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Events- the Local Marketing Plan in Action December 11, 2010

Posted by Jack Macholl in Uncategorized.

This week I observed a few local Holiday events, traffic building activities designed to pull consumers to  shopping districts. During a recession/recovery local merchant groups must pull out all the guerilla marketing stops to grab attention and

Artisan created cow with promotional cheesecake

secure engagement.  So how did some merchants here in northern Illinois compete with online empires?

  • Spotlights employed -calling attention from the skies to downtown Highland Park’s central shopping district
  • Ice sculptures
  • Choral groups and street musicians
  • Popcorn and roasting chestnut stands giving away the traditional goods
  • Special sales and local shopping incentive coupons
  • After-hours “VIP” (by invitation shopping night) at Eli’s Cheesecake Factory in Chicago
  • The Santa Express a horse-drawn wagon driven by “Santa” in the Edison Park shopping district of Chicago

Whether you operate a small family run business or branch of a multi-billion dollar corporation, dusting off retro ideas, carrying on age-old Holiday traditions or throwing a party creates action. The people in the street are living proof, prospects ready to interact and make the register ring; the result of months of planning. A well executed guerilla marketing plan delivers results-ACTION.



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