3.0. HRSR 05-08-2001 - Laserfiche WebLink

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CONCLUSIONS AND RECOMMENDATIONS • visible actions are messages to this attentive customer, from building maintenance (or lack of it) to window displays to customer service. Every action is a gesture to the consumer. Inactivity or inattentiveness is interpreted as neglect and will be reciprocated by consumers. Downtown revitalization depends in large measure on each merchant's taking every opportunity to make positive symbolic gestures to the consuming public. Recommendations for Downtown Marketing Program Recognizing that the three elements listed above are key, the following recommendations reflect areas within those elements on which to focus. Create an active downtown business association Downtown is not just retailers. As shown on Table 2, downtown includes a variety of businesses. An active downtown business association should include representatives from all types of businesses, not just retail merchants. A retail subcommittee could be formed as well to assist with retailers special concerns regarding merchandising, special advertising and promotions. The business association should be involved in all of the activities organized for the Downtown. Professional-service businesses should also realize that they, too, have a stake in attracting customers to the Downtown. The Downtown business association can set the tone for the focus of the Downtown to enhance the environment for all businesses. Develop An Image or Focus for Downtown Downtown must be implanted in the consumer's mind as a shopping place, much like a traditional shopping center. What is fundamentally unique about Downtown is its distinctive character(location,buildings) and its history. Downtown must capitalize on its capacity to offer consumers a different shopping environment which is much more interesting than the traditional shopping center or general merchandise chain. Downtown can provide for their buying needs in an interesting environment and can offer them customer service and value. In fact, value is created not only on the basis of price. Value is created in many ways and many retailers have proven that price is not the only issue. An awareness of Downtown as a cohesive shopping district and what Downtown has to offer must be created in consumers' minds. An ongoing advertising campaign that consistently promotes downtown as a center for shopping will eventually take hold. Promoting downtown businesses through advertising that identifies what businesses are located in Downtown will also assist individual merchants and businesses in enhancing customer awareness of their operation. Promoting Downtown to non-locals through advertising at the local hotels will also serve to • attract tourists and travelers to businesses Downtown for shopping.