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Marketing and Promotion <br />The first step in any marketing strategy is evaluating the <br />quality of the product to be marketed. If that product is found <br />to be flawed, it must be fixed because a marketing strategy <br />for a substandard product is destined to fail. As the previous <br />analysis reveals, South Gateway, the product, needs <br />improvement through business recruitment and appearance <br />enhancement, before advertising and promotion can succeed. <br />Unfortunately, this is a circular problem —it takes marketing <br />and promotion to attract the customers necessary to entice <br />new businesses, but it also takes new businesses even more <br />than marketing and promotion to attract new customers. <br />Consequently, the Revitalization Action Plan must recognize <br />the dual nature of its efforts— simultaneously marketing both <br />to customers and to new businesses. The Marketing and <br />Promotion Action Plan that follows recognizes that South <br />Gateway needs time to improve its product but cannot <br />abandon marketing during that process. It suggests that <br />South Gateway needs an advertising and promotions strategy <br />that changes to match an improving product. It also <br />recognizes that marketing must integrate advertising, events, <br />promotion, banners, signs and everything else that gives the <br />area visibility. <br />BlAsiness Districts, Inc. ,..M111c:umr,�..:�..xw _.. e�x��:�: >:a: as:^ c.... ��+%: ::zw;.s:'ss:o-..�,x;a�. :;z:. <br />South Gateway Commercial Corridor Action Plan <br />47 <br />