The 1st Step in Re-Urbanization - Ahead of the Sharp Curve - Buy Local

Part of the re-urbanization of this country is going to be driven by the Buy Local initiatives happening everywhere.  Buy Local initiatives will eventually emphasize a "Net Better" - Price competitive, better service and better products.

Buy Local will take much more than just saying "buy local"; it is much more than a lip service trying to get locals to stay in town rather than going to the malls or online. It is going to take collaborative efforts by local commerce and local politicians working together as well as educating their community.  Buy Local must become a destination. Buy Local must be price and service competitive.  Buy Local will require an online presence of products and services like many grocery stores are trying today.  As a matter of fact, a good Buy Local model will require all the exact products and services that a shopping mall provides to ensure success - plus more - educating the community on why Buy Local is good for them.  This is not an option, this is a must and will happen - it is just going to be a matter of who recognizes this first and takes advantage of the opportunity most.

SOURCE: Civic Economics - "Local Works!".
Commissioned by Local First.
According to an independent study commissioned
by Local First and conducted by Civic Economics,
approximately 73% more money stays in West Michigan
when consumers choose locally owned and
independent businesses.
By supporting locally owned businesses over their
national competitors, we are supporting our community:

Buy Local initiatives will require:

• Collaborative Advertising
• Collaborative customer sharing (being close together or easily cross accessible).
• Being price competitive with the Internet retailers.
• Collaboratively educating the community on "Local".
• reduced energy
• local jobs
• higher and broader tax base
• better schools
• better roads
• a safer community
• face-to-face service
• less travel time - more leisure time

Even the United States Postal Service (USPS) is getting into the Buy Local game; it's EDDM program and service, possibly its final encore, favors local business and does such at both a price and service level that its competitors cannot match.  EDDM targets local; as finite as an individual mail route (imagine real estate agents, the 500 homes around the one you are selling). - I have wondered if the USPS knew this upfront or was it just an unexpected by-product of their initiatives..

It takes collaborative efforts in development, entertainment and advertising. This makes "Local" a destination; it makes "Local" the mall.  Some places were created with this in mind (though upscale) like West Palm Beach, Florida's CityPlace.  Some places were converted such as Boulder, Colorado's Pearl Street Mall.

What we will end up with is "self sustaining communities" - a topic in vogue in both political and academia worlds.

Localizing a User's Web Experience - Scenario Two & Benefits

Localizing your website simply adds to the users experience.  This is now recognized by many of the largest consumer product companies and retailers.  There are still many companies that don't recognize the opportunity of localization.  This is the second in series of Localization Scenarios (click here to read 'Scenario One').

Let's expand on the biggest benefit of Localization, in my opinion - the ability to partner with community businesses.

We will again use Hardware / Home Improvement chains in our example as their opportunities are easiest to for everyone to understand IMO.

As mentioned in "Scenario One", partnering with local contractors / professionals is already done through these stores at the "Contractor's Desk".  Let's take that same concept and transfer it to the website.  Use Lowe's as an example; on the lumber pages 'partner' (feature) companies that build decks, local carpenters and/or handymen; on the plumbing page, feature plumbers; or on the electrical components page feature electricians.  This adds to the localization of the Lowe's and demonstrates greater partnership with the community.  Best of all, it's a chargeable service (advertising) to the partners (give it away if you want).  The incremental revenue opportunity is huge (think of ALL THE LOCALS - EVERYWHERE). 

• Gardening Pages: Landscapers, Gardening Architects and Lawn Maintenance
• Insect Control: Pest Control Companies
• Plumbing: Plumbers
• Kitchen Renovation: Renovation Contractors
• Shingles and gutters: Roofers, Guttering Companies.

Use your imagination here - opportunities are limitless. and collaboration creates winners. If you do not get it, call me; if you do, feel free to steal it and make the local Internet world a better place - Net Better.

And Remember:

Clicks Cost Customers

See The Following Articles in this Series
Pre

Localizing a User's Web Experience - Scenario One & Benefits

Post

Localizing a User's Web Experience - Utopia or Just the Future

Consulting Online Localization

Bob Leonard561-371-4113 (Call My Cell)
512-593-8830 (in Austin)

EDDM is a services provided by all LightsOn / Time4 offices.

