My blog today is basically a shout out to the Downtown Halifax Business Commission. Trust me, not something I ever thought I would be writing about, but their recent marketing initiatives simply must be acknowledged.
I first came upon the gem in this article, which helps to explain the context of the campaign and where the idea originated. It seems that dating in Halifax is such an arduous process that the local business commission decided to get involved and clear the path for romance, as it were.
Of course, being the (ahem) online marketing expert that I am, the next place I went was their website to check out exactly how they had poised these Downtown Halifax Date Night Packages. As it turns out, the page describing the packages is not only clever and witty, it also gives users ideas to plan their own date night in Downtown Halifax – how lovely.
Having spent the better part of a decade single and dating in my own fair city, this type of resource would have been greatly appreciated. It’s nice to see that business commissions, associations, and similar organizations, are trying to become less stuffy, and their marketing messages certainly reflect this.
In the case of Halifax, I’m sure they realized the parameters of their target market, and decided that they could simply talk to them openly about the perils of dating.
This is great marketing; when an organization can remain a serious authority and resource to those audiences who need them to be, but can also be lighthearted and approachable in their messaging to capture the demographic that needs to be targeted using humour.
One question that an organization needs to ask is “How do we remain useful to all of our customers, regardless of their needs?” If you can address this question succinctly, you will have achieved a very important aspect of marketing: recognizing that you are there to solve your customers’ problems, not the other way around.
So to the Downtown Halifax Business Commission, I say bravo!
View my profile, connect with me on LinkedIn or add me on Google+.