Town Centre Management VCFG 25 July 2012 2 by QRvnDw

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									          Bill Moss
     Town Centre Manager
• Twelve years retail with John Lewis
  Partnership
• Three years retail with House of Fraser
• Twenty years with Kent Messenger Group
• Ten years as Town Centre Manager
Maidstone…the facts
• Kent’s County Town
• Biggest shopping centre in Kent..125m sq
  ft
• Biggest night economy in Kent…420,000
  sq ft
• Biggest retail spend (ex Bluewater) in Kent
Maidstone…the facts
•   2011 footfall increase of 2.45%
•   Empty shop rate of 10%
•   667 “face to face“ town centre businesses
•   1,500 people employed in night economy
•   Night economy spend of £65m pa
•   3,500 meals served in the town centre on a typical
    Saturday
About town centre management
• Started in 1992 as a council appointment
• 1998 TCM became a Limited Company
• Chairman and Board. Town Centre Manager reports to the
  board
• Sub Groups: Business Forum, Marketing Group, Night
  Economy Forum, Stakeholders Group, Independent Traders
• Active Members of LSP, CDRP and Fairtrade Group


    We try to punch above our weight
Marketing
• Make your organisation appear bigger
  than it is
• Become invaluable in your own area
• Be the first name on the invite list
• Be available to people
• Give opinions-don’t be afraid
Marketing
• Adopt a personal high profile
• Try to be in your local paper every week
• Go to as many groups and comittees as
  possible
• Speak at Rotary, WI’s, Chamber of
  Commerce etc
• Become well known - become invaluable
Marketing
   Get your message across by using all or
             some of the following
• Local media- newspapers, radio, TV, Facebook, Twitter
  (@MaidstoneTCM)
• Events in your town or local area
• Face to face …go and see people
• Newsletter
• Your own publications
• Website…but don’t expect lots of visitors!
Marketing
• Be available for quotes
• Get to know local journalists
• Always say YES to requests for interviews (take
  training courses if necessary)
• Give local press tip-offs and stories
• Trust your local people---they will want to come
  back
Marketing
• Treat journalists and sales people differently
• Don’t always insist on speaking with “the editor”.
  They have lots of other things to do.
• Don’t rely on press releases.


Never underestimate the power of a cup of tea
           and a chocolate biscuit
 Image
Image
Image
Image
Marketing
• Create a corporate image and keep to it
               Professionalism
           Professionalism
        Professionalism

								
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