Step by step instructions

Ready to promote local shopping to more of your community? Try an editorial or a letter to the editor. You can submit this to your local newspaper, share it in any organization newsletters, and post it on social media!

Step 1. Easily grab these 3 simple numbers for your state or territory.

If you’re in the USA, go to Small Business Profiles at the Small Business Administration. Scroll down and click on your state or territory. You’re looking for these numbers:

• Number of small businesses
• Percentage of small businesses
• Percentage of employees

If you’re in another great country, try searching for each stat, like “Number of small businesses” plus the name of your state, territory or most relevant region. I just tried “number of small businesses New Zealand” and found out that there are 546,000 small business that are 97% of all businesses in New Zealand, plus they employ 29.3% of all employees.

Hot tip: Keep the PDF or website for your data open in a tab on your browser or on your phone, and it will be simple to find the numbers to fill in the template.

Here’s an example for the State of New Mexico:

Step 2. Copy the template below to your favorite editor like Google Docs, Word, or even the notes app on your phone!

This template was provided by the Shop Indie Local promotion of the AMIBA – American Independent Business Alliance. They are a great resource for supporting local shopping all year long.

The Google Docs version of the template is here. (That link is subject to change in future years. If it’s no longer working, just copy the text from below.)

Step 3. Look for the sections in brackets {LIKE THIS} and fill them in.

You already know your state or territory name, and you just picked up those 3 simple numbers about small businesses. Just plop them into the note or document to customize it.

Step 4. Change any wording to make it sound more like you!

It’s ok to reword it, add something, or delete stuff that you would never say. The more personal you can make it, the better!

Don’t want to change a thing? That’s fine, too.

Step 5. Add a local story, or tell about a favorite local business.

The perfect place to do this is right after “entrepreneurial spirit.” Just start a new paragraph, and include a couple of sentences like this:

Holder Drug is the perfect example in our town. Not just the pharmacy, but also their amazing soda fountain! They’ve supported my family and yours for better health for generations, and they’re always one of the first donors to any local project.

Step 6. Submit it to a local newspaper.

Just email it to the editor or anyone you know at the paper. Check their website or a recent paper to find the email address. Or text a friend and ask!

Bonus points: Print it in organization newsletters.

If you belong to any club, church or organization, submit this for the next issue of the newsletter or email newsletter.

Double bonus points: Share on social media!

One super effective way to post on social media is to actually print out the letter on paper, sign it by hand, then post a photo of it to Instagram or Facebook with all the best local hashtags. And you can post the text in the comments. Multiply it by cross posting to local shopping or buy/sell groups on Facebook.

Don’t forget the #ShopIndieLocal hashtag! 

That’s it! Ready to go? Here’s the template:

DRAFT Letter to the Editor Template: Shop Indie Local

In {ADD YOUR STATE/TERRITORY}, we pride ourselves on our independent thinking, ingenuity, and self-reliance — qualities reflected in our entrepreneurial spirit.

According to the Small Business Administration’s latest Small Business Profile, our state{OR TERRITORY} is home to more than {ADD NUMBER} small businesses (employing fewer than 500 people), comprising {ADD PERCENTAGE} percent of all {ADD YOUR STATE/TERRITORY} businesses.

Our small businesses also provide the most significant source of jobs across the state{OR TERRITORY}, employing {ADD EMPLOYEE PERCENTAGE} percent of all private-sector workers, compared to an average of 48 percent nationally.

Whether you run a business or not, we all have an essential role to play in supporting entrepreneurial success and community wealth. As many of us look to share gifts with friends, family, and coworkers, we also have the opportunity to give a gift to our community. When making holiday purchases, we ask you to “Shop Indie Local” and choose to spend your dollars at locally owned and independent businesses.

Why Shop Indie Local?

When you spend your dollars at locally owned retail businesses, more money returns to your local economy than if you spend that same dollar at a chain store.  According to Civic Economics, when you spend a dollar at an independent business, about 48 cents returns to your local economy. (Spend it at a chain store and only 14 cents return; spend it at an online giant and only pennies return.)  That 48 cents recirculate through a local economy, generating ripple effects that strengthen jobs, charitable contributions, and community prosperity. Capitalizing on this local multiplier effect is key to creating jobs and wealth in our community.

