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Trademark Advertising presents marketing plan to FBA

Trademark Advertising presented a $40,000 marketing proposal to Farragut Business Alliance at the group’s meeting Monday, July 20.

Travis Morin, Trademark president, and Josh Loebner, strategic marketing, explained that business owners were beginning to understand the importance of banding together, using as an example The District in Bearden.

The group of small businesses in Bearden has banded together to advertise and hold community events and business open houses as one entity.

“That’s kind of an awkward area … [it has] a lot of small businesses and they couldn’t afford advertising individually,” Sarah Mills, Trademark art director, said.

“It’s been really successful because it creates a sense of community … and Bearden is really proud of it,” she added.

Farragut businesses would face a similar problem of being geographically separated across the Town’s 16 square miles.

“We have similar logistic issues to Bearden because we’re so spread out … you don’t have a walking area,” Farragut Wine and Spirits owner David Purvis said, specifically regarding events done as a whole group.

However, he added, events could perhaps be done to include different sections of Farragut, even spotlighting those areas.

The District in Bearden has overcome geographical separation through its unique branding and by implementing street banners, pamphlets, maps, a Web site and e-mail blasts to customers.

When The District in Bearden started in 2006, it was composed of nine businesses; today it has 28 members, as well as corporate sponsors.

“It started with business owners saying ‘We’ve got to do something,’” Loebner said.

Part of the marketing package presented to FBA members included direct mailing to local residents giving them a discount card to shop locally.

Another idea was to design a Web site where each member business would have its own page, where the group as a whole could advertise sales, events, print coupons and issue e-mail alerts and where consumers could easily find businesses.

Trademark representatives also would help FBA develop outdoor and environmental advertising, such as fliers, posters and banners both in participating stores and throughout the community.

The “Buy in Farragut” campaign would be year-long with periodic events to “continue building momentum,” the plan states.

Loebner said business owners weren’t the only ones picking up on an economic shift: consumers were becoming more interested in buying locally and supporting neighbors.

“There’s an opportunity to create a presence here,” Loebner said.

“‘Buy in Farragut’ could be deeper and more connective than just ‘Buy in Farragut,’” he added.

Purvis agreed: “‘Buy in Farragut’ means nothing to people who don’t live here.”

Morin advised FBA members that Farragut residents had the highest disposable income spending per capita in the entire state of Tennessee.

“People in Brentwood make more, but people in Farragut spend more,” he said.


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