Local is the new Black

     Look around at all forms of media today. Listen closely to radio, TV, and online ads. There is a lot of noise and buzz. If you tune out the junk and jargon, there is one theme that runs like an undercurrent through all of these medias. LOCAL IS IN. Whether you are watching conglomerates like a McDonalds or Wal-Mart ad where they are talking about the community, family, and the freshest ingredients, or a radio blip from a local farmer talking about the weekend farmers' market downtown, their theme is the same. It is targeted on ultra personal service with a nod to aiding the community on the part of the consumer. Personal responsibility and servitude is a hot topic now in schools, scouts, and youth programs. I taught middle and high school for eight years prior to moving back into the business world. These themes were essential in curriculums across the subjects. As a younger population ages into adulthood, successful companies have begun to tap into this type of marketing. This idea of personal servitude is established in small communities as a support structure for "people" and "businesses" you know like family and it has become rapidly rewarding for some major companies. Companies like Nantucket Nectars, Polar Seltzer, Dole fruits, Florida's Natural Juice Company, etc, have built major national corporate empires based on local markets. Hot new companies like Tom's shoes comes to mind as well. With every pair of Tom's purchased, a pair of shoes is shipped to a child in a third world country. My point is this. Local is in and local is very hot right now. If a company can market a good or service in a small locale successfully, you are on the right path. If that company also reinvests some of that revenue into the community that helped it grow, you will forever have a dedicated and thankful army behind you. Nike in Oregon, Miller brewing company in Milwaukee, Detroit's big three. Small companies looking for a big break while exercising conscientiousness should follow through on research for these growing hot spots. Places like San Francisco, Portland, ME, Portsmouth, NH, and Charleston, SC. These hot spots have large populations of young middle and upper-middle class consumers and entrepreneurs. The bottom line is that a healthy community can nurture a business into the growth and expansion phase if they themselves feel like they are being taken care of. Word of mouth is invaluable. Trust is quality number one for businesses when it comes to consumers. Start by giving first and then watch the revenues roll in.