Monday, November 22, 2010

Holiday Marketing: Beyond the Basics

Christmas Tree. Check. Menorah. Check. Holiday lights. Check. Businesses have come to expect these basic services over the holidays. They know that a festive atmosphere helps drive sales - and holiday sales are critical to making sure they end the year in the black.

Beyond these holiday basics, what else can a commercial district management entity do to help local businesses thrive over the holiday season? In the neighborhoods of Kingsbridge, Riverdale and Van Courtland in New York, a local community development corporation, KRVC, is taking holiday marketing to the next level with a holiday shopping guide and shuttle bus betwen the districts. Piggybacking on Black Friday, which is traditionally the Friday after Thanksgiving, KRVC is encouraging residents to shop local on Sunday, providing dedicated parking donated by Staples, the national office supply retailer, and offering a free shuttle with dedicated stops throughout the three participating districts. Sponsors include State Farm Insurance and Chase Bank branches in the neighborhood. Participating businesses recieve promotion, and in return, do something special that day in their stores. The event has recieved local news coverage, and local businesses express high hopes that these new customers convert into return sales. This is an exciting event and an extremelly proactive way for a local commercial district management entity to help drive sales over the holiday season. Take a look at the event poster by clicking here or cutting and pasting the following link [].


  1. Its nice Blog.Ethnic Marketing has always had its benefits for advertisers. Typically, ethnic marketing translated to purchasing ads within ethnic programming or publications.

  2. Thanks! And I agree - it's important to know your market and target, often limited, marketing dollars in the most precise way possible. In some communities that means targeting the local ethnic community through the media that they use.