To Market? Or Not?

So, following four comments on the ANRHEG Nadolig Rhuthun Christmas PRESENT campaign, we need to ask whether Rhuthun should market itself; if so, to whom; and whether this is but a waste of resources.

Marketers always say that if you aren’t moving forwards, you’re actually moving backwards. Rhuthun can therefore ill afford to stay still. It’s hit upon a Christmas campaign that succinctly shows why Rhuthun is different and one that is more pragmatic than that of 2007, however noble the intent.

If Rhuthun/Ruthin is to retain what trade it has and even grow, it needs to market itself and appeal to different segments. Why should it market?

1. To ensure locals to support the town (and those from the village hinterland). They need reminding that Rhuthun needs their support and that it’s got a lot to offer. This is a difficult segment for whom to cater because locals may take Rhuthun for granted (but they would also miss the shops if they weren’t there). It needs to be timely and almost constant. Otherwise, they may take the view that it doesn’t have what they need so they will go elsewhere rather than treat Rhuthun as a first choice. The campaign should therefore assume nothing.
2. To attract convenience visitors (who might use Tesco or perhaps Co-op but fail to get beyond the Station Yard roundabout). There is a steady market in Tesco visitors, including from Dinbych/Denbigh who need converting into people who make a positive contribution in the town by making comparison purchases here. Before long, Dinbych will have its own Tesco. The campaign needs to cement Rhuthun as a destination centre while it has the opportunity.
3. To bring in other, discretionary visitors (who might not come for Tesco or B & M). Not Northwich and possibly not Chester (though, why not?). Rhuthun is sufficiently different to attract people from nearby market towns and this is its base Christmas visitor market. Y Bala, Yr Wyddgrug/Mold, Rhuddlan, Y Rhyl, Prestatyn, even Wrecsam and even Y Fflint. I have come across people from all these towns in Rhuthun, some regularly. The campaign should stir up an interest so that people come and see, with the hope that they like it enough to come again and tell others. I’ve come across people from Patagonia, too, but not doing Christmas shopping!
4. To level the playing field. If other towns and attractions market themselves, so should Rhuthun. You need to be a bit pushy. Others certainly are. Remember last Christmas’ adverts in the Free Press for Eagles’ Meadow, Wrecsam? Rhuthun might think it can’t compete but it needs to counter with its own unique offer and thrust it in front of locals and visitors alike, to controvert, to oppose, the bigger centres with bigger campaigns.
5. To set out our stall as different, to offer people a change. If Rhuthun cannot compete on price, then it must on quality of service, quality of goods, etc. This is another marketing common sense argument: we will never attract Wilkinson- or Primark-type visitors who will stay on their doorstep, so why try? Focusing on a different experience and the quality end of the market enable value added sales. Rhuthun in general is market differentiated at the high end and recognises its strengths. The world needs to see and understand this.
6. To reassure everyone that:

• Rhuthun is serious about itself, its shops and is here to stay.
• You come here for the delight of pleasant surroundings, residents and shopkeepers (usually and generally)

There’s little to separate comparison shopping from leisure these days. Rhuthun can so easily offer both. With that in mind, have I missed anything? Anyone wish to disagree?