Building Traffic. Marketing For The Holidays
In the last post I presented a proposal to do a special holiday insert in the Resident newspaper for New London businesses. This is a concept that I have been considering for some time now, for the following reasons.
A single business advertising and otherwise promoting itself will draw customers into the city for one reason: to visit their business.
Multiple businesses advertising in a dedicated section will give potential customers several reasons to come to the city. This will multiply the effect of each ad, bringing in more traffic over a period of time, which is exactly what the city's business and economic centers need.
This is further leveraged by the addition of editorial content reporting on the attractions in New London and other positive stories. The format I would prefer would be one of businesses sponsoring stories about the city. It is also possible to use the "advetorial" format, paid ads which are formatted like editorial stories.
I believe that this kind of organized marketing will create the tangible synergies needed to bring the increased traffic and activity that New London's economy requires.
*******************************************************
The other reason for making this proposal at this time is the fact that the holiday season (November and December) represents some 19.3% of all retail industry sales (for some, the number is 40%). The last quarter of the year also generates 27% of restaurant business nationally. My perception of New London is that the city does not take in it's share of this business, holding to the notion that New London is a summer town (Mystic and Essex are summer towns; they are holiday towns as well.) In 2011, on Christmas Eve day, I stood talking to a friend on State Street; we were the only people on State Street. In Old Saybrook, you cannot stand on a main sidewalk on Christmas Eve day without getting run over.
I don't believe the city can continue to concede a share of the $600 billion dollars that will be spent at retail, discount, and grocery stores during this holiday season.
A single business advertising and otherwise promoting itself will draw customers into the city for one reason: to visit their business.
Multiple businesses advertising in a dedicated section will give potential customers several reasons to come to the city. This will multiply the effect of each ad, bringing in more traffic over a period of time, which is exactly what the city's business and economic centers need.
This is further leveraged by the addition of editorial content reporting on the attractions in New London and other positive stories. The format I would prefer would be one of businesses sponsoring stories about the city. It is also possible to use the "advetorial" format, paid ads which are formatted like editorial stories.
I believe that this kind of organized marketing will create the tangible synergies needed to bring the increased traffic and activity that New London's economy requires.
*******************************************************
The other reason for making this proposal at this time is the fact that the holiday season (November and December) represents some 19.3% of all retail industry sales (for some, the number is 40%). The last quarter of the year also generates 27% of restaurant business nationally. My perception of New London is that the city does not take in it's share of this business, holding to the notion that New London is a summer town (Mystic and Essex are summer towns; they are holiday towns as well.) In 2011, on Christmas Eve day, I stood talking to a friend on State Street; we were the only people on State Street. In Old Saybrook, you cannot stand on a main sidewalk on Christmas Eve day without getting run over.
I don't believe the city can continue to concede a share of the $600 billion dollars that will be spent at retail, discount, and grocery stores during this holiday season.
No comments:
Post a Comment