Promotions 101 Training Presentation

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

18. Increases top-of-mind awareness

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

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

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

55. Complete control of message

56. Great vehicle to build your image

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

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