main street 101 2010
TRANSCRIPT
Main Street 101Promotions
Cristina Sheppard-DeciusFerndale DDA
Kristi Trevarrow Rochester DDA
Key Elements of Downtown Promotions
Role of Promotions Committee Events Marketing Creating a Comprehensive Plan
Role of the Promotions Committee
The mission of the Promotions Committee is to promote the district as the center of commerce, culture and community life for both residents and visitors.
Role of the Promotions Committee
Define Your Market & Understand It Identify Your Assets
› SWOT Analysis› P & P
Define Your Niche & Your Position in the Marketplace
Create lasting positive impressions and a change in consumer perception and behavior
Role of the Promotions Committee
Hold Meetings Create Communication
Strategies Visit Merchants Work with Media Coordinate & Engage
Stakeholders Organize Projects Run Events……Hold More Meetings
Committee Characteristics Have enough ENERGY to sustain those
that don’t! Be a Team Player Think BIG, and Plan for the Details Understand retailers/niche needs Knowledge of Media, PR, Event
Planning, Design Get Your Elbows Greasy Follow Through
Promotions Committee – Your Team
Include a wide cross-section of people that reflects the members of your business district
Create opportunities for ownership
Create levels of volunteerism
Promotions Committee – Your Team
Ways to Break Up the Volunteer Work Load› By Project› By Specialty› By Task
1 Chairperson & Secretary Prevent Burn-Out - Delegate & Recruit
Communicate with Each Other
Primary Areas of Work Marketing & Communication
› Image Building/Branding› Public Relations & Communications Strategy› Media Analysis, Buying & Media Relations› Advertising & Co-op Advertising› Web-based & Social Media› Tourism Campaigns
Event Planning› Retail Events› Image Campaigns› Signature Events
Development of Event Calendar
Create a mix of retail-driven and image-building events
Identify downtown niches for event ideas
Create events that have wide appeal, but still fit with the character of your city
Know your market Focus on quality, not quantity
Types of Events
Retail-Driven Image-Driven Signature Events
(The WOW Factor)
Retail-Driven Events Designed to ring registers Built around a “sale” concept Types of retail-driven events:
› Themed sales (Girls Night Out, Men’s Night)
› Progressive Shopping Events › Scavenger Hunts› Sale is the event (i.e. Sidewalk Sales)
Retail-Driven Events - Examples Music Festival Themed Events
(typically related to your town)
Tastefest Car Show Seasonal Festivals
Retail-Driven Events - Pros
Gives instant results to merchants
Logistically easier to plan
Less expensive to execute
Retail-Driven Events - Cons Need total merchant buy-in Training customers to wait for sales Creates the image that the products in
your downtown are overpriced/customers should not pay full price
Quick fix – not a long-term solution to increasing foot traffic or customer loyalty
Image-Driven Events Designed to raise
awareness of your downtown, what you have to offer
Creates positive image of your downtown within the community
Provides opportunity to increase your reach outside of your trade area
Image-Driven Events - Pros
Creates community goodwill, memories, ownership
Increases top-of-mind awareness
Great way to get your message out there
Image-Driven Events - Cons
Does not always ring registers the day of the event
Time/volunteer intense to plan & execute
More expensive to produce than “sale” events
Have to find sponsors/partners to execute
Signature Event
Creating “The WOW” You Own It Event Is Identified With Your Downtown
Signature Event – Pros
Event unique to your downtown Attracts visitors from outside of your
trade area Creates media buzz Designed to ring registers without a
“sale” element
Signature Event - Cons
Challenging to come up with initial unique event concept
Financially challenging to get off the ground
Large amount of volunteer support Need to have merchants 100% on
board
The Big, Bright Light Show
The Big, Bright Light Show
DDA coordinated installation with all property owners
Funded through the DDA, City Council, Sponsorships and Membership Program
Merchants & property owners paid nothing
The Big, Bright Light Show
29% average increase in business Attracted over 1,000,000 visitors to
Downtown Rochester over 35 days Total Electrical Cost - $1400.00
A Perfect Event World Have a mix of both retail-driven and
image-building events Make sale events more value-added
than discount Create events in partnership with other
organizations to decrease costs, volunteer time, etc.
