Clarity about business leads to better local marketing

in On Local Business Marketing

Here’s a story from the Washington Post about local businesses cashing in on the Texas Holdem poker craze.

Before you get there, three points…

  • First, the bar profiled “gets it.” They understand that they are NOT in the “liquor and bar” business. They aren’t even in the entertainment business, though that is a better description. The business they are really in is the “marketing of an entertainment business” business. This is no small shift in thinking.
  • Second, I’ve been teaching a process to leverage top-of-mind awareness in my Business Breakthroughs seminar for years. It’s been used to transform everything from sports events to natural disasters into marketing successes. In a nutshell, you take something that “everyone is talking about” and translate it, through creative marketing, into a reason to do business with you. This poker story is an example, and it is translatable to dozens of different business types, including the all-too-stuffy B2B environment.
  • Third, ain’t capitalism grand? A couple of years ago the businesses that are providing these poker events were NOT in business. But markets change. Awareness shifts. And entrepreneurs have picked up on the trend and are now crafting entire businesses around it that did not exist before. Cool.

Anyway, here’s the excerpt…

Tom Brzoska had only a pair of eights among his cards, but he was pushing every last one of his $1,175 worth of poker chips into the pot.
Of course, he wasn’t really throwing away all that cash because the money in this game at T.T. Reynolds in Fairfax City was fake. Still, there was a quiver of excitement in his voice when Brzoska said those magical words that all Texas Hold ‘Em players love to hear: “I’m all in.”
Brzoska, 52, of Fairfax City promptly lost his chips. But the bar was definitely cashing in. More than 60 players showed up on a recent Sunday evening for a free Texas Hold ‘Em tournament on what is normally a slow night. Sales of food and drinks tripled.
“As far as a Sunday night in Fairfax, it was phenomenal,” Josh Porter, a manager at T.T. Reynolds, said later. “We are definitely going to be holding [the tournament] every Sunday night. We are in this for the long haul.”

Go read the rest of the story

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