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Tapping into the Buy Local phenomenon …

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Why it s important! (Presentation developed by Advantage Marketing Wholesalers) What is the Buy Local Movement? A national community-based effort to emphasize ... – PowerPoint PPT presentation

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Title: Tapping into the Buy Local phenomenon …


1
Tapping into the Buy Local phenomenon
  • Why its important! (Presentation developed
    by
  • Advantage Marketing
  • Wholesalers)

2
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 kinds
  • Emphasize the benefits of buying local
  • Demonstrate the true costs of buying outside the
    community
  • Increase local revenue

3
What is a community?
  • A group of people living and working in the same
    area with
  • Similar lives and values
  • Shared interests
  • Common historical geographical perspectives
  • Reciprocal dependence
  • A collection of puzzle pieces that need each
    other for the big picture

4
Why buy local?
  • Economic Impact
  • Social Impact
  • Environmental Impact
  • Governmental Impact
  • Value Impact

5
Economics When is a dollar more than a dollar?
  • When it is spent in the local community
  • When you consider the economic multiplier US
    Chamber of Commerce
  • Money circulates is spent and re-spent seven
    times
  • When it is spent locally a larger percentage is
    also spent locally
  • More money stays in the community benefiting
    everyone that lives there

6
Local Economic Impactby 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

7
The economic multiplier makes this real money!
  • ANDERSONVILLE STUDY 68 v 43 on 1 million
  • 1 TIME 680,000 430,000
  • 2 TIMES 462,400 292,400
  • 3 TIMES 314,432 198,832
  • 4 TIMES 213,814 135,205
  • 5 TIMES 145,393 91,940
  • 6 TIMES 98,867 62,519
  • 7 TIMES 67,230 42,513
  • TOTALS 1,982,136 1,253,410
  • ECONOMIC IMPACT ON LOCAL COMMUNITY 728,726!
    58 More!

8
It could be much worse!
  • Maine Study 45 v 14 on 1 million
  • 1 TIME 450,000 140,000
  • 2 TIMES 202,500 19,600
  • 3 TIMES 91,125 2,744
  • 4 TIMES 41,006 384
  • 5 TIMES 18,453 54
  • 6 TIMES 3,737 8
  • 7 TIMES 1,682 1
  • TOTALS 805,139 162,791
  • ECONOMIC IMPACT ON LOCAL COMMUNITY 642,348!
    395

9
Ultimate ReciprocityWhat goes around, comes
around 7 times!
10
A Picture is worth
11
a thousand words
Follow the Money!
12
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

13
Environmental Impact
  • Store failures - closures create blight
  • Store successes more of the same
  • Questionable behavior - pollution safety
  • Traffic congestion stores and trucks
  • Suburban sprawl when everything looks the same

14
Governmental Impact
  • Big 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

15
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

16
Lets 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

17
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!

18
Creating a Buy Local InitiativeGetting 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

19
Recruiting Tools
  • PowerPoint other presentations
  • Information packet on existing research
  • Prototypes of banners, decals, buttons, etc.
  • Organizational goals
  • List of members
  • Benefits of membership
  • Champions persistent people who make things
    happen

20
The Presentationshould include
  • The multiplier effect
  • Money trail Big Box vs. Local
  • The Impact on economy, society, environment and
    local government
  • Price games
  • Service issues
  • Commitment to the community

21
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!

22
Making the Sale
  • Start making unified presentations to
  • Elected officials
  • Local government buyers
  • Local schools colleges with a stake in the
    community
  • Locally based businesses of all types
  • Live the message Support local businesses ask
    for their support

23
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.

24
Opportunity is staring you right in the face!
25
Carpe Diem!
  • Sieze the day
  • Start today
  • And remember,
  • No puzzle was ever solved in the box
  • The best puzzles have a lot of small pieces
  • Someone has to place the first piece
  • Why not you?
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