 Connect to me on LinkedIn

www.linkedin.com/in/robertleonard5699

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@T4Leonard 

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Localizing a User's Web Experience - Scenario One & Benefits

Localizing your website simply adds to the users experience.  This is now recognized by many of the largest consumer product companies and retailers.  There are still many companies that don't recognize the opportunity of localization.  This is the first in series of Localization Scenarios.

Localization Champion

Scenario One:

I like to use ACE Hardware in my examples as they are the epitome of "Saving Local" in the hardware business (in my opinion).  This scenario works with all the major players in hardware (Lowe's, Home Depot and True Value) as they have all Localized built into there website - but they could all do better - they all bought localization, but no one told them what they could do with it.


The most obvious benefit of Localization is identifying where the local store is located.  This feature should be located on every page of the website for every product.  Google does this for you if you search "ACE Hardware" before you even get to AceHardware.com, but what if they were searching "Lawn Mower"?  I have now found the lawn mower I was looking for, but now, where is the store?  Location information and the phone numbers should be there - without clicking away or back - because Clicks Cost Customers.

Product placement is a huge benefit of Localization.  There is no reason to sell snow blowers in Florida or lawn mowers in Minnesota in in January.  There is a bit of opportunity to get creative here.  Don't waste the users time clicking - Clicks Cost Customers.

The biggest benefit of Localization, in my opinion, comes from the ability to partner with community businesses.  Carpenters, landscapers, plumbers and more; it is already done behind the service desk - move this to the website -  it is a chargeable service!  Imagine the opportunity of listing landscapers on the gardening pages for each of the local franchisees - image the benefit to the website user - imagine the benefits through local business partnerships - Imagine the revenue potential - I want to be there!

See The Following Add-on Articles

Localizing a User's Web Experience - Scenario Two & Benefits

Localizing a User's Web Experience - Utopia or Just the Future

Consulting Online Localization
Bob Leonard @LightsOn Ventures
561-371-4113

Why Collaborative, Cooperative, Complementary Sales Efforts Work

Any time you can build a local team of people who call on like customers, and refer those customers to each other, develop a win – win for all involved.  It’s formalized - structured networking.  Local BNI groups do this better, on a general business basis, than any others I have seen – they say “Givers are Getters”.  The giver, by making the referral, is building trust within the customer by recognizing a need and assisting outside their normal business scope.  The customer, by receiving the referral has saved time by receiving it from someone they already trust thus shortening their search effort (even if they need to evaluate multiple suitors – one down).  Finally, the receiver of the lead, a warm lead, is a sale that is theirs to lose.  It still takes follow up with the lead and making the sale – Sales is all about numbers – I call this an easy number.

LightsOn Graphics, unlike a BNI, brings different locals together under one brand, much like ACE Hardware.  It is a collaborative product that features exclusively local members locally.

Companies with multiple offices should always have a localization component within their website so they can feature the local components of their business (people, services. etc).

Bob

 Connect to me on LinkedIn

www.linkedin.com/in/robertleonard5699

Follow me on Twitter
@T4Leonard

Never Send Your Local Customer, or Even a Local Warm Lead, to Your Website - Even if They are Not Local

Never send your customer, or even a warm lead, to your website - Why?  Let's set the stage first.

Do you ever get the feeling the "Internet" is spying on you as it knows exactly what you are doing, even offline?

Maybe you have been doing some home improvement or some car maintenance in the last few days; maybe you have been doing a little research on how-to.  Then, all-of-a-sudden, it seems like every web page you visit has very specific ads for items you have searched; maybe an air filter or a circular saw - the very one you were researching or searching for - scary...

You need to understand - Websites do know what you are doing and it is not scary.  When you are are researching a product or a service, "cookies" (small bits of data and information) are planted on your computer. They are not harmful and there is nothing you need to do (or can do about it). Cookies are designed to improve and enhance the user's Internet experience (your experience).

