THIS IS QUEENSBOROUGH
queenschamber.org
EXPERT ADVICE
MARKETING TIPS TO KICK START GROWTH
STEPS YOU SHOULD TAKE TO MAKE YOUR GOALS A REALITY It’s one thing to have a business, it’s another to know how to grow it. Advertising is a crucial step toward growth, but you may not know where to start. Business owners are used to hearing the most promising solutions all day, but advertising and marketing isn’t one-size-fits-all. You have to know your business, what you want for your business, and all of the options available to reach your business goals. The marketing experts at Spectrum Reach know a thing or two about growing a business and the steps you should take to make your goals a reality. Here are a few tips to keep in mind: • Know what you want to achieve. Do you want to establish brand awareness, overall growth, or do you want to introduce new services and products? Your business exists to fulfill a need for your consumers, but what is that need? Your customers need to know why they should pick your business and, most importantly, you should know that as well. Get specific with your intentions in order to take the necessary steps toward your goals. • Explore how to achieve your advertising goals. You may already be familiar with the advertising landscape, however you can’t assume that what worked in the past will work again. This year alone proves that the media world is constantly evolving. In the current climate, as people spend more time at home, they are tuned in more than ever. With multiscreen advertising, you can reach the right consumers where and when they are most engaged. • Get familiar with your audience. You don’t need a big audience if it’s the right one. Identifying who your ideal customers are and where and how to reach them
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is key to making your marketing and advertising strategy effective. The right advertising partner should help you understand your audience and come armed with aggregated and de-identified data and privacy compliant research to show you who to reach and how. In order to truly understand your audience, you need to know their demographics and psychographics. The more you know about your consumers, the more likely your advertising efforts will work. As a local business, it’s impor-
tant to note that most customers stay within their neighborhood and vicinity when making purchases. If you’re advertising outside of that area, you may be wasting your investment. Privacy compliant data allows your business to find and reach the audiences that will be the most interested in hearing your message. • You’re paying for transparent results. One of the biggest misconceptions about advertising is that it’s reserved for companies with huge budgets. Not so. Advertising, especially at the local level, is affordable and effective. It’s not enough to throw a certain amount of money into an advertising campaign and then occasionally check to determine if your investment is effective. You have to keep up with your results and
adjust accordingly. While you should pay attention to which media channels work best, the time of day that has the most reach, and the performance results of one ad over another, you also need an advertising partner who readily provides up-to-date information and answers these questions for you. These guidelines are just the tip of the iceberg. Spectrum Reach harnesses the power of multiscreen advertising for any business and offers a simplified one-stop-shop destination for marketing solutions. The marketing experts at Spectrum Reach have a wealth of advertising knowledge that they’re ready to share to help your business succeed. Learn more about growing your business at spectrumreach.com.
CHAMBER MEMBER NEWS
RWNYC TO ‘ADOPT’ RESTAURANTS
Resorts World New York City (RWNYC) is joining the Queens Chamber of Commerce’s “Adopt a Small Business” program. RWNYC is sponsoring 40 local small businesses with a complimentary oneyear membership to the Queens Chamber of Commerce. Opened in 2011, Resorts World New York City is the first and only casino in New York City. Situated next to Aqueduct Racetrack in Jamaica, RWNYC receives over 10 million guests annually. Resorts World New York City is operated by the Genting Group, a global corporation that has destination resorts across Asia, Europe, and North America. This summer, RWNYC is preparing to open a hotel, the 400-room Hyatt Regency JFK. “As a business that had to close its doors during the pandemic, we recognize first-hand the economic impact COVID has had on the busi-
ness community,” says Michelle Stoddart, vice president of Community Development at RWNYC. “This is why it’s important to us that we help other businesses get back on track to recovery.” Among the 40 businesses Resorts World New York City will sponsor through the Chamber partnership are dozens of restaurants in neighborhoods surrounding their property, including many in Ozone Park, Howard Beach, Woodhaven, and Richmond Hill. Restaurants were among the hardest-hit businesses during the pandemic, having to pivot exclusively to delivery and takeout during the 2020 lockdown. Even as establishments have begun to reopen in phases, overall restaurant sales volume has not caught up accordingly. Membership to the Queens Chamber of Commerce gives business owners access to a wealth of resources including advocacy,
government agency assistance, discounts, and a vast network of industry contacts. These resources can help businesses adapt to the new landscape of commerce America faces. Since reopening their doors in September 2020, Resorts World New York City has doubled down on its community outreach efforts. In 2020, they developed the Community Partners Program, a coalition of small businesses that offer discounts to its rewards card members in exchange for free advertising. RWNYC hopes its new partnership with the Queens Chamber of Commerce will encourage more businesses within the five boroughs to enroll in their Community Partners Program to increase their visibility. “Businesses don’t exist as islands,” says Stoddart. “We all rely on each other. When businesses band together and share resources, the community wins. The people win.”
