Destination + Event Marketing 2.0
It’s been feeling like a new world compared to how many of us spent our last year. As we head into summer and downtowns begin to bustle again, how we approach marketing, especially locally, has found a new normal as well. Here are some trends to keep in mind as we roll into the newest season of change!
VIRTUAL EVENTS ARE HERE TO STAY.
Virtual events started out of necessity but aren't going anywhere, even as in person events start to become more available. Making an event virtually available may sound like a COVID novelty, but it actually opens the door to a broader audience. Travel costs, scheduling, and other personal restrictions are no longer barriers when streaming is available. It also means potential for higher attendance and a better return on investment for the hosts! Virtual events require time and money too but they are a more affordable option for many small businesses trying to find outlets for engagement without breaking the bank. Consider conducting livestreams on social media, running contests or giveaways, or hosting Q&A's with customers!
BE ACTIVE BUT GENUINE ONLINE.
Leaning on clean and polished after 2020 feels disingenuous, especially from small, local businesses. People have spent more time online in the last year, finding their connection and engagement through social media. The more clean cut and “perfect” your feed is, the less people can find that connection. Spending the time to create a community online is worth the engagement and support you receive, even if the community is small.
COMMUNITY OVER CONVENIENCE.
We have all had enough of the cardboard boxes piling up on our doorsteps. Community support and locally based leisure are the best talking points to convince people that convenience is not more important than showing hometown love. For the small towns and cities scattered throughout the Adirondack region, shopping local and promoting community interest is vital as people are getting back out there to explore.
EMBRACE THE GREAT OUTDOORS.
Thankfully, the rules of the pandemic still allowed for outdoor activities to thrive. Hiking, lake adventures, winter sports and plenty of other Adirondack staples reigned as safe and available activities to keep people busy. Many people found themselves trading slippers for skis or exploring nearby trails. This excitement for physical activity may fade as restaurants open their doors and events being to pop up again, but in the Adirondacks, a new audience of explorers was born and they shouldn't be ignored.
SAVOR THE MOMENT.
Nobody expected 2020 to be the chaos it was. What was the lesson that came from the year that felt like nothing went right? Savor the good. Enjoy yourself. Take the trip. However you put it, it's a gentle reminder of the disappointment of last year and an incentive to capitalize on experiences when they are safe and available.