Marketing That Matters: A Practical Guide for Bow Valley Entrepreneurs

Running a business in the Bow Valley; whether in Banff, Canmore, or Lake Louise requires more than a great idea. In a region shaped by tourism, seasonal shifts, and a tight-knit community, your ability to market your business effectively can make or break your success.

For 2SLGBTQIA+ entrepreneurs and inclusive business owners, marketing isn’t just about visibility, it’s about connection. It’s about building trust, sharing your values, and reaching the right people in meaningful ways. That’s why the Bow Valley Pride Network supports queer-led businesses with resources and programs like SMARTstart that demystify essential skills like branding, pricing, customer service, and content strategy.

Here’s what you need to know to market your small business with purpose and impact, no marketing degree required.

Start with a Solid Marketing Plan

A marketing plan is more than a to-do list, it’s your roadmap. It connects your business goals to practical actions.

Ask yourself:

• Who is my ideal customer?

• What makes my business unique?

• How will I reach people and build loyalty?

• How much can I invest in marketing this month?

Your plan should include your mission, target market, competitive landscape, value proposition, pricing strategy, promotion plan, and key metrics to measure success. You don’t need to get it perfect from the start but having one in place will help you stay focused, save money, and grow with intention.

Know Your “Linda”: The Power of Market Segmentation

Spoiler alert: your ideal customer isn’t “everyone.”

Whether you’re selling custom-made jewelry or offering guided outdoor experiences, it’s critical to understand your market segments (groups of people who share similar needs, values, or lifestyles). Give them names. Visualize their day. What do they care about? What makes them choose you over the competition?

Bow Valley businesses thrive when they deeply understand their niche, like queer wellness retreats targeting burnt-out urban professionals or cafes that cater to digital nomads during the shoulder seasons.

The 4 Ps: Product, Price, Promotion, and Place

These timeless principles still hold up, especially in our mountain towns.

• Product: Your product isn’t just what you sell, it’s the full experience. Consider packaging, quality, branding, and added services. Are you solving a real problem for your customer?

• Price: Are you using cost-based, value-based, or competition-based pricing? Your prices should reflect both your costs and your customer’s perceived value. In Banff and Canmore, where quality and sustainability often matter, many customers will pay more for local, ethical, or identity-affirming offerings.

• Promotion: Use a smart mix of inbound (social media, SEO, blog content, email marketing) and outbound (flyers, ads, direct outreach) to reach your audience. Don’t just “shout”, tell stories that resonate with your values and build community.

• Place: How are people accessing your products? Do you need a pop-up at the Banff Farmers Market? A Shopify site for online orders? Think about what’s most accessible for your customers and for you.

Build Your Brand (and Stick to It)

Branding is more than a logo, it’s how people feel about your business. It includes your tone of voice, visual identity, customer experience, and core values. Are you playful? Professional? Community-driven? Inclusive?

For queer-owned and inclusive businesses, your brand can also signal safety, allyship, and belonging. Make your values visible and back them up in how you treat your customers.

Master the Art of Selling Without the Ick

Not everyone feels comfortable with “sales.” But good selling isn’t about pushing it's about listening, understanding needs, and solving problems. Whether you’re writing a quote, drafting a proposal, or simply chatting with a potential customer, the goal is to create clarity and build trust.

Learn how to:

• Handle objections with empathy

• Offer transparent pricing

• Follow up with care and confidence

And remember: you don’t need to do it alone. Practice your pitch with peers, mentors, or through the SMARTstart program.

Deliver Exceptional Customer Service
and Keep Them Coming Back

Word-of-mouth is everything in the Bow Valley. One great experience can bring in five more and one bad one can do just the opposite.

Delight your customers by:

• Personalizing interactions (yes, remembering their dog’s name matters!)

• Following up after purchases

• Offering thoughtful perks or loyalty programs

• Asking for and acting on feedback

Don’t underestimate the power of a thank-you card, a follow-up email, or a social media shoutout to show appreciation.

Want to Build Your Marketing Confidence?

Join the SMARTstart program, designed for 2SLGBTQIA+ entrepreneurs and inclusive small business owners in the Bow Valley. Learn how to:

• Create a marketing plan that works

• Find your audience and build your brand

• Master content strategy and social media

• Pitch your idea with confidence

• Deliver real value to your community

Learn more and apply: pridenetwork.ca/smartstart

Let’s build a Bow Valley where inclusive businesses thrive, voices are heard, and every entrepreneur has the tools to succeed.

Follow the Bow Valley Pride Network on LinkedIn for more resources, community spotlights, and upcoming workshops.