Promoting a business in New York City can be a challenging endeavor. From digital marketing to traditional advertising, there are many ways to get the word out about your business. Organizations like the New York City Department of Small Business Services (SBS) offer free courses to help entrepreneurs start, operate, and grow their businesses. Additionally, there are tools available to help create an emergency preparedness plan and understand the regulations necessary to do business in New York City.
The Social Media Association recently hosted a webinar titled “The Legal Side of the Digital Marketing World” presented by attorneys Andrew Lustigman, Mary Grieco, and Morgan Spina from Olshan. On December 16th, Andrew Lustigman and Scott Shaffer from Olshan's 26% brand management protection practices group will present a webinar entitled “Marketing in the COVID-19 Era” for the Bronx's Third Avenue Business Improvement District. The topics covered will include e-commerce marketing, advertising claims, social media marketing, data privacy, and more. Andrew Lustigman and Morgan Spina wrote an expert opinion article for the New York Law Journal titled “Preventing the Malfunctioning of Viral Fashion Promotion”.
Andrew Lustigman was also quoted in AdAge about the potential ban of TikTok and how it would affect brands that use the platform for advertising. Casper Sleep's initial public offering prospectus states that using third-party paid marketing programs can negatively affect its reputation and subject it to fines and other penalties. Andrew Lustigman was also quoted in a LegalTech News article about the use of social media by lawyers and its ethical implications. The Electronic Retail Self-Regulatory Program (ERSP) recommended that Alo Yoga modify Instagram posts of certain influencers to reveal the material connection between Alo Yoga and influencers.
Andrew Lustigman is also the prominent legal source of the published article “Brands Want Students to Sell to Each Other”. In April, the Federal Trade Commission (FTC) sent more than 90 letters to brands and influencers notifying them of their obligation to disclose material connections in sponsored posts on social networks. Business owners in the Bronx should be aware of successful social media marketing strategies that can generate profitable results for similar brands in New York City. Investing in local advertising by publishing an ad in the local newspaper or classified ads section is another way to reach your target market. Mayor Eric Adams recently announced the launch of “Get Local NYC”, a five-county tourism marketing campaign led by NYC & Company that encourages visitors to explore all of New York City and support small businesses as they emerge from the COVID-19 pandemic. Collaborating with other businesses is another way to increase referrals and build trust with customers.
However, it is important to tailor your marketing strategy based on your target market. For example, a Manhattan studio executive is unlikely to be interested in social media posts about a new business in the Bronx. Work closely with lawyers and marketing managers to develop digital marketing strategies that attract, engage, and connect law firms with new clients and increase their overall digital presence. Discovering the best digital marketing agencies in New York can help you create effective campaigns for your business. Attending trade shows is another great way to promote your business in New York City. Some well-known trade shows include the International Contemporary Furniture Fair, National Stationery Show, New York International Gift Fair, New York Comic Con, International Auto Show, International Jewelry Show & Watch Show, National Retail Federation Big Show, and International Beauty Show. Time Out and Events Eye are good resources to get an idea of events your local business might be interested in sponsoring.
Brands must carefully plan all promotions and expect the unexpected on social media.