Situation
Peebles Retailers are a trade body set up to promote Peebles as the best independent shopping town in Scotland. The Association was successful in attracting Challenge Funding from VisitScotland.
Bright Light Marketing were commissioned by Peebles Retailers Association to evaluate and monitor all of their activity in order that VisitScotland could demonstrate a return on investment for the project and use lessons learnt for future Challenge Fund projects.
Objective
- To prove that as a result of the promotional activity carried out by Peebles Retailers that additional visitors and revenue have been attracted to the town.
- To prove that special events, and seasonal promotions resulted in all year round visitors for the town
Targets
- Visitors to the town
- Peebles Traders
- Peebles Partners
Tactics
- Visitors - questionnaire evaluation
- Peebles Traders face to face and telephone evaluation
- Peebles Partners face to face evaluation
Measurement
A report was produced for the Peebles Retailers Association which showed actions, results and recommendations for each of the key customer groupings. This was used to demonstrate to Peebles Retailers Association and potential new members the benefit of the promotional material and group working. It will also be used as evidence for future funding bids.
Peebles Retailers Association