SOMERS POINT — City Council contracted with a marketing firm in June to promote its events in hopes of drawing more business to the city.
Charles Haberkorn, co-chairman of the Economic Development Advisory Commission, said the contract with Performance Marketing requires the agency to provide metrics for gauging effectiveness.
“Marketing the city events brings people to the town, informs residents of what is going on and, one would conclude, more folks, more spending and more positive press for Somers Point. Positive press will attract businesses,” Haberkorn said.
He told City Council on July 27 that indications are the city’s marketing is reaching a broader audience.
Haberkorn said the EDAC’s role is to advise City Council of future and current conditions of economic development and its primary purpose is to market the economic strength of the city to provide stability with existing businesses while encouraging future development.
He said that since the agreement with Performance Marketing was signed in June, news releases and social media posts have largely been centered around the beach concert series.
“It appears that the attendance is higher this year than last,” he said, noting the evidence is “somewhat anecdotal.”
“Hopefully it can be backed up with empirical evidence at the end of the season,” he said.
Haberkorn said Performance Marketing issued a news release July 19 promoting events in the city through September.
“This will be the practice going forward,” he said, noting a copy of the marketing schedule was provided to City Council. “By getting the events out early, media outlets become familiar and as the events approach the outlets will publish and Performance Marketing will educate the outlets as need be.”
Citing specific examples, he said the opening of a Hallmark store in the former Pier One building was promoted via the city’s Facebook page.
“The management of Norman’s, both local and corporate, were appreciative of the promotion and impressed by the line of people awaiting the opening,” he said.
The Green Team project at Dobbs Avenue also was promoted on Facebook, Haberkorn said, noting most responses were positive.
Haberkorn provided a report comparing Facebook activity from June 27 to July 24 to the previous 28-day period, before the agreement with Performance Marketing was instituted.
The report states there were 32,248 views, a 163 percent increase from May 30 to June 26. There were 75 new Facebook page “likes,” a 102 percent increase. Facebook visits were up 39 percent for a total of 1,725 visits.
The post with the most views was the one about the Hallmark store opening, which reached more than 13,000 people and garnered 500 post reactions.
Another effort involved creation of a QR code that provides a link to the calendar of events on the city website, which he said is being actively updated. The codes will be “strategically placed in businesses around town,” he said.
The QR code login method collects email addresses for future reference and provide quantitative data.
Haberkorn said the marketing plan includes placement of four news releases, each with a reach of 50,000 people, and two Facebook posts per week.
“This year’s marketing campaign is focusing on building awareness in Somers Point and beyond, to vacationers and summer residents in communities like Avalon, Stone Harbor and Sea Isle City, as well as other areas within a short drive,” Performance Marketing President Glenn Davila said. “A consistent and well-planned program on Facebook allows us to reach new audiences and share the great news about what’s happening in town and get them to visit for entertainment, dining and shopping.”
Haberkorn said city improvements such as beach access, lighting on Bay Avenue, bike path enhancements and crosswalks will be included in upcoming news releases.
“The companion public relations campaign is designed to share all this great news with local media outlets as another way to reach the audience. We will continue these efforts into the shoulder season, when the region needs the support the most. It’s an exciting time to be in Somers Point,” Davila said.
Haberkorn said the fall can be just as important as the summer to local businesses.
“Keeping the momentum going into the end of the season and the upcoming shoulder season is important to keep the business environment in the broadest sense active,” he said. “Reaching our residents, residents from surrounding towns to spend time and money in our town goes a long way to supporting and stabilizing our business community. Positive press and positive experiences bring new businesses.”
He suggested creating a Business of the Month certificate to recognize a merchant who has beautified her or his property.
By CRAIG D. SCHENCK/Sentinel staff
