As I write this, it’s snowing outside – heavily. And while a lot of business owners are likely seeing this as a bad thing, due to less foot traffic to their brick-and-mortar stores, I see this as an opportunity for them.
This is one of those rare scenarios when a business owner has some time to sit down and think creatively about his marketing, and how he can get more customers in the door (i.e., when it’s not snowing).
Let’s take the owner of a small café as an example. Today, he has a little extra time to go through the last few months of sales and really scrutinize the data. He looks at his customers’ purchase trends, and sees that breakfast is a hot ticket item on Mondays, but tends to peter off throughout the week.
This insight could lead to his realization that, in order to increase breakfast sales for the rest of the week, he could start a promotion centered on starting every workday off right by eating a healthy breakfast. And to incentivize people to make his café their regular breakfast spot, he could create a program to offer discounts to those who come in on consecutive days. (Maybe Fridays are free if they come all five days?)
As for building awareness of the promotion, he could start with installing signage in his storefront so that his current customers see it, and possibly even run a hyper-targeted PPC campaign in his local area to increase awareness about breakfast.
An idea like this could end up revolutionizing his business, sparking other similar marketing ideas and enabling him to grow his business to new levels. And all because of a little free time on a snowy day.
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