Retailers the target in city’s ‘shop local’ promotions

To help bring visitors to Newton and promote its retail stores, the city put together a “shop local” marketing strategy advertising businesses and the community.

During its Nov. 1 meeting, the city council approved a resolution authorizing the marketing campaign by the City of Newton and Liebl Marketing Group, using radio, targeted streaming radio and over-the-top/mobile video. City documents say the campaign will complement other advertising from partner agencies.

The campaign will spotlight retailers until Dec. 23.

In total, the advertising campaign will cost $7,500. The city wants this initiative to increase awareness of the impact “staying local” with holiday shopping can have, as well as increase the amount of regional visitors and transactions from nearby communities. The campaign overview stated:

“While it is tough to compete with online shopping and the furry of a crowded mall’s Black Friday deals, it is critical to promote the great shopping options and retailers in Newton to both residents of our community and those who live outside Newton and may be unaware of the variety of Newton’s retailers.”

City of Newton and Liebl Marketing Group will utilize Spotify and Pandora to target consumers by zip code, allowing them to serve different messages to shoppers both inside and outside of the community. Commercials will also be placed on local radio stations KCOB and KRTI, as well as STAR 102.5.

Alternative video messages will be targeted to residents in Altoona, Grinnell, Knoxville, Marshalltown and Pella, encouraging them to make the short commute to Newton for their shopping needs.

Vicki Wade, president of Destination Downtown Newton Alliance, a group dedicated to promoting the very retailers the city wants to highlight, asked council members at their meeting earlier this month to work with business owners. Wade, who is now a member of the city council, complimented the campaign.

“I think this is a great promotion of the businesses in our area,” she said. “I’m asking that Liebl Marketing and the city consider working with Destination Downtown Newton Alliance as well on this project … We have about 18 retailers in our group, and I believe they would like to be a part of this process if possible.”

Council member Craig Trotter said as a commuter into Des Moines he knows of a lot of people who see or hear these commercials about Newton and ask questions. The campaign, he added, is a “very, very good deal.” Council member Evelyn George said the timing of the campaign is great, too.

“I work with a lot of women whose husbands are hunters, so they’re looking for places to go and things to do on hunting weekends as well,” George said.

Contact Christopher Braunschweig at 641-792-3121 ext. 6560 or cbraunschweig@newtondailynews.com