Heidi Cohen's Actionable Marketing Newsletter
Published: Mon, 10/20/14
actionable marketing guide
Dear , Happy Fall! Lately I’ve been writing about my business travels. This weekend, I went to the New York Sheep and Wool Festival to feed my creative
side – knitting. The New York Sheep and Wool Festival (NYSW) is one of the biggest fiber events in the U.S. What was once a farmer-only event is now a sprawling family oriented one. Being a marketer, I view every sales and exchange of wares through a marketing lens. Here are 3 observations with tips you
can add to your marketing 1. Broaden your audience appeal. When I first started attending the NYSW in 2004, only farmers, knitters and the 4-H attended. Now it’s a destination event for
yarnies, an affectionate name for people who love the various fiber crafts. Further, the fair is a family outing complete with kid-friendly activities such as exotic animals, balloon figures and Halloween makeup. Actionable Marketing Tip:
2. Offer products to entice your audience. The array of vendors has expanded beyond livestock and wool. Sales of spinning tools and fibers have become a major offering category. There was also a book signing area where attendees could meet the authors IRL. Actionable Marketing Tip:
3.
Encourage sales of other products. This is an area many marketers underestimate. This year’s fair offered a wider selection of eateries. Additionally the NYSW has a barn dedicated to local food and wines. (BTW—I’m a fan of New York ice wines.) Actionable
Marketing Tip:
Apply this type of thinking when you’re at an event or new market. Make a checklist of ideas to test on your business. Happy marketing,
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