Local relevance sounds small, like a back-handed compliment. But small is big, huge even for small business owners: let your community know you care and they’ll care about you right back. Pour your hard-earned marketing dollars into your customers and your neighborhood and they’ll notice so big, they’ll bring their friends by to meet you.
Andrew Thomas, CEO of Craft Brew Alliance, discussed local relevance and microbrews with the ACG Portland crowd in 2015. Andy reported that a large chunk of consumers choose to ‘buy local’ everywhere in the nation — and that local preference increases as you move west.
Craft Brew Alliance reported that West Coast consumers preferred to buy local more strongly than anywhere in the nation: one out of every two beers purchased in bars and restaurants on the west coast was a microbrew in 2015. Even more startling, young Millennials and aging, supposedly better-funded Boomers preferred microbrews equally.
Even if you’re not selling microbrews, make this statistic work for you and your small business. Be authentic, be local, be proud and share it loud! Here are a few terrific examples from our smart partners, crafty business leaders every one:
Sam, Tiffany and the team at ServiceMaster Building Services have been serving the Moda Center and Portland Trail Blazers for decades. Receiving copyright permission to photos from the Blazers allows the team to brand uniquely, sharing the story with pride and irresistible imagery right on the website and social media.
At Furniture Medic by Cincinnati, Eric Schimpf has been leading the team and restoring furniture for consumers and businesses for twenty years. Doing the right thing built this local reputation to be proud of; company history and mission is shared at every touch point — from digital branding and advertising to directory listings and live events. Simple proof points in the form of furniture project before and afters illustrate the companies’ work richly while enjoying heavy site traffic. And by analyzing messaging and results relentlessly, consumer and business prospecting becomes increasingly more efficient (and profitable!) over time.
Partner Jim Porter, of Applied Restoration, builds it right so customers won’t have to repair it later. He’s known for decades that succeeding at commercial construction means more than quality work; it means standing behind your work with the best warranties in the industry. Jim and the team partner with only the best suppliers, like DryVit, who share their values. Check out Jim’s video at AppliedRestoration.com and in LinkedIn and Facebook to see how co-branding works to amplify your brand in your community.
Ideagility couldn’t be prouder to be a team of local Portlanders serving small businesses nationwide. Our mission is to deliver the most profitable results — job requests — and the best service in our industry. As the digital solution for small business owners with urgent needs online, we build responsive websites, social, email marketing, organic and digital ad campaigns. Contact us at email@example.com or at 1-800-496-1698.
Go forward, go local and prosper!