Keep it together

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This presentation was given by Kristi Trevarrow of Downtown Rochester at the Heritage Ohio Engaging Retailers Workshop on March 9, 2011 in Defiance, Ohio.

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Keep it together

  1. 1. Keep It Together Retaining Businesses in Your District
  2. 2. - Jerry Maguire <ul><li>“ Help me, </li></ul><ul><li>help you” </li></ul>
  3. 3. Retention For All Businesses <ul><li>The Hands-On Approach </li></ul><ul><li>Teach To Fish </li></ul><ul><li>Show Me The Money </li></ul><ul><li>Get Social </li></ul><ul><li>Things That Happen When I Miss An Organization Committee Meeting </li></ul>
  4. 4. The Hands-On Approach
  5. 5. The Hands-On Approach <ul><li>Let’s Talk Shoes </li></ul>
  6. 6. The Hands-On Approach <ul><li>Merchant Forum Meetings </li></ul><ul><li>Held the last Wednesday evening of every month </li></ul><ul><li>Downtown Update </li></ul><ul><li>Quick Hit Topic </li></ul><ul><li>Networking </li></ul><ul><li>Event Toolkit </li></ul><ul><li>Free Pizza & Cash Bar </li></ul>
  7. 7. The Hands-On Approach <ul><li>Merchant Forum Quick-Hit Topics </li></ul><ul><li>Social Media </li></ul><ul><li>Groupon </li></ul><ul><li>Marketing on a Shoestring </li></ul><ul><li>Cross Marketing Brainstorming </li></ul><ul><li>Show & Tell </li></ul><ul><li>Meet & Greet New Businesses </li></ul><ul><li>Speed Dating </li></ul>
  8. 8. The Hands-On Approach
  9. 9. The Hands-On Approach
  10. 10. The Hands-On Approach <ul><li>Store Makeover Project </li></ul><ul><li>Inspired by reality TV makeover shows </li></ul><ul><li>Designed to assist businesses “on the edge” </li></ul><ul><li>Free to business to participate </li></ul><ul><li>60-90 day project </li></ul>
  11. 11. The Hands-On Approach <ul><li>Store Makeover Project Overview </li></ul><ul><li>Evaluation by customer volunteers </li></ul><ul><li>Business owner wish list </li></ul><ul><li>Develop the plan </li></ul><ul><li>Recruit experts </li></ul><ul><li>Document for webisodes </li></ul>
  12. 12. Teach to Fish
  13. 13. Teach to Fish <ul><li>Speaker Series </li></ul><ul><li>In response to workshop requests </li></ul><ul><li>Classroom style format </li></ul><ul><li>Topics selected by merchants </li></ul><ul><li>Held 4x per year </li></ul>
  14. 14. Teach to Fish <ul><li>Speaker Series </li></ul><ul><li>How To Grow Your Business </li></ul><ul><li>Displays </li></ul><ul><li>Customer Service </li></ul><ul><li>Social Media </li></ul><ul><li>Media Buying </li></ul>
  15. 15. Teach to Fish
  16. 16. Teach to Fish <ul><li>Secret Shopper Program </li></ul><ul><li>To identify business strengths and opportunities for improvement </li></ul><ul><li>Volunteer basis </li></ul><ul><li>Available to retail, restaurant and service businesses </li></ul><ul><li>Cost to our organization - $25.00 Downtown Gift Certificate </li></ul>
  17. 17. Teach to Fish <ul><li>How Secret Shopper Works </li></ul><ul><li>Recruit businesses </li></ul><ul><li>Recruit volunteers </li></ul><ul><li>Distribute Secret Shopper Kits </li></ul><ul><li>Tabulate completed Secret Shopper surveys </li></ul><ul><li>Forward results to businesses </li></ul>
  18. 18. Teach to Fish <ul><li>Secret Shopper - Retail </li></ul>
  19. 19. Teach to Fish <ul><li>Secret Shopper - Restaurant </li></ul>
  20. 20. Teach to Fish <ul><li>Secret Shopper – Service </li></ul>
  21. 21. Teach to Fish
  22. 22. Teach to Fish <ul><li>Secret Shopper Stats </li></ul><ul><li>Conducted 2x per year - Spring & Fall </li></ul><ul><li>Approximately 20 businesses each round </li></ul><ul><li>80% of all participating businesses continue to request Secret Shoppers </li></ul>
  23. 23. Show Me The Money
  24. 24. Show Me The Money <ul><li>Why Co-op Advertising? </li></ul><ul><li>Leverage advertising budget </li></ul><ul><li>Accessibility to all forms of advertising </li></ul><ul><li>Opportunity to tap new markets </li></ul><ul><li>Increase exposure for your downtown </li></ul><ul><li>Teach your merchants to fish </li></ul>
  25. 25. Show Me The Money
  26. 26. Show Me The Money
