Main Street 101 2010

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Promotions 101 Training Presentation

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Main Street 101 2010

  1. 1. Main Street 101Promotions<br />Cristina Sheppard-Decius<br />Ferndale DDA<br />Kristi Trevarrow <br />Rochester DDA<br />
  2. 2. Key Elements of Downtown Promotions<br />Role of Promotions Committee<br />Events<br />Marketing <br />Creating a Comprehensive Plan<br />
  3. 3. Role of the Promotions Committee<br /> 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.<br />
  4. 4. Role of the Promotions Committee<br />Define Your Market & Understand It<br />Identify Your Assets<br />SWOT Analysis<br />P & P<br />Define Your Niche & Your Position in the Marketplace<br />Create lasting positive impressions and a change in consumer perception and behavior<br />
  5. 5. Role of the Promotions Committee<br />Hold Meetings<br />Create Communication Strategies<br />Visit Merchants<br />Work with Media<br />Coordinate & Engage Stakeholders<br />Organize Projects<br />Run Events<br />……Hold More Meetings<br />
  6. 6. Committee Characteristics<br />Have enough ENERGY to sustain those that don’t!<br />Be a Team Player<br />Think BIG, and Plan for the Details<br />Understand retailers/niche needs<br />Knowledge of Media, PR, Event Planning, Design<br />Get Your Elbows Greasy<br />Follow Through<br />
  7. 7. Promotions Committee – Your Team<br />Include a wide cross-section of people that reflects the members of your business district<br />Create opportunities for ownership<br />Create levels of volunteerism<br />
  8. 8. Promotions Committee – Your Team<br />Ways to Break Up the Volunteer Work Load<br />By Project<br />By Specialty<br />By Task<br />1 Chairperson & Secretary<br />Prevent Burn-Out - Delegate & Recruit <br />Communicate with Each Other<br />
  9. 9. Primary Areas of Work<br />Marketing & Communication<br />Image Building/Branding<br />Public Relations & Communications Strategy<br />Media Analysis, Buying & Media Relations<br />Advertising & Co-op Advertising<br />Web-based & Social Media<br />Tourism Campaigns<br />Event Planning<br />Retail Events<br />Image Campaigns<br />Signature Events<br />
  10. 10. Development of Event Calendar<br />Create a mix of retail-driven and image-building events<br />Identify downtown niches for event ideas<br />Create events that have wide appeal, but still fit with the character of your city<br />Know your market<br />Focus on quality, not quantity<br />
  11. 11. Types of Events<br />Retail-Driven<br />Image-Driven<br />Signature Events<br /> (The WOW Factor)<br />
  12. 12. Retail-Driven Events<br />Designed to ring registers<br />Built around a “sale” concept<br />Types of retail-driven events:<br /> Themed sales (Girls Night Out, Men’s Night)<br /> Progressive Shopping Events <br /> Scavenger Hunts<br /> Sale is the event (i.e. Sidewalk Sales)<br />
  13. 13. Retail-Driven Events - Examples<br />Music Festival<br />Themed Events (typically related to your town)<br />Tastefest<br />Car Show<br />Seasonal Festivals<br />
  14. 14. Retail-Driven Events - Pros<br />Gives instant results to merchants<br />Logistically easier to plan<br />Less expensive to execute<br />
  15. 15. Retail-Driven Events - Cons<br />Need total merchant buy-in<br />Training customers to wait for sales<br />Creates the image that the products in your downtown are overpriced/customers should not pay full price<br />Quick fix – not a long-term solution to increasing foot traffic or customer loyalty<br />
  16. 16. Image-Driven Events<br />Designed to raise awareness of your downtown, what you have to offer<br />Creates positive image of your downtown within the community<br />Provides opportunity to increase your reach outside of your trade area<br />
  17. 17. Image-Driven Events - Pros<br /><ul><li>Creates community goodwill, memories, ownership
  18. 18. Increases top-of-mind awareness
  19. 19. Great way to get your message out there</li></li></ul><li>Image-Driven Events - Cons<br />Does not always ring registers the day of the event<br />Time/volunteer intense to plan & execute<br />More expensive to produce than “sale” events<br />Have to find sponsors/partners to execute<br />
  20. 20. Signature Event<br />Creating “The WOW”<br />You Own It<br />Event Is Identified With Your Downtown<br />
  21. 21. Signature Event – Pros<br />Event unique to your downtown<br />Attracts visitors from outside of your trade area<br />Creates media buzz<br />Designed to ring registers without a “sale” element<br />
