Promotions 101

2019 Heritage Ohio Annual Conference

Promotions:

Promotions involves marketing the downtown’s unique characteristics to shoppers, investors, new businesses, tourists, and others. Effective promotion creates a positive image of the downtown through retail promotional activity and special events utilizing the downtown as a stage area of community activities.

Disclaimer: AKA Food Label

The presentation is based off of ‘best practices’--and just like a real ‘healthy diet’:

1) Just because we know what’s best doesn’t mean we’ll always carry it out (that’s OK!)

2) Adapt & be authentic; not everything works for everyone3) Build slowly & thoughtfully; prioritize4) ‘Meal Planning’ is key; schedule, art work, design, work plan up front!

What’s Cooking?1) Branding2) Design

3) Content Marketing4) Email Communication

5) Social Media6) Public/Media Relations

7) Website/SEO8) Advertising9) Blogging

10) Photography11) Special Events

12) Partner & Connect13) Analyze & Evaluate

#1 Branding: Setting the Table

FontColorToneLogo

Presence (Mediums/Message)

Make sure that your authentic vision and mission are carried through in an expected, consistent manner. The more consistent you are the more effective

your message is and the less frequency the public needs to ‘absorb’ it.

#1 BrandingBe fun, be memorable, be authentic!

Brand Exercise: What’s on the Menu?

1) Think of three unique, defining characteristics about your Main Street.

Snow, Maple Syrup, Courthouse/Iconic History

2) Think of three ‘personality’ traits for your Main Street.

Loyal, Casual, Friendly, Hard working

3) Pick three ‘postcards’ of your Main Street.

#2: Design

If you can afford professional design, it’s worth it. Graphic design professionals are worth every penny.

If you can’t, fake it until you make it:

Tool of Choice: CanvaOther options: Pexels, infogr.am, easel.ly, 99designs

#2: Design

#3 Content MarketingEvery captivating story has a beginning, middle, and end. Create

ORIGINAL content to be pushed through a variety of channels by telling your story:

Appetizer (History)What historical events, industries,and milestones make up the fabric of your community?Main Course (Current)What is currently going on in your Main Street? What businesses are opening? What is day-to-day life like on your Main Street?Dessert (Future)What is your organization doing to sustain the Main Street for furture generations? What’s on the horizon?

#4 Email Communication

● Capture emails at every event (offers/raffles/registration), through social media channels, and partnership/list exchange.

● Use automation email tools (MailChimp, ActiveCampaign, Constant Contact, iContact), for design, automation, and analytics.

● Be consistent; develop an editorial calendar and adhere to it. (Monthly Newsletter + Event Reminders/Updates)

● Dynamic leads● Quality of contacts over quantity● Link to other platforms to drive traffic.

#5 Social MediaDon’t try to be everything to everyone. Pick what you are going to do and do it well. There is too much space to cover for any small organization.

#5 Social Media

● Invest 20 Minutes per day, estimate ROI-vs-advertising costs (1 hour per week)

● 10 Minutes on highest traffic (Facebook), 2-5 Minutes (Instagram, Twitter, Linked In, Pinterest, YouTube, Linked In)

● Use automated posting tools (Hootsuite, Facebook scheduled posts/integration, Agora Pulse, Buffer)

● Be consistent; don’t just post when you need something● Be professional; use shareable images, create content● Interact; social media should be social not static● #Hashtag, tag, link, and share

Facebook: The Girl Scout Cookie of Social Media

Well-known; widely used by general Main Street audience

Think your going to just ‘take one’ and end up with the whole box

Quantity over quality to keep visibility up

Original content only available through you!

Instagram: Farm to Table Restaurant

Selective, original, and creative ingredients

Focus on Quality not Quantity

Audience enjoys visit, but doesn’t frequent as much

as FB or Twitter

Twitter: Gas Station Snack

Quick bites to tie you over until you can gain ‘substance’

Quick reaction; shelf life dependant but usually not long

Quick stop during day

Linked In: Sunday Dinner at Mama’s

Sustaining, comforting , lots of conversation and content

People who are invested in your organization and mission

Not for everyday; specialized content and stories

Hashtags: What’s to Eat Near Me?

Drive traffic

Capitalize on others brands/audience

Engage

Find, follow & contribute

Exercise: Come up with four original hashtags and

four connecting hashtags.

# 6 Public/Media Relations: Yelp!

● It’s FREE!● Build Your List + Keep it target & consistent● Cultivate Relationships (It’s a two-way street)● Be Responsive/Be an Ally● Be Consistent● Send pastable content/canned + stock photos● Think about the audience and what they need; it’s not about you

# 7 Website/SEO: Hello Fresh!

#1--Is your website mobile enabled? ● Can you manage the content? Manage key words?● Update content weekly to optimize search engine results.● Are you in the ‘top five’ for your city? ● Make it fast & easy (one click) to navigate● Keep it above the fold● Use CTAs and monitor traffic; evaluate & plan

# 8 Advertising: Dessert MenuLike sweets, use sparingly and make sure it’s worth the investment.

● Online Advertising○ Eventbrite/Event sites○ Google AdWords/Google Grants

● Social Media Advertising ○ Cost effective○ Targeted○ More receptive audience○ Track & evaluate

● Traditional Advertising○ Support local economy○ Attract audience not receptive to social media○ Can be content driven○ Niche publications○ Build relationships

# 9 Blogging: Asian Chao Food Court Sample

● Original content (use your content management story ideas)● Calendar or community dates● Integrate as part of your website; link to your website● Engage board, community members, and partners● Most effective way to increase your SEO● Link/cross post with social media applications

# 10 Photography/Videos○○ Utilize historic photos (#1 Posts on Social Media and Site Visits)○ People love pets & babies○ Tag, hashtag, and link○ Edit/optimize photos before posting○ Post only the best photos that convey your brand○ Do it right or don’t do it

■ Video horizontally■ Edit videos for length■ Facebook Live sparingly/have a concept and implement

# 11 Special Events: Toppings*Use sparingly & strategically

● Events should be unique and forward your brand, tell your story, increase revenue, or drive traffic to your Main Street. If they aren’t a ‘home run’ they should be a triple!

● Utilize the Main Street network to develop budgets, work plans, and best practices.

● Be consistent; but not complacent--evaluate and refresh as needed● Use all other promotional tools to ensure success, awareness, and reach

beyond the event.

# 12 Partner & Promote: Target & Starbucks

Share the wealth, the work, and expand the audience● Grow volunteer base and planning crew● Increase audience and outreach● Build goodwill● Share ideas and resources● Link, share, and #hashtag

# 13 Evaluate, Engage & Adapt: 3 Stars or 4?

○ Find out what works and ‘do that’○ Analytics are important: they make you more effective and help you best

utilize your time.■ Google Analytics, Facebook Analytics, Website (Weebly)

○ Don’t be afraid to change; but have the information to back it up○ Enlist event surveys with audience, board, and members/retailers

(Survey Monkey)