Here in Santa Cruz County, 41st Avenue serves as a hurdle for many business owners who are eager to expand their customer base. While many locals on either side of town make quarterly or semi-annual journeys beyond this invisible barrier, there are strategic ways in which to increase the geographic radius of your target audience. For many businesses, it’s a matter of cracking the code of reaching tight knit communities, combatting traffic patterns or possibly debunking the popular myths that accompany a popular tourism area. All of these can be a tough challenge to overcome. Chipping away at changing shoppers’ habits can be very fruitful for your business. Here are some suggestions to get you started!
Team up with neighboring businesses to create a reason for people on the other side of town to visit your business district. Maybe it’s pumping up your areas celebration of First Friday with musicians and wineries that possess a deep following with those regions you’d like to invite to your area. You’ll quickly find this increase in promotional power to be amazingly effective!
Create a strategic partnership with a successful business from the other side of town. We’ve recently seen partnerships between bookstores and tap rooms, event producers and businesses outside of prominent downtown areas, as well as between breweries and coffee houses.
If your business is located in a traditional, tourist-based area and you’d like to attract local families, place a call into parent school groups and offer a specific “benefit night,” but go the extra mile and welcome that community with a special experience. That may just be creating a special welcome sign, drawing (collecting emails) with an extra sweet prize for parents and kids, or having their music group perform, etc…you get the picture.
If you’re going to begin thinking about any of these tactics, be sure to go big, thinking small just won’t convince folks to get in their car. We love to brainstorm opportunities with local business owners and we invite you to contact us and start the conversation.
Local beer destinations on the Eastside of town, Discretion Brewing & Beer Thirty partner with downtown Bookshop Santa Cruz.
"Bryce is a true business partner whose expertise you can rely on when it comes to your marketing needs. When I was new to town and needed help crafting a plan of action for raising my company's visibility, Bryce gave me the tools and information I needed in order to take action right away.
He explained things in a way that I could understand (with zero marketing background) and addressed each of my needs with care. He really got into my business and I felt as if he was thinking as an internal advisor. He made strategic recommendations I hadn't thought of before and offered to connect me with relevant contacts in his network. Bryce is thorough, knowledgeable and he's a pleasure to work with. I highly recommend him and the Root Group's services."
- Sylvana Rochet, Founder, The Insightful Executive