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Solvang’s new marketing and advertising consultant aims to broaden social media presence
By Taylor O’Connor
Facebook, Instagram, and Pinterest users are the anticipated targets of a new internet marketing effort and hard work to advertise annually happenings in Solvang.
The Abbi Agency, a advertising and marketing management consultant employed by the metropolis in July, recently proposed dedicating 75 percent of Solvang’s paid media budget to social media advertising and marketing on your own. Though winning acceptance from members of Solvang’s Tourism Advisory Committee, the proposal prompted a discussion on a shift in targeted demographics from past marketing strategies.
Connie Anderson, vice president of customer tactic at the Abbi Agency, led a presentation on the proposal throughout the Tourism Advisory Committee’s Sept. 1 conference.
“As far as target audience goes, there was a large overriding concept of striving to access a young audience,” Anderson mentioned, commenting on responses from customers of the committee, collected by means of a 23-problem survey on the group’s upcoming objectives.
The Abbi Agency made use of the study outcomes to draft a marketing and media system, which consists of ambitions to maximize Solvang’s profits partly by rising awareness of the town through “an emphasis in social media engagement,” Anderson described all through the Sept. 1 presentation.
Anderson explained that the focus on audience of social media marketing for Solvang-based functions, which include Julefest, ought to be ages 26 to 40. Fewer than a yr ago, Tourism Advisory Committee member Tracy Beard argued that “the appropriate focus on base” for Julefest is “over 45 several years outdated.”
“They do not search on their phones, they do not seem on their Instagrams,” Beard claimed, during a Solvang Metropolis Council meeting in November 2021, though speaking in favor of a television promoting campaign for Julefest.
During the Sept. 1 meeting, Beard did not argue in opposition to the demographic shift, but questioned a single illustration of the Abbi Agency’s existing Instagram attempts.
“Why are we executing OstrichLand? Is it that major of a deal? It is in Buellton,” Beard said, referring to a modern Instagram reel posted by the city’s account that encourages Ostrichland United states.
Anderson reported that the Buellton vacation spot was stated on Solvang’s web page as a close by attraction, prior to the Instagram publish, and that the reel acquired “quite a little bit of views and engagement.”
Opinions on social media presence and the city’s marketing demographic continued after Anderson’s presentation, for the duration of the Tourism Advisory Committee’s only other agendized product for its Sept. 1 assembly: Julefest 2022.
In August, Beard and fellow Tourism Advisory Committee member Kim Jensen ended up appointed to guide a subcommittee solely focused to arranging this year’s Julefest plan. One particular of the occasion organizers who attended the Sept. 1 assembly to discuss about early Julefest planning was Gena Lugli, producer of the Solvang Nativity Pageant.
Lugli explained she appreciated the Abbi Agency’s goal to achieve young audiences as a result of social media, but argued that “here in the valley, I come to feel like we’re however attracting an more mature, additional common crowd as properly.”
Portion of the Nativity Pageant’s $30,000 spending plan will include things like the value of printed systems, which Lugli feels will be advantageous to attendees who do not want to count on their cellphones to entry a digital method.