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

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Presentation transcript:

WDAC October 20, 2011 Josephine Minskey, Executive Director Downtown West Bend Association

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

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BRANDING  A trademark or distinctive name identifying a product or manufacturer.

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

 Agree on an objective  Be unique  Develop a plan  Put the plan in motion  Be consistent

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

Know thyself

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

UNIQUE

West Bend Theater

Museum of Wisconsin Art

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Know thy niche

Music on Main 2011

26 th Annual West Bend Germanfest (2011)

Know thy target market.

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.

 Demographic- What is the average age of your downtown user? Are you a college town with an influx of 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.

 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?

Love thy neighbor

To thy own downtown be true.