This next article is going to be focused upon marketing objectives in Washington, DC.
What should your marketing objectives be in Washington, DC, and how do you achieve those objectives? When we're talking about reaching your marketing objectives . . . We're basically talking about the fundamentals of how to get clients or customers to your business or on to your Web site.
The primary objective of a business is typically to provide value to the world in the form of a services or products in Washington, DC. The marketplace can be in a physical store front, or it can be a completely digital marketplace that operates exclusively online. It could be a combination of both. Therefore, you must first determine whether you want to have a storefront business to market your products or services vs. a completely virtual business vs. if you want to be a hybrid.
Digital Marketing + Conventional Marketing
I typically recommend that you work as a hybrid - Conventional marketing + Digital Marketing in DC. At the very least if you have a store front, you must have a digital marketing strategy. That digital marketing strategy will amplify any work that you do in your physical store, which is front facing with your customers. Digital marketing in Washington, DC will build rapport, which means that you are building relationships. Through building relationships, you enhance the likelihood that somebody will ask for you to explaining to them why your offering to the marketplace is unique and distinct from that of anyone else.
For example: If you run a coffee shop, your marketing objective is to get people in the door. You might want to do that through distributing flyers, discounts, and coupons to everyone in the area who may be interested in getting a new discount to your during your opening day. You should most certainly develop some kind of incentive for customers to check you out.
Although it's exciting that you just opened this business . . . You need to provide people with an incentive to come see you - This is marketing. The most effective strategies for doing is are through the form of limited-time discounts, free samples, or free gifts. Your incentive should be unique and distinct from that of the other companies, and they may all be promoted through social media marketing or other forms of digital marketing.
Your offering should not be limited to the fact that your products or services are new and unique to the Washington, DC area. Rather, you want to make certain that you incentivize foot traffic or website traffic through providing a free gift. This is marketing. Otherwise, customers may not visit your physical or online shop, and they will never learn about your new offering.
Marketing with Events
Another great option, particularly for store-fronts and coffee-shops with the space . . . Is to have a band play on a Friday night in DC. This gives people something to do, which is fun, free, and get's them in the door in order to buy drinks, food, or other products. However, most importantly - This is an opportunity to introduce your business to the physical and digital marketplace through a free incentive to visit. You may want to have free samples while the band is playing, which further adds value to the customer's experience, and further draws them into learning about your product offerings.
Marketing With Experiences
Anything you can do to get people interested in coming through the door and next, testing your products will provide you with an opportunity to build those relationships and stimulate the customer's feelings of reciprocity, loyalty, and generosity. Although some folks will simply visit to enjoy the free experience, we all know that some others feel an obligation to make a purchasing decision, promote your business, and invite others to join them - They are the team players who become your natural brand advocates and customer-marketers in Washington, DC. These people are typically most responsive to free gifts, so make certain that you provide them!
Meanwhile, if all the other coffee shops already have an established clientele in Washington, DC . . . Your opening free events and sampling opportunities will differentiate you from the others. Moreover, this assists customers with breaking their patterns of consumption, which typically form due to repetition rather than thorough market research. Therefore, you must find a way to shift that pattern, and it must be dramatic. If you do not yet have an established clientele, you must offer them something more than the other coffee shops. The customer's habits and patterns are already built into their daily schedule.
Forming New Patterns in the Market
The other business is simply . . . Where they go for coffee. Sometimes . . . Every day, or Twice per day! They simply visit one shop over another because it's their pattern. They're accustomed to it. Therefore, your first marketing objective is to assist people with breaking their previous patterns of consumption and forming new patterns. After your 1x per month free event . . . Now they visit your coffee shop every day or 2x per day! Simply because you shifted their pattern, and they adopted a new one!