On the flip side, purchasing from Amazon or other remote online retailers provides virtually no economic benefit to our community. The American Independent Business Alliance calculates that 1 percent of the cost of an online purchase will go back into your community — only if the delivery person is a local resident.

Local, independent retail businesses help employ many more people than just those on the sales floor. They’re more likely to bank with your local banks and buy from other local businesses compared to absentee-owned companies. They’re also more likely to hire local service providers like accountants, graphic designers, sign-makers, webmasters, and various skilled positions — jobs for aspiring entrepreneurs.

Local non-profit organizations depend largely on contributions from local businesses. This support builds relationships that cement commitment to civic institutions like schools, churches, and fraternal leagues that aid economic prosperity, community cohesion, and trust.

If most of us shifted even one or two more purchases to independent, community-based businesses this season, we would create dramatic, positive changes in our local economies and help induce new jobs in our state{OR TERRITORY}.

So do yourself — and our community — a favor this year by shifting more of your spending to your local merchants, service providers, artisans, and locally owned and independent businesses. Along with helping your neighbors and community, you may just find that the Shop Indie Local spirit turns holiday shopping into a far more relaxing and enjoyable experience: one that rewards both you and your community.

{SIGN YOUR NAME HERE}

Guest post by Jen Risley, AMIBA

Thank you for your commitment to building the local economy movement!

Wishing you an inspiring Shop Indie Local Week with the entire community. My cat Shamu (above) can’t wait for Plaid Friday!

One practical step: #ShopIndieLocal

It doesn’t have to be overwhelming. Any local business or group can start by sharing social media posts announcing your plans and adding #ShopIndieLocal to your posts.

Get ready, get set, get indie local!

Not just Saturday: Plaid Friday through Giving Tuesday

The week after Thanksgiving is a super busy one for the Shop Indie Local movement as we celebrate Plaid Friday, Small Business Saturday, Artists Sunday, Cider Monday, and Giving Tuesday.

Invite Independent Businesses to Plaid Friday

From TLC Monadnock: We invite businesses to serve as Plaid Friday Hubs in the Monadnock Region, NH. Back in 2009, what started with three hubs has grown to over thirty each year. View our invitation and adapt it to work for you!

Learn more: Plaid Friday

Artists Sunday: Celebrating Local Artists, Creators, and Performers

From Artists Sunday: Artists Sunday, falling on November 26 this year, is the celebrated day after Thanksgiving dedicated to supporting local artists, creators, and performers. This year marks the fourth annual Artists Sunday, a unique shopping experience featuring over 4,000 professional artists and more than 500 non-profit art organizations, municipalities, and commercial entities across the nation.

“This Artists Sunday, let’s come together to celebrate and support the artists in our communities. It’s a day to fill our lives with beauty, creativity, and joy,” states Christopher V. Sherman, Executive Director of Artists Sunday

Learn more: Artists Sunday

Why Cider Monday Matters

Celebrate Cider Monday to bring attention to the effects of online sales on your community. You love buying local, but the next thing you know … CLICK, you purchased that blender online from a business far from your community. It’s so easy! And your one purchase won’t really make a difference… or will it?

Learn more: Cider Monday

Unleash Generosity on Giving Tuesday

From Giving Tuesday: Whether it’s making someone smile, helping a neighbor out, or showing up for an issue or people we care about, we each have something to contribute. Identify your gifts, pick a cause that gets you fired up, and give back. Each seemingly small act turns a ripple into a wave of good, transforming society and building the world we all want to live in.

Learn more: Giving Tuesday

Get more ideas, graphics and support

When you become a partner for the holidays, you’ll join 150 Shop Indie Local Holiday Campaign partners from 42 states, including SmallBizSurvival! You’ll also find downloadable logos and other images. You can adapt our templates in Canva including Square Images, Banner Images and Mobile Video. There’s no deadline, and it’s definitely not too late to join.

Get graphics and idea support from AMIBA Shop Indie Local.

Expand your November and beyond:

Native American Heritage Month

From First Nations Development Institute: Celebrate Native American Heritage Month with First Nations! This month and all year, we recognize and honor Native contributions, history, culture, and ingenuity. We’ll be sharing ways to support Indigenous leaders, authors, creators, and communities all month, including:

• How to be an ally to Native Americans by reclaiming Native truth and challenging stereotypes.
• Resources to learn about Native American heritage, culture, and issues.
• How to support Native-owned businesses in your holiday shopping.
•  Opportunities for your donation to make the largest possible impact for Native communities.