  27. 27. Show Me The Money <ul><li>Downtown Magazine </li></ul><ul><li>A cleverly disguised advertising piece </li></ul><ul><li>Complete control of message </li></ul><ul><li>Great vehicle to build your image </li></ul><ul><li>Extended shelf life compared to all other forms of advertising </li></ul>
  28. 28. Show Me The Money
  29. 29. Show Me The Money <ul><li>Business to Business Expo </li></ul><ul><li>Opportunity for businesses to get to know each other </li></ul><ul><li>Great venue for public to experience the downtown’s diverse business mix </li></ul><ul><li>High exposure, low investment </li></ul>
  30. 30. Show Me The Money <ul><li>The Results: </li></ul><ul><li>Every vendor made new contacts or sold products </li></ul><ul><li>100% would participate in future expos </li></ul><ul><li>We are hosting the next expo in October </li></ul>
  31. 31. Get Social
  32. 32. Get Social <ul><li>Why Facebook? </li></ul><ul><li>More than 500 million active users </li></ul><ul><li>50% of active users log on to Facebook daily </li></ul><ul><li>Average user has 130 friends </li></ul><ul><li>People spend over 700 billion minutes per month on Facebook </li></ul>
  33. 33. Get Social <ul><li>Why Facebook? </li></ul><ul><li>Average user is connected to 80 community pages, groups & events </li></ul><ul><li>Average user creates 90 pieces of content each month </li></ul><ul><li>More than 30 billion pieces of content are shared each month </li></ul>
  34. 34. Get Social <ul><li>Downtown Rochester Statistics </li></ul><ul><li>8500 users </li></ul><ul><li>Post twice daily, five days per week </li></ul><ul><li>28% of our users are 13-24 </li></ul><ul><li>Average monthly post views – 420,000 </li></ul>
  35. 35. Get Social
  36. 36. Get Social <ul><li>Promote Your Businesses </li></ul>
  37. 37. Get Social <ul><li>Events </li></ul>
  38. 38. Get Social <ul><li>Media Coverage </li></ul>
  39. 39. Get Social <ul><li>Make The Ordinary Extraordinary </li></ul>
  40. 40. Get Social <ul><li>Everybody Loves A Contest! </li></ul>
  41. 41. Get Social <ul><li>December Traffic Statistics </li></ul>
  42. 42. Things That Happen When I Miss An Organization Committee Meeting
  43. 43. Things That Happen… <ul><li>Koffee With Kristi </li></ul><ul><li>Started as a “drop in” coffee date the first Friday of every month </li></ul><ul><li>Did not end well </li></ul><ul><li>Good concept, but needed some work </li></ul>
  44. 44. Things That Happen… <ul><li>Koffee With Kristi 2.0 </li></ul><ul><li>Held 4x per year, early morning </li></ul><ul><li>Workshop Format on specific topic </li></ul><ul><li>Topics Include: </li></ul><ul><ul><li>Intro to Facebook </li></ul></ul><ul><ul><li>Intro to Twitter </li></ul></ul><ul><ul><li>10 Marketing Ideas for Under $100 </li></ul></ul>
  45. 45. Things That Happen… <ul><li>Facebook Friday </li></ul><ul><li>One-on-One merchant consultations </li></ul><ul><li>Set up business pages </li></ul><ul><li>Offer tips on existing pages </li></ul><ul><li>Held 1x per month, year round </li></ul>
  46. 46. Things That Happen… <ul><li>Facebook Friday Results </li></ul><ul><li>Over 140 downtown businesses actively using Facebook </li></ul><ul><li>Cost-effective way to market </li></ul><ul><li>Businesses are marketing downtown </li></ul>
  47. 47. Things That Happen… <ul><li>Marketing Monday </li></ul><ul><li>Hour-long on site marketing consultation </li></ul><ul><li>Brainstorm no/low cost marketing ideas </li></ul><ul><li>Goal: To leave the business with at least one solid idea they can take action on immediately </li></ul>
  48. 48. Retention For All Businesses <ul><li>The Hands-On Approach </li></ul><ul><li>Teach To Fish </li></ul><ul><li>Show Me The Money </li></ul><ul><li>Get Social </li></ul><ul><li>Things That Happen When I Miss An Organization Committee Meeting </li></ul>
  49. 49. Contact Info <ul><li>Kristi Trevarrow, Executive Director </li></ul><ul><li>Rochester DDA </li></ul><ul><li>248-656-0060 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.facebook.com/KristiTrevarrow </li></ul><ul><li>www.twitter.com/KristiTrevarrow </li></ul>

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