Enticing people to buy local is a big part of what chambers do but if you’re trying to decide whether to institute a Shop Local card campaign and a chamber currency program, you’re asking the wrong question. It’s not an either/or.
A Shop Local card program allows member businesses to increase sales through participating in a discount program. It’s similar to offering coupons but most card programs require the coupon holder to purchase the card. The coupon holder is out the initial investment regardless of whether he or she buys anything.
Pros of a Shop Local Card
Because there is an initial investment involved, people feel like they need to use the card. This drives your shop local efforts as people try and get their money’s worth.
Cons of the Card
A card only works if the discounts offered are considered “worth the money.”
A chamber currency program takes nothing away from a Shop Local card. The two could be used in conjunction with one another and both are good sources of non-dues revenue. Arguing that a chamber should use one over the other is like Target saying they won’t accept gift certificates because they take coupons.
Pros of a Chamber Currency Program
A chamber currency, or gift card, program allows people to pay for items at participating members with a local gift certificate. It’s easy to use and ensures money stays in the local economy because it can only be used at participating members. Go with a certificate that can be purchased online so buyers can purchase when they want from wherever they want.
Cons of a Chamber Currency Program
Some gift certificates are merely branded as local, but ultimately can be spent anywhere. A chamber bucks program narrows down the area in which they are valid by including only participating members.
Chamber Shop Local cards and currency programs can be mutually beneficial. One saves your community money, while the other makes it easy to give the gift of community. Both will help your members see more sales.
Photo Credit: © Can Stock Photo Inc. / ayo88
