main street 101 2010

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

Twitter

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 DDA248.546.1632cristina@downtownferndale.co

mKristi TrevarrowRochester DDA248.656.0060kristi@downtownrochestermi.co

m