Chester Christmas Campaign Evaluation 2006 - PowerPoint PPT Presentation

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Chester Christmas Campaign Evaluation 2006

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'Buy in' for Christmas Marketing Campaign 000s. Numbers of businesses 'buying in' ... Linkages to broader City Vision culture park, boutique city, BID etc ... – PowerPoint PPT presentation

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Title: Chester Christmas Campaign Evaluation 2006


1
Chester Christmas Campaign Evaluation2006
2
Cash Contributions Mix
3
Total Campaign Contribution including in kind
4
Buy in for Christmas Marketing Campaign 000s
5
Numbers of businesses buying in
6
City Centre Customer Origin
7
Purpose of Visit
8
Recall influence of campaign imagery
9
Agreement with campaign messages
10
Spend per customer
11
Spend generated by campaign
  • Total visitors x campaign awareness ()
  • x campaign influence () x daily spend ()

Christmas Shoppers 4, 828, 356 Other
shoppers 649, 710 Work in Chester
281,654 Visits to friends / relatives
117,603 Leisure day visits
98,591 Total 5,971,914 Repeat Visit
Average this Christmas 2.6
12
Impressions of Chester
13
Why Christmas shop in Chester?
14
Where else Chester customers Christmas shop
15
What makes Chester different?
16
What next?
  • Key issues
  • Added value has been proven
  • Appetite of the private sector?
  • Annual Christmas campaigns not enough
  • Linkages to broader City Vision culture park,
    boutique city, BID etc
  • EU SPAA funding has ceased
  • Retail voice gap
  • Retail (dis)connectivity with rest of visitor
    economy
  • Agency confusion?

17
The Way Forward
  • Deliver Christmas Campaign 2007 in partnership
    led by CCM
  • Create new initiative(s) throughout the year
  • Deliver via City Centre Management
  • VCC lead on pre arrival marketing
  • Shop Chester Campaign
  • Superbreaks
  • National Regional PR
  • Chester City Council lead on post arrival
    activity (ensure product expectations)
  • Retail Guide(s)
  • Interpretation
  • Signage
  • Use VCC and Chester CCC resource as bait (25?)
  • Focus on marketing and events/animation agenda
    initially
  • Add value to CCM role
  • Strong connectivity to other initiatives i.e.
    Chester Festivals, Restaurant association

18
Next steps
  • Galvanise private sector
  • Early wins
  • National Superbreak shopping campaign for
    spring/summer
  • New Shopping Guide linked to website
  • Trade index, trends and benchmarking
  • Increase prominence of retail messages on both
    Visit and Welcome agenda
  • Select retail champion/voice CCM Chairman
  • Agree delivery programme to run throughout the
    year
  • Plan 2008 initiatives

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