Digital Media and the Branding of Downtowns: Strategies for New Business Development Using Paid, Owned and Earned Media November, 2013 | Page 25

“Somebody is much more willing to sit down and watch a one or even a two-minute long video than
they are to read a 15-page paper on what you think is right,” said Derrick Minor with the city of Raleigh.
“It might take you four hours to record interviews and festivals… but you’re taking extended lengths of
time and essentially consolidating them into a short video that can communicate a very strong
message.”
Crowdsourcing Contests
You don’t have to do all the work yourself. Crowdsourcing, a fancy term for getting input from lots of
other people, will continue to grow in popularity. Crowdsourcing allows you to make the most of rich
content that your audience is probably creating even now.
Some examples might include photo contests for public events such as festivals and parades. You could
ask people to submit their best images for your organization’s use. In return, you tell everyone who
created the image when you use it. Some organizations have asked amateur photographers to upload
their images to Instagram or Twitter using a unique hashtag created especially for the event. That makes
it easy for you to sort through the entries, and the hashtags draw attention to the event.
Actionable Insights
Changes in technology have led us to share more information about ourselves – where we like to eat,
what shows we attend and where we vacation. That information makes it easier for marketers to tailor
their message specifically for people who like certain things.
If money were no object, David Diaz of the Downtown Raleigh Alliance says he’d like to learn more
about what data are available.
“I think that we need to spend money on hiring the companies that are at the forefront of using data for
digital advertising to help create the strategy for whatever we want to do,” Diaz said.
Many, if not most of your downtown business could probably use some help spreading the word about
what they offer consumers. As downtown advocates learn to create new paid, owned and earned
channels, some may look outside their walls to enhance their area’s brand.
“I would not be surprised if in three years Durham has a Durham business brand office that offers
technology platforms to its businesses and organizations to help them make sure that they’re telling
their story…using digital media,” said Casey Steinbacher with the Durham Chamber. “We can not only
help them reach their audience, but continue to build the brand.”

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