Let's get to why you should not be sending your customers and warm leads (or any referral) to your website.  Very simply put, the same Internet spying that happens to you, happens to them.  Let's say you are the local Sherwin Williams paint store and you get a phone call (warm lead) asking, "Do you carry "X-Quality Paint" and rather than answering them immediately, and potentially writing up an order, you send them to your website, after they look at your website, that warm lead will likely be exposed to ads from other websites that will not only be specific to the product they wanted to ask you about, but  even more specific ("X-Quality Passion Blue at Lowe's").  It's gets even worse if you email the answer to a public mail service like GMail - the ads are email specific - all these ads pop up IN YOUR EMAIL that say"ME TOO - WE HAVE X-QUALITY PASSION BLUE TOO".  This is called Intelligent Ad Delivery.  Obviously I am embellishing my point here, but the question still is, who wants to expose their customers to the competition.

Why does the Internet work like this?  Very simply put, it is the Internet companies that have an interest in you buying there.  Advertisers bombard us with information because they have identified us as A BUYER.  Whats even worse, the Local Sherwin Williams Paint Store, can't profitably compete there, even if it knew how.

Sometimes we need an analogy - It's like sending a caller (warm lead) back to the phone book to see the list of colors you carry.  Think about how dumb that sounds.

This situation seems so obvious if you understand all the ingredients, but so few of us do.

Make your website is a one way path - from your website to you.  That is its purpose - to make your phone ring. If people are calling, they want to talk to you and get questions answered - answer them and take their order.  Your website did its job.

So what inspired this article?  I called a local HVAC company who I knew carried the AprilAire air filter I needed (high-tech air filter not available at Home Depot or Lowe's).  Instead of giving me the information over the phone (I was a buyer), he told me he would immediately email me if I gave him my Gmail address (collecting email addresses).  He did immediately email me the pricing information as well as pricing for removal of the old filter and installation of the new filter.  Up popped ads with similar pricing and detailed removal/installation instructions - stupid-is-as-stupid-does - convenient local instantly became very inconvenient.  Don't repeat his mistake.

Lesson Learned.  You have zero privacy anyway . . . . Get over it."  ~ Scott McNealy

Bob Leonard

The Perfect Storm (Economically Speaking) a Year Later. The Worst (Best) is Yet To Come.

To understand this article you will need to read my article from a year ago with a similar name.  The Perfect Storm (Economically Speaking).  What's different, what's new, what have we learned and how far have we come and where are we going?

Capital, even though it is hemorrhaging slowly, is still pent-up. It needs to flow faster to the capital demand and will as it realizes it is missing opportunities (which it is).  What do the markets think?  Go to almost any trade show this year - They are bigger and the crowds are huge, much larger than just last year.  This is definitely a leading indicator of the state of our economy (Peter Lynch style).

Businesses are spending and hiring; the pace on both is going to increase.  Last year I felt like we were in a sling shot still pulling back (potential energy) - it's definitely moving forward now (kinetic energy).

As I have said before, a government that is indecisive, causes money to sit still - no one invests when the rules-of-the-game have not been defined.  Today, even though the rules still need some tuning, the capital and venture markets can no longer hold back - we are moving to flowing dollars.  What is even more amazing (IMHO), business activity is driving our government policies to make decisions (immigration reform).

So what else is coming?  High interest rates, high inflation, low unemployment, cheap non-exportable energy (venture $$$ abuzz), re-urbanization and localization.

Fun times ahead, I wish I were a young entrepreneur again; I envy my children and my grand children as there is a bright future for the young entrepreneur.

Oh, and I took the summer off from writing :) .

Bob

A Community Newspaper's Mission and My Vision

People have told me for many years that newspapers are a vanishing breed soon to be as extinct as dinosaurs.I believe those predictions to be true and imminent for the daily newspaper, however, the weekly newspaper is a different creature. It is much less threatened by the Internet news providers and likely to be the longest lasting of this dinosaur medium we call newspapers. I see them surviving well into this century's third decade.

I considered buying the local newspaper, but two things came glaring out of my due diligence;  one, I did not want to buy someone's current situation and two, I could, with the support of the amazing team I have put together, do it myself.

So my vision of a community newspaper.

• Focus - On an affinity group geographically defined and bound.
• Education - The basis for our educators to communicate with our community, be it anywhere from pre-school to collegiate level.
• Theme - Rally around the community and people who support it.
• Business - First serve the community from within. Second, support the community produced products that generate employment and third, be a communication conduit between businesses and the community to create a stable and efficient business environment.
• Government - The portal for government information that the community needs to know and a method to discuss issues through civic journalism.

Thus my community, Windham, Maine 

Exemplified by - An Eagle - In our Schools and in our Community.

