Author: Thom Leaman

Holiday Marketing

12 Days of Holiday Marketing Wins

Posted on | by Thom Leaman
The Big Idea
12 Days of Holiday Marketing Wins
Twelve bite-size ways Charleston businesses can ride holiday trends, AI discovery, and local charm
Charleston Holiday Hero Image
  1. 1
    Reach Charleston Shoppers Everywhere
    Most buyers hit at least five online spots before buying — ambient shopping is in.
    Tip: Seed your ads and gift guides on Google, YouTube, and social feeds for local shoppers, especially those browsing Charleston hashtags and planning King Street visits.
  2. 2
    Surf the Trend Tsunami
    Niche trends explode overnight. Google’s AI tracks searches like “palmetto ornaments” and “oyster wreaths.”
    Tip: Set local search and social alerts to pivot fast. Highlight Charleston staples in your holiday imagery.
  3. 3
    Mix Culture, Creators & Commerce
    Video isn’t optional — especially in Charleston where local creators thrive.
    Tip: Partner with a Holy City influencer for a YouTube holiday guide or festive reel. Make your products #CharlestonFamous.
  4. 4
    Offer Last-Minute Solutions
    Charleston’s busy streets mean shoppers want quick options.
    Tip: Post daily stories with curbside pickup, local delivery, or “order by” dates to capture procrastinators.
  5. 5
    Bundle Holiday Experiences
    People search for location-based bundles (“Charleston Sweets Bundle”).
    Tip: Collaborate with nearby businesses — oyster bars, boutiques, bakers — for limited-time holiday packages.
  6. 6
    Spotlight Local Gift Wisdom
    Charleston’s heritage is a gift.
    Tip: Share “Top 5 Charleston Gifts Under $50” in carousel posts/guides, mixing classics (pralines, prints) with trendy picks.
  7. 7
    Run a #HolyCityHoliday Contest
    UGC is huge — shoppers love sharing their Charleston moments.
    Tip: Launch a holiday photo contest with a local hashtag. Showcase winners in your feed and newsletter.
  8. 8
    Use Video Discovery Tactics
    Think Retail says YouTube drives reach and trust.
    Tip: Short videos demoing holiday products, featuring Charleston scenery, work best. Use “shoppable” links and clear calls to action.
  9. 9
    Promote Exclusive AI-Powered Deals
    Performance Max + YouTube = higher ROAS, per Google.
    Tip: Run bundled holiday deals, preview them in stories and carousels, and use AI-driven ad tools to drive local discovery.
  10. 10
    Answer Charleston Shopper FAQs
    Zero-click behavior means answers should appear in-feed.
    Tip: Share “5 Charleston Holiday Shopping Questions” (hours, parking, shipping cutoff) right in your post or story.
  11. 11
    Feature Local Holiday Events
    Tie your marketing to Charleston events (Parade, Waterfront Park lights, etc.).
    Tip: Create countdowns, show your products at events, or promote meetups in your content.
  12. 12
    Retarget & Win Back Post-Holiday Shoppers
    After Christmas, recapture interest for New Year or returns.
    Tip: Offer special January bundles, prompt reviews, and stay present in search and social feeds.
Mix carousels, reels, and newsletter snippets for best results.
Tag #HolyCityHoliday and your fav Charleston vendors!
Which tip will you try next?
Loop Marketing

Loop Marketing

Posted on | by Thom Leaman

Why this framework matters now

In today’s marketing landscape, algorithms shift, buyer behavior evolves, and competitors crowd every channel. For Charleston businesses—whether in manufacturing, professional services, hospitality, or tech—doing “more of the same” often means falling behind.

That’s where Loop Marketing comes in. More than a buzzword, it’s a practical four-stage system that blends human authenticity with AI efficiency to help companies adapt quickly and grow sustainably.

Infinity Loop

The Four Stages of Loop Marketing

Express → Tailor → Amplify → Evolve

Overview of the Loop Marketing stages with descriptions and outputs
Stage Description Notes

Express stage icon
Express
 		Define who you are. Clarify brand identity, tone, and ideal customer profile. Provide your team (and AI tools) with a style guide so all content feels unmistakably yours. Output: brand voice, ICP, one-page style guide.

Tailor stage icon
Tailor
 		Use CRM and behavioral data to personalize. Segment audiences by role, stage, or industry, and make messaging feel local and relevant. Always keep human oversight. Output: segments, dynamic rules, QA checklist.

Amplify stage icon
Amplify
 		Push your message across multiple channels—newsletters, social, video, local publications. Repurpose and remarket so content lives in more than one place. Output: channel plan, repost cadence, remarketing assets.

Evolve stage icon
Evolve
 		Measure results and iterate quickly. Use real-time feedback and analytics to refine campaigns, test variations, and double down on what works. Output: KPI dashboard, test backlog, next-sprint changes.
Pro Tip: Loop Marketing doesn’t replace your stack—it enhances it. CRMs, automation tools, and workflows all plug into this cycle.

