Allie Yazel used to live in Chicago and work in advertising. When she moved to Colorado in 2018, she “traded sky scrapers for mountains,” as she put it.
“It became very clear; I felt a natural pull to helping small businesses over big brands,” she shares. “I came from a family of hard-working entrepreneurs and small business owners. My whole life, I watched them struggle with local advertising and where to spend their dollars. It wasn’t until early 2019 that I realized I had the tools and the experience to help local Vail Valley brands grow their online presence — with social media, of all things!”
Allie Yazel started Powder Day Creative in September 2019 with the promise to educate local business owners and help them grow their brands through social media.
“Combining my love for photography and copy writing, Powder Day Creative serves not only the management side of social, but the strategic as well,” says Yazel. “I immediately felt the disconnect between older business owners and social media. My mission is to make it more accessible and less scary to the 45-plus crowd. Yes, I am in my late 20s and it has been ingrained into my life, but there is an opportunity to bridge this age gap and give business owners the tools they need to succeed in this digital age.”
Yazel says she is a big “no excuses” girl. “If you don’t understand something you can do two things: learn it for yourself or outsource it,” she shares. “But if you do outsource it, there’s a chance you’ll learn a little something along the way.”
HOW CAN THE OFFERINGS AND SERVICES OF POWDER DAY CREATIVE HELP LOCAL BUSINESSES GROW?
When I started Powder Day Creative, I was surprised to find so many local businesses did not have social accounts or were inactive! Coming from the Chicago advertising scene, I had a very skewed perception of social media and assumed all businesses knew its effectiveness for selling. I recognized the need for affordable, informative social media management for small businesses in the valley.
Powder Day Creative combines content creation, strategy and management into one monthly cost. Content creation may be anything from photography to graphics to blogging. Powder Day Creative helps clients decide what content makes sense for their brand and what will help them sell to their ideal customer.
During our quarterly strategy and analytics meeting, we go over the past quarter’s performance and look ahead to the next month. Social media can be trial and error. These meetings help narrow down what works, what consumers engage with and how we craft the right strategy moving forward. It’s also fun to watch business owners learn new terms and understand the inner workings of social. Educating clients is always an added bonus! I love watching business owners feel comfortable on their own platforms.
HOW WOULD YOU SAY BRANDING, MARKETING AND SOCIAL MEDIA WILL CONTINUE TO HELP BUSINESSES EXPAND AND SUCCEED IN THE NEXT DECADE?
I believe we will watch social media evolve, just as we have seen it evolve in the last 10 years. Social media has many roles for a business — reiteration of branding, advertising promotions and, in some cases, selling directly through the platforms. Social media sites like Instagram and Facebook have created (and will continue to create) an environment where consumers and brands live in harmony. Social browsers use sites to research products and rave about a positive experience with a brand.
A current trend I am seeing in social media is the use of authenticity. Consumers want to see a business’ heart and soul, the hardships, the behind the scenes footage. The best business to customer relationships feel like just that — a relationship, not just a transaction. Social media allows a business to very easily make that connection. There is no longer an excuse for businesses, large and small, to be absent from social media. It is highly effective and should be taken as seriously as the more traditional marketing channels.
WHEN IS THE RIGHT TIME FOR A BUSINESS/BRAND TO GET IN TOUCH WITH POWDER DAY CREATIVE, AND WHAT IS THE BEST WAY TO DO SO?
Whether you are launching a new brand or looking to ramp up your business with fresh content and strategic selling, Powder Day Creative has you covered. We have packages that combine content (photography) creation, social strategy and management. The best time to get in touch with Powder Day Creative is when your social media accounts become a burden, take away from your day-to-day or simply when you don’t know where to start!
Our ideal client is looking to give up the reins on their social media platforms, but not stay completely out of the loop. Powder Day Creative serves small to medium sized businesses with brick and mortar locations or strictly e-commerce platforms. We service a wide range of industries some of which include food and beverage, wedding planning and events, home decor, realty and handmade products.
If you’re interested in working with Powder Day Creative, reach out to schedule a coffee and chat with Allie Yazel at firstname.lastname@example.org.
Photos courtesy of Powder Day Creative (Allie Yazel).
Originally published in the Summer + Fall 2020 issue.