The Windham Eagle

Publishing Volume 1 - Issue 1 - March 1, 2013

No Saturday Residential Postal Delivery - The Post Office as a Lean-Mean-Competitive Machine.

The US Postal Services have taken the first step (maybe the second or more) in becoming a true competitive machine.  The elimination of Saturday postal delivery saves huge on costs without becoming any less competitive.  The USPS needs to continue taking competitive strides which will improve its position and perception in the market it wants to be in. Bring back the positive as stated United States Postal Service Creed.

• UPS does not deliver Saturday unless you pay huge dollars for the added service.
• Fed-x does not deliver Saturday unless you pay huge dollars for the added service.

Oh yea, the post office will still deliver Express on Saturday for a lot less than than the Saturday charges of its competition.  Hey - those other guys don't deliver the mail.

Competitive Advantage: USPS

Oh yea, still located conveniently near you. 

Advertising: That Works - That Does Not Work - Case 2: Having a "Blue Light" Special When No One is in the Store

So here I go dating myself again.  K-Mart used to have unannounced, impulsive-like sales in an attempt to both clear slow moving product and/or create an exciting experience for the shopper.

Modern Look of a
Blue Light Special

K-Mart would have Blue Light Specials at peak traffic times in the store - they created a sense of excitement and urgency in the store which brought more people into the store.  Everyone's heads would pop up when they heard "K-Mart Shoppers, we're holding a Blue Light Special in Housewares - 75% off.... for the next 10 minutes". OK.... We had no life in the 70s.... OK.!

I learned from these E-Ticket experiences (cough) that advertising is about getting to a group of people in your target market - both; and good advertising for you is never cheap, but at the same time, it is never too expensive.  The real cost of advertising is based on the return it provides.

"Doing business without advertising

is like winking at a girl in the dark;

 you know what you are doing

but nobody else does" - Stuart Henderson Britt

Advertising is not a generic product and there is a plethora of good choices - Pick the best one for you.

Avoid ROP* packaged buys as you will be packaged into slots where no one reads/listens/watches bringing down your cost per ad in the package.  They sound real good because your cost per ad is so much lower, but in reality, what you are buying is dead air.

After you have found the advertising opportunity that seems to fit your business's needs (verified because you ask people if they read/watch/listen to it and when), test it and then ask people if they saw it.

Remember, K-Mart never held a Blue Light Special for an empty store.

~B

ROP Definition: "Run Of Paper" is an advertising term used by newspapers referring to an advertisement that may be placed anywhere within the paper.  Similar acronyms are used in other mediums meaning the same thing.

E-Ticket

Read Case One - Advertising: That Works - That Does Not Work - Case 1: Our Restaurant is Empty on Tuesday Nights.

Age sucks; am I the only person that remembers what an E-Ticket was?

Advertising: That Works - That Does Not Work - Case 1: Our Restaurant is Empty on Tuesday Nights.

There are as many reasons why advertising works as there are why it does not work.  Each article will contain one case; welcome to Case One.

Case One:

• You own a restaurant; it is busy on Thursday, Friday and Saturday nights.
• Objective: Create a larger Tuesday and Wednesday crowd.

I gotta find out why everyone
 waits in line for their Pizza.

Suggested Approach: Your first thought may be to promote specials, immediate seating, or no-reservations-necessary in your advertising for the slack times.  This type of ad says to me "Hey come buy something no one wants - no line to wait in".  A better alternative would be to create more demand during your busy time creating lines at the door - making your restaurant a destination.  People that finally get seated learn how good your restaurant is and thus visit it more frequently (ie: Tuesday and Wednesdays).  People that are either impatient or won't stand in line in the first place are curious to the mystique of what is so special about that place; they stop at the first opportunity of no line.

The moral here is that Good Advertising does not sell bad product or product no one else wants.

~B

Read Case Two: Advertising: That Works - That Does Not Work - Case 2: Having a "Blue Light" Special When No One is in the Store

Local: Competing with the Internet Print Giant in the Evolving Local Print Market and How I Plan to Disrupt (Fix) it.

Introduction
This is about much more than the local printer - it's about "Local" everything.  It's also about the impressions (mis-information) that Madison Avenue style advertisers can create.  The printing business is so typical of "Local"; maybe that is because I know it that way; maybe it is because it used to be so "Local".  I have described in past writings what consumers want: it's "NetBetter".  As a primer to this, one should read my "Understanding the Changing Print Market" article.  This is a long one - I hope you have time.

