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The Effects of Changing Market Conditions on Sales & Marketing Strategies

Brad Burlingame, President & CEO West Hollywood Marketing & Visitors Bureau Friday, October 16 th 2009. The Effects of Changing Market Conditions on Sales & Marketing Strategies. Background.

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The Effects of Changing Market Conditions on Sales & Marketing Strategies

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  1. Brad Burlingame, President & CEO West Hollywood Marketing & Visitors Bureau Friday, October 16th 2009 The Effects of Changing Market Conditions on Sales & Marketing Strategies

  2. Background • To reduce the impact of the deepening recession on businesses in West Hollywood, the WH City Council unanimously approved the recommendations of an Economic Hardship Ad Hoc Committee • The West Hollywood Marketing & Visitors Bureau were given an increased role in supporting and promoting local business activity during the economic downturn

  3. WH Insiders • On July 20th, 2009, the WHMVB launched the economic stimulus program, WH Insiders • Objective: promote regional businesses and special offers to West Hollywood city residents, residents in the LA region, and overnight visitors

  4. Goals • Serve as the premier database for special offers info in the City’s business community • Showcase regional dining, shopping, spas, hotels, and entertainment • Provide outreach to residents and local businesses

  5. Promotion • Community • Street Pole Banners • Fliers/Storefront postcards • City Newsletter to all residents • Web • Banners on leading LA food/shopping blogs • Twitter page solely focusing on new promotions • Giveaways through Facebook/Twitter; featuring in-kind donations from participating businesses

  6. Results In First 2 Months • 170+ Participating WH businesses • Web • 9,738 unique visitors, 27,750 page views • 3,337 visitors accessing the “Print” function • PR • Printed circulation of over 300,000 in various magazines, with PR value exceeding $57,000

  7. Results In First 2 Months • Social Media • Over 1,600 Twitter followers • Daily tweets on latest deals and special offers • Over 2 million impressions using targeted social ads on Facebook • Insiders’ Sign Up - Database of real West Hollywood ‘evangelists’

  8. Business Resource Guide • Communicate new Economic Hardship policy changes to business community • Encourage best practices and business tips to enduring the economic downturn • Important resources and helpful information for local businesses

  9. Business Resource Guide • Topics • Community Resources • Branding • PR/Advertising • Promotions • Web/Social Media

  10. Conclusion • Concentrate on value-added messages; maintain brand integrity • Take advantage of social media & other free marketing utilities • Seize opportunity to re-connect with stakeholders

  11. Thank you! burlingame@visitwesthollywood.com

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