Presentation is loading. Please wait.

Presentation is loading. Please wait.

Making the best use of your market to serve your local community – and vice versa! Work Your Assets! Sue Burgess,

Similar presentations


Presentation on theme: "Making the best use of your market to serve your local community – and vice versa! Work Your Assets! Sue Burgess,"— Presentation transcript:

1 Making the best use of your market to serve your local community – and vice versa! Work Your Assets! Sue Burgess, Head of Markets, Leeds City Council

2 Shopper habits are changing (again)……….. Recession – back to basics, needs not wants, VFM, becomes fashionable to ‘bargain hunt’; markets benefit Pre-recession – 24/7, out of town, online, convenience is king; markets suffer Post-recession – consumer confidence returns but not to pre- recession levels, VFM still important, need to connect with purchase point/something ‘real’; markets must compete

3 Understanding what customers want is more important than ever… They want their shopping experience to include: Mobile Well informed Time poor/impatient NOT brand loyal (outcome of recession) Shopping/entertainment/leisure combined – a ‘day out’ Something for everyone A ‘take away’ – what’s this?

4 (No, not that sort of takeaway!) Some examples of current successful ‘takeaways’ in advertising: New/unique Experiential Memorable/souvenir Comparethemarket.com Baby Oleg Walkers design a flavour X-Factor 5 th judge App Orange Wednesdays

5 On the High Street…….. Free makeover or beauty consultation with purchase VIP cardholder events Product sample giveaways Refer a friend and get £5 voucher off next purchase Personal shopper

6 OK – you’re right - they’ve got …..£££! But……what have our markets got that business and other organisations want?

7 Prime location Great footfall High profile Very cost effective ‘pitch’ And most of all……Association! – Markets stand for: Enterprise VFM Local Heritage Traditional values ‘Salt of the Earth’ Trust

8 How can we use this to create those takeaways? The secret is in how you pitch it…………………………………….

9 Private sector Getting their message on to the High Street Accessing new audiences for their product/service Additional sales Referrals Cost effective promotions CSR Recruitment Getting their message on to the High Street Accessing new audiences for their product/service Additional sales Referrals Cost effective promotions CSR Recruitment Independents already in the locality Businesses moving to the area New start up product trials Nationals not on the High Street (SKY e.g.) Nationals who want ‘local’ association Independents already in the locality Businesses moving to the area New start up product trials Nationals not on the High Street (SKY e.g.) Nationals who want ‘local’ association

10 Education sector Starting a business Grassroots economics (buy/sell/supply/profit) Arithmetic Learning to budget Social geography Social history Healthy eating Retailing and marketing Customer service Starting a business Grassroots economics (buy/sell/supply/profit) Arithmetic Learning to budget Social geography Social history Healthy eating Retailing and marketing Customer service Primary Secondary FE HE Apprenticeships Work experience Management training Primary Secondary FE HE Apprenticeships Work experience Management training

11 Public sector (this is such an easy win..) Launching a new service IAG Having an event Working with the community Public safety/awareness Consultation events Child-Friendly Launching a new service IAG Having an event Working with the community Public safety/awareness Consultation events Child-Friendly Libraries Events team Museums Adult Social Care Children’s Services Community Safety Environmental Services NHS Trusts Youth Services Libraries Events team Museums Adult Social Care Children’s Services Community Safety Environmental Services NHS Trusts Youth Services

12 Culture and The Arts Create or collaborate Test concepts Trial new pieces or performances Get ideas Get seen/get heard! Create or collaborate Test concepts Trial new pieces or performances Get ideas Get seen/get heard! We provide: A ‘platform’ Critical mass Broad appeal An audience Footfall Kudos by association We provide: A ‘platform’ Critical mass Broad appeal An audience Footfall Kudos by association

13 Community Creating community focus Starting something new Tackling poverty through opportunity Tackling ‘food deserts’ Creating community focus Starting something new Tackling poverty through opportunity Tackling ‘food deserts’ Showcasing a culture or community Celebrating diversity Introducing new/unfamiliar products and experiences Creating community cohesion Showcasing a culture or community Celebrating diversity Introducing new/unfamiliar products and experiences Creating community cohesion

14 Here are some partners we have worked with….. AQL BroadbandNigerian & Chinese Associations Yorkshire BankOpera North West Yorkshire PlayhouseThe Real Junk Food Project Jamie’s Ministry of Food – Food Revolution Leeds Rhinos Rugby Foundation & Yorkshire County Cricket Club The Moroccan Market of HandicraftMonarch Airlines Marks and SpencerCivic Trust Heritage Open Days Leeds City Credit UnionUniversity of Leeds East Leeds Asian SchoolsBBC and ITV

15

16 Schools and students Clubs and societies Theatres theatre groups dance troupes Local artists, musicians and performers A mix of cultures Companies who want publicity/have CSR obligations Local businesses to showcase Schools and students Clubs and societies Theatres theatre groups dance troupes Local artists, musicians and performers A mix of cultures Companies who want publicity/have CSR obligations Local businesses to showcase “That’s fine for you, you’re Leeds!” “We’re pretty sure this works ANYWHERE….!”

17 1.It’s low cost, cost neutral or might even make money! 2.They bring their own audiences! 3.They’ll promote it for you/with you! 4.The local media will love it! 5.It meets your Council’s objectives…..and best of all 6.YOU get all the brownie points! 7.And of course – it brings NEW customers to your market. 1.It’s low cost, cost neutral or might even make money! 2.They bring their own audiences! 3.They’ll promote it for you/with you! 4.The local media will love it! 5.It meets your Council’s objectives…..and best of all 6.YOU get all the brownie points! 7.And of course – it brings NEW customers to your market. “Sounds like a lot of hassle – why bother?”

18 “Wow! I’ll start now…..!” Easy Tiger! Here are some do’s and don’ts.....

19 Do… Have good risk assessments. Theirs and yours. Check them. Make sure they have PL insurance. Check regulatory compliance of participants. Check if you or they need any permissions e.g. TEN, PRS or other licence; road closure, etc. Make sure both parties know exactly what you are allowing, when and where. Sounds obvious! Make sure your traders know what is happening and have someone on hand to deal with complaints quickly. Have good risk assessments. Theirs and yours. Check them. Make sure they have PL insurance. Check regulatory compliance of participants. Check if you or they need any permissions e.g. TEN, PRS or other licence; road closure, etc. Make sure both parties know exactly what you are allowing, when and where. Sounds obvious! Make sure your traders know what is happening and have someone on hand to deal with complaints quickly.

20 Don’t forget to… Tell the appropriate Elected Members and invite them Tell your press office Organise additional street cleansing Advise CCTV and police of your event Take photos and get them out on Twitter etc during the event Follow up with participants quickly afterwards to get repeat bookings with no effort Enjoy it. Working with your local community can bring a whole new dimension to your life! Tell the appropriate Elected Members and invite them Tell your press office Organise additional street cleansing Advise CCTV and police of your event Take photos and get them out on Twitter etc during the event Follow up with participants quickly afterwards to get repeat bookings with no effort Enjoy it. Working with your local community can bring a whole new dimension to your life!

21 Thank you for listening. Any questions? Sue Burgess Head of Markets Service Leeds City Council T: E:


Download ppt "Making the best use of your market to serve your local community – and vice versa! Work Your Assets! Sue Burgess,"

Similar presentations


Ads by Google