There’s a buzz around independent shops and shopping locally at the moment. Google ‘shopping’, ‘buying’, and ‘supporting local independent shops’ and there are hundreds of results. Government and celebrity lead campaigns to save our high streets, sites listing local independent shops and products, and blogs raving about the joys of buying from independent shops. So how can owners and managers of independent shops maximise this positive trend?
Independent shops are penalised in a lot of ways in comparison with the big chain stores. Marketing often feels like one of those ways. How can a small business compete with large brand advertising campaigns, countrywide billboards and TV slots? Jumping onto the “Shop Local” message, a message that is already being spread nationally, is a way for independent shops to do just that.
Independent shops are in the perfect position to present themselves as truly local, and market themselves at the same time. Independent shops that support and sponsor local teams or make donations to local charities, put themselves into the public eye and connect themselves with the concept of “local”. If business it too tight for financial outlays join local groups or do something productive that’s cost free like graffiti removal or litter picking. Giving back to the community that independent shops need to be supported by is good business. The community benefits, and the independent shops benefit.
All independent shops should have a Facebook page, and use it to connect to their customers. Adding pictures of new lines and snippets of news is a brilliant way to keep an independent shop’s name in the forefront of customer’s minds. Advertise your Facebook page, and get followers. An easy way to do this is to offer small prizes for those that “Like” your page. Once independent shops have their following it is a free source of advertising and the means to stay in contact with your customers at the click of a mouse.
