Thanks to the digital era, it seems advertising has found a permanent home on social media platforms. But what if your target audience prefers to tuck the phone away in a back pocket, swap out the briefcase for the backpack, and escape to the great outdoors? What if your audience is so jaded by digital ads that they expect the majority of the content on their feeds to be exaggerated, misleading, or just plain fake?
Sometimes, you have to meet your audience where they are.
According to the National Park Service, more than 13 million people visited the Great Smoky Mountains National Park in 2023, making it the most visited national park in the nation. Outdoor enthusiasts flock to the park and spend, on average, $2.2 billion in neighboring communities like Pigeon Forge and Gatlinburg.
The area is home to a long and diverse list of festivals and conventions, like the Great Smoky Mountain Jeep Invasion, the Spring and Fall Rod Runs, the Pigeon Forge Bluegrass Festival, the Ford Show, Chevy in the Smokies, the 4th of July Midnight Parade, Fishing tournaments on Douglas Lake, and so much more.
When your target audience would rather be behind the wheel, on the trail, baiting a hook, or listening to music than doomscrolling... it's time to join them. Often, for less than the cost of a hotel room, you could rent a cabin for a week or more so you can do real market research. Talk to your customers. Meet them in person. Learn about their likes, dislikes, lifestyle, and spending habits. Authenticity in marketing starts with unplugging from technology and immersing yourself in your target audience's lifestyle.
Sure you could do market research by sitting in your high-rise office, or working from home in the suburbs, but will you truly understand why your target audience gets excited about seeing the new tree growth in the national park after they witnessed the devastation of the wildfires just a few years ago, unless you see it yourself? And why giving out branded seed packets might be more appealing to them than branded koozies that encourage disposable drink containers and end up in a landfill anyway?
And when you've finished your market research, you can get in front of your audience by sponsoring one of the popular events and festivals that draw in millions every year. (Imagine putting your logo on a rubber duck and giving it out at the Great Smoky Mountain Jeep Invasion when it becomes a sought after souvenir and is put on dashboards of over 20k vehicles that are driven across the country!
So isn't it about time that you unplug from your laptop and experience the lifestyle? It's easier than you think. Whiskey Retreats cabins are ideally located close to the Great Smoky Mountain National Park, Gatlinburg, Pigeon Forge, and Douglas Lake. They are big enough that you'll feel at home with the fully equipped modern kitchens, high speed wifi, private hot tub and washer/dryer. It's the best business expense you'll turn in all year!
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