  22. 22. Signature Event - Cons<br />Challenging to come up with initial unique event concept<br />Financially challenging to get off the ground<br />Large amount of volunteer support<br />Need to have merchants 100% on board<br />
  23. 23. The Big, Bright Light Show<br />
  24. 24. The Big, Bright Light Show<br />DDA coordinated installation with all property owners<br />Funded through the DDA, City Council, Sponsorships and Membership Program<br />Merchants & property owners paid nothing<br />
  25. 25. The Big, Bright Light Show<br />29% average increase in business<br />Attracted over 1,000,000 visitors to Downtown Rochester over 35 days<br />Total Electrical Cost - $1400.00<br />
  26. 26. A Perfect Event World<br />Have a mix of both retail-driven and image-building events<br />Make sale events more value-added than discount<br />Create events in partnership with other organizations to decrease costs, volunteer time, etc.<br />Add a Signature Event when you’re ready<br />
  27. 27. Sponsorship Development<br />Define the Audience for the Sponsor<br />Paint the Picture<br />Micro & Macro Event Sponsorships<br />Establish Ways to let Sponsors Shine<br />Price Points <br />Prepare an ROI<br />
  28. 28. Sponsorship Sales<br />Develop a “Top Recruits” List<br />Research the Company<br />Get Your Foot in the Door<br />Don’t Go In With Guns Blazing! Look, Listen & Ask<br />Follow Up with a Specific Proposal in Person<br />Continue Relationship Building Throughout Year<br />
  29. 29. Comprehensive Fund Raising<br />What You Need<br />Calendar & Budgets in Place<br />Stop Looking at it Individually<br />Build Sample Partnership Programs<br />Determine How Many to Make Budget<br />How To Accomplish It<br />Pursue Sponsors in the Fall for Next Year<br />Develop a Relationship Calendar Year to Keep Them Engaged Year-Round & Follow Up Regularly<br />
  30. 30. Engage Businesses<br />Communicate<br />Learn About Their Business<br />Invite Them to the Team<br />Seek Input<br />Empower Them<br />Build Confidence<br />Educate<br />
  31. 31. Increase Business Participation<br />Advance Planning<br />Make It Affordable<br />Provide Ideas for Tie-In<br />Share Market Data<br />Check On Them<br />Explain the Benefits<br />Evaluate<br />
  32. 32. Event Evaluations<br />Have a Plan in Place for Evaluation <br />Evaluate <br />Consumers <br />Businesses <br />Sponsors <br />Volunteers<br />Tools<br />Face-to-Face<br />Online<br />Intercept<br />
  33. 33. Event Evaluations<br />What You’re Looking For<br />Who’s Attending & How Many<br />What’s the Feedback on the Street<br />Media Exposure & Number of Impressions<br />Business & Sponsor Foot Traffic & Return Customers<br />Logistical Headaches from all Audiences<br />Changes in Perceptions or Behaviors<br />
  34. 34. Return On Investment (ROI)<br />Show Them They Mattered<br />Thank Yous<br />Fast Facts to Businesses<br />Sponsor Wrap-Ups<br />Determine if Your ROI is a Do-Againer<br />It’s Not Scientific<br />Based on Net Results of Gut, Facts, Income & Time<br />
  35. 35. Create Your Own Event Activity<br />Break into groups of 3-4<br />Select an object from the “grab bag”<br />Create a signature event, inspired by your object<br />Name of Event<br />History of Event<br />Target Market<br />Types of Activities<br />
  36. 36. Create Your Own Event Activity<br />You have 15 minutes . . . <br />GO!!!<br />
  37. 37. Communications Strategy<br />MACRO: Communicating to the Masses<br />MICRO: Communicating to a Specified Group within your Target Market<br />
  38. 38. Identify Your Target Market<br />Primary<br />Market Analysis<br />Intercept Surveys & Business Survey<br />Event Collection Surveys for Zip Codes<br />Focus Groups<br />Other Surveys: License & Telephone<br />Secondary Research<br />Census Data<br />Past Data<br />County/State Agency/City Research <br />
  39. 39. Influences On Your Image<br />Physical Attributes<br />Location & Assets<br />Buildings & Public Spaces<br />Types of Goods & Services<br />Quality & Mix<br />Attitudes<br />How People Use the District<br />How You Program the District<br />
  40. 40. Creating An Image<br />Identify Assets<br />Identify Audiences & Their Behaviors<br />Identify Your Consumers’ Perceptions<br />Match & Analyze Segments<br />You Can’t Be Everything to Everyone<br />Develop Your Voice<br />Create an Image(s) that Defines that Voice<br />
  41. 41.
