Strengthening the Commercial District: 10 TIPSFOR · PDF fileStrengthening the Commercial District: When your Promotion Committee suggests new ideas, how often is the response, “Well,

No. 192 DECEMBER 2002

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Network NotesSee how Eureka, Calif., plans to fend offretail glut through an “economic impact”ordinance. Learn all the ways an annualreport can benefit your program. Seehow Terre Haute, Ind., is using religiousproperties to showcase downtownpreservation. And find out how threeMidwest communities are reaching outto business owners and the publicthrough lectures and workshops.

Smart GrowthLimiting the size of superstores, whichare usually 20 to 50 times larger than theaverage downtown shop, can protectlocally owned businesses and preventthe spread of sprawl. Read the fourth in our series, “Smart Growth Tools forMain Street,” and see how retail capscan put a stop to inappropriate devel-opment locally and regionally.

Learning OpportunitiesCome to our Real Estate DevelopmentInstitute this January and find out how toput vacant and underutilized propertiesto productive use. Get the tools andinformation you need to redevelopmain street buildings. And mark yourcalendars now for National TownMeeting in May!

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B Y S H E R I S T U A R T

Strengthening the Commercial District:

When your Promotion Committee suggests new ideas, howoften is the response, “Well, we tried that 10 years ago and itdidn’t work?” Are there ways to build support and involvementin promotional activities that will not only get people to comesee what’s happening on your main street, but also boost thebottom line for businesses? The answer is a resounding yes!

10 TIPS FORTERRIFIC RETAILPROMOTIONS

T H E M O N T H L Y JOURNAL o f T H E N A T I O N A L T R U S T ’ S N A T I O N A L M A I N S T R E E T C E N T E R®

in this issue

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12. M A I N S T R E E T N E W S No. 192 DECEMBER 2002

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10 TIPS FOR TERRIFIC RETAIL PROMOTIONScon’t from page 1

A successful promotional strategy must be based on a clear understanding of your district’s economic base. Withthat in hand, you’ll be able to identify an appropriate mix of activities that will appeal both to potential customers andparticipating businesses. As with all promotional campaigns, an adequate lead time is essential to develop ideas,generate support, and market the activity so that it will achieve expected results.

An important point to communicate to business owners is the role Main Street can play in bringing them potentialcustomers. Through promotional activities, Main Street can build foot traffic for the district; however, while it canbring shoppers to the door of a business, once customers cross the threshold, it is up to the merchant to offer theproducts and services people want. This underscores the necessity of clearly defining the roles and responsibilities ofMain Street staff and committees in order to implement activities that will produce the desired outcomes for thedistrict. To help you strengthen your promotional calendar, here are 10 tips, illustrated with local examples fromcommunities across the country.

BE STRATEGIC IN SELECTING PROMOTIONAL ACTIVITIES

Every commercial district willhave its own particular assetsand strengths. Main Street’s jobis to take the wide universe ofpromotional ideas and identifythose strategies that can effec-tively capitalize on local oppor-tunities. A good example is

Encinitas,California. The DowntownEncinitas MainStreet Association(DEMA) decidedthat one of its

strategies should be to promoteits district as the premier culturaland art center for North SanDiego County.

All of the Main Street com-mittees are focused on realizingthis vision. The design commit-tee is working on incorporatingartistic elements, such as spe-cially designed tree grates andsidewalk medallions showcas-ing different aspects of thecommunity’s heritage, in itsstreetscape plan. The ArtsAlive! banner project is a jointeffort of the design and organi-

zation committees; itserves both as a fundraiser for the pro-gram and a wayto provide the districtwith artisticallydesigned, seasonalbanners.

The economicrestructuring commit-tee leased a perennial-ly vacant space in the district; working on ashoe string budget,with lots of volunteerlabor and the coopera-tion of a local artsgroup, the committeedeveloped artist studiosand gallery space, com-plete with a coffee shop.

Many of DEMA’s promotional efforts are

also designed to enhance thearts; the Poinsettia Festival, forexample, features more than400 arts and craft vendors.In this way, promotional effortssupport overall economicdevelopment downtown, whichin turn increases the effective-ness of the events. DEMA alsosponsors activities to supportspecific business niches suchas the Art of Dessert describedbelow.

ART OF DESSERTTo support the downtown’sthriving restaurant cluster andlink it to the burgeoning artsniche, the Downtown EncinitasMain Street Association, created the “Art of Dessert.”Described as an “indulgenceof the culinary and visual arts,”the event teams artists withlocal businesses and featuressamplings of desserts, art dis-plays, and culinary and artisticdemonstrations. For $10, eachparticipant gets a ticket—acolorful badge on a string—towear during the event. On theback of the ticket, there is a spotfor each participating restaurantto place a stamp, which entitlesthe ticket-holder to a sample ofthe featured dessert.

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2M A I N S T R E E T N E W S No. 192 DECEMBER 2002 3.

Different businesses have peak demands at different times of theyear. For example, in the weeks leading up to April 15, demand foraccountants is at its highest, while retail traffic may be slower than atother times of the year. The challenge for the Main Street program isto identify prime times for shopping and develop targeted activitiesduring these periods to help build foot traffic. It is much easier to getconsumers to buy more when they are already planning specificexpenditures. Think Valentine’s Day, Mother’s Day, Father’s Day, Backto School, and the holiday season among others—all times of theyear when retail sales can be enhanced. Get customers to think of the district first when making seasonal or holiday purchases so thatbusinesses have the opportunity to capture additional dollars beforeshoppers leave town. A series of promotions will need to be designedfor different business clusters throughout the year. Gathering salesdata from businesses will help identify the appropriate time of year toimplement specific types of promotions.

