Popping Some Creative Marketing with Pop’d Sensations
Sometimes the simplest products can be the most fun to market. Think about it, if your product is straightforward and people know what it is right off the bat, then you can get extremely creative with the marketing tactics you implement. That is the case with this popcorn producer — not only will their new marketing taste good, but it will also get more people sharing in the flavor!
You can listen to the episode and read the transcription below. You can also listen on Apple Podcasts, Google Play Music, YouTube, or anywhere else you get your podcasts by searching “Creativity Killed the Cat”.
— Intro —
Hey there all you beautiful people! Welcome to the Creativity Killed the Cat podcast. (meow) My name’s Andrew Chwalik and I’m going to be helping you develop creative marketing that won’t break the bank.
Before beginning our episode, I’m going to share a fun fact because knowledge is power. I try to run every single day and just recently ran my first half marathon! It was fun, but an absolutely challenge. If you’re a runner in the Findlay, OH area and need a running partner, let me know!
Alright, on with the show!
Remember, I take one small business or brand and develop some creative marketing concepts that could be implemented as soon as you finish listening to this podcast. Are you a fan of movie theater popcorn? I don’t eat it often, but honestly, it’s typically too salty for my taste. I’m more of a fan of specialty popcorn. My mom makes homemade caramel corn during Christmas time and it’s one of the most amazing things you will ever taste. It’s dangerous because I can end up eating bags of this stuff an not even knowing what happened. Well, in this episode, we’re going to be talking about gourmet popcorn! But before we get popping, would you prefer to use Facebook video ads or YouTube video ads to market your business?
— Marketing Chat —
If you know me at all, you know that I’m obsessed with making videos of all sorts. I make product review videos, marketing tutorial videos, travel vlogs, and even wedding highlights. Not only do I produce these videos, but I also help companies make videos for their small businesses with Twillful, my creative marketing agency. Video marketing has been picking up speed because it captures the attention of potential customers much more effectively than any other medium. If you’re not creating videos for your business, get started asap!
Now that we got that little public service announcement out of the way, let’s talk video advertising. Facebook ads have been all the rage recently because everyone and their sister is on Facebook. Yes, they had that data breach scandal, but that hasn’t even put a dent in the power of their advertising platform. Hopefully, you’ve tested it out for yourself already and have been generating more leads. If not, don’t jump into it too quickly. It takes a little finesse to appropriately manage everything because it’s easy to deplete your marketing budget pretty quickly. However, I wrote an article that will help you make sure everything is set up effectively, I’ll drop it in the show notes.
One of the most effective Facebook Ad campaigns you can run as a small business incorporates video. You can use it to create brand awareness, retarget website visitors, generate leads, and so much more! As you can see, I’m a pretty big fan of Facebook Ads. I’ve used them for my small business and have helped other companies utilize them so I’ve seen how great they can be first hand.
But who’s the king of video in the digital space? I’d argue YouTube holds that title and it’s a platform I’ve fallen in love with as a creator. Video production has always been a part of my life, starting when I would make movies out of the little shows me and my siblings would on for our parents on our swing-set. Hopefully, you won’t be able to find those anywhere. Regardless, I’ve been uploading my creations to YouTube for almost 10 years. If you’ve watched at least one video from the platform, you most likely saw an ad at the beginning. It’s a short video clip that can be skipped after a few seconds, for the most part. As a small business, would that form of video advertising be beneficial?
That’s a great question so I did a little research to figure out the answer. To be specific, I wanted to see what would be better, Facebook video ads or YouTube ads. I came across an experiment that the Social Media Lab completed seeing which platform was more effective. They ran a conversion style campaign with the goal of getting more people to sign up for free trials to a social media management software. They spent the same amount of money on both the Facebook ads and YouTube ads to be able to have a similar comparison. After running these ads for over a month, a bit surprisingly, YouTube ads actually create more video views and more conversations — by about 10%. Pretty wild. Most people think Facebook is the place to be, and it is, don’t get me wrong. You should absolutely be utilizing Facebook Advertising, but YouTube Ads might just be your secret weapon.
If you want to run a video advertising campaign, it might be time to YouTube a try. Okay, let’s talk popcorn.
— Pop’d Sensations —
Pop’d Sensations is a gourmet popcorn shop in Marion, OH located in the Marion Centre Mall. Their concept is to deliver a great guest experience with delicious food to match. They take great pride in using locally grown ingredients when available and support our local community in several ways. Plus, they’re locally owned and family operated. Doesn’t get much better than that!
