Work your local market

The South Africans have a great saying in “Local is Lekker” meaning homegrown is good. The expression linked into a campaign run many years ago to encourage South Africans to buy goods made in South Africa.

With the global economic situation not getting any better any time soon this principle of local is lekker is something that will become more relevant. And as a marketer of your own products and services this could be a good idea to buy into.

If the recession continues, or even worsens, people will stay at home. That could be for holidays and entertainment. It will also determine where they shop for services or products. People will look for help from businesses close by.

Rework your business and marketing strategy to focus your efforts and attention on your local area. Find out where your people are meeting, socialising, how they are making contact with each other and what their interests are now. Then see how your service or product can fit into this.

Besides providing your services to the locals it will also be a good time for you to become involved in your community, to take part in communal activities and to give some of your time and effort for free to assist the people around you.

These times can be hard. Giving some of your time and knowledge to people near you can provide you with excellent returns. Not only will your efforts be hugely appreciated, but other benefits to come from that will be business leads, great exposure for you and your business and an investment in the future.

The economy might be having a downer right now, but at some stage money matters will improve again and you will be in a superb position to reap the benefits of your efforts.

Some examples? You have a small painting contracting business. Offer to paint the play room of the local nursery school, or the hall of the nearby school. Make a big noise about it.  A hairdresser? Get a bunch of your buddies and spoil the old folk in a nursing home. Take the local reporter and cameraman with you.

Do you own an independent stationery shop? Run a ‘make a mother’s day card’ competition with your local schools and offer a lovely gift as a prize.  What about gardeners? Decorate the entrance to your nearest church with shrubs in pots to brighten up the winter days.

Give something to your community that will make people smile, lift their moods and restore their faith in human kindness. The dividends you will reap will be quite huge. Just remember though. Be genuine. Don’t pretend. And guess what,  as an additional bonus you will feel great doing it.

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