"Marketing in the Ever-Changing Hudson Valley" |
by June Bisel Owner & Vice President BBG&G Advertising & Public Relations |
| A very wise man once said the lower Hudson Valley of New York is a "sleeping giant." This wise man is Gene Bové, Creative Director of BBG&G Advertising in Middletown, and he's almost right. This great giant has been sleeping, but in recent years she has begun to stir. And there's just no telling what her disposition will be when she is fully awake. For many years the lower Hudson Valley was a rural community of farmlands and vacation bungalows. Those of us who have lived and worked here for a good while have often wondered how a region so beautiful and so close to New York could go unnoticed. We watched as most of New Jersey and parts of Connecticut underwent a series of rapid-fire changes, and, like the proverbial wallflower at the dance, many of us felt, simultaneously, both distressed to go unnoticed and glad not to be pulled out into the middle of the dance floor. But then, not long after 9/11, everyone looked our way—at once, seemingly—and our numerous charms (reasonable real estate rates, proximity to the city, transportation options, good schools, and undeniable beauty) were suddenly apparent. As a consequence, the area has been inundated with new people over the last four years, driving the real estate market up to even greater heights than those of the country at large. And of course, many big companies have been savvy enough to follow the crowd in. Those of us who have been doing marketing here since the pre-boom days now find ourselves in the position of being heroes of sorts; we are helping established businesses to stay competitive in the face of all the well-branded businesses moving in; we are helping small businesses to continue to grow, and we are welcoming the big businesses that are streaming in. Luckily, there is room for everyone. And when all these myriad business types work together, area residents benefit. Our job as marketing professionals has become more challenging than ever. But we have had the good sense to unite together through the BMA-HV. The BMA has taught us to network, to create symbiotic relationships, to take advantage of the resources at hand, and to continually educate ourselves in new and different aspects of marketing. Moreover, it has also given us the confidence to know that we are ready for our greater role as the liaison between various business models and the public. It's an exciting time for us—and for the businesses we represent as well. Together, we will have some say in the giant's posture and inclinations as she comes to life. |