Add a Signature Event when you’re ready
Sponsorship Development Define the Audience for the Sponsor Paint the Picture Micro & Macro Event Sponsorships Establish Ways to let Sponsors Shine Price Points Prepare an ROI
Sponsorship Sales Develop a “Top Recruits” List Research the Company Get Your Foot in the Door Don’t Go In With Guns Blazing! Look,
Listen & Ask Follow Up with a Specific Proposal in
Person Continue Relationship Building
Throughout Year
Comprehensive Fund Raising What You Need
› Calendar & Budgets in Place› Stop Looking at it Individually› Build Sample Partnership Programs› Determine How Many to Make Budget
How To Accomplish It› Pursue Sponsors in the Fall for Next Year› Develop a Relationship Calendar Year to
Keep Them Engaged Year-Round & Follow Up Regularly
Engage Businesses Communicate Learn About Their Business Invite Them to the Team Seek Input Empower Them Build Confidence Educate
Increase Business Participation
Advance Planning Make It Affordable Provide Ideas for Tie-In Share Market Data Check On Them Explain the Benefits Evaluate
Event Evaluations Have a Plan in Place for Evaluation Evaluate
› Consumers › Businesses › Sponsors › Volunteers
Tools› Face-to-Face› Online› Intercept
Event Evaluations What You’re Looking For
› Who’s Attending & How Many› What’s the Feedback on the Street› Media Exposure & Number of Impressions› Business & Sponsor Foot Traffic & Return
Customers› Logistical Headaches from all Audiences› Changes in Perceptions or Behaviors
Return On Investment (ROI) Show Them They Mattered
› Thank Yous› Fast Facts to Businesses› Sponsor Wrap-Ups
Determine if Your ROI is a Do-Againer› It’s Not Scientific› Based on Net Results of Gut, Facts, Income
& Time
Create Your Own Event Activity
Break into groups of 3-4 Select an object from the “grab bag” Create a signature event, inspired by
your object› Name of Event› History of Event› Target Market› Types of Activities
Create Your Own Event Activity
You have 15 minutes . . .
GO!!!
Communications Strategy MACRO:
Communicating to the Masses
MICRO: Communicating to a Specified Group within your Target Market
Identify Your Target Market Primary
› Market Analysis› Intercept Surveys & Business Survey› Event Collection Surveys for Zip Codes› Focus Groups› Other Surveys: License & Telephone
Secondary Research› Census Data› Past Data› County/State Agency/City Research
Influences On Your Image Physical Attributes
› Location & Assets› Buildings & Public Spaces
Types of Goods & Services› Quality & Mix
Attitudes How People Use the
District How You Program the
District
Creating An Image Identify Assets Identify Audiences & Their Behaviors Identify Your Consumers’ Perceptions Match & Analyze Segments You Can’t Be Everything to Everyone Develop Your Voice Create an Image(s) that Defines that
Voice
Building Your Brand A brand is the emotional feeling you
get when you see, hear, taste, touch or smell a product.
If your Downtown was a person – their look, actions & interests?
What One Experience Do You Want a Customer Walking Away Feeling?
Be Honest Build Upon the Positives that
Define Your Brand
Media Relations Active Media List Form Relationships Backyard FAM Media Runs Merchant Tool Kits
Niche Marketing Focus on your assets Capitalize on the
customers who already support your downtown
Encourage merchants to work together
Appeals to all business types
Niche Marketing Hold Series of Niche Meetings
› Increase Awareness› Open Lines of Communication› Identify Needs & Concerns› Develop Partnerships› Cross-Promotion Between Niches
Niche Marketing Potential Outcomes
› Merchant-Driven Events› Sharing of Customers› Co-Op Advertising› Development of New
Niches› Better Communication
Why Co-Op? Leverage advertising budget Accessibility to all forms of advertising Opportunity to tap new markets Increase exposure for your downtown Teach your merchants to fish
Co-Op Opportunities
Print Advertising Radio/Broadcast Direct Mail
Co-Op Advertising - Print
Make package deals with publications to create series of ads
All ads in series should have consistent elements
Best investment – hire a graphic designer
No Box Ads!!!
