Introduction to Promotion

Transcription

1 Introduction to Promotion National Main Street Center Senior Program Officer Director of Coordinating Program Services All Points Lead to Promoting Downtown: MAIN STREET Design Economic Vitality Organization Promotion Welcoming, clean, safe, and historic pedestrian friendly environment Quality, unique products & services with an unequal level of personable service Unification of efforts for a vital district Sense of ownership, pride, partnerships. Positive image Unique assets Center of activity Morgantown, WV Point Pleasant, WV Why do we need to promote Downtown? To help change or enhance the image of the district. To strengthen downtown s position as a center of community activity. To bring people downtown to shop, have fun, work, live, and invest.

2 Key Ingredients to Effective Promotion: Identify / Recognize your assets people, buildings, atmosphere, institutions, unique products & services. Understand your market audience (s) current & potential consumer base // competition Define your market position message (s) unique niche in the marketplace Develop & Implement appropriate strategies to reach your audiences Assess current promotions, Determine the type of promotions needed Recognizing Our Assets Historic Character building stock, atmosphere, Builds sense of place, community identity Heritage people, sites, cultural values Gathering Places riverfront, parks/plazas, recreation facilities, pedestrian friendly streets, etc. Government & Civic Facilities City Hall, County court, Post office, library, etc. People, Products & Services personable, unique niches, regular comforts, etc. Promotion Market Based Strategies Image campaigns accentuate the positives, dispel the negatives Business promotions generate immediate sales of the goods and services offered downtown Special events generate traffic, activity and positive experiences in the downtown

3 Three Main Areas of Promotion Image: Business Promotions: Special Events: Attracting Consumers by influencing attitudes and action Attracting Consumers to shop and spend in the district Attracting Consumers to come to downtown, or district, and expose them to what downtown has to offer Strategic Marketing to your Downtowns Specific Consumer Downtown Employees Downtown Residents Tourists/Visitors Senior Citizens Women or Men (separately) Students (all levels) Govt. employees Day trippers/bus tours Nearby major employers Military Or Focusing your Promotional Efforts on Product Strengths Arts Entertainment/nightlife Furniture/furnishings Professional services Health + wellness Sports + recreation Ethnic specialties Apparel Agriculture Education Green products Convenience Manufacturing Food

4 Art Niche = Art Walks Image / Branding The Image is determined by: Physical Attributes Changes attitudes Generates Fresh Activity Communicates progress & excitement Image is everything! Image Campaigns/Building Perception is stronger than reality (decisions are based on perceptions) What image do residents, visitors, shoppers, investors, and potential new businesses have of your downtown? The best image campaigns distinguish your downtown, or district from the competition People make choices by weighing their perceived alternatives Do you know a good image from a bad one?

5 Downtown Image Define image advertising / tools that reach your market/ audience (s) Online tools / Social media Website, -blast, blogs, facebook, youtube, twitter, etc. Print materials / advertising Brochures, newsletters, banners, posters, decals, etc. Media activities / Public Presentations Newspaper advertising, council meetings, radio/tv Image building events Image Campaigns Include: Image advertising that promotes the district s unique assets Image merchandise that reinforce the image Media relations that put a positive spin on the downtown Image building events that celebrate downtown progress Image Through Slogans

6 Which sign helps customers form an image about your downtown? Target Marketing You will be most successful when you are strategic in the development of the promotions Design Events Based on your Target Market Target Marketing Three Categories of Business Promotions Cooperative promotions sell businesses in the same category (competitive cluster) Cross business promotions sell businesses with complimentary goods and services Niche promotions focus on the consumer group (including visitors) rather than the goods and services

7 Shop Local, Authentic, Unique. Facebook and Instant Results Treasure Downtown Contest Don't forget to be saving your receipts! Any receipts from the Downtown District (think anywhere there's a parking meter) are eligible to get you to that $500 mark and it's easier than you think! Do you grocery shop at the Grain Train Natural Foods Market? That counts! Are you getting new spring furniture at Reid Furniture Co. or a new patio set at Ciao Bella Home? That counts! Your coffee fix, lunch date, spring clothes, watch repairs, home decorating...it all adds up!

8 Downtown Diva, Girl Whirl Students and Alumni Target ~ College Students Target ~ Parent Target ~ Faculty and Staff Target ~ Alumni Restaurants Promotions

9 Holidays Promotion Essential Small Business Saturday! More than one open house or tree lighting ceremony Extended Hours Coop Ads Themed Events Common Image In store experience shopping Open Houses Outstanding Customer Service Burlington, VT Targeting Men Newspaper ads say make your Christmas Wish List at downtown businesses. Encourages the woman, mom, sister, etc. to complete and give to the men in their lives (or the store may mail) Beverages and snacks Free gift wrapping Shipping services provided Activities for men, drawing for guy prizes Special Events WHY? to promote Downtown s position as a center of activity community, families, individuals Safe & fun atmosphere Sense of place - the heart of our town!

10 Five Festival Essentials Food Music Overlapping Activities Activities for All Ages Something Free Planning Events Purpose Description / overview Dates & times / Location Event Activities Leadership & stewardship Task outline & deadlines Volunteer recruitment, recognition Partnerships needs Funding Marketing & Advertising Pre / During / Post Tasks outline & timelines Event Evaluation & recommendations Special Events Resource Intensive Revenue Generators Sources of Event Funding: admissions activity fees booth fees entry fees merchandise sales raffles sponsorships donations

11 Sponsorships Find a way to meet the potential sponsor s needs Exposure to targeted audiences General visibility Affiliation with your group Mending fences Don t just ask for their money ask for their time Partners and Volunteers with Events Assistance in Planning Enhancing events with activities Fundraising Opportunity Community Involvement Volunteer Army Help your Businesses Track Their Business From Business Promotions and Special Events Total tickets Total dollar value Total transactions Average sale amount Sales compared to sales on the same day the year before Conversion rate (the % of shoppers who become buyers) Time spent shopping per store visit

12 Event Management Strategies for Special Events Create reasons for people to come back downtown after the event how have they been introduced to downtown Foster, over time, new behaviors and attitudes with local businesses and attendees Use attendance numbers, testimonials, economic impact data, etc in recruitment activities Create backdrop for ongoing economic development Developing Your Promotion Calendar Steps Identifying current assets Identifying target markets Establish promotion objectives/outcomes (how will you measure success?) Establish overall strategy/calendar Design individual events Implement Evaluate Q & A Hope to see you in Pittsburgh!