Most Massachusetts towns have had 3 to 5 snow days so far in the 2010-2011 Winter season; two of which occurred last week, and one of which is today. This translates to parents, like myself, and many employees stranded at home at the mercy of the plows. In our super-connected world this also translates to a situational marketing opportunity.
What is better than a large portion of New England, snowed-in and captive in front of their laptops working from home or taking a day off? Just like gas stations...putting shovels, windshield washer fluid, ice melt and scrapers out front with the forecast of impending snow; put the ideas out there in front of consumers. This is easy to do with social media venues like Facebook and Twitter, and products like Google Adwords. Continuing with the snow day example, it is important to let consumers know if stores are open, give them ideas about products to buy today, or suggestions for future purchases.
Ski resorts have been ahead of the game offering live web cam updates of surface conditions and trail and lift openings. That is exactly what businesses need to offer- real time updates, offers and deals, to take advantage of a captive audience. Tweak ads to make them relevant to the snow storm or big game or fireworks in town. The 99 restaurant has a radio ad for a snow day special; kids eat free with an adult entree purchase when local schools close for snow. In terms of real-time marketing, a local restaurant can tweet, "...snow ending by 3 pm...come in for hearty dinner specials!" Offer an online service? Encourage house-bound customers to get their taxes done online, schedule an appointment for snow tires, or book a warm get-away.
If everyone is stuck in the snow, plant ideas for future purchases. Alert customers to get prepared before the next snow day...visit to purchase a new stash of coloring books or games to keep children amused indoors and snowball makers, sleds, and boots for outdoor play.
Take advantage of the situation. Send an email blast, update Facebook posts, Tweet!
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