- Oct 18, 2018
November kicks off the holiday season, and the Chamber is busy with a number of projects to promote Northbrook as an outstanding shopping and dining destination. Northbrook’s retail businesses and restaurants are given the spotlight in print, cable TV, and social media campaigns produced through a partnership between the Chamber and the Village.
The Chamber invests over $27,000 annually in marketing strategies that include a widely-viewed television commercial, a detailed Holiday Shopping & Dining Guide distributed in 22nd Century Media newspapers, and the popular “Nicki the Northbrook Shopping Elf” Facebook Campaign, all designed to increase retail sales for local businesses and support the Village through vital sales tax revenue. Since sales taxes make up one-third of the Village’s budget, the “shop local” message of the campaign has a positive impact on all residents and businesses.
Local store owners acknowledge the importance of the Chamber’s efforts to attract new holiday shoppers to the community. “As a local storeowner in downtown Northbrook, I’m very grateful that the Chamber takes such an active role in support of Northbrook shopping,” comments Allison Gilley, The Book Bin owner. “The holiday season make up the largest part of our annual sales and the Chamber’s marketing encourages our residents and neighbors to see the benefits of shopping in person instead of online.”
The eye-catching 30 second television ad invites viewers to discover luxury retailers and fine dining in Northbrook, which fits in with the tagline “Where Michigan Avenue meets the North Shore.” Scheduled to begin its five-week run at Thanksgiving and continue through Christmas, the spot will be seen in the North Shore market on HGTV, USA, Food Network, Bravo, and other news, sports and entertainment channels. Historically, the Shop Northbrook ad has delivered about 338,000 impressions each year to a target audience of women ages 35-65. As an added bonus, sports fans may have already seen a sneak preview of the commercial which began airing last month during late season NCAA football games shown in the North Shore area.
In addition to traditional TV viewing, the ad has pop-up visibility on over 400 network-related websites and within on-demand viewings. This visibility, part of Comcast’s multimedia advertising options, is “non-skippable” on tablets and computers, ensuring that viewers see the ad’s complete content.
The commercial is available for viewing on You Tube
Northbrook Shopping Elf Facebook Campaign
By now a familiar face on the Facebook scene, Nicki The Northbrook Shopping Elf will get decked out in her holiday finery this month, gearing up to promote all that is special and fun about shopping and dining in Northbrook throughout the holiday season. As the official spokesperson on the page, Nicki will spread holiday cheer by announcing special promotions and offers, where to find the hottest gift or fun new product, and announce seasonal activities throughout the community.
This is the fourth year for the popular Facebook campaign. Over the years the page has grown to over 1900 followers, and is now a year-round voice for Northbrook retailers and restaurants.
Again this year, the Chamber has contracted with Creative Marketing Associates (CMA) to work directly with local store owners and restaurants to gather information for the page. CMA will use the information to create video slideshows, fun contests, opinion polls, updates on trends, and other fun elements to generate continued interest in local shopping. Facebook users who like the Elf page will get advance notice of flash sales and be able to take advantage of downloadable coupons for use with participating merchants.