Market Assessment
Gibsonville Merchants Association +
Gibsonville, NC | Land of the Eno, Shakori, Occaneechi + Saponi
2019 + 2021
Motley Local was commissioned to evaluate and establish common understanding on the level of reach and engagement through current channels of marketing for Gibsonville businesses. This baseline acts as a launchpad to build future marketing strategies and identifies effective methods to: market to individual customer bases; reach and attract surrounding demographics; and encourage cross-promotion and customer sharing between different businesses. Through observing and analyzing Gibsonville’s marketing presence through the selected strategic, pillar businesses and considering the selected town entities, we have identified a baseline to elevate marketing in the community. The goal of this analysis and its implementation is to increase foot traffic and engagement from Gibsonville residents and the greater community.
The assessment was completed with the understanding that ‘fresh eyes’ could locate some of the ways that Gibsonville might be missing connections and identifying ways that current efforts are succeeding or missing the mark. Our team sought to assess the present downtown business community and the ways they were advancing the identified brand statements, as well as analyzing the ways in which the brand of Gibsonville has evolved.
This 31-page analysis report was presented to the Town of Gibsonville and the downtown business community in February 2019 on behalf of the Town of Gibsonville and then updated in July 2021 on behalf of the Gibsonville Merchants Association.
SELECTED FINDINGS:
Gibsonville is well-positioned, being five minutes away from Elon University, less than 10 minutes away from Burlington and has a population of over 1.4 million accessible to downtown Gibsonville within a 25-mile radius. If residents are not visiting or patronizing downtown, it is because they are unaware of the products and services that are available. We have found that downtown businesses, by and large, do not market to Gibsonville or the surrounding community.
For the purpose of this update, old/closed businesses were taken out of the analysis along with new businesses added including: Toasty Kettlyst, Daisy May Cafe, All She Wrote Notes, Sip In Shop, Flips Tire + Automotive and The Gilded Bean. Along with these businesses, the Gibsonville Merchants Association marketing efforts were reviewed to see how effective they were as an advertising organization for Gibsonville.
Downtown Gibsonville has built infrastructure with the potential to attract customers, encourage foot traffic, and elevate their downtown. Built infrastructure (buildings, sidewalks, roads, plumbing, electrical capabilities, etc.) is meant to attract businesses and activate downtown Gibsonville with patrons. Public restrooms and parking are part of the bigger picture that is already in place to host a greater influx of walking traffic and events, as well as acting as an attraction for new businesses to move or open downtown. There are green spaces and public spaces for festivals and city events to activate.