The Herald Bulletin

Afternoon Update

Local Business

October 2, 2013

Susan Miller: To every marketer, a season

While the saying, “seasons come and seasons go” may apply to nature, fashion and sports teams, most businesses realize that it’s always marketing season. In a competitive marketplace, it’s vital to have a marketing plan perpetually in play.

Marketing during the “busy season” is easy. New model rollouts, back to school and Black Friday present ready-made marketing opportunities. But what can businesses do to stay in front of their audience between the big stories of job creation, groundbreakings and new smart phone models?

Savvy businesses know how to integrate their organization into a bigger picture, based on what’s going on in the news cycle or on the calendar.

For example, you were probably overwhelmed by the deluge of stories about the federal government shutdown. Herald Bulletin columnist Joe Clark leveraged that news cycle to share his expertise on how the federal budget might impact local investors’ retirement savings in a televised interview.

A quick Internet search will reveal what is “trending’ on major news outlets, providing your business with an opportunity to be the local expert source. Look for an opportunity to connect your business with these topics. Is there a connection you can make with the Affordable Care Act, World Series playoffs or a new sitcom?

Changing demographic trends provide more marketing opportunities. Next year, the youngest of the baby boomers will turn 50, presenting a marketing opportunity for builders of empty nester homes. A builder targeting first-time home buyers might direct its messages to the many young people who have been living with their parents since the Great Recession began.

Don’t discount pop culture for anniversary opportunities. In 1983, Stephen King's novel "Pet Sematary" spooked a nation. As a news hook, a pet crematory might note that three decades later, pet funerals are so mainstream that the International Cemetery, Crematory and Funeral Director Associations recently held a conference tract related to pet funerals.

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Local Business
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    July 28, 2014

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    July 26, 2014 1 Photo

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    July 26, 2014 1 Photo

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    July 26, 2014 1 Photo

  • IU Health Ball Memorial Hospital named Level III trauma center The Trauma Center at Indiana University Health Ball Memorial Hospital has been verified as a Level III Trauma Center by an ad hoc committee of the Committee on Trauma (COT) of the American College of Surgeons.

    July 26, 2014

  • Clark, Big Joe mug 'Big Joe' Clark: Beat the market or meet your goals? True or not, my experience tells me that goals – especially when written down – undoubtedly serve as catalysts for success. However, danger arises when a goal does not properly focus on the long term result you expect.

    July 25, 2014 1 Photo

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    After 10 years of 4-H, saying goodbye to his animals has become a simple matter for McKennon Heald. But he said he wouldn't be surprised to see some tears from some of the younger participants. He's been there.

    July 25, 2014 2 Photos

  • Anderson, Alexandria and Elwood receive grants to tear down abandoned houses Three Madison County cities — Anderson, Alexandria and Elwood — received state grants that will be used to tear down abandoned, dilapidated houses.

    July 25, 2014

  • NWS - HB0715 - Chuck Pagano Pagano breakfast sold out A breakfast with Indianapolis Colts head coach Chuck Pagano is sold out, organizers said Wednesday.

    July 23, 2014 1 Photo

  • Cellular Connection to host backpack giveaway Residents in Anderson will benefit from a national backpack giveaway campaign on Aug. 2.

    July 23, 2014

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