30A Marketing—How to Market to This Specific Audience

Socrates’ adage is to know thyself; we say marketers, know they audience (and sure, know thyself, too). In this case, we are speaking to a specific audience—to those who want to reach the 30A market. 30A is a scenic highway in Santa Rosa Beach in Walton County. It’s comprised of just under 14,000 year-round residents with the majority (32%) being age 35 to 54, and if you want to reach to reach them, you need to know a few things about them.

30A Locals are Laid Back

It shouldn’t come as a surprise, but people who live on 30A are laid back, which isn’t surprising for a beach community. A big part of this comes from accessibility. Nearly everything along Highway 30A is easy to find and is easy to get to either via walking or biking trail or by driving.

Protecting the environment and embracing nature are values held by 30A locals. Photo credit: 30A.com

Marketing tip: Be direct about what you’re doing and make sure to deliver.

Best Kept Secrets are 30A’s Favorite Kind

For those who live on 30A, the tourist seasons (spring break and summer) can be a little stressful. The traffic gets intense and some visitors aren’t mindful of their neighbors or of their environment. It helps people on 30A to have their little places and events to escape to when things get hectic.

Marketing tip: Respect people’s privacy and that even though it’s a tourist hotspot, 30A is a community first.

30A Cares about the Environment

Keeping the community and the beaches clean is a very big deal for those on 30A. In fact, they hope to become a place known for ecotourism. The 30A brand sells shirts and other clothes made from recycled materials. Preservation is important, which is why there are no high rises on 30A.

Marketing tip: Be conscientious about the environment and make sure to show off your green foot if you have one. If you don’t, don’t fake it. 30Aers value honesty, too.

Giving Back is a Very Big Deal on 30A

With organizations like the Destin Charity Wine Auction Foundation leading the pack and others such as Food for Thought Outreach, Shelter House, Children’s Volunteer Health Network, Cultural Arts Alliance, and South Walton Turtle Watch to name a few, altruism is a huge deal on 30A. Nearly all local events like the Seaside School Half Marathon and 5K give back to the local community.

The Seaside School Half Marathon & 5K is one of the area’s largest fundraising events with proceeds benefiting the community’s Seaside School. Photo Credit: Cottage Rental Agency

Marketing tip: Businesses and brands that want to make an impression need to be cause-driven and prioritize improving the local community and those in need.

30A Folks Like to be Outside & to Stay Active

With multiple nature trails, the ocean, and the iconic coastal dune lakes, it’s no surprise that jogging, hiking, yoga, kayaking, canoeing, surfing, and swimming are among the many ways people stay fit, happy, and healthy year-round.

Marketing tip: Incorporating health and fitness into your outreach will increase your appeal.

Local & Sustainable Matter on 30A

In other parts of the country, words like “local” and “sustainable” may just be buzzwords, but on 30A, they’re a way of life. If you look around, you may notice there are no franchises or commercial chains that frequent other communities. That’s because the communities of 30A eat, drink, and shop local.

Marketing tip: Show your support for local enterprises and, if you are moving in, demonstrate how you fit into the local tapestry by embracing local values.

Word of Mouth is Everything on 30A

Lastly, in a small community like 30A, everyone knows everyone. It’s more like the three degrees of separation, which is great; however, it also means that if you get off the wrong foot with someone, it could come back to bite you later. Everyone knows everyone, and everyone talks.

Marketing tip: Be kind to everyone. Be a team player. Be positive. Ask for help and give help. Kindness and paying it forward payoff on 30A.

30A is a small, eco-centric, positive, supportive community, but it’s also private. To market to 30A, you have to understand its awesome locals and the thick fabric that they’ve woven. As a business born on 30A, The Storyteller Agency understands how to genuinely connect with this market. If you want to do business on 30A but need help figuring out how your brand fits with their vibe, click here to contact us, and get in touch with our favorite market—30A.