Chamber hosts breakfast with the city of Marshall and Buxton Company

Thursday, August 9, 2018
Audience members listen to a presentation on Buxton Company’s LSMx program Thursday, Aug. 9, during a breakfast with the Marshall Chamber of Commerce and the city of Marshall.
Whitney Barnes/Democrat-News

The Marshall Chamber of Commerce hosted a breakfast and presentation with the city of Marshall and Buxton Company Thursday morning, Aug. 9, at the Martin Community Center.

In an effort to provide helpful notes for improving business marketing strategies, Buxton Company Senior Account Executive Matthew Tate explained how Buxton’s LSMx program is beneficial to businesses.

“We’re really excited to be partnering with Marshall,” Tate said. “As they’ve mentioned, we are focusing a lot of our effort on retail recruitment, but we don't want to turn a blind eye to those retailers and ... merchants who have already been an investment in the community of Marshall. We want to make sure we are assisting them, as well.”

LSMx is a local store marketing tool for retailers, restaurants and service providers looking to reach more customers through targeted marketing.

According to Tate, businesses provide Buxton with customer data, and in turn, the company uses 71 different psychographics to break down that information and target households that are likely to be the best potential customers.

“What we’re able to do, is we’re able to learn the difference between households and customers,” he said. “Each household type, and everyone in the audience, some of you demographically might look the same, but psychographically you spend differently. What we do, is we leverage psychographics to understand the difference in households and customers for all of these restaurants and stores that we work with across the country.”

LSMx then takes that information and allows business owners to create ads and target customers on different marketing channels like Facebook, Google Search, mobile banner ads, email and direct mail.

City Administrator Dave Haugland said the city has 25 licenses to the program through their partnership with Buxton Company, which will remain in effect until the spring of 2020. The city of Marshall entered into the three-year partnership with Buxton Company on Tuesday, April 17. According to the ordinance, the city will pay Buxton $50,000 per year.

“Whether you are a chamber business or a business in our county, contact us, we will let those licenses go out,” Haugland said.

For more information, business owners are urged to contact Dave Haugland at Marshall City Offices, 660-886-2225.

“Our partnership is one that we’re happy to spend any additional time with anyone in the city to talk about how to help your business grow,” Tate said in closing.

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  • You left an important piece of the story out, Matthew Tate wasn't physically there, he phoned in his propaganda. His company cares so much about Marshall that for the $150,000 they are being paid over 3 years someone couldn't even show up to talk to us face to face. I found that insulting. Then when asked about how their proposal has worked with other communities like Marshall he kept talking about work they did for communities with 10 times the population (and more) that we have. I did not come away from this meeting feeling positive.

    -- Posted by momaster on Thu, Aug 9, 2018, at 3:18 PM
  • "Psychographics", sounds more like psychobabble to me! We are spending $50,000 a year, and I for one, don't know what we are getting for the money. Are they trying to get businesses to move to Marshall? Any clarification would be appreciated.

    -- Posted by Red Witch on Fri, Aug 10, 2018, at 11:11 AM
  • "It could be really helpful when it comes to shopping indecision and stock availability if there was somebody around to tell you what you want."..... also known as the Walmart business method.

    -- Posted by momaster on Fri, Aug 10, 2018, at 3:59 PM
  • I simply don't understand "TED" LMAO

    -- Posted by chuckhaynie on Fri, Aug 10, 2018, at 10:32 PM
  • Where is the comment I posted earlier?

    -- Posted by momaster on Sat, Aug 11, 2018, at 7:04 PM
    Response by Sarah Reed, General Manager, Marshall Democrat-News:
    Good morning. Let me know if you are having trouble with the comment field. You can email it to me and I will try to upload it for you. Best, Sarah
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