Start with the holiday season; it’s almost always a good bet tobuild retail traffic. Main Street districts have implemented activitiesranging from extended shopping hours to merchants’ holiday openhouses with great success. A recent trend among Main Street commu-nities is to link purchases with specific reward programs. Consider thefollowing examples from Monahans, Texas and Batesville, Arkansas.

“SHOP MONAHANS FIRST”HOLIDAY AUCTIONDesigned to reward the home-town shopper, “Shop MonahansFirst” is a joint promotionorganized by Monahans MainStreet and the MonahansChamber of Commerce. Whileit requires a great deal of work,the promotion is a terrific wayto expand the downtown’s cus-tomer base. Simply put, thepromotion asks shoppers tosave sales receipts from localbusinesses for a specified periodof time. These receipts are thenredeemed for vouchers that letcustomers bid on donateditems at a live auction.

In 2001, Monahans’ sales taxrevenue increased $35,483.83over the same three monthsduring the previous year.

The first year the event was held,53 merchants donated 79 items;$112,000 dollars in receiptswere redeemed for vouchers andmore than $94,000 was bid atthe two-and-half-hour auction.

To build interest in theactivity, Main Street and theChamber sent letters explain-ing the promotion to all oftheir members. Because of thecomplexity of the activity,organizers found they needed tovisit each business to explainhow the promotion wouldwork. The groups felt it wasvery important to get all busi-nesses involved, especially thegrocery stores because groceriesare a major expenditure formost people.

The time period for savingreceipts (which had to show thedate and name of store) fromparticipating merchants ranfrom early October to earlyDecember. To participate, eachbusiness had to donate one ormore items to the auction,which was held in earlyDecember. To encourage large-ticket donations, organizersestablished different levels ofparticipation. (e.g., Platinum

$100 and above, Gold $75 to$99.99, Silver $50 to $74.99,Bronze $25 to $49.99).Platinum level contributorsreceived top billing on alladvertising.

To promote the event, theradio and local newspaper ranspecially priced ads for the par-ticipating merchants. In addi-tion, the Chamber, Main Street,Monahans News, and KLBOradio each contributed $125to help with advertising. “ShopMonahans” signs were put onwhiskey barrels and given tostoreowners to put in theirfront windows so people wouldknow who was participating.Merchants were encouraged totalk up the event to everyonewho came in their stores.

Receipts wereredeemed during theweek before the auction.Shoppers took theirreceipts to the Chamberto be added up, verified,and listed on a spread-sheet in alphabetical order.No receipts were redeemedat the auction. Each partic-ipant was given a postcardthat had the amountredeemed on front, alongwith the signatures of theMain Street and Chamber exec-utive directors, and alisting of the sponsors onthe back—Platinum listedfirst, of course!

BATESVILLE’SCHRISTMAS CASHThe Downtown BatesvilleChristmas Cash promotion wascreated last year to encouragecustomers to shop downtown.Christmas Cash can be spent asif it were real money. For everytwo dollars spent at a partici-pating business, a customerreceives one ticket to be enteredin a drawing for at least $200of Downtown BatesvilleChristmas Cash. However, nopurchase is necessary to get one

COORDINATE ACTIVITIES TO ENHANCE PEAK RETAIL SEASONS

Daily drawings of at least $200 of

“Downtown Batesville Christmas

Cash” reward customers who

shop at main street businesses.

ticket per day (due to statelottery prohibitions).

Winners are announced during a live radio broadcast at 7:30 a.m., Monday throughFriday, in December. Customersbegin collecting tickets inNovember, with daily draw-ings leading up to Christmas.Winners have until 8 p.m. thatday to claim their ChristmasCash. If the cash is not claimed,the money rolls over to thevery last drawing during whichtickets are drawn until there isa winner. Last year, there wereonly three days that the moneywas not claimed and rolledover to the last drawing.

3It seems as if you can’t find a business today that doesn’t have somesort of frequent shopper program to generate customer loyalty.Grocery chains, such as Safeway and Albertson’s, have “member”card programs that offer specific discounts; coffee houses have “cof-fee club” cards; department stores have “pantyhose clubs”; evenHallmark has a benefit program to reward frequent buyers. MainStreet businesses can take advantage of this type of promotion, eitheras individual businesses or through district-wide activities such as theprogram in Dundee, Illinois. In addition, Main Street can attract poten-tial customers by strategically marketing to major employers and keyindustries through recognition programs, similar to the customizedgift certificate program created by Washington, Missouri.


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10 TIPS FOR TERRIFIC RETAIL PROMOTIONS

3 RECOGNIZE AND REWARD CURRENT AND POTENTIAL CUSTOMERS

a frequent shopper program.When they make purchases ata participating businesses,customers present a frequent

4 MAKE SHOPPING DOWNTOWN ENTERTAINING AND INVITING

The promotion and economic restructuring committees should worktogether to help local businesses improve the shopping experienceby creating a pleasing and welcoming environment. Having bever-ages or cookies on hand, allowing customers to use restrooms, des-ignating a small play area for children, or putting chairs out so peo-ple can rest are some quick and easy ways to make customers feelmore comfortable. At Dragonwings Bookstore in Waupaca, Wisconsin,for example, the owners have created an environment especially foryoung people. In a special reading area for pre-teens, a bubblingwaterfall splashes down moss-covered rocks. The store’s centerpieceis a treehouse carved from a cottonwood tree by local artist BillMcKee; kids are invited to explore the treehouse inside and out orjust use it as a quiet place to read. The store also provides specialservices, such as one-on-one tutoring programs for young children.

Supplement the business sector’s effort by creating promotionalstrategies that add an element of excitement and entertainment andmove people throughout the district. Activities can be designed tospecifically pull people into participating businesses—Belleville’s“Murder Mystery on Main” or Frankfort’s “Chocolate Lover’s Fantasy,”for example—or they can be designed to build foot traffic, such asMontrose’s “Main in Motion” or Benicia’s “First on Friday” events.

