OMER HERMONI Focus on Product and Service Quality

At the moment, there is no point in engaging in the argument surrounding Bnei Brak and making the case for it being as safe as any other city. The stigma will eventually disappear, and those who are already coming to the shops have overcome their concerns. I would recommend to businesses in the city to split their advertising and messaging toward two different audiences: residents of Bnei Brak ( via local newspapers, Hadrei Haredim and the like), and the rest of the population ( via digital media).

For clients from outside the city, focus on the quality of the product and the service, and keep mentions of Bnei Brak to a minimum. When advertising the new “Home Place” branch, refer to the location as “close to the Coca- Cola junction”. For the management of “Karl”, I would recommend focusing the messaging on being a national chain with branches in Jerusalem and central Israel. In both cases, I would recommend emphasizing via all media that these are businesses that attach a very high importance to the “purple badge” guidelines, thereby conveying the message that they are “safe and protected”.

The writer is a business consultant

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profiles

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