Chambers are well known in their communities, which is a plus for any sort of event or campaign they take on, but your shop local program still needs marketing attention. While you’re out there publicizing it on your website and social media outlets, don’t forget to ask the local media to help get the word out.
Here are a few tips on how you can do that:
Write a Press Release
Writing a press release and circulating to your local papers is a good way for your shop local event to get picked up. However, you’ll have a greater chance of it becoming a bigger story if you make the story about your community and not about how your chamber is hosting the event.
It’s not a difference in content. It’s the difference in how you frame it — self-promotional versus a human interest story. Let local business by the hero and you the facilitator.
Get Bloggers Involved
Do you have local bloggers in your area? The answer is yes, even if you don’t know it. Do a quick search on Twitter or Google on your town and “bloggers.” Check out their local follower numbers (you want someone with a healthy following) and read a few of their posts so you know what their niche is. Next, reach out to them and explain you’re trying to strengthen the “buy local” movement and would like their help as an influential blogger in your area.
Some may be willing to do it for free, others may expect to be compensated. If they do, remember they qualify as a local business too. Maybe they’ll take payment in chamber bucks.
Checkout Free Media Options
Check with your local cable company and neighborhood papers. Cable companies often offer free local access and studio use. If they do, invite one of your member businesses on to talk about buying local and what it means to small business.
If you have neighborhood papers in your town, see if they offer columns or highlights and ask if you can interview a venerable local business for your buy local event.
When your local business community succeeds, everyone succeeds. Most media people understand this. Don’t be afraid to ask how you can work with them and what they need from you to make your buy local campaign the most successful of its kind.
Image credit: via Flickr by br1dotcom
