Unexpected Eva (Triple Trouble #3)(79)

I’m on a roll now.

“Who are you? What’s your history? Your business backstory? How are your cupcakes baked? What makes them special, nut-free, allergy-free, flavors? Meet the team, people love that. Video will sell your business more than any other type of media. What’s worked for us is that we are consistent with our content. We let potential customers see us, our lives, who we are, our transformations, daily routines. I even did a video this morning of me opening the studio for the day. Turning on the studio lights, pumping the music up, and all I said on the video was, ‘Good morning, are you ready to dance?’ It’s already received…”

I open my phone and check the analytics. “Over twenty thousand views. People want to know everything. Let them in. Show them around the castle, Angus. The dungeons. Share the tales of old or ask a question and get them so intrigued they have to come and visit. Captivate them. Then the tourists will still show up. But you have to let them know the castle is open all year round because you have lighting that paves the way. You have tour guides. And why don’t you hook up with Toni at Castleview Cones and Gemma. Call it the Castle, Cones, and Cupcake tour. Join partnerships together. The old meets new. Tours of the town, the more the merrier.”

I point to Tabitha. “I know your whisky is world-famous, Tabitha, but whisky tasting tours during the week would be perfect for you guys, not just on the weekends. Charge a premium price, approach all the little quaint bed-and-breakfast establishments around town, have them do a midweek special, whisky tasting days and food provided by Wee Oscars for lunch. It’s a perfect partnership. As well as sending business to the taxi services who could ferry them around town, as you know, they are very quiet in the wintertime. It would keep them busy. Market them as, oh, I don’t know, The Winter Whisky Staycation, that’s just off the top of my head.”

I press my hand to my chest. “I for one want to know about the copper stills you distill the whisky in. What does it do? Why do you still use them? Who are the men and women on the floor every day? Your business is steeped in history, Tabitha. It’s oozing traditions that haven’t changed for the last one hundred years. Tourists love that. You could create at least one video a day showcasing all the beautiful aspects of whisky making, the bottling, and the intricate hand-labeling you guys are famously known for. Show them. You should also consider speaking to Toni about making a MacEvoy whisky ice cream.”

“She already has one,” she butts in.

“Yes, because you dismissed her idea, so she created one herself. But you could sell that far and wide. Not only here in Castleview Cove. Do you follow her on social media?”

I look around the table and the circle members shake their heads.

“Then start. Today. Study what she does. Learn from her. Toni shows her customers exactly how she makes the ice cream. The flavors. The samples she trials too. Even the ones that don’t work; those get the best reach and views because they taste vile and it’s funny to watch the taste testers. She talks about the history of her ice cream parlor. She shares the length of the queues on a daily basis. She shares every part of her day. Even the refurbishment. She let her customers on social media choose the colors of the banquette seating. Then those people from social media flocked to them on opening day and they felt part of the story. She has her own unique hashtag; she encourages every customer to share it on social media. You could do the same, Knox.”

I turn to face him.

“What makes your hotel different? Details. Your hotel stands out because of the immaculate level of detail you put into every part of the customer experience. Choose a member of staff and do A Day in the Life of. Media train them. They can document their day. A Day in the Life of a masseuse. A Day in the Life of a concierge. An event coordinator. The stage being erected for the upcoming Winter Ball. Everything. It’s interesting. Video is where it’s at. Think tour guide Barbie and bingo you got it. Take part in the silly social media challenges. I would advise ones that apply to your business, though. And not for you, Knox; those are not appropriate for your five-star hotel, but for the rest of you, it would work. Challenge customers to come and do the same at your shops. Eat a cupcake in ten seconds and you can have yours for free. That’s a silly example.” I swat my hand in the air. “But it will draw people in. Make them come to you. But you all have to think outside the box. Advertising and mail drops will not cut it. People spend more time on social media than ever. Get in front of them.

“Set up Castleview Cove accounts across social media. Each of you takes a day or a week where you take over. It’s super simple and I could train you. Collaboration is key. We are not individuals here. What sets Castleview apart is community and heritage. Show people what makes us unique and that will bring the tourists in.”

I fold my arms across my body and rest back in my seat.

“You’re a marketing genius, Eva,” Gemma says through a head shake. “We all need to up our game. I’m in.” She raises her hand. “Who else is?”

One by one, they all raise their hands. Reluctantly, Tabitha puts hers up last.

“That settles it then. When can you train us, Eva?” Gemma asks expectantly.

“I could train you all at the same time. They have this clever piece of software you can screencast from your phone to your computer screen. If you guys buy it, I will train you all at next month's meeting. In the meantime, you need to set up new social accounts for Castleview. You all need access to the usernames and passwords, but only one person should be responsible for the email address so they can reset it if ever one of you locks yourself out of the accounts.”