The Defensive Printer 
The first thing I tell people in business, or starting a business, is to never take your first step with or from a defensive position - wins will come few and far between if you do.  Knowing this, which all printers do (at least today's survivors), why do they still?  There are so many things that can be said when a client walks in and says "... can you match that $3.99 Vistaprint price?"  So many good answers exist that put you on the offense.:

• "We don't produce at that low a quality level".
• "Here is our price, see if they can match it" (I like this one best).
• "Here, lets sit down and try ordering some cards from Vistaprint; I'll match their price for comparable product" (when/if they do this you have won a customer forever).
• Next time you see them ask, "Hey, how much did you end up paying for those $3.99 cards?"
• When someone hands you a Vistaprint card, acknowledge such and show them the differences.  It will point out the importance of first impression and embarrass them in a similar fashion to them ripping their pants all without you looking like a jerk; after all you are only trying to help.  Any salesperson (someone who handles many cards) can "feel" a Vistaprint printed card - and that is never a good thing.

Let's provide some food for thought here.  This will include some research, opinions and some of my solutions.  Happy Reading.

The Price Comparison 

How much did you pay for
your Free Vistaprint cards?

So today I thought I would do a little market research and evaluate some of the pricing of Vistaprint - every local printer's primary nemesis.  So I went in to the Free Business Cards area to get the numbers I have heard people spout.

Free business cards were for the quantity of 250; 500 are $9.99 and 1000 are $19.99; all these are amazing prices - if this is what they actually cost.  I selected 1000 cards for comparison.

I was first asked how quickly I wanted them - this surprised me.  Your typical local quick printer will have your cards available for pickup in 3 - 5 days at no premium.  At Vistaprint, the following charges existed:

•   3 Day - $26.89
•   7 Day - $17.40
• 14 Day - $10.42

I have never had the luxury of having a customer say "get them to me whenever" so I am going to assume that most people, after going this far in the process, choose the "3 Day" option - after all, they need some cards!!!

Then came my choice of card stocks and finishes.  Now if you have ever felt Vistaprint Cards you know they are uniquely different.  The "Free Matte" stock is very light weight, almost like a heavy paper rather than card stock.  There are multiple levels of premium offering including both stock weight and finish.  I chose the second most expensive choice, which is on a premium stock with gloss finish.  I did not see a more specific description of the stock, but I recall in the past this being a 14pt card stock - a very acceptable card stock.  This choice added $18.74 to the price.

Then came the card's back.  If you want nothing done, it's $2.99.  Have them print "what you want" on the back - its $7.49.  The free version has a Vistaprint Advertisement on the back - How classy is that - sorry, I just laugh every time I see one of those "get your free cards.....".  I chose the $7.49 option.

Total Price for my Vistaprint Free Cards:  $73.11
(albeit I wanted 1000 rather than the 250).

Price sounds like less an issue when you know the facts.

Vistaprint screen image showing
the real cost of their Business Cards

I like so much the way Vistaprint advertises their "Free" and "$9.99" cards that we added a similar (better) product to some of our websites; a "$9.99 for 250" set of business cards.  We considered free, but we don't see the demand for the real low quality stuff especially after someone holds one. The Link shows you how we do it - it's not meant to sell you something - after all you are in the business. Get Your $9.99 Business Cards Here.

The Click Comparison
Wow, who has the time to do this?  Actually it isn't so bad, especially for the B2C market.

I had 15 clicks and each one required some review so it was not like just clicking "next", "next", "next".  Vistaprint is the ultimate in "would you like fries with that" website. We can all learn from what they do, even though I do consider, they do it to an extreme.

It took me just over a half hour to order my first card.  If I had needed to do a second, it would be substantially quicker; probably in the 15 minute range.  This is why Vistaprint owns the B2C market. In B2B, time is money and this is the first thing felt by the buyer or manager.  What if you needed to order a second set (or more)?

One could argue that Vistaprint saves the customer design expenses - it's not about you - ever been to a trade show and you get two identical cards from 2 (or more) vendors?  How can this happen with so many choices?  Popular is Popular. Click.
 
