If you’re starting a shop local campaign, or just want to increase the attention yours is getting, there are a few people you’ll want to bring on board. Here’s who they are and why you need them.
Key Stakeholders for Your Shop Local Campaign
Your chamber of commerce or your local merchants/business association. Chances are you represent one of these groups anyway. Whichever you do, make sure you get the other on board as well. There is no reason to have overlapping efforts when you can pool your team and your resources for greater reach.
Your mayor or local city official. Depending on the size of your town, getting buy-in from your mayor may be a lofty goal (but even the mayor of a city as large as San Francisco is involved in shop local so don’t be discouraged). If you can’t reach that person directly s/he probably has some sort of economic development person or business advocate. You want to get someone from local government involved because of the media connections that person has, the knowledge of federal grants and other money available, press release worthy attention s/he’ll bring, and access to deeper pockets. In turn, you are providing the official with a high profile, widely appreciated, local issue most voters can get behind.
Local bloggers and/or social media rock stars. If you can find a few local bloggers or active social media people with large followings who will showcase your merchants or take a local-only challenge, you’ll have the opportunity to reach a greater audience.
Shoppers who write reviews. Look to make connections with people who are active on the review sites. (Yelp allows you to follow and message reviewers.) Don’t offer them money or anything in return for reviews from your local merchants. That will look unsavory. Instead, develop relationships with them and explain what you’re trying to do with your shop local program. You might be surprised how they’re willing to help.
Who would you add to this list? Leave us a note in the comments.
