It’s somewhat ironic that Jackson Heights (in Queens) and Brooklyn Heights took a similar path to gentrification. While Jackson Heights struggled more than Brooklyn Heights with the city-wide downturn in the 1980s-90s, both retained much of their residential charm. Both preserved their neighborhood character through the National Register of Historic Places.
After the registry and the overall decrease in crime across the city, Jackson Heights again became a magnet for younger families. Whether it was the historic charm or cultural diversity, it is hard to say.
One thing is true, Jackson Heights is an explosion of cultures. It is rare, even in this city, to find Indian, Greek, Middle Eastern, South American, and Mexican restaurants so close together.
With all this diversity, the key marketing challenge for many businesses in this neighborhood is standing out and commanding attention.
Strategy is a term that is misused often. A strategy is making a clear choice of between options. As a metaphor, I like to use a vacation as the example. The strategy is choosing where to go. The tactic is the means of transportation. Here, you need to evaluate if the agency you choose has a clear understand of where you are going and how it can deploy its tactics to help you win.
Sometimes marketing is an investment. Sometimes programs work. Sometimes, they fail. Regardless, you need a measurement plan in place to know which to kill and which to grow.
Learning is part of any marketing campaign. It is how you improve and grow. The market is constantly changing. You will be best suited to meet that change if you constantly testing.
Digital marketing is a diverse field. One group specializes on web design and another on social. If you need a specialized agency for each, the costs add up quickly. Each have overheads they need to cover. This is where a full service agency can help. Those overheads are shared the different disciplines. Now, one caveat, it is important to know that the full service agency can provide the same if not better quality as the specialized.
Large company solutions or carbon copies of other campaigns rarely work for small businesses. If you are seeking marketing help, make sure that the firm you chose has the experience in small business.
If a marketing firm will not share some of the risk with you, then they are not as vested in the outcome as you are.
In a gentrified neighborhood, your challenge isn’t so much in targeting as it is in standing out. Local digital marketing can help you get your message out.
Look, you want any small business marketing partner vesting in your outcome. Marketing is risking. So, you shouldn't have to bear all the risk. Look for small business marketing help that is confident enough in their skills to own some of the risks. If they are, then you know they genuinely want to help your small business succeed.
Size and local knowledge matter. That's been proven, consistently. Therefore, the quality of the help you receive depends on the knowledge of the area, plus the experience level of the team assigned to your business.
In truth, there are many different benefits that marketing firms of different sizes provides. As Liz O'Neill points out on the Precision Marketing Group blog, the help any small business marketing firm provides needs to match the scale you require.
If you're thinking about finding help in Jackson Heights for your small business, here are the things to keep in mind.