Nursery World - Nursery Chains: Shout about it

During the economic downturn, nurseries are using innovative methods, such as radio adverts and fun days, to promote themselves and attract new child numbers, discovers Mary Evans.

Traditionally nurseries have traded on their good reputations and made use of word-of-mouth as their major marketing tools, but in the current economic climate many chains are now starting to use innovative and proactive ways of promotion.

Just as chains differ in their approach and style, the methods they employ to raise brand awareness are many and varied, ranging from e-marketing to hiring dedicated marketing staff, and from establishing ring-fenced advertising budgets to orchestrating free publicity in the local media.

There is a temptation when times become tough to reduce advertising budgets, but that can be a false economy. What is needed is to ensure that any marketing and PR effort is cost effective.

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