The Quality Comparison
I don't think much needs to be said here. Just feel the difference.  Next time someone hands you a Vistaprint card (I can tell by feel), simply say, "oh, you get your cards from Vistaprint?"  Listen to what they say - it's usually funny - it's always a sales opportunity.

The Vistaprint card is on top.The correctly sized card (2 x 3 1/2) is beneath.
Note the difference in size.

 Why The Local Printer Can't Compete
With a Branded Website

Local will win only if the "Locals" can work together.  Their growth must be about taking back the local and not fighting over someone else's local.  Get back the Vistaprint customer - educate the Vistaprint customer.  There are many branded websites out there (Their site, your name), but they are each unique; like many many small fish fighting for the same food.  There is a need to learn from Brick-and-Mortar examples.  Bill's Hardware can't compete with the marketing and buying power of Home Depot; but it can under an Ace or True Value Logo.  Want more info?  See the articles from May 2012 "Why Branded Websites Don't Work With Any Business, Especially with Local Printing", from April 2012 "Who Me, “Who Three” - Fixing the Local Print Business – Part Three"; and, also from April 2012 "Understanding the Changing Print Market".

Our Solution and Plan to Disrupt

We Love The
ACE Hardware Business Model
(We Will Improve That Later)

Our solution at LightsOn is to provide a uniform online collaborative brand; much like Ace Hardware or True Value Hardware does for the local Brick-and-Mortar hardware store.  When  you visit LightsOnGraphics.com note The local info (Your local info) on the right.  Our objective is to fill that with people in that local's graphics business.  Our plan is never to take your local business, we don't want the business from the phone call that the website generates, we simply want the business from the website - the order you would have lost anyway - with the local referrer/printer/designer getting an attractive commission.  Our Objective is to recreate the "Local" printer the way ACE Hardware recreated the Hometown hardware store.   How will we do this?  Read more.  Who Me, “Who Three” - Fixing the Local Print Business – Part Three. 

More to come.

Want more now?  Local Printers, Local Designers, Local Postal Stores - collaborate with us, collaborate with each other and Brand Local - turn the LightsOn in your home town. Call or email for more information.

Click

~Bob Leonard
rleonard@LightsOnGraphics.com
561-371-4113 

Local - Net Better

Marketing Materials - Your Message In Your Marketing Material Needs To....

The first step in designing / making your marketing materials is to develop the theme; the message you want to convey or question you want to answer? This might be something as simple as how to fertilize your lawn to as complex as dental improvements and options. It's the message of how you can tie your products and services – and expertise – into answering their questions.  Your message should be completely informational and not a sales pitch. Write with a journalistic style - your words will be more sincere. Your business will also become branded as customers begin to trust you. You will establish credibility and authority, and by the end of your message your customers will know who to go to when they are ready to take the next step in the purchasing process.

Bottom line, the message in your marketing material should create desire, solve a problem, develop an offer and motivate action all at once.  ~KM

Localization - Franchising Does Not Mean: "NOT LOCAL"

Too often people think that "franchise" is synonymous with "out-of-town ownership" or "big company ownership".  In some cases this is true, but in most it is not.  The local Dairy Queen, Dunkin' Donuts, Domino's, and KFC are most likely owned by a local resident.  What franchise means to the consumer is consistency and if the consistency is acceptable to us, it also means quality - We know what the "Original Recipe" tastes like whether we are in Arizona, Minnesota or Maine.  Local, in my humble opinion, means local something; either local raw materials and/or local labor and/or local ownership.

ACE Hardware

Think about companies like Ace Hardware. They have made a business of giving the locally owned hardware stores a second life by providing collaborative and cooperative advertising and buying power under one recognizable brand - giving ACE a competitive chance against the big-box stores - without losing that home town ownership, service and feel.  This philosophy is similar to the charter and mission of Time4's Buy.Eat.Live.Local publication and the LightsOnGraphics.com website.

Tinkerbell

What "Buy Local" will need to convey - to be successful is "Net Better"; a combination of a competitive price, quality, service, training, a meeting of expectations, a good economic decision, time to obtain, and last, but not least, the Feel Good Magic Dust that comes from knowing we are part of a better future - "Net Better".

Buy Local - Ahead of the Sharp Curve - The 1st Step in Re-Urbanization

Part of the re-urbanization of this country is going to be driven by the Buy Local initiatives happening everywhere.  Buy Local initiatives will eventually emphasize a "Net Better" - Price competitive, better service and better products.

One of many Buy Local initiatives
in Maine near the Time4 offices.

Buy Local will take much more than just saying "buy local"; it is much more than a lip service trying to get locals to stay in town rather than going to the malls or online. It is going to take collaborative efforts by local commerce and local politicians working together as well as educating their community.  Buy Local must become a destination. Buy Local must be price and service competitive.  Buy Local will require an online presence of products and services like many grocery stores are trying today.  As a matter of fact, a good Buy Local model will require all the exact products and services that a shopping mall provides to ensure success - plus more - educating the community on why Buy Local is good for them.  This is not an option, this is a must and will happen - it is just going to be a matter of who recognizes this first and takes advantage of the opportunity most.

SOURCE: Civic Economics - "Local Works!"
Study, 2008. Commissioned by Local First.
According to an independent study commissioned
by Local First and conducted by Civic Economics,
approximately 73% more money stays in West Michigan
when consumers choose locally owned and
independent businesses.
By supporting locally owned businesses over their
national competitors, we are supporting our community:

Buy Local initiatives will require:

• Collaborative Advertising
• Collaborative customer sharing (being close together or easily cross accessible).
• Being price competitive with the Internet retailers.
• Collaboratively educating the community on "Local".
• reduced energy
• local jobs
• higher and broader tax base
• better schools
• better roads
• a safer community
• face-to-face service
• less travel time - more leisure time

Even the United States Postal Service (USPS) is getting into the Buy Local game; it's EDDM program and service, possibly its final encore, favors local business and does such at both a price and service level that its competitors cannot match.  EDDM targets local; as finite as an individual mail route (imagine real estate agents, the 500 homes around the one you are selling). - I have wondered if the USPS knew this upfront or was it just an unexpected by-product of their initiatives..

Buy.Eat.Live.Local.

This is what Time4 / LightsOn's Buy.Eat.Live.Local. publication helps to address. The theme / affinity is your hometown.

It takes collaborative efforts in development, entertainment and advertising. This makes "Local" a destination; it makes "Local" the mall.  Some places were created with this in mind (though upscale) like West Palm Beach, Florida's CityPlace.  Some places were converted such as Boulder, Colorado's Pearl Street Mall.

What we will end up with is "self sustaining communities" - a topic in vogue in both political and academia worlds.

Localization - It's about Much More Than Printing.

Let's make this country a better place and there is no better place to start than in our own hometowns.

As anyone who follows this blog or knows the Time4 and LightsOn initiative; it is quite simple: Make Our Customer Succeed.  We are all about recreating local in a world that knows more about a Jersey Shore celebrity than their own neighbor.  Lets fix this by starting in our own home town.  The following three past articles give some background to this idea.

• Collaborative Marketing Efforts Make The Impossible - Probable. 
• Followup on "Who Me, Who Three - Fixing the Local Print Business" Can the Local Printer Survive?
• The Post Offices (USPS) Encore or the Beginning of the End

Over the last couple months we have been testing our "Buy. Eat. Live. Local." concept with the purpose of moving "Buy Local" from a lip service to a way of life - our lives and our future.  We have made the objective of "Buy. Eat. Live. Local." a product (evolving as it is) to help communities across the country by providing it to local entrepreneurs who, most importantly, live there, work there and buy there.  Have you ever been there?

"Buy. Eat. Live. Local." is the coming together of many environmental, business, social and economic factors.  One of the biggest factors is the forth coming re-urbanization of America over the next 20-30 years which I will be writing about extensively.  For those as old as I, think about it as Megatrends 2013.

How well grasped is this concept?

Here is the Town of Windham Maine's ad - a paid ad - giving 10 reasons why this just makes sense.  So Shop Smart and Shop Local.

 ....and here is what we say:

”Natural Communities Form Around Community and Commerce Centers”.

Buy. Eat. Live. Local

In almost all cases your Windham merchant will provide
Better Service at a Better Price with Less Hassle.

Why?  You know them – They depend on Windham people and they live in Windham.

Buy. Eat. Live. Local and watch Windham grow.

 This is not a concept coming to your home town, it's already there !!!