Tomah Chamber & Visitors Center Newsletter October 2019 Newsletter

CHAMBER Chatter Monthly Newsletter Oct 2019 Advantages that small business has over the “big boxes”... Some days it feels hard to compete with the loss leaders big box stores employ, the operating hours they’re able to keep, the programs, their ad budget, their marketing…the list goes on. But small businesses do have an advantage box stores don’t and it’s one that’s rarely used. Small businesses have a community connection. Shopping local is very vogue right now. If a small business employs digital media to increase that local following, they can compete with businesses whose total ad budgets alone dwarf the small business’ annual revenue. Small businesses can easily build a tribe on digital media and all it takes is time. Here’s why many big businesses can’t compete with smaller ones on social media. Big Marketing Has Many Levels Yes, big businesses can employ 15 social media gurus in one geographic area, while small businesses are often stuck posting between customers, but with big operations come big sign-offs. There are often rules, protocols, and procedures that need to be adhered to in a large organization. Marketing initiatives come from headquarters and issues are handled by them as well, often causing some delay in response. They don’t have the local flair of a small business. Corporate Marketing Happens Elsewhere Often social media opps are run out of locations away from your town’s branch store. This means the team which is posting amazing content will miss out on the finer points of what it’s like to live in your area. If you’re a small business using social media, you’ll want to capitalize on this point. Use your time on social media capturing the uniqueness of your town and its residents. It’s a great way to shine and big business simply can’t compete. Their Content Marketers are not Experts in Local Information Many big businesses have adopted content marketing. They have the money and resources to do it very effectively but just like their inventory selection has to be based on nationwide timelines so does their social media. Box stores are going to provide a lot of content that will be effective for most of their customers. If they targeted content geographically, they’d run the risk of spreading themselves too thin and watering down their ROI. Small businesses have multiple advantages over big business when it comes to social media. They can build very tight relationships with their neighbors through publishing much more targeted, effective content and allowing their personalities to show through on social media. The only thing left, is to find the time to do so. Source: Christina Green, Marketing-Content-Storytelling From left: The Break Room, locally owned by Chad Madson; Write Like That, locally owned by Marci Cox ; Don’s Plumbing and Appliance Showroom, family and locally owned by Kieth Schedler; Stars Boutique, locally owned by Tracy Lambert.