View the Facebook post

Neighborhood Toy Store Month

From ASTRA: Local toy stores aren’t just places where families shop; they are centers of creativity, imagination, and learning.

Learn more: Neighborhood Toy Store Month

Join the Choose Indie Local Movement for the next year

Get ready for year-round ideas and support with next year’s Choose Indie Local campaigns. Our Choose Indie Local program inspires and supports community members to boost the ripple effect of economic and community benefits we receive when we spend and invest dollars at locally owned businesses. Let’s make ripples!

To give us a jump start, we’re announcing our 2024 campaigns today.

• Choose Black-Owned
• Choose Indie Sustainable
• Move Your Money: Bank Local, Invest Local
• Bicycling Means Business
• Choose Indie Pride
• Independents Month
• Eat Indie Local
• Choose Indie Art
• Shop Indie Local

Think of the list above as a menu of options. Choose the campaigns that align with your overall goals and sign on to participate in one, two, or all nine.

What partners receive:

You’ll receive a list of resources to help you establish your goals and leverage each theme you sign up for.
We’ll list your business/organization as a partner on our campaign webpage(s).
One month leading up to the campaign and weekly once our campaign starts, you’ll receive updates to inspire you and keep your campaign momentum strong.

Sign onto Shop Indie Local for 2024 .

Subscribe to SmallBizSurvival for more Shop Indie Local updates throughout the year.

Guest post by Jen Risley, AMIBA

Why promote Shop Indie Local early this holiday season? Because more of us are shopping early for holiday gifts.

From National Retail Federation:

Over the last decade, consumers have been kicking off their holiday shopping early in order to spread out their budgets and avoid the stress of holiday shopping. Continuing the trend [in 2022], 60% of holiday shoppers started browsing and buying by early November.

How to say it in your small business marketing

A good message to share with customers is something along the lines of “Let’s ensure that independent businesses have strong end-of-the-year sales by supporting them now.”

Here are some ways they can support not just your business, but all your local independent colleagues:

• Pre-order gifts and supplies today
• Buy a gift card
• Support local fundraising campaigns
• Donate to your community’s Independent Business Alliance
• Share on social media how much you love locally owned businesses (tag your post with #shopindielocal)
• Adapt and share these posts on social media

A huge thank you to the American Booksellers Association for creating the October is the New December campaign to boost the Shop Early, Shop Local message. Check out their campaign here.

Make your own social media graphics with the “Shop Early, Shop Indie Local” message, like this one from the American Booksellers Association:

Stacks the bookstore cat says shop early, shop local.

Subscribe to SmallBizSurvival for more Shop Indie Local updates throughout the holidays.

If we meet at a conference, I’ll be happy to give you some of my time. If you need more help, then it may be time for a coaching call. Photo (C) Eva the Photographer, courtesy of SMTulsa.

Years ago, Thursday Bram asked me some questions about how freelancers and other consulting and professional folks can avoid giving away too much of their knowledge for free. Her article at Freelance Switch is no longer online, so I thought it was time to share it here, as well.

Here’s some of my best advice on how to draw the line between free and paid conversations.

What is your reaction when someone asks to just ‘pick your brain’? Do you have a standard reaction that you use across the board or are there people that you’re more willing to talk to?

I decide how to handle people seeking free advice based on my existing relationship with them. Some people are close friends. I’ll help those folks more than someone who emails me out of the blue. Most of the questions seem to come from folks who don’t know me at all. So I try to assess the situation based on our relationship.

Do the people who just want to ask you questions typically turn into paying clients without much help from you?

It doesn’t happen by magic, you do need a strategy. And even then, not all of them will convert. Some are just freebies no matter what you do. I’m a collector of good phrases to use.

• Liz Strauss told me she would say, “If you’d like me to do that for you, I charge $XXX/hour.”
• Denise Wakeman said she will point people to her matching products already available. If someone asked her to look over their publication, she would give them the link to her sales page for a publication critique. Those products are really packaged services.
• Cathy Stucker would say, “I can spend ten minutes with you, and if you require more assistance I will be glad to schedule a consultation at my regular rates.”
• My colleague Deb Brown offers 15 minutes at no charge. When she gets on a call, she sets a timer. When it’s up she asks, “Do you want to go on with a paid conversation? That costs $XXX per hour.” 
• Sheila Scarborough used to invite folks to talk with her at her weekly co-working session, Round Rock Jelly. If the question is more involved than can be answered there, it’s a consulting job.
• Jennifer Navarette told the story of meeting with a potential client in his office. He asked lots of questions. Finally, she stood up to come around the desk and reached for the keyboard. Her partner interrupted, “You do know that we just crossed into paid time?” he asked. “Oh, yes,” the prospect said, instantly converting to a paying client.
• Barry Moltz used to say, “time to turn on the meter.” (He’s from Chicago. Can you tell?)

Even with a special phrase in your arsenal, you still have to have a way for people to pay you.

What strategies have you used to turn this sort of person into a paying client? If it isn’t possible to do that, how do you keep this sort of person from wasting your time?

Offer them the help they need, but in a way that respects your valuable time. Here are three ideas of how to educate people on your own terms.

1. Create a standard resource you give to people that want to do it themselves. Invest a few hours in creating a simple how-to booklet, paper or downloadable PDF, and save those hours you would normally spend trying to assist the freebie-seekers. You probably have all the info you need in your article or email archives.
2. Do workshops. Charge a modest fee. Then Do-It-Yourself-ers can be encouraged to take the class, online or in person. This lets you group up the learners, help them all a certain amount, get paid for it, and allow some of them to see that they really do want professional help. Record the session. Then the next time you get hit up for more free advice, you can refer them to where they can purchase your workshop. Do NOT make this a pitch for your service. Do make it an honest useful training.
3. Package your services into a defined product. Then charge for it. If you often get asked to look over someone’s plan, make that a service. Same with requests for help getting unstuck on a project. Once it’s a product, it’s easier to refer and sell.
4. Set up a professional-looking place people can see your coaching or consulting offers. And give them a way to pay. They can’t buy something you aren’t actually selling. Use one of the many easy to use online learning platforms that lets you collect online payments.

You don’t have to charge everyone every time.

Decide in advance how much you want to reinvest in others. Maybe you’re happy to review a resume, reassure someone just getting started or spend some time with promising people in your area. Maybe you like to help at a conference whenever possible. That’s up to you.

Set your limits, and be ready to speak up for yourself.

Subscribe to SmallBizSurvival.

For rural entrepreneurs, authenticity is rooted in their craft, the traditions it stems from, and the genuine narratives behind each product. Photo by Deb Brown

Why Rural Craftsmanship Resonates in Online Sales

Guest post by Tance Hughes

In today’s digital age, the online marketplace is bustling with options at every click. Amidst the buzz of big brands and flashy advertisements, there lies an understated yet profound power: the allure of authenticity. For rural entrepreneurs, this authenticity is rooted in their craft, the traditions it stems from, and the genuine narratives behind each product.

A jar of jam preserving the flavors of a bountiful summer harvest can embody more than mere utility.

Handcrafted Goods: Beyond Just a Product

Each handcrafted item carries with it a story of its origin. Whether it’s a quilt stitched during the quiet hours of a winter evening, or a jar of jam preserving the flavors of a bountiful summer harvest, these items embody more than mere utility. They represent hours of labor, generations of passed-down knowledge, and a deep connection to the land and community.

When consumers purchase these goods, they’re not just buying a product; they’re buying a slice of history, a tale of dedication, and a bond with the artisan. This level of personal connection is something mass-produced items often lack, no matter how high their quality might be.

Telling the Tale: Narratives That Captivate

For rural entrepreneurs looking to stand out in the online market, the key is to emphasize these narratives. Detailed product descriptions that talk about the craftsmanship, the traditions that inspired the product, or even anecdotes about its creation can captivate a potential buyer’s imagination. High-quality photos and videos, showcasing the product in its natural rural setting or in the process of being made, can further enhance this narrative.

Platforms like Etsy or ArtFire thrive because they promise products imbued with authenticity.

The Modern Consumer: Seeking Genuine Connections

Modern consumers, bombarded by generic advertising and overwhelmed by choices, are increasingly drawn to authentic experiences and products. A survey by Cohn & Wolfe found that 91% of global consumers value honesty from brands most. This means that rural artisans, with their genuine products, have a competitive edge. Their offerings stand as a beacon of genuineness in an oversaturated market.

Moreover, the rise of platforms like Etsy or ArtFire, which specifically cater to handmade and vintage goods, attests to this growing consumer trend. These platforms thrive because they promise products imbued with authenticity.

What Does This Mean For Me?

The digital marketplace might seem vast and impersonal, but therein lies an opportunity for rural entrepreneurs. By leveraging the inherent authenticity of their crafts and effectively communicating the stories behind each product, they can forge deep connections with consumers. In an era where genuineness is increasingly cherished, rural craftsmanship is not just a relic of the past but a vibrant force shaping the future of online sales.

About the guest author

Tance Hughes is The Ruralpreneur, empowering small town entrepreneurs to expand their product-based businesses through e-commerce. Sign up for his regular newsletter at The Ruralpreneur.

Everyone’s in town for the big event. Is your business ready for them? Photo by Becky McCray

Guest post by Jeremy Zeller

Do your homework – WHO WILL BE ATTENDING the event?

Cater to that audience. Families, College students, Car enthusiasts, Cosplay…yes, even them.

If you do not want to keep your store open, set up a SIDEWALK STAND or TABLE and sell there.

An assortment of products and swag to just give a little taste of what you offer for when they come back.

Bring the right FREEBIES.

This can be as simple as a bag with your logo on it, or a package of tissues with your logo on it. Chapstick, small notepads, microfiber cleaning cloths. It should be something that people use often and keep around either in their purse or car. Be sure to have your logo with the business name and what you are, address, and social media. Phone number is fine, but they are more likely to want to come back to visit or look you up first.

Hold a DEMONSTRATION.

Do you have a product you want to show off? Now is the perfect time to do so. If it is clothing, get a few models to show off your merchandise.

SURVEYS – 5 questions at max that will help your business succeed.

Examples: “How satisfied are you with the customer service you received?” “How satisfied are you with the price of our product/service?”
“What is the most memorable part of your experience?” “Where do you live?”

Collect video TESTIMONIALS or written testimonials.

People love to hear stories. Find customers that you have that can talk about a product they bought, how great it is, and maybe something that happened when they used it. Example: “I bought this Consuela Bag for my Mom on Mother’s Day. The quality is so great because we have used it while camping at Alabaster Caverns to Sand Dunes in Waynoka to visiting the Salt Plains and it still looks brand new!”

While on the topic of videos, get a video ENDORSEMENT. If it is a known official, local or state celebrity, nationally acclaimed, or organization; see if they will give approval to endorse your business and then promote it later.

Share COUPONS or vouchers.

Events a great time to get them to a bunch of people. “10% off” “Free Gift”. Be unique.

Create a SALES EVENT to take place the next day or week.

You have a chance to reach out to many people. So create your own event sometime after. Advertise it during the event taking place.

Create a POKER WALK during the event.

Work with other businesses open during the event. Do a 20% DISCOUNT SHARE. This means if they shop at one store and buy something, they get a 20% discount at another store. That store has it for another store. And so on and so on.

Be an event SPONSOR.

Before the event is happening, see what it takes to get your name on the advertisement.

Gather E-MAILS.

This is the perfect time to build up your client list. Use your phone to collect and store e-mails to increase your customer e-mail blasts.

About the Author

Jeremy Zeller is the Economic Development Director for Woods County, Oklahoma. Previously he worked 16 years for the Oklahoma Department of Commerce including the Main Street program. He holds a degree in film, video and photography from the University of Oklahoma.

Related stories

• How any business can be part of downtown events by going mobile
• Do you close during the parade? What to do instead
• What to do when festivals and events block your store

With the rise of remote work, more people move to small towns even temporarily to work remotely. Small town businesses have the opportunity to tap remote workers as new customers.

Why remote workers are hard to market to

New residents who work remotely can be hard to find: they aren’t all working at the same place, and because they may see themselves as only temporary residents, they may not participate in the traditional events or organizations in the community.

Here are some suggestions to connect with them:

1. Partner With Other Businesses

One of the best ways to reach remote workers is to partner with other businesses that cater to them. Co-working spaces provide a place for remote workers to network, socialize, and work collaboratively. By partnering with a co-working space, businesses can host events, offer discounts or promotions, or simply use the space as a way to meet and network with remote workers.

Similarly, apartment owners and real estate agents can be great partners for small businesses looking to reach new residents or attract remote workers to their communities. Don’t forget about AirBNB hosts. Many remote workers are transient, and they may be looking for short-term housing while they explore new communities.

An informal co-working event like Jelly can help welcome remote workers to your community. Photo CC by Sheila Scarborough

2. Welcome Remote Workers to Your Community

Small businesses can also market to remote workers by welcoming them to their local communities.

Hosting events, workshops or meetups can be a great way to connect with remote workers and show them what your community has to offer. By providing a welcoming and inclusive environment, small businesses can build relationships with remote workers and foster loyalty.

Participating in existing community events and festivals is also smart. Remote workers often look to local events for chances to socialize and be part of their temporary or newly-full time residence. Small town businesses should already be participating in local events to reach locals and tourists!

3. Be online and market online

Having a social media presence on at least one channel is essential for small businesses looking to reach remote workers. Facebook, Instagram, and Twitter are all great platforms for connecting with potential customers.

Email marketing is also an effective way to stay connected with remote workers. By collecting email addresses through in-store sign-ups or online forms, small businesses can keep remote workers updated on events, promotions, and new products or services.

Want to recruit remote workers to live in your town?

The 3 major factors are incentives, flexible workspaces, and a sense of community.

And here’s how to recruit new residents, remote workers, or remote entrepreneurs by figuring out what makes your town attractive.

Subscribe to Small Biz Survival

Having trouble getting customers in the door? Consider these tips. Photo by Becky McCray

If you have a retail store in a small town, you know how difficult it can be to attract customers in the door. With so much online competition and limited resources, it is hard to get people in the store and buying your products. In this article, we’ll share some of our best ways to get customers in the door of your retail store.

In our recent Survey of Rural Challenges, one store owner said, “Our challenge is getting customers in the door. They assume the selection and prices will be better at big box stores. If we can get people into the store they see that we have better quality at better prices, and we get the sale.”
Another said even bribery wasn’t working: “People who live in town have never walked through the door. Even when I sent them a $20 gift card to entice them.”

Check your store’s product selection. Is it what people really want these days? Photo by USDA

Do you have what they really want?

Make sure you have what your customers want. All the promotion in the world won’t drive customers to a business that doesn’t offer what people want.

The first retailer above said if customers do come in, “we get the sale.” That’s a good indication that you’re on target.

Limited business hours are the Number One complaint against small town businesses. Most of us don’t live on this schedule any more. Photo by Becky McCray.

Are you open when they’re shopping?

They can’t come in the door, if the door isn’t open.

Bob Phibbs, The Retail Doctor, made a house call with us some time ago to talk through small town retail challenges. Here’s his advice about hours:

“Studies have shown that, in order, these are the best money making times for retail:

1. Saturday 11 am – 1 pm
2. Saturday 3 pm – 5 pm
3. Sunday 3 pm – 5 pm
4. Sunday 11 am – 1 pm

“If your store is closed on Sundays, you may be missing out on two of the top four money-making times! You have to test these against your store to see if it proves true.”

I ran a retail store for almost 13 years in a small town. We were open 10am to 9pm, Monday through Saturday. Sales from 5-9pm were always more than sales from 10am to 5pm. Almost every single day for over 4000 days, evenings beat day time for us.

If you’re willing to do some simple research, you can find out the best hours for a store in your town.

You have a lot of marketing tools at hand today. Use them to remind people over and over that your store is here and what you offer.

Invite them in again and again, at least 13 times

Our contributor Glenn Muske said, “Research has found that potential customers need to hear or see the name of a new business three to five times before they even recognize that the business exists. Thus, a one-time big advertisement will do little to bring in customers. Continuity in the early days is crucial.

“Knowing about the business is only part of step one, however. You now have to get customers in the door. Research suggests that potential customers may need another five to seven contacts with your product or service to recognize its benefits to them. Remember, the customer wants to solve a problem.”

Contacts with your customers can be all the times they see your ads, social media posts, flyers, online listings, signs or sponsorship of local causes. You don’t get to count the ones they don’t see.

You have to put your business out there a lot more than you think in order to get just one customer in the door.

Musicians on the sidewalk? Tool days in the parking lot? Dinner in the greenhouse? There’s no end to the experiences you can create in or outside your store that help you bring people in the doors. Photo by Becky McCray.

Create experiences with events

To survive in independent local retail today, you must provide an experience that can’t be duplicated by chain stores or online or in the big city. Events are one of the best ways to create a meaningful experience that is tough for any big store to duplicate.

Hold an event that is a real experience

The owner of a retail hardware store and greenhouse in rural Kansas started brainstorming ideas for events he could hold to create an experience for customers.

• Tool Days. Bring in the guy who does blade sharpening for the afternoon. Set up tents in the parking lot and have people teach how you use tools of all kinds. Do demonstrations and hands-on (appropriate) play with tools.
• Dinner in the Greenhouse. His well-stocked greenhouse is a wonderfully green and lush space in dry Western Kansas. There’s room for a couple of tables, and there’s a bubbling fountain. It’s great! Let’s have dinner there! Get a local eatery or aspiring chef to cater. Have fun with it. Use a jungle theme. Get creative. Since there are only a couple of tables available, turn it into a super-exclusive special thing that not everyone can do. Sell out early.

Do a bunch of mini-events

I’ve shared these ideas for mini-events for rural retail businesses before:

• Recruit anyone who gives lessons to hold a student performance (could be music, dance, martial arts, drama, writing, language, anything!) Students bring families, instant crowd
• Bring games, tables and chairs and hold a game night (board games, card games, dominoes, adult coloring books, you name it)
• Bring beach chairs and umbrellas and pretend you have a downtown beach (play beachy summer music for bonus points)
• Hold a tasting or sampling from any local winery, food business, or even cooking classes
• Read poetry or start community conversations on any topic you like (poetry slam?)

A local furniture store hosts two temporary businesses for a special shopping event, combining business-in-a-business and pop-ups to benefit everyone. Photo by Becky McCray.

Host a pop-up business inside your business

Invite another business to set up in a corner of your shop, as a pop up. This could be an artist, artisan, maker, crafter or tinkerer.
Look for those that are doing business from their homes. Maybe they are just beginning to think about making some money with their products or are just starting to get an online following.

Once they setup, make more of it:

• Hold a meet the artist event
• Have a party announcing your new acquisition
• Create a Facebook event and do something special to announce their arrival

Joann Schissel shared her pop-up event success story with me:

“My partner and I have a winery business (Nearwood Winery). He makes the wine, and I’m in charge of customer experience. We have a small tasting room on the square in Knoxville. We’ve found that pop-up shops or a one-time event seems to bring in customers. Our next community event is “Living Windows” which kicks off the holiday shopping season. We invited a crafter to set up her “shop” inside our wine tasting room for that evening. She sells hand made gift bags that hold a bottle of wine. Other pop ups we’ve had is book signings by local authors and art exhibits by local artists. All these type of promos seem to bring in customers. We try to focus on products/services that enhance the wine experience. Our motto is “where creatives gather.”

Three local stores cooperated on this joint ad, marketing their stores together. Photo by Becky McCray.

Cooperate with other businesses

Leverage your relationships with other businesses to put together a tour of businesses, or an experience that includes more than just your business.

Joann did this, too! She created a local fashion show:

“I reached out to our business owners that had fashions or a tangent business. I know a jewelry designer that will match her product with the clothes from the boutiques. A local photographer will take photos of the models and the event. A fabric designer that makes her own jackets will model her creations.

“I charged $5 advance tickets (available online or at the shops) and $10 at the door. The first beverage is free, so there is very little ‘risk’ to the guests, but allows me to gauge interest and attendance. We had 15 models (includes kids) and friends/relatives were in the audience. I am focused on ‘gathering my crowd’ strategy and catering to established groups of people that have their own crowd. I loved working with the women business owners and promoting their products.”

The retail store owner’s dream: so many customers, they can’t all get in the doors at once! Photo by Becky McCray

Keep trying and keep trying

After more than a dozen years of small town retail experience, I understand how it feels to stand in an empty store and wonder where all the customers went. But today, we have so many tools to market our businesses, serve customers in new ways, and create experiences they can’t get anywhere else. Our best bet for survival is to keep trying new experiments and keep the ones that work best. Then try more new experiments.

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Cited by:

Get Customers in the door, Atchison County Development Corporation Newsletter, (Missouri) Spring 2023

This is a great reminder to all of us. Now is the time to check your:

• website
• social media profiles
• Google business profile

Make a list and check over a few at a time.

While you are checking your website, make sure to check each and every page. Sometimes outdated info is lurking on pages you don’t look at very often yourself, but may still be misleading potential customers.

Here’s the checklist of basic info every small town business ought to include on their website.

At the very top:

• Full business name
• Business category, if it isn’t stated in the name

Location:

• City and state or territory
• Bonus: Include the country for people who landed via search
• Local service area
• Areas you ship to
• Street address that works with online directions
• Map of your location, or link to an accurate online map for directions

A word on service territories. Not “tri-state area” because there are an awful lot of those so it won’t be clear to people arriving by search. Give the names of the states, territories, counties or towns that you serve. Too many to list? Make a simple map.

Get in contact:

• Phone number
• Email address
• Mailing address
• Bonus: social profiles where you are active

Come on in:

• Business hours
• Bonus: picture of your building or front door from the street

Buy something:

• Lines of business
• Specific brand names

Take time to check your site. You might be surprised at what’s missing.

And don’t bury these essentials in small type, or hard to find locations. Make them big, bold, obvious, and maybe even repeat them.

Yes, this still matters in a small town. You have visitors and new residents who need to find you.

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While they were pointing out HipCamp to us, our friends at Marketing Delmarva also brought up the enduring power of Google Local reviews and photos. (I added the bold for emphasis.)

If you love a local place, put it on Google. Following our first pick-your-own experience at said blueberry world, while sitting in the car in a berry-fueled coma, I edited some photos and posted a raving review and images on Google. I’m still (two years later), getting updates that those pics set records for how much they were viewed. Not sure if or how that translated to their sales but it’s a great way to boost visibility for any place/area/attraction one visits.

If you love a local place, put pics on Google Maps.

I completely agree! I also have photos up there that have been viewed over 10,000 times. Combined, my meager 35 photos have over 350,000 views. I love to post photos of small town businesses and leave reviews especially for people who go above and beyond. This has reminded me to get back to leaving reviews, now that I’m out and about more.

Yes, post retail and food businesses, and also service businesses, public places, museums, parks and more. If the place is on the Map, you can probably add a photo and usually review it, too. I just posted a photo of my local Farmer’s Cooperative grain scales!

Eatery pro tip: Post photos of menus.

Yes, yes, menus change. But as a potential customer, it helps to have a starting point!

How to add photos to Google Maps

A word of caution, Google is always changing things so you may need to search support.google.com for the current instructions.

Add photos while you’re still at the business, for maximum impact:

1. Open Google Maps on your phone
2. Find the business on Maps
3. Look for the + or “contribute” button to add a review and photo.

Find your photos already on Google Maps

Wondering if your own photos have been viewed a lot? You can check.

To find your existing photos, you need to start on your computer.

1. Open Google Maps on your computer (not your phone)
2. At the top left, click the menu button. The icon is three horizontal lines, or sometimes called a hamburger menu button. It’s next to or part of the search box.
3. Click “Your contributions” to see a map of all your places.

You can even contribute a photo to a local business from the “your contributions” menu. It’s a great way to play catch up and post a bunch of photos at once.

Action steps for rural Chambers of Commerce

You’re sitting on a goldmine of local photos. If you haven’t put a batch up on Maps lately, schedule time to do that.

Not just your businesses, but also your parks, public art and museums. 

Remind locals to review places, even places they go all the time. They know more than someone who only visits once. Encourage your positive folks to leave good reviews, since the negative folks are quick to post something snarky.

I once got a negative review for my liquor store that said, “It sales spirits and that is bad.” (Probably not an actual customer.) I wrote a reply about how we supported local efforts to prevent underage drinking. I like to think that a calm reasonable reply helped our reputation. Luckily, my friendly customers rallied with more positive helpful comments. (Thanks, y’all!)

Help businesses get more reviews with approved campaigns. 

Now, Google is touchy about what’s allowed in promoting reviews. But generally, these are good bets:

1. Get more businesses verified. They can do this with a simple phone call or by paper mail.
2. Post signs to remind customers to leave reviews, or create cards to drop in bags or hand to customers.
3. Use a QR code to the location on Maps. Follow Google’s instructions to create a quick link to leave a review.
4. Encourage business people to review each other, when appropriate. They know the value of reviews!

Pro tip for businesses: Check Google’s Marketing Kit for signs and ways to easily print out your best reviews. 

Let me repeat, Google is always changing things, so all these links may be dead by now. You may need to search support.google.com (or where ever they offer support now!) for the current instructions.

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