think local May 10, 2011
We have lovely local clients in the food and retail industries and we often encourage them to use the ‘buy local’ rallying cry as a central message in their communications.
Recently, the preparation of one such client’s advert led us to an office conversation on why that message doesn’t translate as strongly to the service industry, or manufacturing for instance…and isn’t it frustrating that companies with spending power don’t always focus their procurement on local contenders…and would the words ‘local, fresh and good’ accurately represent our clients in other sectors?
Let’s see:
Local and rural no longer means disconnected and off the pace; our clients all have strong links on a local, regional, national, international and specialist level.
They employ local residents and as they grow will offer more opportunities to local residents with skills and talent, ensuring that
a/ they help combat the inevitable ‘brain drain’ and
b/ they make it that little bit easier to live in a nice place and have a rewarding job (ie achieve work/life balance).
They are part of an extended network of local businesses and much of their direct spend is with other local suppliers and businesses. By working with them you are making sure that your spend has even greater benefits to your local economy and community.
They’re on your doorstep and committed to great service; take advantage of a traditional work ethic and good customer service, pop in for an impromptu cuppa to discuss ideas, pick up the phone and call using a local tariff, know and trust the people you work with.
All good reasons to support local enterprise then; could you use them to strengthen your marketing?
N.B. If you’re more minded to quantitative evidence of the benefits of thinking local, have a look at these facts:
Local businesses generate 70% more impact (per square foot) on the local economy than national enterprises
Non profit organisations receive 200% more support from small business than they do from large concerns
Three times as much money stays in the local economy when you buy goods and services from locally owned business than when you buy from national chains or providers