product / service. Or extend a hand to a similar business that can compliment your product.

Mass Media

There’s no better way to reach a HUGE number of people with your message than mass media (typically radio, print, TV). At the moment – it’s the most cost-effective way to reach the masses – as long as you believe in their method of surveying their audience. Like I mentioned above – there’s no real way to know how many people are receiving your message.

If you have the budget, and you want to put a strangle hold on your market this is the way to go. At this point and time – my businesses wouldn’t benefit from the added exposure of mass media because there’s not enough inventory or resources to fulfil orders / services.

The key with mass media – as it is with any media – is the message. I can’t stress this enough. How do you craft your message? Check out this post from last year.

SEO & SEM

If you have a decent web developer you shouldn’t have to pump a bunch of money into SEO. I know some companies who charge thousands a month to get you on the first page of Google. What a crock. Find a web developer, who has a clue about how to play the SEO game or reach out to John at Summit Protocol. He’ll shoot you straight. And tell him ‘The Guy with the Bow Tie’ sent you.

As for Search Engine Marketing – again find what you can own. My biggest thing is to own my name, or the name of my business. I do this through tagging everything on my site with my name or with the brand name of my website (EverRose.com). You might have to dish out some dough to own your name when it comes to search platforms, but it’s worth it. When you Google me – a bunch of articles / social channels will come up. When you Google Ever Rose – we’ll be the first thing you see. OWN YOUR NAME.

If you have any questions or would like a more in-depth explanation on what I covered above – reach out on Twitter or LinkedIn or comment below.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

Keeping it Real – as cliche as can be

I’ve been on quite the authenticity trip lately, and here’s why – it’s imperative to your brand. Whether it be a personal brand or professional brand, people will see through your BS.

My wife, and I started Ever Rose with the mindset of being as transparent as possible. The same holds true for my ‘Guy with the Bow Tie’ brand, and the community magazines I publish. Be authentic, and you’ll start to see amazing results.

Breaking down your brand

How real are you? I want you to stop and ask yourself this. When you wake up in the morning are you excited about doing what you’re doing? Maybe you are, maybe you aren’t, and I’m not going to preach about ‘doing what you love’ and all that. I want you to get real, because if you aren’t real you’re robbing this world of your natural talents. And if you aren’t being real when you step into work whether it’s your business or not you’re only hurting your bottom line.

With Ever Rose – we’re proud to be 100% Canadian owned & operated. We even go so far as to run on a Canadian web platform (Shopify is based out of Ottawa) as well as use Canada Post exclusively as our shipping partner. We’re also committed to working with as many Canadian clothing partners as possible (although this has been quite the challenge as not too many Canadian clothing companies have clothing MADE in Canada). We may even get to the point where we design, and manufacture our own line in Canada.

Anyway, this comes to mind as I’m working with an inspiring entrepreneur who’s going to be launching an online platform shortly where you can use Bitcoin to book hotels online. You can check out a tiny glimpse here: BookwithBit

He lives in the Southern US, and is originally from India. He runs a couple hotels, and as such he started getting fed up with OTA sites (Expedia, Trivago, Travelocity, etc…) eating into his margins, and taking away from his LOCAL business, and the LOCAL economy. So, he does what any entrepreneur or savvy business owner would do – he’s fighting back. He’s so passionate about creating a fair, online portal for hotel seekers that he decided to build his own platform, and it’s going to be launching soon. His company is a reflection of his personal beliefs, and feelings. He’s REAL.

Your Personal Brand

Jordan with wife
A little photo with my wife

Whether you like it or not, you’re being judged everyday. People are Googling you and colleagues interact with you at work as they try to figure you out. On this note – have you Googled yourself lately? What comes up? Anything?

If who you are in the office, doesn’t reflect who you are outside of it, people are going to find out, and call you out on your BS. That’s just the world we live in. So, instead of trying to have ‘work’ self, and ‘home’ self. Try being you. When I made the change from the corporate world to the life of being self-employed, I was going back to my original self. The guy who I am at home, and on weekends. The guy who I knew I wanted to be when I was growing up. I dropped the act, stopped caring about what others thought, and started being REAL. It’s not easy – it took me 10-years to figure out who I REALLY was, but it all started with my gut. How I felt in the morning was a HUGE indicator of who I was and what I wanted to do. I went from wanting to hit the snooze button repeatedly to bouncing out of bed, and ready for the day ahead. I no longer had visions of me quitting my job while I brushed my teeth in the morning. I’m doing what I want, and what I’m supposed to be doing…at this point in my life anyway.

Anything is possible, if you believe, and follow your gut instinct. Start being REAL and the rest will come.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

Ps. If you’re wondering about the bow tie – it’s REAL. I’ve been wearing one off-and-on since I was 4-years-old. However, most of you probably haven’t seen it until recently because I probably wasn’t being REAL around you. I was being my fake, less fulfilled self.