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This presentation was given by Todd Noon, Executive Director of Main Street Vineland at the Heritage Ohio Engaging Retailers Workshop in Defiance, Ohio on March 9, 2011.
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Tying In To Downtown Tying In To Downtown Events: Ideas to Help Your Events: Ideas to Help Your
MerchantsMerchants
Presented by
Todd Noon, Executive Director
Main Street Vineland, NJ
Competition is Tough…Competition is Tough…
Be Smart!Be Smart!
Do Your Downtown Business Do Your Downtown Business Owners….Owners….
fight you when you want to close the street fight you when you want to close the street for a special event?for a special event?
view special events as an inconvenience view special events as an inconvenience rather than an opportunity?rather than an opportunity?
close for business during a special event?close for business during a special event? complain that special events hurt their complain that special events hurt their
business?business?
The Bad News is….The Bad News is….
Your downtown, just like mine and just like Your downtown, just like mine and just like almost every other downtown across the almost every other downtown across the nation, is filled with merchants who arenation, is filled with merchants who are
““BUSINESS PREVENTION BUSINESS PREVENTION EXPERTS”EXPERTS”
Vineland’s Business Vineland’s Business Prevention LowlightsPrevention Lowlights
Vineland’s Business Vineland’s Business Prevention LowlightsPrevention Lowlights
Vineland’s Business Vineland’s Business Prevention LowlightsPrevention Lowlights
The Good News is….The Good News is….
By the end of this session, you’ll have lots of By the end of this session, you’ll have lots of ideas to put into action.ideas to put into action.
Ideas that will help your business owners Ideas that will help your business owners get get “more through the door”“more through the door” when there when there
are lots of are lots of “feet on the street.”“feet on the street.”
““Welcome to Downtown Vineland. Welcome to Downtown Vineland. Now Get Out!”Now Get Out!”
Meet Al.Meet Al.
Al hated Main Street.Al hated Main Street.
No one knew why.No one knew why.
Frankly, we wereFrankly, we were
scared of Al. scared of Al.
““Welcome to Downtown Vineland. Welcome to Downtown Vineland. Now Get Out!”Now Get Out!”
This is Jeannine This is Jeannine MacDonald, our ER MacDonald, our ER Committee Chair.Committee Chair.
This is Vineland This is Vineland Mayor Robert Mayor Robert Romano.Romano.
““Welcome to Downtown Vineland. Welcome to Downtown Vineland. Now Get Out!”Now Get Out!”
Today, Al is happy.Today, Al is happy.
Well, happier.Well, happier.
So what’s the moral ofSo what’s the moral of
the story?the story?
““Welcome to Downtown Vineland. Welcome to Downtown Vineland. Now Get Out!”Now Get Out!”
Meet Brian.Meet Brian.
Brian is on the MainBrian is on the MainStreet Vineland BoardStreet Vineland Boardof Directors.of Directors.
Brian Brian hatedhated downtown downtownevents (we thought).events (we thought).
““Welcome to Downtown Vineland. Welcome to Downtown Vineland. Now Get Out!”Now Get Out!”
Downtown Vineland Downtown Vineland Seafood FestivalSeafood Festival
Held in mid-JulyHeld in mid-July
Brings about 4,000Brings about 4,000 people to a 1-blockpeople to a 1-blockarea over 4 hoursarea over 4 hours
““Welcome to Downtown Vineland. Welcome to Downtown Vineland. Now Get Out!”Now Get Out!”
SeafoodSeafoodandand
Shoes?Shoes?
No way!No way!
““Welcome to Downtown Vineland. Welcome to Downtown Vineland. Now Get Out!”Now Get Out!”
SeafoodSeafood
andand
Shoes?Shoes?
Way!Way!
““Welcome to Downtown Vineland. Welcome to Downtown Vineland. We’re Glad You’re Here!”We’re Glad You’re Here!”
Why Special Events are ImportantWhy Special Events are Important
Reason 1: OpportunityReason 1: Opportunity
Reason 2: Residual businessReason 2: Residual business
Reason 3: DestinationReason 3: Destination
Do Events That Make SenseDo Events That Make Sense
Show the Value of Your Main Show the Value of Your Main Street ProgramStreet Program
Pre-Event IdeasPre-Event Ideas
““Plant the Seed”Plant the Seed”
Print fliersPrint fliers
Work a contact listWork a contact list
More Pre-Event IdeasMore Pre-Event Ideas
Prepare couponsPrepare coupons
Set up cross-Set up cross-promotionspromotions
Send press releasesSend press releases
Day-of-the-Event IdeasDay-of-the-Event Ideas
Make sure Make sure businesses remain businesses remain openopen
Have a sidewalk saleHave a sidewalk sale
Have a special in-Have a special in-store salestore sale
More Day-of-the-Event IdeasMore Day-of-the-Event Ideas
Have a special in-Have a special in-store conteststore contest
Offer “Just Looking” Offer “Just Looking” couponscoupons
More Day-of-the-Event IdeasMore Day-of-the-Event Ideas
Hold customers’ Hold customers’ packagespackages
Have an open house Have an open house or in-store demoor in-store demo
Modify your service Modify your service and call it something and call it something else for the dayelse for the day
More Day-of-the-Event IdeasMore Day-of-the-Event Ideas
Watch the “curb Watch the “curb appeal”appeal”
Build your mailing listBuild your mailing list
Sometimes simple Sometimes simple worksworks
Sometimes Simple WorksSometimes Simple Works
Meet Frank and Lynn Meet Frank and Lynn MartiniMartini
Owner of Martini Owner of Martini ShoesShoes
90 years in business…90 years in business…
And still changing with And still changing with the times the times
After-Event IdeasAfter-Event Ideas
Follow upFollow up
Stay in contactStay in contact
Be part of planning Be part of planning other eventsother events
More After-Event IdeasMore After-Event Ideas
Don’t give upDon’t give up
Start working your Start working your pre-event ideas againpre-event ideas again
The Time Circle of an EventThe Time Circle of an Event
Day-of-event ideas
After-event ideas
Pre-event ideas
Pre-event ideas lead to Pre-event ideas lead to
Day-of-event ideas, which Day-of-event ideas, which lead to lead to
After-event ideas, which After-event ideas, which lead tolead to
Pre-event ideas, which Pre-event ideas, which lead to….lead to….
Points to RememberPoints to Remember
Get them to stop fighting you by Get them to stop fighting you by addressing their problemsaddressing their problems
Build on that successBuild on that success Your merchants may not know how they Your merchants may not know how they
can tie in to special events. Help them.can tie in to special events. Help them. Events are on a time circle, not a timelineEvents are on a time circle, not a timeline Any business, regardless of the product or Any business, regardless of the product or
service it sells, can effectively tie in to service it sells, can effectively tie in to special events.special events.
Now for our Now for our “Kumbayah” “Kumbayah”
Moment: Let’s ShareMoment: Let’s Share
What are some of your ideas for What are some of your ideas for tying in to downtown special tying in to downtown special
events?events?
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