It seems Americans are sticking closer to home these days. The pool in the backyard is a bigger draw. Dinner at home tastes better. So, is there a Customer Insight here? Well, of course.
In a recent post aptly titled "Getting Ahead by Being Local," C. B. Whittemore writes at the Flooring the Consumer blog how the new down-home perspective is paying off for businesses. She offers tips on how to add a "local" flavor to just about any customer outreach. Among them:
Know what's going on around you. Tailor your offers to local events within the communities you serve. For instance, "If it's prom season, do you offer a prom package?"
Know when your customers need you. "[A]re your hours of operation relevant to your customer base?" she asks. Make sure your business services are available when your customers need them.
Know how to help them out. Whittemore cites a hardware store near her home that "helps customers … tackle smaller problems themselves" to save money.
Add a local flavor to your national message. Even national companies can find a way to send a "local" message, Whittemore says. Example: A current campaign by Frito-Lay celebrates the 80 local farmers in 27 states who grow Frito's potatoes.
The Po!nt: Put out the welcome mat. Being "local," Whittemore concludes, "means … being closely connected to your customers, interacting with them, and staying relevant to them in the value and convenience you offer them."
Source: Flooring the Consumer. Read the full post here.
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by Christina "CK" Kerley
