events for your brand, the kind of connection you can make online isn’t quite the same as what you can forge in person. Public speaking and presenting goes a long way to address this particular challenge. Q: What marketing tactics are you employing to make life easier? For me, it’s video! My live show and consistent brand presence is really the #1 thing that has allowed me to break out and reach a national/ international audience. Like I mention in my Live Video Guide, video gets up to 600%more engagement than any other type of video or written content. Consistently showing up with weekly live video has become a part of my brand identity, and continues to be my main marketing tool. Q: Is this the reason your brand has become so visible, despite the location of your business? Yes, absolutely. Showing up with a recognizable brand is so important for your business. Especially in my case where you hardly get to meet people face to face! That’s why I developed a course around live video which is launching soon, called the Live Video Formula. I’d welcome everyone looking to build a solid live video presence on social media to attend.
traditional archery on an outdoor range and on a trail in the woods on 3D targets, this rural business hosts school groups, birthday parties, bachelor/ bachelorette events and an annual tournament in July. They also sell a variety of merchandise like t-shirts, hoodies, hats and more. While offering a highlight in the Cape Breton region for tourists, this business has a strong client base located in the local area and across the island, especially in Sydney, Cape Breton. Owner and instructor, Jay Rawding, works both on and offsite, catering to cultural and recreational events across Cape Breton. She also runs an all-fe- male archery club called Lady Archers. With an additional 4 mentors, each leads a special event per month during the summer and fall. This club focuses on the body and mind beyond archery and often focuses on mental health, yoga, posture, survival skills and other educational opportunities. Q: Cape Breton is an island of 132,000 resi- dents, broken up into a multitude of small communities across the island. How does this affect your demographic? I would consider the whole island to be my com- munity. We are a small island and I realized after two years of service that 60% of my clientele are women and girls. This is the main reason I created Lady Archers. With how small the population is, it makes it a priority to market beyond the island to other parts of Nova Scotia. I rely on the tourism season heavily and it shapes all of my marketing efforts. Q. Being in a rural community—and island no less—makes for some unique challenges. How does being so remote affect your business? For us, it’s being located in a rural area over an hour away from any city centre where you can access banks, groceries, etc. Logistically this can make things very difficult unless you plan ahead for everything. Even the nearest gas station is between 35 and 60kms away of my location. With a business focused on the outdoors, I also don’t have power or water running through the
HIGHLAND BOW & ARROW Highland Bow & Arrow is located on the Cabot Trail, Cape Breton Island, Nova Scotia. Teaching
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SPOTLIGHT ON BUSINESS MAGAZINE • APRIL 2019
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