MURDER MYSTERYON MAINIn the Illinois town ofBelleville, the Main Street pro-gram hosted a “Who Done It?”set in downtown businesses.The murder mystery startedoff with a visit to the “crimescene” at the Main Street office,where participants viewed the“victim” and the evidence leftbehind by the “murderer.” Thesleuths were then given a list ofstores where witnesses and sus-pects could be interviewed; towin, they had to interview atleast 90 percent of the charac-ters within a designated timeperiod and fill out a fact sheetcorrectly identifying the culpritand the weapon. The firstperson to solve the mysteryreceived a cash award; theevent also included a randomdrawing for gifts.

CHOCOLATE LOVER’SFANTASY“Chocolate Lover’s Fantasy”in Frankfort, Illinois, is like achocolate “trick or treat” forgrown-ups. A limited numberof $10 tickets are sold to par-ticipants who enjoy tasty

chocolate treats and an extendedevening of shopping at 24 par-ticipating businesses that stayopen until 9:30 p.m. The eventkicks off at the Main Streetoffice where chocolate loversreceive a decorated bag and amap of participating business-es. Merchants are encouragedto offer in-store “sweet deals”and decorate their shops in holiday finery as a preview tothe Christmas season.

shopper card, which is stampedto verify the purchase. Afterfive purchases, the card can bepresented at one of the partici-pating businesses for a dis-count. Shoppers who completethe information on the cardand return it to the businesswhere the discount wasreceived are eligible for a quar-terly “Customer AppreciationDrawing” for a $100 giftcertificate. This informationhelped the program create adatabase of frequent shoppersto target for future promotions.

DUNDEE FREQUENTSHOPPER CARDTo support local businesses,Dundee Main Street created

CUSTOMIZEDRECOGNITIONCERTIFICATESDowntown Washington, Inc.,will customize downtown giftcertificates for individuals orbusinesses to recognize holi-days, milestones, or achieve-ments. Individuals or business-es can sign up online for cer-tificates and specify the desiredtheme (e.g., specific accom-plishment such as safe workeraward, holiday such as admin-istrative professional’s week,etc.). Produced in-house,each certificate has a listingof participating businesseson the back.

Dragonwings Bookstore in Waupaca,

Wis., has created a special reading area

for children (above and left below).

Kids can sit by a bubbling waterfall that

spills over moss-covered rocks.

5M A I N S T R E E T N E W S No. 192 DECEMBER 2002 5.

Think outside the box whenidentifying potential partner-ships that will help market thecommercial district.Opportunities for joint market-ing efforts exist both within thecommunity, through localtourism and business organiza-tions, for example, and outsidethe community with fellowMain Street towns or statewideorganizations.

A few years ago, severalMain Street communities inOklahoma (Ada, Ardmore,Duncan, Durant, Pauls Valley,Sulphur, and Wynnewood)joined together to publishregional brochures twice a yearto promote each town’s events.The goal was to cross-promoteevents throughout the regionand send shoppers to MainStreet towns. Brochures weredistributed by each programand by state travel centers. Asthe following examples exhibit,partnerships can be formed on astatewide basis, with the privatesector, or with other local pro-grams that have similar goals.

HISTORIC MAINSTREETS OF ILLINOISA group of Main Street com-munities in Illinois formed theindependent Illinois Council ofMain Street Communities(ICMC) initially to produce atravel brochure and now, in theabsence of a statewide program,as an organizing mechanism forlocal programs. The culmina-tion of a two-year effort, thetravel planner promotes MainStreet towns through a one-page description and photo ofeach community anda listing of the town’sattractions, festivals,

and lodging. Also included areseveral pages of regional mapsand suggested travel itineraries.ICMC printed 150,000brochures, which are distrib-uted through 15 IllinoisTourist Information Centers.

Funding for the projectincluded $38,000 from a statetourism grant, $10,000 fromHoliday Inn, $2,000 fromGrand Victoria Casino, and a$750 contribution from eachcommunity. The brochures arealso advertised through ads inAAA Home and Away Magazine,Midwest Living, and IllinoisWeekend Escapes.

KROGER-MAINSTREETMANSFIELDPARTNERSHIPKroger and Company,one of the country’slargest retail grocerychains, and MainStreet Mansfieldteamed up to promotethe Ohio community’sdowntown shoppingdistrict. For 12 weeks,three area Krogerstores distributedflyers promoting 20downtown businesses.By showing their

Kroger Plus Card when makinga purchase at any of these mainstreet businesses, shopperscould take advantage of theunique discounts and salesdescribed in the flyers.

Kroger Plus Card shopperscould also register for a sweep-stakes drawing that offeredprizes ranging from a stay atthe downtown Holiday Inn togift baskets and gift certificatesfrom participating Main StreetMansfield merchants.

The idea for the joint pro-motion originated with MainStreet Mansfield, which fol-lowed it up with the help of acommittee member who knewa Kroger employee and thuswas able to make the intro-duction for the program. The grocery store was lookingfor ways to enhance its KrogerPlus Card shopper benefits aswell as strengthen its ties tothe community.

Calling the partnership agreat opportunity for “down-town businesses to connectwith area shoppers,” JenniferGerberick, executive directorof Main Street Mansfield notesthat “downtown Mansfield hasso much to offer and this pro-motion will help to get theword out to those who haven’tyet discovered all that is hap-pening here.”

MAIN IN MOTION:HISTORY ANDHAPPENINGS WITH AHOMETOWN FLAIREAn idea sparked by local busi-ness owners, “Main in Motion:History and Happenings witha Hometown Flaire,” is intend-ed literally to move people intoand around the main street areaof downtown Montrose,Colorado. Venues featuringperformers, interactive artists,the visual arts, and musiciansstretch over a 12-block area.Retailers cooperate by extend-ing their hours. According toLu Anne Tyrrell, director ofHistoric Montrose, “communi-ty members termed the eventMiracle on Main due to the

groundswell of attentiongenerated for the district.”