Why It Matters in Charleston

Charleston’s business scene has unique strengths and challenges. Loop Marketing is designed to meet both.

Local strengths

  • Tight networks & reputation effects → authenticity wins.
  • Diverse industries (from port logistics to healthcare) → segmentation is essential.
  • Fast adoption of digital tools → early movers gain advantage.

Local challenges

  • Smaller budgets and teams.
  • Competition from national firms.
  • Customers expect speed, personalization, and multi-channel presence.

Loop Marketing helps local companies turn these hurdles into opportunities. Smaller size = agility; proximity = deeper customer insights; local knowledge = authenticity.

How Charleston Businesses Can Get Started

Think in stages. Pick the one that fills your biggest gap first.

Express

  • Interview top clients to uncover why they chose you.
  • Collect reviews/voice recordings to define tone.
  • Build a one-page style guide.

Tailor

  • Audit your CRM: tag customers by industry, size, pain points.
  • Compare local vs. non-local engagement.
  • Create variants with local references.

Amplify

  • Publish thought leadership in The Post and Courier.
  • Repurpose blogs into LinkedIn or event talks.
  • Partner with Charleston Chamber or trusted voices.

Evolve

  • A/B test subject lines (local vs. generic).
  • Track ROI by channel, not just likes.
  • Ask new clients what messaging convinced them.

Pitfalls to Avoid & How to Measure Success

  • Over-reliance on AI → tone mismatches or generic content.
  • Over-segmentation → wastes resources.
  • Chasing vanity metrics → focus on leads, conversions, retention.
  • Neglecting iteration → campaigns stale without evolution.

Measuring Success

Align KPIs with each stage of the loop:

  • Express → content creation speed, brand consistency.
  • Tailor → engagement by segment, satisfaction scores.
  • Amplify → conversions per channel, local share of voice.
  • Evolve → experiment cadence, lower CAC, improved ROI.

How We’ve Been Using Loop Marketing – A Charleston Porch Talks Example

Express

Positioned Porch Talks as intimate, high-quality conversations with national authors and thinkers—always through Charleston’s cultural lens. Messaging emphasized exclusivity (“limited seating”) and community connection.

Tailor

Segmented audiences: longtime subscribers received early-access invites; local businesses saw sponsorship offers; broader readers saw cultural enrichment and community pride messaging.

Amplify

Ran a looped distribution: newsletter feature → blog preview → LinkedIn for business audience → paid social → event recap. Sponsors extended reach via their own channels.

Evolve

Tracked newsletter opens, ticket conversions by segment, and sponsor engagement. A/B tested subject lines (“Best-selling author Elin Hilderbrand live in Charleston” vs. “Inside the mind of The Perfect Couple’s creator”). Attendee feedback informed the next event.

Result: stronger ticket sales, more sponsor interest, and deeper reader loyalty—turning a single event into a multi-channel loop that kept working after the chairs were stacked.

Explore Charleston Porch Talks →

Craig Johnson at Charleston Porch Talks
Craig Johnson at Charleston Porch Talks – Coastal Creek Media

What’s The Big Idea?

Loop Marketing isn’t a silver bullet, but it gives Charleston businesses a structured way to combine authentic local voice with modern efficiency. By cycling through Express, Tailor, Amplify, and Evolve, firms can strengthen presence, adapt faster than competitors, and turn marketing into a true growth engine.

Want to see Loop Marketing in action?

For insights, case studies, and frameworks tailored to Lowcountry businesses

Subscribe to The Big Idea
Get the playbook PDF


Zero Click Search

The Rise of Zero-Click Search: 5 Actions You Can Take RIGHT NOW

Posted on | by Thom Leaman

Why this matters now

“Nearly 65% of searches now end without a click.” If you rely on clicks alone to fuel funnels, you’re falling behind. Be the answer.
Google AI Overview explaining zero-click searches—answers shown on the results page without a site click
Example: AI Overview/featured snippet answering directly on the SERP (zero-click).
What’s changing

Search engines and AI models act as the middleman. Users get answers earlier—often on the SERP.

The risk

You lose pageviews even when your content is used. Visibility ≠ clicks.

The opportunity

Own snippets and answer boxes to gain brand equity, trust, and demand—then earn the deeper click.

