October has quite a few lessons to offer marketers, as we’ve learned from our posts about Oktoberfest and haunted houses. But the lessons don’t stop there — have you ever thought about the marketing lessons behind trick-or-treating?
That’s right. Even the swarms of kids clamoring for candy on Halloween night can teach us a little something about B2B marketing. Let’s equate it to lead generation for a moment (bear with me): if your goal is to attract as many trick-or-treaters as possible, or be the most popular house on the block, then you’ll need to offer something that brings those trick-or-treaters to you.
Starting to sound familiar? Let’s take a closer look.
Trick-or-treating and Inbound Marketing
When it comes to Halloween, the houses that see the most traffic are normally the ones that give out the best candy. Remember that one house in your neighborhood that always gave out the King-sized candy bars? Well, I’m willing to bet that that house was the crowd favorite every year.
Think of Halloween candy like content. If you want more people to come to your website than your competitors’, then you need to have the best content out there. Content is the cornerstone of any inbound marketing strategy, and without it, you’ll have nothing to help you bring in leads (which is, after all, one of the main points of inbound marketing). Just make sure that you don’t get so caught up in quantity that you sacrifice the quality of your content. You don’t want to be like that house that only gave out Tootsie Rolls or Jolly Ranchers every year — you want to be the one handing out Reese’s, Twix, and miniature bags of candy corn!
Trick-or-treating and Lead Qualification
Aside from candy, the other main draw of Halloween is the costumes. Every year, kids come to your door dressed in costumes ranging from Pocahontas to Luke Skywalker, often making it impossible to tell who is actually hiding beneath the layers of fabric, glitter, and plastic weaponry. While some costumes complement kids’ personalities (“Leah must really like princesses!”), others completely mask the person inside the costume (“I wonder which kid is wearing the SpiderMan costume…”).
Marketing leads are a lot like the trick-or-treaters that stop by on Halloween night. It’s obvious who some of them are and what they’re looking for, but others attempt to disguise themselves with bad or misleading data. This is where a lead scoring and grading system comes in handy, to help you sort out the good leads from the bad. If your sales team is looking for a Jedi, you don’t want to make the mistake of handing them Darth Maul just because you couldn’t see past the lightsaber.
What other parallels can you draw between trick-or-treaters and marketing? Let us know in the comments!