Pleasanton Weekly

News - May 21, 2010

Marketing seminars get under way Tuesday

City-sponsored workshops aimed at beefing up shopping in Pleasanton

by Jeb Bing

A series of city-sponsored one-hour seminars designed to offer Pleasanton retailers help in improving marketing techniques will get under way next Tuesday.

Working with EMC Creative, an award-winning branding agency, the program will be held under the auspices of the city's Economic Development Department and its Economic Vitality Committee.

"The seminar series is among the initial steps in crafting a long-range plan to create a more robust image and memorable shopping experience for Pleasanton and its visitors," said Pamela Ott, the city's Economic Development Department.

The first seminar, "Driving Sales Through More Powerful E-mail Marketing," will be held from 8-9 a.m. Tuesday at the Four Points Sheraton Hotel in Pleasanton, one of four workshops that are open and free to Pleasanton businesses. It will address the best practices for using e-mail in the retail world, how to create better business relationships through email blasts and messaging, and how to measure and analyze email outreach to improve sales and traffic.

All four workshops will focus on aspects of retail marketing to maximize the message, and will allow retailers to implement practices throughout the year and in preparation for the 2010 holiday shopping season.

The next three seminars are scheduled for Wednesday, June 23; Tuesday, Aug. 31; and Thursday, Sept. 30.

"These seminars are designed to provide small- and medium-sized businesses with a snapshot of valuable information in a short period," Ott said. "Participants will come away from the seminar and be able to instantly implement new tips and strategies designed to affect the bottom line for each business owner."

The seminar series complements an online survey that was launched earlier this month to explore consumer retail habits and provide answers about how and why people choose Pleasanton for shopping, dining and for doing business. The responses from consumers and other stakeholders of Pleasanton will influence future strategy and recommendations.

EMC Creative, a Danville firm, began working with Pleasanton when it hosted a "how to" holiday seminar last year for Pleasanton merchants.

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