5 moves to dominate in a zero-click world

1

Answer Box

  • Lead with a one-sentence answer.
  • Use bullets, steps, short tables.
  • Define terms at the top.
Snippet-readyPAA-friendly
2

Schema

  • FAQ for Q&A blocks.
  • Article / HowTo / List schema.
  • LocalBusiness: NAP (address, hours, services).
Machine-readableAnswer eligibility ↑
3

Voice

  • Conversational phrasing (“how to fix leak near me”).
  • Question H2/H3s; FAQs like natural speech.
  • Local + intent (“…in Charleston”).
Assistant-readyLong-tail win
4

Deep Answer

  • Give the snippet answer, then tease depth.
  • Answer → Context → Example → Next steps.
  • Anchor links keep detail onsite.
Scroll-to-learnBounce ↓
5

Monitor

  • Track snippet/PAA queries in GSC, Ahrefs, SEMrush.
  • List & refresh winning zero-click pages.
  • Maintain a freshness cadence.
Freshness cadenceSpin-off content

Key takeaway

Zero-click isn’t the end of traffic—it’s the evolution of visibility. Become the answer, then earn the deeper click with compelling next steps.

Go deeper

Get the full zero-click & AEO tactics, structured data playbook, and snippet-winning templates.

Request the playbook
Read the FAQ

Quick on-page layout

  • Top: 1-sentence answer + definition
  • Middle: bullets / table / steps
  • Bottom: examples + next steps + anchors

📘 FAQ: Zero-Click Search & AEO

What is a zero-click search?

A query answered directly on the SERP—via featured snippets, knowledge panels, PAA boxes, or local packs—so no site click is needed.

How do you optimize for AEO?

Prioritize clarity, structure, and schema. Answer conversational questions, use lists/tables, and map content to user intent.

Will zero-click reduce my traffic?

Possibly at first—but brand visibility and trust rise. Tease deeper content and convert scanners into readers.

What content types win?

Short FAQs, “how-to” lists, definitions, comparison tables, and structured guides: snippet-ready up top, detail below.

Talk to Us



Vital dates

Important Dates

Posted on | by Thom Leaman

Upcoming Dates & Deadlines

Launch Date Type Campaign Details
Sunday, June 28, 2026 Special Section SC250 Ad Deadline: Fri, Jun 12
Dist: 120,000 		Get Rates →
Sunday, July 26, 2026 Special Section My Charleston Ad Deadline: Tue, Jun 16
Dist: 23,000* 		Get Rates →
Monday, August 17, 2026 Special Section Lowcountry Parent Magazine – Back to School Ad Deadline: Tue, Jul 14
Dist: 32,000 + 50 		Get Rates →
Sunday, September 13, 2026 Special Section Charleston’s Choice Results Ad Deadline: Mon, Aug 10
Dist: 20,000 		Get Rates →

Times shown in Eastern Time (ET). Dates and distribution details subject to change.

Lock Your Placement

Want these on your calendar with reminders and holds? We’ll wire a mini plan and set up alerts for booking and production deadlines.

Contesting

Contests = Conversion

Posted on | by Thom Leaman

Fast Path to Participation

💡 Quick Win: The #1 prize type is a transformational experience—free workouts for a year, a semester of tuition, or tickets to the state’s biggest football rivalry.

Three Contest Formats That Deliver in Charleston

Sweepstakes example thumbnail

Sweepstakes for Reach

Burn Bootcamp’s “Free Workouts for a Year” giveaway pulled in qualified leads from people already interested in fitness.

Why it worksBig upside + simple entry = scale.
Best forTop-of-funnel list growth.

Seasonal contest thumbnail

Seasonal Series for Momentum

Mother’s Day sweepstakes with local sponsors (bakery, jewelry, furniture, orchestra) drove 3,000+ entries and nearly $6,000 in revenue.

Why it worksCalendar heat + multiple partners.
Best forSustained attention + cross-promo.

Photo contest thumbnail

Photo Contests for Engagement

“Show Us Your Game Face” sparked fan submissions, community sharing, and $19,000 in sponsorship revenue.

Why it worksUGC drives sharing + sponsor value.
Best forHigh engagement + local pride.

Case Flashes

Hoops Frenzy contest thumbnail

Hoops Frenzy

  • 1,000+ entries
  • 700 sponsor opt-ins
  • $5,000 revenue

Hurricane Prep Package thumbnail

Hurricane Prep Package

  • 1,000 entries
  • 400 sponsor opt-ins
  • Public-service tie-in boosted goodwill

👉 The common thread: contests turn attention into action. When prizes align with passion points—health, family, sports, safety—they don’t just generate buzz, they generate data, leads, and ROI.

Ready to Launch a Contest That Converts?

Want to see how Charleston brands turn contests into consistent revenue? We’ll help you match format + prize to your audience and wire it for lead capture.

Plan my contest
Contest FAQs

Contest FAQs

What prizes perform best?

Transformational experiences (year-long memberships, tuition support, major event tickets) consistently drive higher participation.

How do we maximize sponsor value?

Align the prize with sponsor outcomes, add opt-in checkboxes, and report on leads, entries, and engagement—not just impressions.

How often should we run contests?

Anchor to the local calendar (sports, storms, holidays). Run seasonal series for momentum and predictable revenue.

Do photo contests still work?

Yes—UGC fuels sharing and sponsor exposure when moderated well with clear terms and a simple vote/entry flow.