Buddy Up and Welcome to the Winner’s Circle…
There’s strength in numbers, and a brand can be greatly enhanced by buddying up with the right partner.
Take Cambria, a beautiful central Californian town, located on Highway 1 between Los Angeles and San Francisco. It’s always been one of my favorite places, however I was just there this weekend, and they stole my marketing heart! They joined forces with the entire community to create the annual Scarecrow Festival, and now the entire month of October is a celebration of this lovely town that now attracts tourists from all over the country.
It takes three years to really get everyone participating, and five to really fly. In Year One, you are just the maverick paving the way but by Year Two, you’ve got some experience under your belt and are getting a few more people to participate.
Year Three is the tipping point of inclusion, because by now, people know you’re serious, trust you and see the merits of participation. By Year Four, you have a successful event, and that’s reflected in the press. Also, the community trusts you and participation is way up, often almost double the first year.
At Year Five – hurrah, your hard work has paid off and you are now a tourist attraction. More importantly, people are planning you into their schedules, family time and budget.
Congratulations, Cambria. Well done. My only regret – I don’t represent you. Call me anytime. Passion for your product is a phone call away.
Here are a few of our favorite scarecrows: