Marketing Campaign for Local Shopping
Students Name
Institutional Affiliation
Shopping locally means getting products and services from the stores and shops within one’s geographical area. Most people prefer to buy their daily food products, clothing, and get other services from local businesses than getting them from large retailers. The act has developed into a new trend that has been adopted by a lot of people. As a resident of the Savannah area in Georgia, I plan to encourage my neighbors and other people from my street to shop locally, through creating awareness and explain all the benefits of this act to the residents.
Marketing Campaign
I plan to launch a marketing campaign for local products and services to pass my message on the advantages of shopping locally to shopping from large retailers. The marketing campaign will be presented to the savannah chamber of commerce so that I can get help to spread awareness. The chamber of commerce had promised to listen keenly to my proposal and amend any crucial areas before approving.
A marketing campaign needs proper planning on the issues to address and how to address them to get the desired outcome. The campaign for this market helps the marketing team to discuss the target group directly (DeSoto et al., 2013). For my marketing campaign, I need to give the public two weeks’ notice of the meeting to avoid interfering with the people’s daily operations. The announcement will get spread through posters in highly populated areas such as the open market and shopping centers. Since most shoppers are young people, the notice will also appear posted on social media platforms like WhatsApp groups, where residents will be able to add their friends and colleagues.
During the actual meeting day, I plan to first create a rapport with the residents by introducing myself to those who might not know me. While building rapport, I will focus on acquiring the trust of the residents on local food products and help reduce any wrong perceptions they had on the products (Campbell, Davis & Skinner, 2006). I will use the company of a few marketing experts from local companies, to address the public at the open market center in the area due to its large population. Since I am quite popular in the streets, I plan to greet the audience and introduce the experts to the people before explaining the purpose of our visit.
The next step will be thanking the residents for sacrificing their time and work. I will then explain, from my research, the growth progress of the savannah area and what we desire to achieve as residents. The marketing experts will address in simple language the current trends and what to expect in the future in terms of the growth of savannah towns. The residents will also be informed of the advantages of shopping locally to the residents and their future generations. My main focus is on the purchase of food products. Additionally, I plan to help the experts in addressing the issues by citing practical and real situations from the area that some residents can relate to.
Persuasion Techniques
One of the effective ways to persuade residents to embrace the routine of shopping locally is to clearly explain the benefits that this routine will give the resident. First, residents need to understand that shopping locally will create an excellent personal relationship between business owners and the residents. A peaceful working environment is one of the most significant moves that enhance the growth of a city. I will also explain to the residents that local products are safer to consume since it is easy to trace the source and suppliers of the goods. Research has indicated that towns that have embraced this unique mode of doing business have helped to sustain the growth of their centers and improve the living standards of the residents. Helping to promote local businesses helps develop the local economy by introducing a local supply chain and investing in their business owners (Mitchell, 2016).
Another media that I plan to use to convince the residents is the use of social media platforms. The platforms will enable the residents to air their opinions on the methods that can encourage people to shop locally. The residents will also get to address the challenges associated with shopping locally and any amendments they would want done to enhance local shopping. The technique will help the campaign to reach any persons who may not have attended the meeting (Voorveld et al., 2018).
Furthermore, the experts will explain the help that they are willing to offer to ensure the growth of the town through local shopping. The offers will include improving the quality of the food products to attract residents. I will also get assurance from the local companies who will promise the residents on a full-time supply of farm products to prevent any shortage that will lead them to shop outside the town.
Conclusion
Shopping locally is a crucial move that will quicken the development of savannah town, which has been lagging in terms of growth. The marketing campaign will help acquire the involvement of residents after they understand the importance and the positive impacts of shopping in their area. The campaign will help them understand the benefits of the move to their living standards and future generations. I will use my popularity to influence my friends and other residents to embrace local shopping and contribute to the development of their town.
References
DeSoto, L. J., Bodda, M. M., Adkinson, K. A., Achanta, V. R., & Peng, F. (2013). U.S. Patent No. 8,606,626. Washington, DC: U.S. Patent and Trademark Office.
Campbell, K., Davis, L., & Skinner, L. (2006). Rapport Management during the Exploration Phase of the Salesperson–Customer Relationship. Journal Of Personal Selling & Sales Management, 26(4), 359-370. doi: 10.2753/pss0885-3134260403
Mitchell, S. (2016). Key Studies: Why Local Matters. Retrieved from https://ilsr.org/key-studies-why-local-matters/
Voorveld, H., van Noort, G., Muntinga, D., & Bronner, F. (2018). Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type. Journal Of Advertising, 47(1), 38-54. doi: 10.1080/00913367.2017.1405754