The Effects of Changing Market Conditions on Sales & Marketing Strategies Brad Burlingame, President & CEO West Hollywood Marketing & Visitors Bureau Friday,

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Presentation transcript:

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

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

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

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

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

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

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’

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

Business Resource Guide Topics  Community Resources  Branding  PR/Advertising  Promotions  Web/Social Media

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

Thank you!