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www.IndependentRetailer.com MARKETING Buy Local
Campaigns continued from page 95
an increase in customer loyalty. If you are looking to start
your own buy local campaign, following are the fi rst steps, as suggested by the ILSR: Form a steering committee.
The committee should include six to 15 people, mostly local business owners, along with a few individ- uals and leaders of any relevant organizations, including down- town revitalization groups. Set a date for a kick-off event.
The event should be some- thing that starts a long list of goals, provides immediate me- dia visibility, and helps with initial recruitment.
Devise a name, slogan and
logo. The group name and slo- gan should be positive, proactive and professional. As this is a lo- cal campaign, look into recruiting local designers. Develop a campaign kit. A
campaign kit is the packet of materials that businesses receive when they join. It can include anything from a welcome letter to a storefront decal, to a list of participating businesses. Defi ne membership. Before
accepting memberships, you should determine which busi- nesses are eligible to participate. Also, how much will it cost for businesses to join? The next steps are just as im-
portant, and in order for any buy local campaign to be successful, it needs to pursue organization-
al development and spread the campaign message simultane- ously. The campaign will need more than a steering committee, and will only operate smoothly if a board is formed, bylaws are adopted and a budget is followed. Spreading the campaign’s mes- sage is the fun part. As the ILSR notes, “The more people learn and the more they see and hear the buy local message, the great- er the impact of your campaign and the more it will infl uence people’s choices.” ■
For more information: ILSR’s New Rules Project Mail Stop 67 1313 5th Street SE, Ste. 303 Minneapolis, MN 55414 Tel.: 612-276-3456 Website:
www.newrules.org/retail
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Y 96 September 2011 .C INDEPENDENTRETAILER
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