The promotion not onlyenhanced the bottom line forparticipating businesses, butalso created confidence amongmerchants that they could pulltogether for the same mission.The series was funded throughbusiness contributions and amini-grant from the MontroseArea Merchants Association.

FIRST FRIDAY ON FIRSTBenicia Main Street created“First Friday on First” to pro-mote the downtown district,encourage businesses to stayopen late, and bring residentsof the California communitydowntown in the evening. Theevent is promoted through acooperative advertisement bythe stores that stay open. TheCity of Benicia supports theevent and hosts an outdoormovie at dusk. Other activitieshave included demonstrationsand lessons by a swing danceclub and a car show. Main Streetalso sponsors three musicalgroups that perform in differ-ent locations in the district.The program has steered away

from arts and crafts and foodbooths on the street to encour-age people to visit the storesand restaurants in the district.

In Benicia, Calif., an outdoor movie—with

popcorn, of course!—brings young people

downtown on a Friday evening.

5 DEVELOP PARTNERSHIPS

This travel planner promotes Illinois

Main Street communities through

photos, descriptions of activities,

and maps.

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“It’s a grand opportunity to promote shopping in thedowntown area,” adds BurtonStahl, marketing director forMain Street Mansfield. “Thecollaboration with Main StreetMansfield is Kroger’s first suchpromotion with a downtownassociation, and we are proudto have been chosen to pilotthis program.”

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CHARMING CHAIRSThe Downtown St. CharlesPartnership (DSCP), in cooper-ation with the St CharlesConvention and VisitorsBureau, created the “CharmingChairs” promotion to drawboth local and visitor trafficinto the historic Illinois town.Local businesses purchasedunadorned chairs from DSCPfor $90 (resident and non-prof-it price was $50) and then usedtheir talent and creativity todecorate the chairs. Two types

of chairs were available, onewith an open seat to accommo-date an eight-inch plant con-tainer and the other with a fullseat. The goal was to buildtraffic downtown duringthe summer.

The Southwest TradingCompany, a downtown anchorthat just celebrated its 25thyear in business, created the“Spirit of the Southwest.”Displayed in the store’s frontwindow, the chair attracted alot of attention for the busi-ness. A relatively new Mexicanrestaurant, Miguel’s on theFox, designed a whimsical

character taking a siesta, whichhas become a permanent fixturein front of the business. Theowner has received calls askingif he is “the restaurant with thechair”—not bad advertising fora town with more than oneMexican-style restaurant.

The event was promotedthrough coverage in local papersand a brochure listing everyplace a visitor or resident couldview a chair. The brochure wasdistributed during the monthsof July and August and addi-tional copies were printed asneeded to ensure a constant sup-ply. Stores were able to sell thechairs at the conclusion of theevent to recoup their costs.

The “Charming Chairs” created by

Miguel’s (far left) and the Southwest

Trading Company (left) have drawn

both local and out-of-town customers

to these downtown businesses in

St. Charles, Ill.

CREATE INSPIRED SIDEWALK SALES TO ENHANCE THEIR APPEAL

With the decrease in the number of retail businesses, sidewalk saleshave lost their drawing power in many Main Street communities. Yet the remaining merchants continue to exhibit interest in hostingthese types of events. The challenge is to fill the gaps in the retaillandscape with activities and programs that will draw peoplethroughout the district. It’s also necessary to work with retailers toeffectively merchandise both discounted and non-discounted itemsduring the event.

Identify ways for non-retail businesses to participate, either byhosting a non-profit organization, sponsoring an activity like a chalkart contest, or setting up a booth to distribute information and offerfree giveaways—such as an insurance agent giving out root-beerfloats or a dentist handing out toothbrushes and floss. These activitiescan generate traffic in between businesses that are offering mer-chandise for sale. The theme of the event can be the organizingfactor and the element that revives a tired sidewalk sale, as demon-strated in the following examples from St. Charles, Illinois, andManassas, Virginia.

SERENDIPITY ANDSIDEWALK SALESerendipity is a happy accident—something wonderful thatyou didn’t expect to find.The Downtown St. CharlesPartnership used this themefor a retail event that not onlyfeatured a sidewalk sale, butalso encouraged businesses toorganize educational and enter-taining activities to show visi-tors what downtown has tooffer. A bookstore, for example,combined music and literaturebased on Captain Corelli’sMandolin in anticipation of therelease of a movie based on thebook. A historic landmark, the Dearborn House, hosted anold-fashioned lawn and croquetparty, with proprietors of thegift shop dressed in period cos-tume. Other stores featuredartists practicing their craftsand answering questions.

VICTORIANSIDEWALK SALEHistoric Manassas, Inc., hostsan annual Sidewalk Sale eachSeptember in the Old TownManassas historic district. Itwas started about four yearsago when one of the district’smerchants got the idea whilevacationing in another MainStreet town during its side-walk sale.

Since Old Town is aturn-of-the-century district,the event has a Victorian Eratheme. Merchants and volun-teers dress in Victorian cloth-ing and set up tables withmerchandise on the sidewalksin front of stores. This pastSeptember, 95 percent of thedistrict’s businesses participat-ed, with a steady attendancethroughout the day. Sales werefabulous and some of the mer-chants said they couldn’t keepitems out long enough becausethey were going like hot cakes!Balloons, flowers, and antiquecars complemented the sale.

The “Serendipity and

Sidewalk Sale” in downtown

St. Charles, Ill., combines

educational and entertaining

activities with a sidewalk sale

to showcase downtown’s

unique offerings.