  42. 42. Building Your Brand<br />A brand is the emotional feeling you get when you see, hear, taste, touch or smell a product.<br />If your Downtown was a person – their look, actions & interests?<br />What One Experience Do You Want a Customer Walking Away Feeling?<br />Be Honest<br />Build Upon the Positives that Define Your Brand<br />
  43. 43.
  44. 44. Media Relations<br />Active Media List<br />Form Relationships<br />Backyard FAM<br />Media Runs<br />Merchant Tool Kits<br />
  45. 45. Niche Marketing<br />Focus on your assets<br />Capitalize on the customers who already support your downtown<br />Encourage merchants to work together<br />Appeals to all business types<br />
  46. 46. Niche Marketing<br />Hold Series of Niche Meetings<br />Increase Awareness<br />Open Lines of Communication<br />Identify Needs & Concerns<br />Develop Partnerships<br />Cross-Promotion Between Niches<br />
  47. 47. Niche Marketing<br />Potential Outcomes<br />Merchant-Driven Events<br />Sharing of Customers<br />Co-Op Advertising<br />Development of New Niches<br />Better Communication<br />
  48. 48. Why Co-Op?<br />Leverage advertising budget<br />Accessibility to all forms of advertising<br />Opportunity to tap new markets<br />Increase exposure for your downtown<br />Teach your merchants to fish<br />
  49. 49. Co-Op Opportunities<br />Print Advertising<br />Radio/Broadcast<br />Direct Mail<br />
  50. 50. Co-Op Advertising - Print<br />Make package deals with publications to create series of ads<br />All ads in series should have consistent elements<br />Best investment – hire a graphic designer<br />No Box Ads!!!<br />
  51. 51. Co-Op Advertising - Print<br />
  52. 52. Co-Op Advertising - Print<br />
  53. 53. Co-Op Advertising – TV/Radio<br />Decide on broadcast vs. cable<br />Radio – purchase multiple stations<br />Create donut spots<br />Purchase packages – not just spots<br />Create partnerships<br />Make sure production is included in your package<br />
  54. 54. Direct Mail – Downtown Magazine<br /><ul><li>A cleverly disguised advertising piece
  55. 55. Complete control of message
  56. 56. Great vehicle to build your image
  57. 57. Extended shelf life compared to all other forms of advertising</li></li></ul><li>Downtown Magazine - Content<br />Community Event Calendar<br />Restaurant Guide<br />New Neighbors<br />Downtown Developments<br />Guest Articles<br />Gift Guides<br />
  58. 58. Gift Guides<br />
  59. 59. Downtown Magazine - Advertising<br />30% Advertising<br />70% Editorial<br />Free and Paid Advertising Opportunities<br />Ad Sizes – ¼ Page, ½ Page, Full Page and Covers (Inside Front, Inside Back, Back Cover)<br />
  60. 60. Web Site<br />When designing your web site and selecting elements, imagine that the users have never been to your downtown:<br />What would they want to know?<br />What would you want them to know?<br />Don’t make your customers work for it!<br />
  61. 61. Home Page<br />
  62. 62. Web Site<br />Always include photos of your city<br />Include all businesses by category<br />Links to businesses with web sites<br />List events, news<br />Business Recruitment materials<br />Include website in all advertising<br />Make it easy to contact you<br />
  63. 63. Media Room<br />
  64. 64. Social Media – It’s Here!<br />
  65. 65. Why Social Media?<br />Permission-Based Marketing<br />Consumer Engagement<br />Authenticity<br />Promote Partners<br />Did I Mention It’s Free?<br />