And by the way, their popcorn is legendary! Heck yes, I’ve tried it. They have so many interesting flavors that you can’t pass up the opportunity to snag a bag. I just had the tutti frutti flavor and I was astounded! First off, it was delightfully colorful so it instantly caught my attention. But the best part is the flavor. Each piece has a different fruity flavor. Initially, I was a bit skeptical because who would want fruit flavored popcorn. However, I quickly learned why every person ever would want this. The flavors are gently sweet and don’t overpower your taste buds, yet leave you with the excitement of trying the next piece to see what flavor it will be. You just have to try it for yourself. Legit.
Well, before I get too excited about that bag of popcorn I just ate, it’s time to get creative!
What is the first thing you think of when you hear the word popcorn? I’m willing to bet that the majority of you said the movies. Every movie theater ever offers popcorn, they go together like peanut butter and jelly. Could that be a new flavor? Oh boy….but for real. Let’s tap into that association to do a little creative marketing. Your store location is right down the hall from a movie theater, imagine that? I’m willing to bet they would partner on some sort of promotional deal where you could provide popcorn samples to movie goers and they provide a few free movie tickets you can give away. That could be just the tip of the iceberg! Why not run a dual promotion where you give away movie tickets in randomly selected bags of popcorn and the theater can give away little bags of your delicious popcorn to random customers. They could even have their security team walk around during movies and hand them out to add a little more fun to the experience. As I said, this is just a simple way to start the relationship. Your companies should work together more to help one another generate more customers. Hey, you could also be building these partnerships with other local theaters, like the Palace and Strand theaters.
Every small business wants to get more engagement on social media and more people in-store. Let’s develop a campaign that will do both. Facebook Live is one of the best types of content you can be producing as a small business. It gets ranked highly by Facebook, engages with your audience, informs people on your brand identity, and gives a personal touch to your business. The best part is that it’s so simple to use. You don’t need to be a professional marketer to take advantage of it, just build a plan and have a smartphone. I’ll make it even easier on you, I’ll develop the plan right now so all you need to do is bring the phone.
Step one is to start doing Facebook Live videos regularly. You can take it slow by doing one a week. Talk about the new popcorn you’re making, show people the process, answer questions, and all that. Once you get comfortable, start using your consistency by going live a few time a week. Keep sharing the same type of fun and interactive content. When you’re ready, you're going to be doing a weekly giveaway. Seriously, who doesn’t love winning free things? During your early videos, start telling people about the weekly giveaway and what it will look like. I’d suggest calling it #SensationSaturday and asking people random trivia questions about Marion. It’s obvious that you have pride in your city and this will be a fun way to share it with your audience. Maybe you give a small bag of popcorn to the first three correct responses. Then, you tell them to stop by the store to claim their prize. This gets more buzz created around your location as well as encourages more people to stop by. Think about it, the majority of the winners will come with a friend and of course, they will also want some popcorn so you’ve just made at least one other sale. There’s your Facebook Live plan. Feel free to twist it as much as you want, but going live will be a great asset for your business.
The final creative marketing concept could be pretty legit, bare with me. You know those advent calendars that people use around Christmas time to count down the days? They’re the ones that have a single piece of chocolate to represent each day. It’s an old tradition, but maybe it’s time you add a modern touch. Why not develop your own, but make it with popcorn? You have so many different flavors that you could have a single piece of popcorn for each day. That would be pretty sweet and an awesome way to increase sales during the holidays. Not to mention, if this type of a product went over well, you could make these countdown calendars for every holiday! You could even offer customizable calendars for people to use to countdown the days to a birthday or wedding. I actually think this concept could end up taking off in a big way. The wedding market is always an interesting space.
— Pop’d Sensations —
Boom. Pop’d Sensations now has some creative marketing ideas that won’t break the bank and will get more people checking out their delicious gourmet popcorn. I’m already excited about getting an advent calendar that’s filled with popcorn. Don’t get me wrong, chocolate is awesome, but it’s always great to have options. Make sure to swing by the Marion Centre Mall to snag some popcorn of your own and if you just can’t wait to try all their flavors, you can order online at popdsensations.com. That’s POPDsensations.com.
— Closing —
Well, that’s all folks. Thanks for joining me on this episode of Creativity Killed the Cat! I hope you had as much fun as I did and were able to take away some creative marketing ideas that YOU can start using right now.
If you’re still stuck and need a little extra creative juice, head over to creativitykillscats.com to find some more content that will continue to get your creative gears turning. Plus, you can reach out and let me know if you want your business or brand as the theme for one of our future episodes.
Keep saving those cats. I’ll see you all on the next episode of Creativity Killed the Cat. In the meantime, if you’ve recently trained for a full marathon, let me know how it went. That’s the next race on my bucket list.