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Marketing <br />An effective marketing plan always starts by making the product to be marketed as impressive as possible. In a public/private <br />partnership both entities have responsibilities for product enhancement. The City improves the product by adding physical <br />improvements to the public spaces and by continuing the high level of services it provides through aggressive building code <br />enforcement and security. The private sector presents an inviting experience in its businesses to further enhance the product. <br />Because Miami Village currently has a relatively small concentration of businesses, the product development is stalled at a <br />very limited appeal. This situation is difficult to correct because it is caused by a circular problem, customers are not attracted <br />because there are so few businesses and businesses are not attracted because there are so few customers. To break this <br />cycle, Miami Village needs a Recruitment Plan, Events Plan, and an Image Program. The Recruitment Plan looks at attracting <br />more businesses and the Events Plan looks at attracting more customers. Initially, the customers are attracted by ongoing <br />events. The success of these events demonstrates that, given an appealing reason, customers will come to Miami Village. <br />It is hoped that participants in these temporary retailing opportunities or the farmers' markets will develop a customer <br />following and decide to open a Miami Village store that can serve those customers. <br />The Image Program seeks to build on early success to create a lasting impression that differentiates Miami Village from other <br />competing shopping districts. <br />Miami Street Commercial Corridor Revitalization Action Plan December 2000 Page 23 <br />