  66. 66. Social Media<br />Where To Get Started<br />Blogging<br />Twitter<br />Facebook Fan Page<br />
  67. 67. Blogging<br />
  68. 68. What’s the difference between Twitter & Facebook?<br />Facebook is for connecting with people; <br />Twitter is for connecting with ideas.<br />
  69. 69. Downtown Ferndale<br />
  70. 70. Downtown Zeeland<br />
  71. 71. Insights<br />
  72. 72. Facebook Fan Page Benefits<br />Direct connection to your fans<br />Opportunity to get the word out about your program and your businesses<br />Instant feedback<br />Call to action <br />Generates advocacy<br />Did I mention it’s FREE!!!!!<br />
  73. 73. Twitter<br />A social networking tool that asks the question “What are you doing?”<br />Messages sent out by Twitter users are limited to 140 characters<br />Great way to deliver key information and ideas quickly and effectively<br />It’s all about the re-tweet<br />
  74. 74. Twitter<br />
  75. 75. So What Do You Talk About?<br />Special Events<br />Post Photos<br />Contests<br />Surveys<br />Media Coverage<br />New Businesses<br />Make the Ordinary Extraordinary!<br />
  76. 76. Tourism<br />Regional Tourism is a Growing Trend<br />Reaches Beyond Typical Drive-Time<br />Define the Audience & Geographic Scope<br />Be a Tourist in Your Own Backyard Sells to the Tourists<br />Meet with Local CVB, Hotel Managers, Destinations for Cross Promotion<br />
  77. 77. Tourism Campaigns<br />Types of Tourism<br />Cultural<br />Heritage<br />Experience<br />Recreational<br />Business<br />Tap Into What’s Already Happenings<br />
  78. 78.
  79. 79.
  80. 80.
  81. 81. What You Can Do With Tourism<br />Create a Walking or Driving Tour<br />Fall Colors<br />Automobile Influenced<br />Art or Historic Buildings<br />Develop an Experience Tour<br />Half Day & Full Day<br />Bike or Jogging Routes<br />Product Tours<br />Send Your Event Calendar, Stories to Tourism & Niche Magazines, and other Media in Those Markets<br />
  82. 82. Developing A Calendar<br />Strike a balance between event activities and marketing efforts<br />Focus on impact, not budget<br />Incorporate public relations and social media<br />Make “events” out of everyday activities<br />Promote your downtown 365<br />
  83. 83. Develop Work Plans<br />Develop a Timeline by Backing It Out<br />Now, Fill In Tasks to Accomplish Those Deadlines<br />Delegate<br />Don’t Expect Staff to Magically Do It All<br />Develop the Budget<br />Utilize the Work Plan to Track Progress<br />
  84. 84. Work Plan Content<br />
  85. 85. Example Work Plan<br />
  86. 86. A Balanced Approach<br />Develop a Comprehensive Work Plan Schedule<br />Is there a balance between events, retail promotions, image building and marketing?<br />Is there a balance of target markets<br />Is there a balance of communication vehicles?<br />Are there any gaps?<br />
  87. 87. Overall Evaluation of Program<br />Post-Event Meetings<br />On-The-Street Surveys<br />Annual Evaluations<br />Merchant<br />Consumer<br />
  88. 88. Budget – How To Use What You’ve Got<br />Doing it on a Shoestring<br />Don’t Expect Miracles<br />Shoot for Quality, Not Quantity<br />KISS<br />Be Creative<br />Sell it Baby!<br />Outsource It<br />
  89. 89. Contact Info<br />Cristina Sheppard-Decius<br />Ferndale DDA<br />248.546.1632<br />cristina@downtownferndale.com<br />Kristi Trevarrow<br />Rochester DDA<br />248.656.0060<br />kristi@downtownrochestermi.com<br />

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