Box stores are often top of mind for buyers because of their extraordinary advertising budgets. On top of that, in this age where efficiency is valued almost above all else, most customers who are doing their every day shopping see shopping from a targeted approach of “I need this. Where can I get it?” The question is often answered with the known store, because shopping adventure is not on the mind of the exhausted parent or the beleaguered business person.
They want what they want, quickly, and at a good price. They’re not looking to shop around at a bunch of stores that don’t have what they need. They want the sure thing.
Box stores spend hundreds of thousands of dollars to ensure they are the first thought that enters a tired mind but here’s how your chamber can help local businesses compete with that.
First You Have to be Thought Of
Creating a map of your local businesses will help people know where they are and what they sell. You can print paper copies or feature them online. (Make sure the map is mobile-friendly.) Offer categories for each business so someone viewing the map has a basic idea of what they sell. Don’t forget the line on the map about “Tell them the chamber sent you.” This sort of feedback is invaluable and a great selling point for membership.
As a chamber you can choose to showcase every business or just chamber members. While most chambers use the map concept as a way to bring attention to member businesses, it’s best to include everyone and then highlight members in bold or a larger font. If you only have members featured, the map will lose some of its value as a resource, particularly from a visitor’s perspective.
If you don’t want to do it yourself, Google has a program to put your city on the map.
Share Your Audience
Another way to help your community is to feature businesses at every opportunity. Share your chamber’s audience and spotlight the businesses on your website, through social media, in your newsletters, any where you can.
Segment your member business list and once a week or so do a search on social media for people who are “talking.” Look for opportunities to promote your local businesses. It is a lot of work but if your local shops start getting business based on your efforts, you can be assured they will appreciate it in the form of continued member dues or a new membership.
