They’re Not Brooklynite Hipster Millenials.
They’re Young Urban Creatives, and they can be spectacular for Hudson Valley tourism.
If you have a business that benefits from tourism, do you:
- Have a constant stream of new customers making plans to visit?
- Get included in articles that get shared thousands of times?
- Have influential people from out of town come to your business and recommend you online to their friends?
- Get Instagrammed more than other businesses?
You’ve probably noticed some businesses that seem to have all of those things. Why do they get to have all the fun? It’s a marketing problem, and it’s solvable.
You have to learn how to speak Yuccie.
As a digital marketing company, we at Kingston Creative help our tourism clients target Young Urban Creatives, aka Yuccies. It’s a persona that applies to what used to be called hipsters, Brooklynites and/or millenials (sans cultural baggage and geographic limitations). They’re people who use digital and mobile tools to search for and share authentic, analog experiences, and are always pursuing their next adventure.
They’d rather spend a day visiting craft breweries and repurposed factories than shuffling through an outlet mall. They’d rather stay at an Airbnb in the heart of a community than at a Ramada Inn by the highway. They’d rather pay double to buy a tomato directly from a farmer than from ShopRite. They’d rather explore abandoned hotel ruins than stand in line at a water park.
If they like the experience they have, they’ll instantly share it with their friends online.
The Hudson Valley is Yuccie paradise. New York City’s food and water literally come from here. We’re reachable by train, car and bus, but we’re far enough away from the city that we don’t have many bedroom communities. We have an incredible farm-to-table restaurant scene, small cities that are turning factory blight into artist meccas, a river that makes it possible to grow Pinot Noir grapes, accessible swimming holes and mountains, and you can sometimes drive for hours with only one or two bars of cell service.
If you don’t speak Yuccie, then you’re wasting your marketing money and effort on traditional, untrackable things. Billboards. Magazine ads. Facebook posts that no one will see. Commercial-style videos. Spammy blog posts. Asking for PR from newspapers when there’s nothing going on.
Although they crave analog experiences, Yuccies plan ahead using viral technology. They make vacation plans based on Instagram photos, shared articles, and Pinterest pins of beautiful places. If there’s nothing online to drive them to a place, then they simply won’t go there.
It’s why places like Peekamoose Blue Hole get utterly slammed every summer. Articles about it have been shared hundreds of thousands of times and there are hundreds of beautiful Instagram photos taken there every year. There are no billboards or ads to advertise it, only viral information online.
Some businesses get it. Instead of wasting money on untrackable things, they’ve invested in the items below and gotten five to fifty times more online engagement than businesses that use traditional marketing techniques. Want to see some specific examples? I’ll send you some.
- Visual Elements: The businesses that get amplified the most online have invested in what our designer friend Adriana Kertzer calls a “curated authenticity.” Everything visual has to fit together: the logo, menus, product labels, interior design, photos, website. In addition to creating a strong brand, it also lowers the barrier to someone deciding to visit or write about your business; check out this Vogue article about the area that was shared over 1,000 times. It uses a lot of photos directly from well-curated businesses’ websites. If you’re using a piecemeal approach to your visual elements, you’re not making it easy for Vogue to write about you.
- Content Marketing: Investing in content marketing means that businesses aren’t just blasting out ads on social media that say they’re the best; they’re providing actual value that people want to read and interact with. That can mean putting up beautiful photos on Instagram, guest-blogging on different sites, putting up your own interesting blog content, or paying for quality, sponsored content in publications instead of ads.
- Influencer Outreach: I’ve said it before, you can get a better return on investment by inviting up and comping a person in your niche with 30,000 Instagram followers than buying a magazine ad or a billboard, and you’ll get some amazing photos! Additionally, smart businesses are always at the ready to say thanks or re-share social media users who give them props.
- Mobile-responsive websites: Websites that look like they’re from 1999 are charming in their own way, but it’s also a warning sign. If I’m from out of town and have to make a 50/50 decision between two places, I’m going with the one that loads on my phone, accurately lists its location and hours, and gives me some sense of what the experience will be like.
- Search Engine Optimization: The absolute lowest-hanging fruit is to audit how you show up in search results. Claim your Google My Business listing, and make sure the information is accurate. Do all of your directory listings on Yelp, TripAdvisor and the like have the correct address, phone number and website? Are there duplicate listings?
If you’re happy with the amount of business you’re getting, then don’t bother with this. But if you’re wondering why certain businesses are having all the fun (and getting all the tourists), contact us to find out how you can join in.