Old Town Boutique District On News Channel 8!

Check out the great article below on the Old Town Boutique District’s Successful Marketing Campaign!

Alexandria (web | news) , Va. - Some local merchants in Old Town Alexandria are getting through the recession by sticking together.

It’s easy to overlook some of the stores in Old Town because there are just so many that line the busy, colonial streets. That’s exactly why a small group of local retailers decided to stand out by putting themselves on the map — literally.

“If anyone comes in here and says, ‘I’m new to town, can you tell me some other great places to shop?’ We will hand out the map and say, ‘This is where you want to go — here, here and here,’” said Amy Rutherford, owner of Red Barn Mercantile.

The map is part of a larger marketing campaign for the Old Town boutique district which started almost two years ago. For a monthly fee, stores can join the team and all the money goes into advertising and special events.

“We realized that if we pooled our resources we could reach more customers and save money,” said Kim Putens, co-owner of Bellacara.

Business owners say the exposure is priceless, especially during tough economic times. “This is a great way for me to reach 25,000 people that I can’t normally reach for a small business,” said Rutherford.

Nancy Pollard says frequent e-mail blasts thanks to the boutique district has brought new customers into her store. “I even had one who came directly and said, ‘I’ve been shopping down here for several years, and I never knew you even existed and I’m so glad I found you,’” Pollard said.

The boutique district also receives support from Alexandria with the city matching the marketing dollars. Stores received nearly $50,000 in the past two years.