I recently made my first trip to San Francisco, thanks to an appointment to renew my Swedish passport. Naturally, I turned it into a mini vacation — and I’m glad I did.
It didn’t take long before I realized just how much the city has to offer, not just as a visitor, but as a marketing-minded observer.
I kicked things off with a two-hour guided bus tour around the city in a 1960s-style, flower-themed bus — complete with classic rock, psychedelic paint, and a guide who made sure we saw the city through a fun, local lens.
1. Make the Entire Experience Count
Nowhere was this creative energy more obvious than in the iconic Haight-Ashbury district.
The murals were massive and unforgettable, the storefronts radiated with color, and the small businesses were as unique inside as they were on the outside. In fact, some of them felt like they were daring the signage to keep up.
While walking around town, I saw a sign outside a Pilates studio that was bold — maybe too bold to repeat here — but it definitely caught my attention more than most digital ads do.
That got me thinking: how often do we focus so much on getting someone to a website or storefront, only to leave the rest of the experience feeling flat?
Your homepage might be the first thing people see, but it’s everything after that that determines whether they stay, convert, and come back.
Haight-Ashbury had this magnetic pull, and it made me wonder: what if more businesses, online or off, built that same sense of discovery?
2. Create Opportunities to Engage, Not Just Sell
Another thing I noticed was how many small businesses and local organizations leaned into events to create community.
From live bands playing on restaurant patios to park meetups and weekend pop-ups, San Francisco felt like it was constantly inviting you in.
For digital marketers, there’s a parallel here: webinars, Q&As, virtual workshops — they’re all opportunities to bring your audience in, build trust, and turn a one-time visitor into a loyal fan.
3. Be Bold — But Be Intentional
Even the ads felt intentional.
As colorful, quirky, and sometimes outrageous as they were, there was still a thread of purpose running through them.
These weren’t random splashes of color or wordplay for the sake of it. They reflected the brand’s identity and stood out in ways that felt authentic and unforgettable.
It was a reminder that small businesses don’t need huge budgets to make a big impression — they just need clarity, creativity, and the guts to show personality.
4. Reflect Your Audience’s Values
Something that really stood out to me was the way businesses spoke to the values of their audience.
Whether it was sustainability, LGBTQ+ support, local sourcing, or social justice, SF businesses didn’t shy away from being transparent about who they are and what they stand for.
The key takeaway? Know your audience. Understand what matters to them, and reflect those values back in your messaging.
Not every message is for everyone — and that’s not a weakness, it’s a strategy.
5. Apply It Anywhere
San Francisco might be one-of-a-kind, but the lessons I took away apply anywhere.
Be bold. Be intentional. Invite people in. Show them who you are and why it matters.
Whether you’re running a consulting business, a local service, a nonprofit, or anything in between, there’s something powerful about showing up with color, character, and confidence.
