MARKETING TIPS

by Ken Mitchell

Once again there are opportunities abounding in the ACT.   We have had the Olympic Games, Summernats, the Women’s Tennis, the Subaru Rally of Canberra and the next big attraction is the GMC400 V8 car racing.   This V8 racing event will bring thousands of tourists and millions of $$$ to the ACT and this will flow onto the tourism-based businesses and also to those businesses that see opportunity knock.   Not every business can be influenced by the tourism events such as these in the ACT – but the ACT is a tourism-dominated city so be creative.  

National and multi-national companies seek out cost effective sponsorship opportunities to put their brand name across their target markets.   Local companies and small businesses alike can link promotions to such events with advertising and displays/offers in the theme of the attraction.   Perhaps something as simple and basic as theme building by renaming the menu after cars or drivers and inventing some new dishes in their honor for the week of the event will instill new interest in the old client base as well as attracting new clients.   Perhaps linking mass media advertising with the event and even cut-out coupons in the paper for limited discounts/theme package deals.  

Don’t wait for the world to come to your door – be proactive - getting in with the theme of the event can attract new business or increased levels of business from your same old local target market.

Ken Mitchell is the CEO of Australian Marketing & Research Services and can be contacted on 62576677w, or kenmitch@dynamite.com.au