When creating a shop local campaign, it takes very little to get merchants involved. Persuading them to offer discounts or incentives to shop local sometimes takes a little effort, but in the end, the program benefits them so they generally will agree. In the case of local currency programs, most of the merchants love them.
Then you branch out and start marketing to your community shoppers and letting them know why shopping local is important, how they can benefit personally, and what it means for your community. This is also not too hard of a sell because shopping local and supporting a local business make people feel good.
Successful Shop Local Campaigns Require Strong Foundations
But what most shop local campaigns forget is the beginning of the cycle. You can’t have a strong Main Street brimming with local merchants without landlord support. Building owners select the tenants they rent to. It’s easy to choose the franchises and big box stores because landlords know they’re more apt to follow the rules and less likely to go out of business because they are established companies, with plenty of marketing support, even if they’re new to that location.
Box stores may mean sales but not personality. If you want your town to be known for its unique shopping, these large stores aren’t going to get you there. People will buy out of convenience and less out of desire.
Helping landlords recognize the importance of local merchants is essential to your shop local campaign’s success. Talk with them. Help them fall in love with the idea of creating a unique shopping experience in your town. Help them find qualified leasees. Remember, their investment and livelihood are at stake here. While you want them to value local the way you do, you also need to make sure they understand how it can benefit them financially.
Creating a Main Street that draws a crowd will help their renters be successful, which means they’ll be able to afford future lease increases.
Are you reaching out to landlords in order to keep the balance between box stores and unique shop local options? If so, please share your experiences so others can benefit.
