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Marketing Your Downtown

WDAC October 20, 2011 Josephine Minskey , Executive Director Downtown West Bend Association. Marketing Your Downtown. ADVERTISING. The activity of attracting public attention to a product or business by paid announcements in the print, broadcast or electronic media. .

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Marketing Your Downtown

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  1. WDAC October 20, 2011 Josephine Minskey, Executive Director Downtown West Bend Association Marketing Your Downtown

  2. ADVERTISING • The activity of attracting public attention to a product or business by paid announcements in the print, broadcast or electronic media.

  3. Country Life Magazine Fall 2011

  4. PROMOTION • A message issued on behalf of some product, cause, person, activity or institution.

  5. Event flyer- Fall Fest 2011

  6. BRANDING • A trademark or distinctive name identifying a product or manufacturer.

  7. DWBA Logo- Created 2000

  8. MARKETING • The process or technique of promoting, selling and/or distributing a product or service.

  9. Agree on an objective • Be unique • Develop a plan • Put the plan in motion • Be consistent

  10. The 5 Commandments of Marketing Your Downtown • Know thyself • Know thy niche • Know thy target market • Love thy neighbor • To thy own downtown be true

  11. Know thyself

  12. West Bend, Beloit, Whitewater, Pewaukee, Wausau, Port Washington, Two Rivers, Sheboygan ***fill in your town here***is special because it is… • Historical • Friendly • Clean/Safe • Vibrant

  13. UNIQUE

  14. West Bend Theater

  15. Museum of Wisconsin Art

  16. Washington Co. Historical Society, Old Courthouse and Museum

  17. Know thy niche

  18. Music on Main 2011

  19. 26th Annual West Bend Germanfest (2011)

  20. Know thy target market.

  21. 3 elements define target market • Geographic • Where do the people who come downtown live? Downtown? In the city? Are you a tourist town? College town? Tailor your message and the method of delivery accordingly. If you are a tourist town, a regular e-blast will keep you in the hearts and minds of your target market more effectively than an ad in the local paper during the off season.

  22. Demographic- • What is the average age of your downtown user? Are you a college town with an influx of 18-21 year olds? A tourist area catering to families on vacation, empty nesters or boomers? Identify this, and you can personalize a message and method of delivery that speaks to each group individually and effectively.

  23. Behavioral • How often do the same people use your downtown? • Do you have a large service industry- banks and insurance company employees who come to work downtown every day and shop, have lunch and possibly a drink or bite to eat after work? • Or does the majority of your traffic come down once a week for your farmers’ market or summer concert series?

  24. Love thy neighbor

  25. To thy own downtown be true.

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