Marketing Lessons from the Deep South

Driving down the east coast to South Florida provides its own unique set of observations, experiences and challenges. During a recent family road trip, I found myself looking at the standard geographic differences and weather changes as well as enjoying some southern hospitality. But it also occurred to me how much we can learn from these local businesses.

1. Know Your Target Audience

We all know our target audience at some level, but how well do we really know them? More importantly, do we know it’s the right target audience? At first glance, it would seem that this small BBQ and grill has targeted this customer, the local, with his direct billboard messaging.

But if you back up and look at the bigger picture (which we should all do), you’ll see that it’s not the pickup truck but the out-of-town travelers sporting their SUVs and Minivans (myself included) in the gas station next to it.

This demonstrates a great understanding of his target customer and the exact messaging to bring them in. The Andy Griffith police car was also a nice touch.

2. Tell the Truth

Forget about all the bold claims of being the best thing since sliced bread. When dealing with your customer base, get back to the basics. Tell them right up front what they can expect from your company and what they’ll get from your product and/or service.

These gas stations aren’t the best nor do they claim to be. Far from it. But what they are is cheap and they let you know it. In these difficult economic times, this is exactly what we all need.

3. Go the Extra 5 Miles

It takes perseverance to make a business succeed. And sometimes, that means doing what others won’t do. At exit 49 off of I-95 in Georgia, there’s a small wooden stand selling Georgia peaches and other local grown favorites.

In a bold business move, the owners decided to go after the elusive highway consumer. But how do you turn a person going over 80 MPH into a potential customer? Signage. Every road sign for at least 5 miles before the exit had a white wooden sign leaning against it with bright orange neon spray paint – “Peaches. Exit 49.” Attention to detail, personal involvement and creativity.

4. Get Noticed

With the information and advertising overload of today’s world, you need to find new ways stand out from the crowd. You want your customers to say “I want to, no have to, go there.” While advertisers and marketers are still trying to figure this out, a local flea market is already doing it – something big, unique and something others won’t do.

After all, what’s better to advertise a flea market than a 50-foot cow wearing a sun hat and an “I love fleas” sign around its neck. Whether you’re an onlooker or a customer, there is no doubt in anyone’s mind that this is a place you should check out.

Next Steps

Now that we’ve been reminded of what we should be doing, ask yourself these simple questions if you find yourself falling back into your old marketing habits:

• Who are you BBQ’ing for?
• Are you being honest with your inner El Cheapo?
• What are you doing for your peaches?
• Where is your cow?

What do you think? Comment below and let’s discuss, y’all.