The one constant on the Internet is change. Things that
worked a few months or even years ago don't work today.
The one constant on the Cape is change. People who were here in the spring, summer and fall disappear, only to reappear. The Cape’s summer population swells 300%. Most of the influx is from a younger demographic than the year round population.
Demographics and timing are a major challenge for the typical Cape business. Barnstable County is one of the oldest counties in the United States. Much of the year round residents are over the age of 55. This group increasingly uses the Internet, but their consumption of information and their surfing habits are markedly different than seasonal residents and tourists. Most off-Cape seasonal residents are from metro areas, where high speed Internet connections are the norm, mobile phone usage is high and as a result their online usage is much greater.These consumers, for the most part, do not use print yellow pages, newspapers, magazines, radio, cable tv and, of course, direct mail. Unfortunately, most Cape businesses that advertise for seasonal customers, continue to have a disproportionate amount of ad dollars in the old, mass media outlets.
The challenge today is to find the right mix of media and transition excess “old media” advertising dollars into the new media: Search engine advertising, email marketing, mobile (cell phone), Facebook, etc. Most Cape businesses are still spending 90% or more of their budgets on the old /traditional media. In off-Cape markets ,the split is usually 60/40 or more online, a huge difference. Transition of advertising is especially key, because the old media that works with one demographic (55 plus), does not work with the other (under 40).On the Cape, you have this major divergence in demographic usage, concurrent with a major change taking place in how consumers use media.
What follows is a list of relatively inexpensive strategies a Cape business may take to close the gap in online and offline advertising. Your comments, as always, are invited.
1. Web Site: If you do not have one get one. If your site hasn’t changed in several years, spend a few dollars to create a new one that incorporates the new, interactive Internet capabilities, such as Facebook, blog, RSS and video capabilities.
2. Define your target market: If you primarily attract off Cape and/or the under 40 crowd, the majority of your ad budget should be moved online, including email marketing, search engine ads, etc.
3. Email: This is still the most popular and useful way to stay in touch with existing customers, and a nice introduction to new ones off- Cape. Provide free content, such as how-to-videos, written advice or Internet only special offers, that require an email address.
4. Chamber of Commerce or local civic or business association membership, is very useful for credibility building with the search engines, and for constructing a opt-in list for your email marketing.
5. Get whatever free online listings you can.The free business profile from Idearc Superpages, capecodtoday.com, capecodonline.com, capecod.com, citysearchcapecod.com, Google, Yahoo, Bing, etc
There are another 10 in the report that I will not share here in the interest of time. I would be happy to share the full report on request.
If the above isn’t enough to make your head spin, consider the following:
Regarding the pace of change, we believe more users will likely connect to the Internet via mobile devices than desktop PCs within five years."
--The Mobile Internet Report, Morgan Stanley, 12/09
The common thread throughout this report is change. Changing demographic usage, changing advertising media, seasonal change ,etc. Cape Cod business has always adapted and thrived. The difference today is the speed of change. New technology is Internet centric so it accelerates and magnifies change. Those businesses that move quickly to understand this changing dynamic will thrive; a wait and see approach does not work. Research, experimentation, and flexibility with your advertising is essential for success!
