Marketing Martinez

Last Friday night I decided to take in the sights and sounds along Main Street hoping to stave off the pangs of seasonal sadness that weighs on the hearts of all with loved ones in harms way – I wasn’t disappointed. I was also out early on both Saturday and Sunday morning grabbing a coffee, next to the Snow Park ticket booth helping the inflatable(s) spring to life was the Director of Main Street Martinez.

A few years ago I attended Tony Robbins seminar. One course module examined the way individuals are continually fed images that imbed themselves into the subconscious; to prove his point Tony started quoting partial slogans like “plop plop fizz fizz,” and asked the audience to finish the line. In each example our answers were automatic or top of mind. The point of the exercise wasn’t to prove how effective a good marketing campaign can be, however, that’s mine.

I’m pretty enthused about our new downtown businesses. Well maybe not equally enthused; I took archery in high school and got stung or more accurately, twanged. However, I love being in the kitchen and have wanted to buy or sew my own apron for years, this weekend I’ll be visiting our local apron shop to see what’s cook’n.

But my brain is already imagining how nifty it would be if the next shop that opened carried cooking utensils and gadgets, gourmet ingredients and maybe as a bonus provided cooking lessons taught by guest chefs from local businesses.

Now that we have a bicycle/skateboard shop, how cool will it be if they organized a skateboard competition down at the park and a BMX competition when that park becomes a reality?

Here are a few more thoughts:

The Peddlers Faire could be jazzed up a little by turning the first one in May (I wouldn’t suggest this for August, our EMTs might revolt) into a mini – renaissance faire complete with archery demonstrations.

Another idea involves enlisting the talents of our local acting troupe, yes the very same who hat in hand asked for a bailout, to provide strolling carolers dressed as Dickens characters next year during the Christmas season.

These some examples of co-op approaches that can help maximize marketing dollars while adding depth, dimension and small town charm, with the hope of creating storylines designed to ignite the imaginations of would be visitors and if lucky, grab some free press.

So here’s a bit of a gut check: one function of a Chamber of Commerce or a Main Street Any Town is to raise the general awareness of its city and amenities for the purpose of creating an atmosphere where merchants and businesses can gain greater exposure and enhance their sphere of influence through networking. Marketing creates selling opportunities, it doesn’t drive sales.

Earlier if you finished the partial slogan and instantly thought of Alka Seltzer you proved the point of brand marketing; the next time you have an upset stomach you might pick up the product. For those who forgot both First Night and Fourth of July were very close to being cancelled. That alone should have been reason enough for folks to step up, it was for me. Like the title reads “Sales is a Contact Sport” if you want to be in the game you gotta get off the bench.

This excerpted email is from a gentleman who lives in Walnut Creek, he writes, “I never had a reason to visit Martinez other than business or visit a friend.” He then finishes with, “My daughters were able to walk away with a touch of nature and an experience that will last a life time. What a nice town you have.” That last sentence is what marketing is all about.