#SLGT: Support Local, Grow Together: Local Community Impact on Content Strategy and Small Business Success
It’s not just Millennials who are preaching the gospel of going local and supporting local businesses and brands. Whether they’re a home-town hero or a new-kid-on-the-block, when a brand or small business grows and expands it should never underestimate the influence that the local community and its consumers holds over its content and marketing strategies.
It may seem like second-nature but location is everything for both local and established businesses and brands to succeed. What isn’t second-nature however is how these local communities impact their potential for these businesses to find success and build brand awareness or advocacy in the community. Consumers like and support local because they often feel it conveys authenticity and pureness. Local and non-local brands and small businesses alike can harvest a wealth of these benefits by growing together with and supporting their communities. Here’s one example of how you too can achieve this and the potential opportunities waiting to be picked from a fruitful-relationship with the local community.
On June 11, 2016 LAWeekly held its annual Tacolandia food festival in Los Angeles, California sponsored by one of our outstanding clients, TABASCO® brand. This provided not just TABASCO® brand but many vendors big and small as well as restaurants from the local community a grand opportunity to build brand awareness and advocacy by putting together an event the whole local community could enjoy. From airlines such as Aeromexico, another one of our premier clients, to local super-premium tequila distilleries there were opportunities created for people & products to brands and businesses from every walk of life to be introduced in a fun and care-free atmosphere.
Creating such valuable opportunities wasn’t as simple as planting seeds in the ground. Developing a content strategy to acquire such a response and results from the local community (both vendors and attendees) required a great deal of market research and expertise. Given the event was happening in Los Angeles it required more than Hispanic marketing intelligence and insights from the area, it required a much deeper understanding and approach to how the communities in this multicultural metropolis operate. This required identifying an applicable way for TABASCO® brand to get involved in the community in the most natural way possible. Ultimately it was through this sponsorship and development of this relationship with LAWeekly that such results were made possible. As for the measurable results, a picture is worth a thousand words.
By integrating a local event into TABASCO® brand’s content strategies we were able to create not only more engagement for TABASCO® brand but opportunities for other brands and businesses to grow and establish themselves within the community, by supporting local we all grow and thrive together. We at VRTC hope this information motivates you to make your brand a part of not just local events but a cornerstone and exemplary member of your community. Is there anything you would like to add to the conversation? If so, leave a comment and share your experience. If you enjoyed the article, share it! For further insights and discussion simply #AskVRTC.