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7 INCLUDE KID-FRIENDLY ACTIVITIES

CHILDREN’SCHRISTMAS SHOPNewkirk Main Street started aChildren’s Christmas Shop in1996. Of the approximately300 Newkirk elementary andmiddle school children, about130 attend the shop. MainStreet provides a place for theshop and sets up tables for themerchants who price theiritems and set them up any waythey want. The day of theshop, parents bring their chil-dren and sign them in. Thechildren cannot leave untiltheir parents pick them up andsign them out. Nor are parentsallowed to come into theChristmas Shop; instead, theyare encouraged to shop down-

town. Any parent who shopsdowntown and brings back acash register receipt for $10 ormore is entered into a drawingfor Main Street dollars.

Main Street has two volun-teers who dress as elves and goto the school with flyers theFriday before the event (whichis always held on the secondSaturday in December); theevent is also promoted throughpublic service ads on TV, radio,and in the newspaper.

All items for the shop mustbe priced in even dollar incre-ments and must be $10 or less.Each business must also haveits name on the tag to helpthose recording the sales.Merchants are responsible for

adding sales tax. All fundsfrom the day go to the mer-chants. The kids love it, theparents like it, and the mer-chants think it’s terrific. Theshop not only keeps money inthe community; it also givesthe children a real feeling ofindependence—a win-win sit-uation for all involved.

Children in Newkirk, Okla., spend

the day playing and purchasing

gifts in the Christmas Shop while

their parents shop downtown.

Don’t forget future shoppers when planning activities for the district.Create an unforgettable day for children by adding specific activitiesjust for them. One example is to hold a kid’s day at the Farmers’ Marketand ask children to bring anything they have made, baked, or grown;during sidewalk sales, kids could partner with a local business to sellitems they have made or interview a local business owner and developan ad for that business. Creating these positive experiences will helpbuild long-term commitment for the commercial district and enhancethe sense of community. The following example from Newkirk,Oklahoma, shows how a kid-oriented activity can have positiveimpacts on businesses in particular and the community overall.

8 CREATE OPPORTUNITIES TO EDUCATE CUSTOMERS ABOUT GOODSAND SERVICES AVAILABLE ON MAIN STREET

Main Street programs tend torely on business directories orweb site listings to inform peo-ple about the range of goodsand services available in thecommercial district. While bothare important, useful tools,other opportunities need to beexplored. Both in-store andcoordinated district-wide activi-ties can educate customersabout the range of goods avail-able as well as provide ideas onhow to use specific products.For example, cooking supply

stores frequently offer recipesor tips on how to use specialtyproducts or provide in-storecooking demonstrations; book-stores often put together “staffrecommendations” or organizereading groups; and floralshops give flower arranging orgift basket demonstrations.

Complementary businessclusters—businesses that sellrelated products and services—can work together to createseasonal promotions. Typical of this type of cross-promotion

would be a spring bridal fairthat coordinates a fashion showof bridal wear and displaysfrom bakeries, jewelry shops,florists, printers, wedding plan-ners, etc. Or, a district mighthave strong competitive orcomparison clusters—business-es that sell similar products—such as antiques or clothing or financial services.

Main Street needs to identifythe types of business clustersthat exist based on data collect-ed as part of a market analysis


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and then create specific promo-tions to educate consumersabout particular strengths of thedistrict—whether an auto carecluster or a home improvementcluster. To expose the generalcommunity to the full range ofgoods and services available,Main Street needs to craft specificactivities, such as the Cocoa Beach,Florida, Wednesday-FriendsdayBusiness Expo, that will reinforceassets of the district.

WEDNESDAY-FRIENDSDAYBUSINESS EXPOSince 1982, the Cocoa BeachArea Chamber of Commercehas sponsored a Wednesday-Friendsday networking eventon the first Wednesday of eachmonth; each event has a differ-ent host. Cocoa Beach MainStreet hosts one Wednesdayeach year to expose communityand business leaders to CocoaVillage. This year, 450 peopleattended Main Street’s tabletopexpo, which included a compe-

tition among Cocoa Beachrestaurants for “best food” andamong businesses and candi-dates for “best merchandising”of their business or campaign.Entertainment included aBarbershop Quartet and awalking tour of historic sites.Participating businesses paida $45 fee per table; foodproviders exhibited for free.

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A specialty food shop can educate

customers by holding taste testings

that show shoppers how to use

its products.

HELP BUSINESSES TIE INTO MAJOR SPECIAL EVENTS

WENATCHEE’SWASHINGTON APPLEHARVEST FESTIVALBeginning in 2000, Wenatchee,Washington, created the day-long Washington AppleHarvest Festival, to be held thelast Saturday each September,to increase awareness of theWenatchee Valley and theWashington apple industry.Co-sponsored by theWenatchee DowntownAssociation, the WenatcheeValley Convention and VisitorsBureau, the Washington AppleCommission, and the NorthCentral Washington Museum,this multi-venue event stretchesthroughout the downtown area,incorporating two parks, several

parking lots, and all the busi-nesses in between. Activitiesinclude the exciting Tree TopApple Bin Rally where teamsof contestants race carts con-structed of apple bins, anapple dessert contest, music,Valentine’s famous performingpigs, apple-tasting and educa-tional seminars, and heritageexhibits. Merchants help planthe event and host a variety ofactivities, such as the down-town quilt walk and drawing,“apple snap” family photoscourtesy of a local camera store,and a barbecue provided by alocal restaurant.

Caption here.

Washington Apple Harvest Festival, Wenatchee, Wash.

