The billboards mentioned above are the three placements already made in the aftermath of the bridge closure, as modified by popular demand at the memorable Merchant Mixer meeting on September 20.
At the Merchant Mixer meeting yesterday, DNA representative Paul Kiger noted that the admittedly chastened committee is soliciting fresh public input for potential tag lines and a logo design other than those shown above. It's fairly easy to see why. It is DNA's proprietary logo, and the tags read like advertising copy for a retirement community.
The centerpiece of the proposed campaign remains a newspaper ad blitz financed by the marketing committee's funds, which (as before) is to feature the local food, dining and drinking community, which previously has indicated rather succinctly that because individual establishments already pursue various strategies to attract trade, the notion of "hometown discounts" and coupons might be the sort of tactic best discussed with operators prior to plans being made.
I got them top-down blues again, mama. 
There is still a plan for a compendium booklet, and another opportunity for those who are not in the food, dining and drinking business to design opt-ins for those who are.
Paul told this morning's attendees that the process of contacting soon-to-be participating businesses has started. I believe him, and I wish him well, and it still bears noting this collaborative process comes nine months after the marketing/branding plan was introduced to the public back in February.Which is to say: I'm still skeptical. I'm genuinely sorry about that, but these changes are cosmetic, and in the main, this remains something conceived and designed in a vacuum, with next to no input from those it purports to benefit. Rather than act hastily, it is my proposal that we wait another 32 days to make any decisions, until ... hear that sound ...
I hope that you checked the "Buy one, get one free" box.
ReplyDeleteThere are whole parts of this campaign and process that I obviously don't understand.
ReplyDeleteOne big question: How much of the money has already been spent?
Not to be critical but before continuing down the path of promoting has there been any tracking to confirm the billboards served their purpose?
ReplyDeleteMy other ? is always, why does everyone think offering discounts is the only way to attract customers? Do the promoted establishments not have something more to attact customers,such as uniqueness,quality,taste-----?
Lastly I personally have found in the past that advertising in the newspaper does not draw. I advertised very expensively one summer with a bring in coupon so I could tract and it was a bust and loss of alot of advertising funds? Maybe an approach that is new and different should be taken. I do not know for sure what that is but someone out there does.
There are 3 things that a business can offer--Price, Service, Quality. There is no way to be #1 in all 3. At best, you may be #1 in 2 of them. May not be #1 in any of them.
ReplyDeleteI'm constantly fighting with our vendors and their "just discount it" marketing approach. Our business is built upon Service, Quality, Price-in that order. Their marketing ideas just attempt to make us the "Wal Mart" of ag distributors. Our business model is not necessarily better than say a price first model but IT IS OUR MODEL.
Long way of saying that I agree with Antiques Attic's comment.
We counsel all of our clients to avoid coupons like the bubonic plague. Coupons either confirm your potential customers' thought that your prices are too high, or coupons mean you have to increase your sales to make up for lost revenue.
ReplyDeleteEither way, it's the Black Death. It reminds me of the old saw "I lose money on every sale, but I make it up in volume."
Would Paul Kiger offer two house sales for one commission?
And seriously - "City of Beginnings"? It seems folks have lost sight of what a slogan is supposed to do. A slogan will never be a compelling reason for someone to stop, consider and change their habits to act to visit a city.
Slogans are often a tangible thing for a committee to point to instead of having created a real marketing strategy.
Coupons either confirm your potential customers' thought that your prices are too high, or coupons mean you have to increase your sales to make up for lost revenue.
ReplyDeleteThank you.
Develop New Albany is a joke and always has been a bunch of social dilettantes who dont have a clue about downtown development and marketing strategies. You want a professional advertising campaign, hire an experienced marketing firm with a proven track record in promoting downtown businesses.
ReplyDeleteHopefully, the in-coming Gahan administration will see the waste of city funds DNA is
ecology warrior said...
ReplyDeleteDevelop New Albany is a joke and always has been a bunch of social dilettantes who dont have a clue about downtown development and marketing strategies. You want a professional advertising campaign, hire an experienced marketing firm with a proven track record in promoting downtown businesses.
Hopefully, the in-coming Gahan administration will see the waste of city funds DNA is
--PRK to ...the ..
ECO Whatever--haven't you heard that we got "rid" of the "waste" months ago..FL has a great "waste" program...
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regarding the other comments/suggestions/concerns, etc..I'm thankful to see all the passion and energy in our city. I will answer all the comments asap- (tomorrow when i have a few mins to address all your comments)..have a great night. P.K
yes I am reminded of all the extra crap that needs processing when tourists like you come to Florida Paul
ReplyDeleteIt's that kind of comment that makes folks disrespect (and disregard) this blog.
ReplyDeleteExactly how does that comment advance the real discussion?
why dont you ask paul, after all he is the one who once again decided to make it personal
ReplyDelete