Of course the usual comes to mind, running sponsorships next to traffic, website map, etc, but would like more ideas.
Here are the basics:
A corridor of State Highway 32 will be closed down starting in the Spring of 2012 and will remain closed throughout the summer.
The area closing is from Goold, North to the Racine County border, which is a BID district. This includes car dealers, shopping centers, community centers, 55+ housing, medical offices, etc.
They do have a committee set up to look at the best ways to communicate to the public.
Businesses on this Highway need to communicate that they are open and that there is access to their business.
Need an affordable, ongoing campaign that delivers frequency.
Some of the business owners are willing to come in and be the spokesperson for thier business in the commercial, some are not.
Any copy ideas are greatly appreciated.
Thanks!
Trudy
Trudy,
Glad you're taking a proactive approach and that at least some of the affected businesses are prepared to invest $$ to meet the challenge. This is a Very Big Deal, with potentially devastating consequences to the businesses that don't treat it seriously.
We had the same thing happen here a few years ago and some businesses never recovered from the loss of traffic and sales. One furniture store, in particular, learned the hard way that all their reputation, selection, and goodwill built up over 60 years of doing business in the community meant "squat" once the highway construction started. There were other furniture stores in town that were easier to shop, and that proved to be their undoing.
Undoubtedly your advertisers affected by the road closure are going to have to find ways to compensate shoppers for the additional hassle involved in getting to their stores. They should be prepared to err on the side of OVERcommunicating with their prospects, and of sacrificing margins in order to maintain sales. Free gifts with purchase, bigger discounts, cooperative promotions are all worthy of consideration. Forget "business as usual" - that goes away when the road construction begins. They may even want to consider opening satellite locations; offering delivery services; expanding their website sales efforts where appropriate; staying open longer hours (or on Sundays, when construction typically takes a hiatus).
It goes without saying that they're going to need to beef up their advertising budgets, increase the number of invitations-to-shop, and most certainly make sure they have good signage to help customers get to them during construction.
Location plays such a key role in the success of a business (nothing new to them), and these days consumers value convenience above many other considerations.
Your local businesses ought not worry about going overboard in their advertising and promotion. They should worry about doing too little.
I agree with Rod whole-heartedly. The businesses need to band together and find a creative way to lure visitors.
A number of years back our small town Main Street which is also a state highway was completely closed for over 6 months. Not only did they do the street, but they dug up all the sidewalks as well so most businesses had only back door access, some not even that. Our downtown committee came up with a plan and our radio stations lended support.
First, we contacted our local traffic sign company and ordered bright pink directional signs. Each business had their name on a pink sign with a directional arrow on how to get to their entrance. Our news staff went to all the weekly engineer meetings and we then did a :60 ad with the first :30 being a report on the progress, which roads were being worked on that week, and how people could access different areas. We donated the first half to the cause.
The 2nd half of the ad was paid for by the affected business, 2-3 per ad, where they provided special sale info and directions to access their business. I am proud to say that when we did the ribbon cutting that fall, all our stores were still in business.
We have the same thing going on right now in Appleton. We contacted the businesses affected along the street and they agreed to do a co-op type of program. All the businesses share the same spot with brief messages and divide up the cost between all of them.
Greg
What came to my mind is:
~an announcer saying in a Don Pardo (from SNL) style as if he's announcing great news
"It's summer time and that means time for a vacation from highway 32 from Goold North to the Racine county border!"
~woman, in an excited, almost frenzied tone
"I'd love to go on a vacation! (more serious, still frenzied) I really need a vacation!"
~man in a somewhat confused and sorrowful style saying
"But I don't want a vacation from (list store/business names, rotating between ones who want to advertise)________, ________, _________, _________, and __________. They're in the best part of town!"
~announcer in same Don Pardo style, unfazed by the woman and man's comments, still as if he has great news
"Sorry! It's still time to take a vacation Highway 32 from Goold North to the Racine County border!"
Man a little more detemined
"Well alright, but I'm going ot find a way to get to__________, __________, ___________, ___________, and __________. Since they're in a business improvement district, I won't go anywhere else!
Mr. Don Pardo announcer voice man
"Then it's your lucky summer! You can still access all your favorite places by using their alternate entrances. And you can exit the same way you came in!!! Just head down either (name of street) or (name of street) and look for the signs! And if you act soon, you can get in on some amazing deals!"
woman happily
"This is going to be a great summer!"
Man confidently as if his persistence is the reason the businesses have alternative entrances
"You betcha!" -OR- "Darn right!" -OR- "You said it!" ...Something of that nature.
Don Pardo announcer voice
"Alrighty then. Take (name road) or (name road) to the best part of town and (pause for emphasis) have a great summer right here in (name town)!
*No need to mention the road construction since presumably everyone will know about it and the ad and the style of the announcer's voice would make it sound like the road closure is a positive thing (vacation) for the businesses instead of a detriment.
Dianna Muselmann
Along with the great ideas mentioned....Talk to your state department of transportation. We have had similar instances and the DOT will spend dollars for a "Construction update" and that update also includes how to get to those businesses effected. Just a thought.