Special events are designed to create a sense of liveliness in thedistrict, build community, de-emphasize commercial aspects, andprovide a safe, inviting atmosphere for people to have fun. With largeevents, however, Main Street needs to work with downtown businessesto help them tap into the buying potential created by attracting largercrowds to the district. One way is to help businesses spotlight theirproducts or services in a manner compatible with the event. Forexample, if there is a music and audio equipment store in an areaof the district where musical entertainment is not scheduled, askthe owner to set up speakers outside and play music that reflectsthe event’s theme. Or get the owner of a bookstore to have costumedcharacters of popular children’s stories on hand—guaranteed to bringparents and kids into the store! Ask businesses to provide refresh-ments or open their restrooms. While some folks may just passthrough, others might take the opportunity to shop and visit withstore owners.

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� Increase sales, stock turn,and clear out merchan-

dise for new arrivals. End-of-the-season, semi-annu-al clearance sales havealways been the retailer’sway of cleaning house. Asrecessions forced depart-ment stores and others tohold more and moresales, clearance saleswere no longer enoughto keep inventory freshand/or stock balanced.

� Reward present cus-tomers and strengthen

relationships with them.

Most promotional invita-tions are sent to regularcustomers. It’s the storeowner’s way of saying“Thank You for yourloyalty.”

� Attract new and differentcustomers. New peoplewill notice your storethrough newspaper ads

and alternative advertis-ing, such as WelcomeWagon or Yellow Pageads. Buy lists or tradewith other merchants.Constantly network tofind new customers.

� Distinguish your storefrom the competition.

Everyone in town mayhave the latest trendyitem, but you can presentyours in a unique andunusual way. Developyour own theme andpersonality—be creative,be different.

� Promote and establishyour image. Make promo-tions match your image.Are you family oriented?Hold a mother/daughterevent. Bookstore? Offerspecial readings. Coffeeshop/tea room? Prepareand serve special delights

or create event menus.Florist? Design andcreate baskets —offerclasses.

� Sell your regular-pricemerchandise. Promotionscan sell regular-priceproducts as well as salesitems. Remember tocoordinate the old withthe new—the markeddown with the newlyarrived. Offer layawayon the new items toencourage customerson a budget.

DEATH BY CHOCOLATEWEEKENDIn Libertyville, Illinois, theMain Street program organizeda “Death by Chocolate” busi-ness promotion for Valentine’sDay. Downtown businessesdistributed complimentarychocolates to their customers.Store visitors also registered fora special Death by Chocolategift basket, filled with heart-stopping confections and giftcertificates totaling $450. Inall, 14 businesses participated.

While sales are valid promotional activities for a Main Street district,consider limiting the number to two or three per year so that thedistrict’s image does not become synonymous with “bargain base-ment” prices. Instead, promote a quality image by developing“value-added” activities. Think of the way cosmetics areas indepartment stores seasonally distribute “gifts” with a purchase.In Main Street districts, it mightmean organizinga bulk purchase ofinexpensive, customornaments to distrib-ute with purchasesduring a Merchant’sHoliday Open Houseor perhaps givingout flowers onMother’s Day.

RATHER THAN DISCOUNTS, CONSIDER “VALUE-ADDED” PROMOTIONS10

Sheri Stuart is a program associate with the National Trust’s Main StreetCenter. Her primary responsibilities include the coordination of technical servicesfor Illinois, Kansas, Missouri, and Wisconsin. Particular areas of expertiseinclude fund raising, volunteer development, promotion strategies, and tourism.Before coming to the Center, Sheri served as the executive director of the MainStreet program in Port Townsend, Washington, for eight years.

WHY PROMOTIONS?

Stores have promotions rather than sales to accomplish a

variety of purposes. The days of twice-a-year clearance sales

are a thing of the past. Today’s retailer knows that the way to

get and keep good customers is to constantly provide them

with new and different promotions and opportunities to save

time and money. Shopping must be entertaining, fun, and

innovative. According to business consultant T.J. Reid,

businesses should look at the following objectives when

designing a promotional strategy:

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In Downtown Rochester, werecognized a long time agothat special events were notgoing to be enough to sustaina viable promotional program.Special events are great trafficbuilders, but do they reallydrive sales? With that inmind, we created a compre-hensive marketing plan thatincludes several special events,each of which features a retailelement designed to generateboth sales and traffic. In addi-tion to these special events, wehave also created an annualadvertising campaign utilizingprint, radio, television, anddirect mail to ensure thatDowntown Rochester has top-of-mind awareness within ourtrade area.

SPECIAL EVENTSEvery January, we hold the“No Ordinary Sale & IceSculpture Show.” This eventwas our solution to the ques-tion “How do you get peopleto shop downtown in the dead

of winter in Michigan?” Weneeded to create an event thatwould not only draw peopledowntown, but also ring thecash registers.

During the “No OrdinarySale,” merchants offer specialsales on items that never goon sale, spring trunk shows,refreshments, product demon-strations, and more. We pro-mote the sale by puttingtogether a newsletter that listsall of the merchants and theirspecial events. There is nocost for merchants to partici-pate; they just need to writethe copy. We handle produc-

tion of the newsletter, which isinserted into our local newspa-per and distributed at keylocations throughout thedowntown. To encourage thecustomers to wander throughthe downtown, merchants canpurchase ice sculptures whichare placed in front of theirbusinesses. Typically, we haveapproximately 50 sculptures.Overall, this event has becomeone of our signature events andhas become one of downtown’sbusiest weekends of the year.

In August, we hold “Dancin’in the Street,” a weekend eventwith live music, children’sentertainment, a taste fest, anda classic car show. The carshow takes place on Sunday, aday when most of our down-town stores are closed. Thus,while we knew that we hadthe foot traffic, we needed tofind a way to get stores toopen up on Sunday. To thatend, we created the “ShoppingRoad Rally” and produced abrochure listing all of thestores that agreed to be open.Customers could take theRoad Rally brochure and visiteach store where they weregiven a sticker validating theirvisit. After visiting 12 stores,they could return the complet-ed Road Rally Brochure tothe Dancin’ in the StreetInformation Booth and beentered to win one of 40 $25Gift Certificates, donated bythe participating stores.

