I had a great conversation with Roland Peterson, the Executive Director of Berkeley’s Telegraph Property & Business Management District. We were sitting in the Burbank Airport after a meeting of the California Downtown Association waiting for our various planes to arrive.
His question to me at one point was what I thought of the Shop Local programs that cities and downtowns are doing these days. How would you answer that question?
Let’s see if you and I agree! My feeling is that most Shop Local campaigns are based on guilt– the guilt of buying local because you live in that town. Guilt works for the short term, but not a long term. People eventually forget the guilt, especially if the product or service they want isn’t in their town. To really influence people you have to go with major league fear or something positive.
Since most cities and downtowns can’t use the major league fear angle, my suggestion is to go with the positive. Placemaking Group and the Town of Danville did that with their “Shop Danville, In Style Every Day” program. It started out as a typical Shop Local campaign, but by talking to people who were shopping in the downtown we found out who most enjoyed the downtown and what they loved about it. It takes more time than just a quick fix, but it works better and longer to find out who shops in your city and why. Then you can go after more of them. If you find the people who are most likely to buy and then talk directly to them, you will have better long-term results.
Hi Dennis,
I agree with you that Shop Local campaigns should be positive in nature. In purest form, a promotion to engage consumers with local businesses should reinforce the unique values associated with that area. This will appeal to two primary groups. First, it will resonate with residents who love their community and desire to be an authority and evangelist of the area. Secondly, non-residents who identify with the values of the area will want to learn what the buzz is about. In my opinion, the most important aspect of developing a successful campaign to encourage consumers to engage with businesses in a particular area is to begin with a positive, honest, engaging and creative brand assessment and implementation which reflects the area’s unique characteristics.
Best,
Tom Meriam
Marketing Director
Fortune Strategies, Inc.
Former Walnut Creek Downtown Association Board Member and Marketing Committee Chair. http://www.walnutcreekdowntown.com