Building a Buy Local Program #1

Why are you doing this?

If you’re currently running a Buy Local program or are thinking of getting one going, the first and most important question to start with is why.

Just before Christmas, I was meeting with a publisher about their Buy Local program. It became apparent that they only reason they were doing a Buy Local program was to make money. That’s okay but you can get a lot more traction for your program if there are more reasons than just to make money for your newspaper.

Other reasons can be: building the local community, helping your merchants keep their local business, helping the community grow or helping schools and the law enforcement agencies to get their needed funding. There can be lots more reasons. It’s good to know your why so you can fully explain to your partners, merchants and readers why you are starting the program. They want to hear that it isn’t just about you and your bottom line. If you make it about their bottom line, they’re going to be more responsive.

I know a publisher whose newspaper has reported on several things that were not as flattering regarding the city council, mayor, police or others. While the newspaper only has reported the truth, some supporters of the city nevertheless feel they have unjustifiably persecuted others. Situations like this happen from time to time and can leave a bad feeling about the paper. This program can help mend some of those bad feelings. It can also show your support for the city, county or other government agencies.

Now you don’t have to hide that this can help you as well; just don’t make it the sole reason you are getting into a Buy Local program. As you prepare for a Buy Local program, be sure to get key people involved.