Not only is the event astrong sales day, it also pro-vides us with a mailing list forfuture events and gives themerchants an opportunity for later sales when the giftcertificates are redeemed. Thecomment we hear most oftenfrom customers is that theywent into stores that they had

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CASE STUDY: ROCHESTER, MICHIGAN

By Kristi Trevarrow

Through the use of gift certificates, stores in downtown Rochester attract

customers during the summer weekend event, “Dancin’ in the Streets” (below).

CRAFTING A COMPREHENSIVE MARKETING PLAN IN DOWNTOWN ROCHESTER

never visited before—greatexposure for the cost of a $25gift certificate.

JOINT ADVERTISINGBut events cannot be reliedon as the sole source for gen-erating downtown traffic. Inbetween events, your cus-tomers need constantly to bereminded that you are thereand that you have a lot tooffer. The most effective waywe have found to communi-cate this message is throughcooperative advertising. Weare not talking about a boxedgroup ad, but a tastefullydesigned awareness advertise-ment that combines productand image to create a highlyeffective promotion. This adformat can be translated intoseveral media, includingprint, radio, television, anddirect mail.

By creating a series of adsthat have a consistent look,sound, or theme, you give theillusion of frequency, whilestill communicating an overall“shop downtown” message, nomatter which merchants arebeing featured. Cooperativeadvertising is also a great wayto leverage the buying powerof downtown merchants.

Our most effective cooper-ative advertising tool is ourdowntown magazine, In Town.The magazine is a 4-color, 40-page glossy publication that ismailed to 48,000 homes inour trade area twice a year.We refer to the magazine as acleverly disguised advertisingpiece because that is exactlywhat it is. We have takengreat care to create a maga-zine that is not just filledwith traditional ads, but withgift sections, restaurantguides, event calendars,


community articles, and muchmore. The magazine has ashelf life far beyond that of anyother advertising that we do.

The main benefit of creatinga magazine versus other adver-tising opportunities is ourability to control the message.The In Town magazine hasbuilt a reputation as the sourceof what is new and happening

in Downtown Rochester, andpeople look forward to receiv-ing it every spring and fall.We have seized that opportu-nity and our magazine hasbecome our single most pow-erful advertising tool.

Overall, advertising yourcommercial district is a full-time, year-round job. Onlythrough a combination of spe-cial events with retail elementsand mixed-media advertising,can you ensure awareness ofyour downtown, with thesecurity of knowing that youare controlling the message,and thus managing the imageof your downtown.

calendar of events

Order Specially for the

Sidewalk Sale

Look for a line of merchandisethat complements what youusually sell, but appeals tothose who are just browsing.Place orders well in advance.

Don’t Make the Sidewalk Sale

a Garage Sale

Shoppers can find a lot ofdistressed merchandise at themany garage sales held allsummer; display that kind ofmerchandise and that’s howcustomers will think of you.

Make the Merchandise

Attractive

You’re making an impressionon potential customers whomight not otherwise evennotice your shop. Sell at cost ifnecessary to get attendees tobuy something.

Work with Your Suppliers

Perhaps your business doesn’tlend itself easily to a sidewalk

retail situation. Odds are, how-ever, that your suppliers canhelp you find something thatwill be a perfect once-a-yearcomplement for your businessand give customers a reasonto visit you.

Consider a Charity Tie-in

Another way to make use ofyour sidewalk frontage andbuild sales is to help a charity.Give the group your space anduse signs or donate a percent-age of your revenue from thesidewalk sale to the charity.

Make Customers Come Inside

What’s outside should be likean appetizer—tasty, but not themain course. If customers haveto pay inside, they will beexposed to the rest of yourproduct line—including your“A”merchandise. There’s noth-ing wrong with that—and youmight even make a fewextra sales.

Remember to Advertise

Send a card to regular cus-tomers ahead of the event. Buynewspaper, radio, or TV ads oruse additional direct mail.

Track Your Customers

Later in the year, ask yourpatrons how they found outabout your store. If the side-walk sale was their first expo-sure to your merchandise, thisinformation will help you planyour future participation.

Work Extra Hours

Nothing turns off people to anarea more than to find storesclosed when they are there. Forthe weekend of the sidewalksale, match hours to districtactivities.

Source: Adapted from News Aboutthe Junction, by the West SeattleJunction Parking and BusinessImprovement Area.

HOW TO USE THE SIDEWALK SALE: A PRIMER FOR MERCHANTS

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January 13-17, 2003NMSC, Real Estate Development InstituteWashington, D.C. (202) 588-6329http://www.mainst.org/Conferences/Institute/index.htm

January 22-25, 2003International Economic DevelopmentCouncil, “If You Build It, Will They Come?Tempe, Arizona, (202) 223-7800http://iedconline.org

January 29-30, 2003Main Street New Jersey, People & Money:Managing Main Street’s ResourcesTrenton, N.J. (609) 633-9769http://www.state.nj.us/dca/dhcr/msnj_dri.htm

January 29-31, 2003North Carolina Main Street Conference,Strategies for the Future: DowntownSalisbury, N.C.Email: [email protected]

January 30-February 1, 2003Local Government Commission,2nd Annual New Partners for SmartGrowth ConferenceNew Orleans, La. http://www.outreach.psu.edu/C&I/SmartGrowth

January 31-February 3, 2003International Downtown Association,The IDA Downtown InstituteLong Beach, Calif. (202) 293-4505http:www.ida-downtown.org

February 3-7, 2003NMSC, Main Street Certification InstituteWashington, D.C. (202) 588-6329http://www.mainst.org/Conferences/Institute/index.htm

March 29-April 2, 2003American Planning Association,National Planning ConferenceDenver, Colo.http://www.planning.org/2003conference/index.htm