Co-Op Advertising - Print
Co-Op Advertising - Print
Co-Op Advertising – TV/Radio
Decide on broadcast vs. cable Radio – purchase multiple stations Create donut spots Purchase packages – not just spots Create partnerships Make sure production is included in
your package
Direct Mail – Downtown Magazine A cleverly disguised
advertising piece Complete control of
message Great vehicle to
build your image Extended shelf life
compared to all other forms of advertising
Downtown Magazine - Content
Community Event Calendar Restaurant Guide New Neighbors Downtown Developments Guest Articles Gift Guides
Gift Guides
Downtown Magazine - Advertising
30% Advertising 70% Editorial Free and Paid Advertising Opportunities Ad Sizes – ¼ Page, ½ Page, Full Page
and Covers (Inside Front, Inside Back, Back Cover)
Web SiteWhen designing your web site and
selecting elements, imagine that the users have never been to your downtown:
What would they want to know? What would you want them to know? Don’t make your customers work for it!
Home Page
Web Site Always include photos of your city Include all businesses by category Links to businesses with web sites List events, news Business Recruitment materials Include website in all advertising Make it easy to contact you
Media Room
Social Media – It’s Here!
Why Social Media?
Permission-Based Marketing Consumer Engagement Authenticity Promote Partners Did I Mention It’s Free?
Social MediaWhere To Get Started
Blogging Twitter Facebook Fan Page
Blogging
What’s the difference between Twitter & Facebook?
Facebook is for connecting with people;
Twitter is for connecting with ideas.
Downtown Ferndale
Downtown Zeeland
Insights
Facebook Fan Page Benefits Direct connection to your fans Opportunity to get the word out about
your program and your businesses Instant feedback Call to action Generates advocacy Did I mention it’s FREE!!!!!
Twitter A social networking tool that asks
the question “What are you doing?” Messages sent out by Twitter users
are limited to 140 characters Great way to deliver key information
and ideas quickly and effectively It’s all about the re-tweet
So What Do You Talk About? Special Events Post Photos Contests Surveys Media Coverage New Businesses Make the Ordinary Extraordinary!
Tourism Regional Tourism is a Growing Trend Reaches Beyond Typical Drive-Time Define the Audience & Geographic
Scope Be a Tourist in Your Own Backyard Sells
to the Tourists Meet with Local CVB, Hotel Managers,
Destinations for Cross Promotion
Tourism Campaigns Types of Tourism
› Cultural› Heritage› Experience› Recreational› Business
Tap Into What’s Already Happenings
What You Can Do With Tourism
Create a Walking or Driving Tour› Fall Colors› Automobile Influenced› Art or Historic Buildings
Develop an Experience Tour› Half Day & Full Day› Bike or Jogging Routes› Product Tours
Send Your Event Calendar, Stories to Tourism & Niche Magazines, and other Media in Those Markets
Developing A Calendar Strike a balance between event
activities and marketing efforts Focus on impact, not budget Incorporate public relations and social
media Make “events” out of everyday
activities Promote your downtown 365
Develop Work Plans Develop a Timeline by Backing It Out Now, Fill In Tasks to Accomplish Those
Deadlines Delegate Don’t Expect Staff to Magically Do It All Develop the Budget Utilize the Work Plan to Track Progress
Work Plan Content
Task Deadline
Assigned To
Budget
# of Volunteers
Status
Example Work PlanFinalize Themes 1-MarFinalize Budget 1-MarBegin Recruiting Businesses for Activities 1-MarDetermine Music Genre & Quantity/Placement 15-MarBegin Recruiting Entertainment 15-MarStart Artwork 15-MarSecure Businesses for themes/determine activities 1-AprSecure Media Partners 1-AprSecure Sponsors - Deadline 15-AprSecure Entertainment 15-AprArtwork Deadline for Poster & Postcard 15-AprDeliver Artwork to Printer 25-AprCreate Ad Design 1-MayStart Recruiting of Volunteers 1-MayWrite News Releases/PSAs 1-MayDeliver Posters & Postcards to businesses 5-MaySecure Volunteers for Event Days 15-MayAssign Volunteer Leaders from Committee 15-MaySend News Release/PSAs 15-May
A Balanced Approach Develop a Comprehensive Work Plan
Schedule Is there a balance between events,
retail promotions, image building and marketing?
Is there a balance of target markets Is there a balance of communication
vehicles? Are there any gaps?
Overall Evaluation of Program
Post-Event Meetings On-The-Street Surveys Annual Evaluations
› Merchant› Consumer
Budget – How To Use What You’ve Got
Doing it on a Shoestring› Don’t Expect Miracles› Shoot for Quality, Not Quantity› KISS› Be Creative› Sell it Baby!› Outsource It
Contact InfoCristina Sheppard-DeciusFerndale [email protected]
mKristi TrevarrowRochester [email protected]
m