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Newsletter #816: The “Perks of Going Local” Issue

[Welcome back to the Damn, I Wish I Thought of That! newsletter. This is text of the great issue all of our email subscribers just received. Sign yourself up using the handy form on the right.]

Going local is more than a green movement, it’s a way for smart marketers to drive sales, create word of mouth, and cut expenses. A few ways it might help you:

1> It helps with fashion
2> It gets people talking
3> It makes for great food
4> Check it out: Down For Everyone Or Just Me?

1> It helps with fashion

Being a national clothing retailer can be challenging when different regions of the country have different tastes in fashion. To help overcome this, Macy’s launched their “My Macy’s” program where local sales associates help gauge merchandise demand on a store-by-store basis. Rather than taking direction from distant executives, lower-level employees are getting in on the decision making. The results are stronger sales, less wasted overhead, and even an improvement in employee morale.

The lesson: Accounting for local tastes — even if you’re a one-location business — can mean big things for both customers and employees.

Learn more: Chicago Tribune

2> It gets people talking

Creating local specialties — things people can’t get anywhere else — creates a reason to talk about you. At InterContinental Hotels, they do it with their locally-inspired cocktails. Austin’s InterContinental has the Lady Bird Martini, San Francisco has their Cafe Correcto Martini, and in Washington D.C. you can get a mint julep inspired by Henry Clay (who reportedly mixed the city’s first in that same bar in 1850). These small items create word of mouth topics that help fans recommend these hotels with phrases like, “Hey, if you’re looking for a hotel in Chicago, the InterContinental has a great such-and-such martini.”

The lesson: Give people something unique to talk about by taking advantage of your local personality.

3> It makes for great food

Going local is more than a marketing strategy — it’s a scrappy thinking philosophy that can save budgets and resources by looking in your own backyard first. When U.S. Coast Guard chef Barry Wildman couldn’t get budget approval for herbs and fresh vegetables, he planted his own just outside the cafeteria. Soon, his garden boasted more than 150 varieties of herbs and veggies — a supply his 10 cooks now draw from daily. The result is great food, a full cafeteria, and lots of restaurants trying to recruit Barry as their head chef.

The lesson: When you’re on a budget, going local can be a great way to cut expenses and save on resources.

Learn more: L.A. Times

4> Check it out: Down For Everyone Or Just Me?

Wondering if your favorite social network has crashed again? Or is it just your finicky connection? This handy site will let you know.

Check it out: Down For Everyone Or Just Me?

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  1. Going Local – Even When Your Global « Christopher DeMarti - March 18, 2011

    […] just finished reading an article by Andy Sernovitz called “The Perks of Going Local” and I thought I would share some of his ideas here. The main point or argument in the […]

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