Download - Tapping into the “Buy Local” phenomenon …
![Page 1: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/1.jpg)
Tapping into the “Buy Local” phenomenon … Why it’s important! (Presentation developed by
Advantage Marketing Wholesalers)
![Page 2: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/2.jpg)
What is the “Buy Local” Movement?
A national community-based effort to emphasize the importance of supporting local businesses
A series of action steps that:Unite local companies of all kindsEmphasize the benefits of buying localDemonstrate the true costs of buying
outside the communityIncrease local revenue
![Page 3: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/3.jpg)
What is a community?A group of people living and
working in the same area with:Similar lives and valuesShared interestsCommon historical & geographical
perspectivesReciprocal dependence
A collection of puzzle pieces that need each other for the big picture
![Page 4: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/4.jpg)
Why buy local?Economic ImpactSocial ImpactEnvironmental ImpactGovernmental ImpactValue Impact
![Page 5: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/5.jpg)
Economics – When is a dollar more than a dollar?
When it is spent in the local communityWhen you consider “the economic
multiplier” – US Chamber of CommerceMoney circulates – is spent and re-spent –
seven times When it is spent locally a larger
percentage is also spent locallyMore money stays in the community
benefiting everyone that lives there
![Page 6: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/6.jpg)
Local Economic Impact…by the numbers
Case Studies Andersonville IL Mid-state Maine Austin, TX Toledo, OH Economic Impact
Analysis
% Dollars retained 68% – 43% 45% - 14% 45% - 14% 45% - 20% 45% - 13%
![Page 7: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/7.jpg)
The “economic multiplier” makes this real money!
ANDERSONVILLE STUDY 68% v 43% on $1 million1 TIME $680,000 $430,0002 TIMES $462,400 $292,4003 TIMES $314,432 $198,8324 TIMES $213,814 $135,2055 TIMES $145,393 $91,9406 TIMES $98,867 $62,5197 TIMES $67,230 $42,513TOTALS$1,982,136 $1,253,410 ECONOMIC IMPACT ON LOCAL
COMMUNITY = $728,726! – 58% More!
![Page 8: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/8.jpg)
It could be much worse!Maine Study 45% v 14% on $1 million1 TIME $450,000 $140,0002 TIMES $202,500 $19,6003 TIMES $91,125 $2,7444 TIMES $41,006 $3845 TIMES $18,453 $546 TIMES $3,737 $87 TIMES $1,682 $1TOTALS$805,139 $162,791ECONOMIC IMPACT ON LOCAL
COMMUNITY = $642,348! – +395%
![Page 9: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/9.jpg)
Ultimate ReciprocityWhat goes around, comes around – 7
times!
Local Business
Local Business
Office Supply Dealer
![Page 10: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/10.jpg)
A Picture is worth…
![Page 11: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/11.jpg)
…a thousand wordsFollow
the Money!
![Page 12: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/12.jpg)
Social Impact Decisions that shape lives
Local businesses employ more people – your friends and neighbors
Poverty increases with “Big Box” retailers like Wal-Mart – Penn State study
Local businesses provide better benefits like healthcare – recent study reports 55,000 Wal-Mart employees on state healthcare
Local businesses bring diversity to the community – “A choice not an echo”
Local businesses support local charities Local Businesses enhance the “Quality of
Life” of their communities
![Page 13: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/13.jpg)
Environmental ImpactStore failures - closures create
“blight”Store successes – more of the sameQuestionable behavior - pollution &
safety Traffic congestion – stores and trucksSuburban sprawl – when everything
looks the same
![Page 14: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/14.jpg)
Governmental ImpactBig Box retailers:
Receive tax subsidies in excess of actual tax revenue – so you pay more taxes
Require more public services – from local government, police, trash collection, road maintenance, etc
Pay less wages so people pay lower taxes
Force more people to state welfare services that also raise taxes
![Page 15: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/15.jpg)
Value Impact – The true cost of “everyday low pricing”
Price “Churn” – unreliable pricing Percentage of items above list – which ones? Bait & switch marketing Demographic pricing – inconsistent High percentage of imports – job loss & quality Service issues – by former & future “burger
flippers” Unique product numbers – difficult to compare Fewer choices – more effort to get what you want
– including employees driving from store to store Store impulse items – so you spend more Cost of “un-returnable” returns
![Page 16: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/16.jpg)
Let’s Get Real Big Box bashing is not a plan Wal-Mart is not the principal
competition – not yet anyway Most studies concern Wal-Mart but… Big Box means any business that takes
money “out of the community” Consumers have been programmed -
Big Box means less expensive Buy Local movements are only a piece
of the puzzle – not a magic potion Dealers must still deliver price &
service
![Page 17: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/17.jpg)
What Dealers Need to Compete
Sales message that resonates Perception changing price message Marketing materials that work Marketing plan that builds awareness Aggressive sales effort Exceptional service – that truly delivers
more than expected Effective margin management Expense control Business owners that are active –
Strong leadership!
![Page 18: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/18.jpg)
Creating a “Buy Local” Initiative
Getting started … Create a “Task Force” with like-minded
business owners – Find some friends Enlist the support of local Chambers,
Rotary, etc. – educate them Contact existing “Buy Local” organizations
around the country - ask for help Create Buy Local presentations using
available data Expand the organization – recruit more
members
![Page 19: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/19.jpg)
Recruiting ToolsPowerPoint & other presentations Information packet on existing
researchPrototypes of banners, decals,
buttons, etc. Organizational goalsList of membersBenefits of membershipChampions – persistent people who
make things happen
![Page 20: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/20.jpg)
The Presentationshould include…
The multiplier effectMoney trail – Big Box vs. LocalThe Impact on economy, society,
environment and local government
Price gamesService issuesCommitment to the community
![Page 21: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/21.jpg)
Build the Organization Create a charter with dues & rules for
membership Develop a real member benefits
program Create “Buy Local” paraphernalia Jointly create a website Start a letter writing campaign – to
customers, prospects, newspapers, elected officials
Alert the media!
![Page 22: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/22.jpg)
Making the Sale
Start making unified presentations to: Elected officialsLocal government buyersLocal schools & colleges with a stake
in the communityLocally based businesses of all types
Live the message – Support local businesses & ask for their support
![Page 23: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/23.jpg)
Remember this - please
The primary goal of the movement is to build an organization that promotes the “Buy Local” concept.
It is not to solicit business, exclude local competition or create a dues-paying revenue stream – although that will probably happen.
The benefit of this approach will ultimately yield a network of local support and plus sales for all members.
![Page 24: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/24.jpg)
Opportunity is staring you right in the face!
![Page 25: Tapping into the “Buy Local” phenomenon …](https://reader036.vdocuments.net/reader036/viewer/2022062521/56813b13550346895da3c1bc/html5/thumbnails/25.jpg)
Carpe Diem!Sieze the dayStart todayAnd remember,
No puzzle was ever solved in the boxThe best puzzles have a lot of small
piecesSomeone has to place the first piece…
Why not you?