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Promotions 101 Training Presentation

Promotions 101 Training Presentation

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  • 1. Main Street 101Promotions
    Cristina Sheppard-Decius
    Ferndale DDA
    Kristi Trevarrow
    Rochester DDA
  • 2. Key Elements of Downtown Promotions
    Role of Promotions Committee
    Events
    Marketing
    Creating a Comprehensive Plan
  • 3. 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.
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. Types of Events
    Retail-Driven
    Image-Driven
    Signature Events
    (The WOW Factor)
  • 12. 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)
  • 13. Retail-Driven Events - Examples
    Music Festival
    Themed Events (typically related to your town)
    Tastefest
    Car Show
    Seasonal Festivals
  • 14. Retail-Driven Events - Pros
    Gives instant results to merchants
    Logistically easier to plan
    Less expensive to execute
  • 15. 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
  • 16. 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
  • 17. Image-Driven Events - Pros
    • Creates community goodwill, memories, ownership
    • 18. Increases top-of-mind awareness
    • 19. 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
  • 20. Signature Event
    Creating “The WOW”
    You Own It
    Event Is Identified With Your Downtown
  • 21. 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
  • 22. 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
  • 23. The Big, Bright Light Show
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. 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
  • 30. Engage Businesses
    Communicate
    Learn About Their Business
    Invite Them to the Team
    Seek Input
    Empower Them
    Build Confidence
    Educate
  • 31. Increase Business Participation
    Advance Planning
    Make It Affordable
    Provide Ideas for Tie-In
    Share Market Data
    Check On Them
    Explain the Benefits
    Evaluate
  • 32. Event Evaluations
    Have a Plan in Place for Evaluation
    Evaluate
    Consumers
    Businesses
    Sponsors
    Volunteers
    Tools
    Face-to-Face
    Online
    Intercept
  • 33. 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
  • 34. 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
  • 35. 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
  • 36. Create Your Own Event Activity
    You have 15 minutes . . .
    GO!!!
  • 37. Communications Strategy
    MACRO: Communicating to the Masses
    MICRO: Communicating to a Specified Group within your Target Market
  • 38. 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
  • 39. 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
  • 40. 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
  • 41.
  • 42. 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
  • 43.
  • 44. Media Relations
    Active Media List
    Form Relationships
    Backyard FAM
    Media Runs
    Merchant Tool Kits
  • 45. 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
  • 46. Niche Marketing
    Hold Series of Niche Meetings
    Increase Awareness
    Open Lines of Communication
    Identify Needs & Concerns
    Develop Partnerships
    Cross-Promotion Between Niches
  • 47. Niche Marketing
    Potential Outcomes
    Merchant-Driven Events
    Sharing of Customers
    Co-Op Advertising
    Development of New Niches
    Better Communication
  • 48. 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
  • 49. Co-Op Opportunities
    Print Advertising
    Radio/Broadcast
    Direct Mail
  • 50. 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!!!
  • 51. Co-Op Advertising - Print
  • 52. Co-Op Advertising - Print
  • 53. 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
  • 54. Direct Mail – Downtown Magazine
    • A cleverly disguised advertising piece
    • 55. Complete control of message
    • 56. Great vehicle to build your image
    • 57. 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
  • 58. Gift Guides
  • 59. 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)
  • 60. Web Site
    When 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!
  • 61. Home Page
  • 62. 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
  • 63. Media Room
  • 64. Social Media – It’s Here!
  • 65. Why Social Media?
    Permission-Based Marketing
    Consumer Engagement
    Authenticity
    Promote Partners
    Did I Mention It’s Free?
  • 66. Social Media
    Where To Get Started
    Blogging
    Twitter
    Facebook Fan Page
  • 67. Blogging
  • 68. What’s the difference between Twitter & Facebook?
    Facebook is for connecting with people;
    Twitter is for connecting with ideas.
  • 69. Downtown Ferndale
  • 70. Downtown Zeeland
  • 71. Insights
  • 72. 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!!!!!
  • 73. 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
  • 74. Twitter
  • 75. So What Do You Talk About?
    Special Events
    Post Photos
    Contests
    Surveys
    Media Coverage
    New Businesses
    Make the Ordinary Extraordinary!
  • 76. 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
  • 77. Tourism Campaigns
    Types of Tourism
    Cultural
    Heritage
    Experience
    Recreational
    Business
    Tap Into What’s Already Happenings
  • 78.
  • 79.
  • 80.
  • 81. 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
  • 82. 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
  • 83. 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
  • 84. Work Plan Content
  • 85. Example Work Plan
  • 86. 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?
  • 87. Overall Evaluation of Program
    Post-Event Meetings
    On-The-Street Surveys
    Annual Evaluations
    Merchant
    Consumer
  • 88. 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
  • 89. Contact Info
    Cristina Sheppard-Decius
    Ferndale DDA
    248.546.1632
    cristina@downtownferndale.com
    Kristi Trevarrow
    Rochester DDA
    248.656.0060
    kristi@downtownrochestermi.com