This past week, the Red Root Marketing team spent Monday night at the North Jersey Woman’s Expo. We handled social media and online promotion for the event, posting 100s of photos and shout outs to the 70 vendors and over 600 attendees. Walking around the expo gave us the opportunity to learn how these mostly small business entrepreneurs challenged traditional marketing strategy. Each of these innovators had a lesson to share – below are just a few:
· Don’t resign yourself to a single demographic. From Papertrails, offering DIY paper crafting classes and party services, we learned about marketing beyond a traditional target audience. One might think that paper crafting would start and end with pirate and princess masks at children’s events. However, these amazing women were able to capitalize on the growing market for adult craft experiences with events like ‘The Real Selfie’ party for adults to gather and create versions of themselves in paper. www.papertrailsnj.com
· Passion fuels innovation. Judith Antelman of Bark & Truffle loves Parisian chocolates, particularly creamy truffles, but wanted to create a dairy-free, sugar-free version. One might think, ‘c’est impossible!’ After years of trial and error, Judith finally perfected a rich chocolate that rivals those found in the City of Lights. The world is a better place because of the determination of innovators like Judith, and so many of our own clients who are creating gluten-free baked goods, healthy water enhancers and antioxidant rich drinks. www.barkandtruffle.com
· Leverage burgeoning markets. As baby boomers age, elder care is a huge growth market. Wendy Sabin, LCSW, LLC, founded Sabin Elder Care Solutions, an expansive service that helps people navigate the difficult task of aging in place, managing geriatric crises or just providing guidance and resources as aging and life care advisors. www.savineldercare.com
· Package hope. And, for me personally, as I listen to my daughter complain about the dearth of datable young men in college, I was delighted to meet Julianne Cantarella, MSW, LSW, Matchmaker, Dating Coach and Relationship Expert, and hear about the bright future of happy couples she has brought together or made stronger through her services. Julianne will be my first phone call when this Jewish mother feels it’s time for grandchildren. www.newjerseymatchmaker.com
Join us at the next Expo event in the spring – we’d love to learn your story.