April 23-24, 2003Main Street New Jersey, Guiding Designon Main StreetTrenton, N.J. (609) 633-9769http://www.state.nj.us/dca/dhcr/msnj_dri.htm

April 26-28, 2003International Downtown Association,Spring Conference Memphis, Tenn., 202-293-4505 http://www.ida-downtown.org/

May 5-11, 2003Preservation Week(202) 588-6125www.nthp.org

May 18-21, 2003NMSC, National Town Meetingon Main StreetCincinnati, Ohio (202) 588-6239http://www.mainst.org/Conferences/NTM/index.htm

August 3-6, 2003Scenic America, Scenic Summit: Actionfor America’s Communities, Countryside,and Public LandsDenver, Colo., (202) 543-6200http://www.scenicsummit.org

Calendar entries of state, regional, and nationalinterest may be submitted in writing by thefifth of each month for the following month’snewsletter. We reserve the right to edit allentries based on appropriateness and space.


Main Street News is published 11times a year as a benefit of membershipin the National Main Street Network,an organizational membership programof the National Main Street Center®,National Trust for Historic Preservation,1785 Massachusetts Avenue, N.W.,Washington, DC 20036.Tel: 202/588-6219 Fax: 202/588-6050E-Mail: [email protected]: http://www.mainstreet.orgAnnual dues are $195.©2002 National Trust for Historic Preservation

MANAGING EDITORLinda S. Glisson

DESIGNFrank. Strategic Marketing.

National Trust for Historic Preservation:Richard MoePresident

Stanley LoweVice PresidentCommunity Revitalization

Kennedy Lawson SmithDirectorNational Main Street Center (NMSC)

Doug LoescherAssistant DirectorNational Main Street Center

Stephanie RedmanProgram ManagerTechnical Services, NMSC

Amanda B. WestProgram ManagerInformation Resources, NMSC

David R. TullyProgram AssociateInformation Resources, NMSC

Luke VanBelleghemProgram AssociateInformation Resources, NMSC

The National Trust for HistoricPreservation is the only national,private organization chartered byCongress to encourage publicparticipation in the preservation ofsites, buildings, and objects significantin American history. The NationalMain Street Center,® a program of the National Trust, provides techni-cal assistance in downtown andneighborhood commercial districtrevitalization to communitiesthroughout the nation.

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PUBLICATIONSCreative Promotion Ideas for MainStreet. The National Trust’sMain Street Center.Contains more than 100 ideasand case studies on retail sales,special events, image develop-ment, and holiday promotions.

Marketing an Image for MainStreet, The National Trust’sMain Street Center.Find out how to define yourcommunity’s essence, translatethat identity into visual sym-bols or graphics, and developtargeted strategies to makeyour district come alive.

A Primer on Nonprofit PR,Kathleen A. Neal, APR.A basic PR manual for non-profit organizations; covers thegamut of what you shouldknow: crisis management, pressreleases, media relations, print-ed materials, mailings, specialevents, networking, web sites,and more.

Retail Business Kit for Dummies,Rick Segel.Expert advice on branding,marketing, and merchandisinggoods and services; savvy

ATTITUDE AND THE PURSUIT OF EXCELLENCE

According to T.J. Reid, a national retail and marketing consultant and author of several publications, a poor

image can and must be improved in today’s marketplace to be competitive. Image and attitude takes more

than just saying to ourselves, “I’ll do the best I can.” We must be better than our best. In any field or sport,

a professional is one who loves the game, is proficient at it, and plays for keeps. Perhaps more important

than anything else, professionals never quit, no matter what the odds; they give a little extra effort in order

to excel. This surge makes the difference in any kind of competition—and it starts with attitude.

To be your best requires “ATTITUDE”:Ambition (a goal in life)Tact (good manners/customer service)Training (product knowledge)Interest (caring about the customer)Thoughtfulness (showing you care)

strategies for creating eye-catching displays. IncludesCD with sample businessforms, promotional items,and checklists.

What Mother Never Told YaAbout Retail: A Small StoreSurvival Guide, T.J. Reid, RetailResources Publications, 1991.From gift wrapper in 1959 to“Louisiana Retailer of the Year”in 1984, T.J. Reid has lived theups and downs of the smallstore fashion maven. Now aconsultant, in this book sheshares her strategy for successfor anyone in the apparel orgift industry.

52 Promotions: A Year’s Worthof Profit! A Retailer’s Guide,T.J. Reid, Retail ResourcesPublications, 1995.A compilation of successfulpromotions from small retailersacross the country. Includessample ads, store handouts,postcards—even selling tipsand newsletter copies.

1,001 Ideas to Create RetailExcitement, Edgar A. Falk.Full of practical suggestions tohelp small retailers attract

new customers: exciting holi-day and seasonal promotions,in-store special events thatdraw shoppers, sales that buildfuture business, and communi-ty involvement programs thatbuild public—and customer—awareness.

NEWSLETTERSDowntown Promotion ReporterDowntown PromotionReporter is published monthlyby the Downtown Researchand Development Center. TheCenter provides news, informa-tion, and analysis for successfuldowntown revitalizationthrough its newsletters,books, and reports.

Downtown Idea Exchange—Essential Information forDowntown RevitalizationDowntown Idea Exchange ispublished twice a month bythe Downtown Research andDevelopment Center, an inde-pendent organization whichhas, since 1954, analyzed andreported on downtown prob-lems and solutions in aneffort to provide a focusfor revitalizing cities.

Understanding (empathy)Desire (a true interest/concern)Enthusiasm (excitement/energy)Sincerity (honestly meaning it!)

FOR MORE INFORMATION

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Documents

Strengthening the Commercial District: 10 TIPSFOR · PDF fileStrengthening the Commercial District: When your Promotion Committee suggests new ideas, how often is the response, “Well,