Yesterday’s Promotions/Round Table meeting was well attended and lively. Two important topics emerged as uppermost on everyone’s mind: 1) continuing the shop local campaign (I’ve included an article I wrote last year regarding the economic benefits of supporting local merchants) and, 2) making sure downtown looks its very best. These are two things we can do to help our cause; remind residents to support their local merchants, and look as attractive and appealing as possible to tourists and visitors.
This time of year debris from plows, shovels, and wind collects where trapped and scatters where not. We are all busy scurrying to the warmth of cars and businesses and tend not to notice our surroundings. But take a look sometime at our front yard so to speak. Cigarette butts litter the sidewalks, trash is not picked up, empty buildings look especially forlorn and neglected, awnings have suffered through the winter, and windows are dirty. This is what the visitor sees.
We are blessed to have one of the most unique historic downtowns in all of Oregon, if not the Northwest. Our buildings and commercial district, as well as our history, are priceless. Truly, downtown is our goose laying the golden egg. Heritage tourism and marketing efforts are aimed at bringing visitors here. Are we doing all that we can to keep them here or invite them back?
We are all responsible for the condition of downtown. No amount of grant writing for awning replacement or façade improvements will mitigate the effects of a neglected or unkempt district. Downtown has its share of absentee property owners who often fail to look after their sidewalks or buildings. Perhaps in the interest of keeping downtown attractive we can adopt areas not being cared for. Fifteen minutes of sweeping and trash pick-up can do wonders. Empty storefronts don’t have to be completely empty. Art, historic photos, seasonal decoration, whimsical settings, and even advertising for other businesses can fill the storefronts, making it an interesting excursion for pedestrians and helping with the morale of residents and existing businesses.
--Ann Mehaffy, Program Director
SHOP LOCAL CAMPAIGNS
In cities, towns and villages across the nation, there is an effective and growing Shop Local /Local First movement to support local economies by localizing consumer spending. This movement recognizes that self-reliance of a community and local ownership of businesses are critical requirements for a sustainable and prosperous economy. This Shop Local movement does not require or demand that we never go outside our community for consumer goods; it only asks that we first look locally and make conscious decisions to support our community businesses. It makes sense to start at home where our spending will have a great impact on our community:
●Locally owned businesses maintain the local character and diversity of our community. Our one-of-a-kind stores are an integral part of our distinct and unique character, adding to our sense of community and appealing to out-of-town visitors and investors.
●Dollars spent at locally owned businesses have three times the impact on the community as dollars spent at national chains.
●Local ownership means important decisions are made locally; by people who live in our community and who are invested in our community’s future.
●Local charitable and non-profit organizations receive an average of three and one half times more support from local business owners than from non-locally owned businesses.
●Entrepreneurship fuels America’s economic innovation and prosperity.
●Customer service is better; small business owners consistently rate customer service as their top priority and best marketing tool.
●Local businesses create good jobs; small businesses are the largest employer nationally.
●Local businesses can make more local purchases, supporting local agriculture, producers, and other local businesses.
Interested? Try reading Michael H. Shuman’s The Small-Mart Revolution. “It’s not about stopping anything. It’s about starting something—vibrant local economies that will make our cities and towns the places we very much want them to be.” (Bill McKibben, in Foreward to M. Shuman’s book). --Ann Mehaffy, Program Director
THE ECONOMY: EMPLOYING THE CARPE DIEM FACTOR
Carpe diem, Latin for ‘seize or make use of the day’, is not a phrase just for optimists. While we cannot control the recession and the subprime rate fall-out, we can do plenty to set the tone and pace for our local economy, our business atmosphere, and our sense of community. Focusing on the positive, partnering where ever possible, doubling customer service efforts, and diversifying services and products will help in many ways to improve the local economy while offering the comfort of hometown shopping. Some strategies for seizing the day during this economic downturn:
1. Take this opportunity to develop customer loyalty with exceptional customer services, perks, benefits, loyalty cards, and special sales.
2. Improve marketing and promotional strategies; many businesses will over-cut their advertising budgets. Fill in the gap with your business and gain a greater market share.
3. Be positive with your customers. People come to your store to shop or buy a needed service, not to hear how bad it is.
4. Diversify your goods and/or services to increase your customer base and maximize dollar gain. Investors least affected by the Dow’s decline have diversified portfolios in many different industry segments. Diversification in retail can capture additional and new customers.
5. Target local marketing efforts to reinforce your business image; work with other retailers to create special sales events, collective marketing, and Shop Local campaigns. Be creative; rethink your business.
6. Improve your looks! Pay special attention to window dressing, front door and store appearances, inventory circulation, in store promotional events, and an upbeat attitude. Many shoppers are looking for an experience as well as goods or services. Make your store as inviting as possible. An inviting store will encourage more customers to come in to have a look. That’s half to battle right there.
7. Broaden and deepen community relationships, partnerships, alliances, and cooperative endeavors. This is the time to circle the wagons, so to speak, to become better neighbors and more self-reliant as a community.
8. Beef up your small business tool box by improving your financial management and marketing skills; a vast amount of information and resources for small business is available and free on the internet. HBC is also a great small business resource; as a National Trust Network member, HBC has access to the Main Street Solutions Center, a database library of relevant information, ideas, and strategies for downtown businesses.
9. Remain positive; a positive attitude can make all the difference with your customers, sales, employees, and community.
10. Finally, carpe diem!
--Ann Mehaffy, Program Director
