At the end of last year, in response to media attention on the state of local retail, Action for Market Towns’ research division, amt-i, launched a short survey into town and local business promotions. The research was sponsored by loyalty specialists Savvy and carried a £100 cash prize for the most innovative promotion. Competition was fierce with nearly 50 innovative and wide ranging schemes in the running. A snapshot of some of the promotions employed by towns is available here .

The winning scheme was Earl Shilton’s 2009 series of free public events staged for the benefit of the community and to attract visitors.

Mayor of Earl Shilton, Cllr Frank Tipper commented “I am pleased to see our work in rejuvenating the town and energizing the community is bearing fruit and we are delighted with the recognition from Action for Markets Towns that shows we are doing the right thing.”

Earl Shilton’s events programme included a Street Fair in June, Shilton-by-the –Sea event and vegetable and flower Show in August,  Music in the Park during September. Followed by Organist Entertains in October, Big Swing Band in November and a range of  Christmas promotions which included Lights, an Ice Rink, Ice Cafe & Winter Big Wheel. In addition to this frenzy of monthly activity Earl Shilton Town Council also continued to organise a Farmers Markets every 3rd Saturday. The Earl Shilton scheme was chosen primarily because it was an ongoing programme of events at different times of the year allied to the regular farmers market – giving plenty of reasons for people to make return visits to the town.

“The key to success proved to be via the children because if they liked the events, then the older community would also come but of course continuity mattered like the monthly Farmers Markets.” Continued, Mayor Tipper.

The outcome of the town’s promotions were measured by looking at the average spend in town compared with spending on farmers market days , numbers attending events and interviews with local businesses via Earl Shilton Business Forum.  The findings were that visitors numbers were significantly increased, local people were shopping in the town and Earl Shilton’s reputation was enhanced. In addition, more than £10,000 was generated from an initial outlay of about half that, a pretty savvy investment from a small town of less than 10,000 people – if you will excuse the pun!

Steve Wyllie, MD of Savvy UK Ltd, who sponsored the survey, will visit Earl Shilton to present the £100 prize in the coming weeks. “Although it was a close call, Earl Shilton managed to run a rolling programme of interesting events, without spending lots of money. We hope they spend their £100 prize, locally!” commented Steve.

AMT members can access contact details for this and other successful schemes here. If you are not an AMT member and would like more information on how we can help you learn from and network with other towns, as well as a host of other benefits, please click here.

The initial findings of the survey will inform a larger piece of research into Loyalty Schemes in Market Towns being conducted by Action for Market Towns’ research and consulting division, amt-i, and due for release in early spring. For more information please contact Hannah Bowden, Business Development Manager, Hannah.bowden@towns.org.uk T: 07795 146913