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The Business Plaza™ is comprised of a number of
interrelated parts that together provide a unique and compelling
advertising medium for businesses to reach their local
community. Benefits of advertising include:
- On-line advertising of your company, products and services
- Direct marketing through each organisation’s regular
newsletters
- Tactical promotions through ability to provide special
offers
- Loyalty through supporting the local community
- Customer retention through promotions and special offers
- New Business acquisition
- Market response to service through feedback channel
- Limited number of advertisers in each category
Each Business Plaza™ is on-line linked to the individual
club or organisation’s web site home page. It provides an
environment to facilitate commerce within that community, cost
effectively for advertisers. In addition all advertisers are
encouraged to provide additional benefits to members of that
community, such as 10% discount from the meat suppliers, two-for
one meals at restaurants, and special offers.
The Business Plaza™ is structured by major grouping of
expense or interest with sub-categories of expenditure where
advertisers are listed. As an example, telecommunications is
one category and included in that category are local calls, phone
cards, mobile services, internet, telephone hardware, and billing
services. There is also a search box where users can enter a
word or words such as ‘shoes’, ‘telephone’, and be taken directly
to those providers, or alternatively ‘List All Advertisers’.
Most importantly, advertisements in a Business Plaza™
work every day, all year instead of the once only appearance a
traditional advertisement appears in the print media. Unlike
print media, members of each Business Plaza™ community
regularly check the web site throughout the year because this is
how they find out about events, fixtures, games and so on.
Tennent shares the advertising revenue from each Business
Plaza™ with the organisation associated with it, delivering
essential funds for those organisations.
For advertisers - gain new loyal customers!
The Business Plaza™ predominantly operates for local
communities. It builds a strong, long-term bond between the
advertiser and the local community; a community committed to
support those who support them.
Members of each Business Plaza™ community are issued with
a member card which is used to obtain additional benefits from
advertisers, such as special offers from Hotels, discounts on meat
from the butcher, and so on. This provides a ‘top of wallet’
reminder of the Business Plaza™, the organisation, the
advertisers and benefits to be gained while providing immediate
feedback to advertisers through purchases. Special offers are
promoted regularly to Business Plaza™ members.
Loyalty marketing experience shows that while advertising
sensitises the target market, additional benefits to the purchaser
provide the ‘call to action’ to make a purchase particularly if the
benefit is at the point of sale for instant gratification.
For sporting associations and schools – gain recurring
revenue!
By having Tennent set up a Business Plaza™ for your
organisation, your organisation or school shares in the total
revenue generated from advertising, and because of the special
offers advertisers make available, you deliver substantial
additional benefits to your organisation’s or school’s
community.
This ongoing revenue allows sporting organisations and schools
to provide much needed facilities and reduces the demands on
volunteers’ time and resources.
With a Business Plaza™ everyone benefits. The
Business Plaza™ really works!
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