“March Madness.”
If you’re from Clearfield, this means more than just basketball. March Madness means steep sales and flocks of people in Downtown Clearfield for 3 days to purchase anything from guns, fishing rods and camouflage. On March 19, 20 and 21, will your downtown business be prepared for this event?
During these three days, more money is pumped into our local economy than any other time of the year. Plus, this event is second largest in bringing people into Downtown Clearfield, next to the fair parade. Up to 90 percent of these people are from out of town.
This sounds like a great weekend for stirring up business, but why does it seem like this opportunity is easily overlooked? Let’s place ourselves in the shoes of the customer for a minute. Imagine yourself driving an hour or two to do some shopping. However, if you’re anything like me, halfway through your shopping experience, your tummy will tell you to feed it. So you start to look somewhere within walking distance to eat, when you realize many places appear to be closed? Some places only serve breakfast, others only lunch, and others only serve dinner. Where do you go to eat? Looks like you’ll have to travel out of town by either stopping at a fast food place on your way home or stopping at another town. This is a lost opportunity for Clearfield. Those people who flock out of town to eat, will not return to our downtown.
Here’s some food for thought. These folks are in town all 3 days. It’s a proven fact the longer people are in your town and in your stores, the more money they will spend. Our town has a huge opportunity to “bait” in these people while they are shopping, feed them, entertain them and keep them satisfied so they continue to shop and invest in our local economy.
Here are some simple ideas: offer special “March Madness” hours and open earlier for the morning shoppers, but also open later for dinner for the evening shoppers. Book a local band to entertain at your pub or coffee house. Offer “lady” specials: “bring your ‘dear’ with you” and offer special 3-day prices on pedicures, earrings, etc. Just because women typically do not attend March Madness, doesn’t mean men can’t purchase something to take home to his lady.
There are countless opportunities, but it’s all on the effort you put into it. These folks are just like fish in the river…they need stimulated. Sandwich boards work great, so do balloons, flags and also having your door propped open if it’s a nice day releasing fresh cooked pizza, chocolate or popcorn scents into the town. “Reel” them in! Communicate with other downtown merchants so you complement one another. After a customer is done with your store, recommend them to another store nearby. If you own a storefront with a window, use it to advertise your specials and hours for passersby to read. Offer a “camo” special; and most importantly, make sure hunters and fishers know they are welcome.
Best yet, stay open on Sunday. (Yes, I really did say it.) Advertise special hours. Isn’t Sunday when you do most of your shopping? Then why wouldn’t you open your doors for people to shop your merchandise during this promotional event? Rumor has it some Steelers will be in town for a charity event March 21. That’s another opportunity for gain. Folks may be coming to Clearfield for their first time. Let’s make a positive impact on them so they continue to come back year after year – Steelers or no Steelers.
With everyone working together, we all are winners at the end of the day. It takes more than just one, two or three businesses to pave the way for your town’s success. It takes cooperation and taking advantage of the opportunity. This March weekend goes way farther than just the three days. A great experience can have lasting year-long effects to our town for these tourists and neighbors. By having 100 people come for an overnight stay plugs thousands of dollars into your local economy, making it a success for everyone. Let these folks do the marketing for you and save you money. Let them go home and grab two or three more friends to bring with them next year. Not only will it lessen advertising expenses for local businesses in our town, but it will help Clearfield become a “true” destination town (defined as a +55 mile drive with one night stay) and businesses will continue to see sales increase, which is the reason we are all in business.
All in all, let’s start the trend this year so in following years, this “March Madness” weekend will continue to grow and grow, placing Clearfield on the map and in the direction to a healthy, sustainable community to work, live and play.
