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Putting Teeth Into “Buy Local”

In marketing, perception is reality. It’s much easier to tag onto what your customers already perceive than it is to change their perceptions.

According to an April 2015 study by Yodle, a whopping 96% of those surveyed believe local businesses give better personalized service, than the big national chains.

History has taught us that simple flag waving or ‘Buy Local’ campaigns can’t work without giving consumer valid business reasons for patronizing local businesses.

When Japanese auto manufacturers started to penetrate the North American markets in the mid sixties, a ‘Buy American’ campaign was launched only to see the import auto makers’ market share continue to grow.

Simple flag waving was not enough to stem the growth of import auto sales. Their growth was only tempered when ‘the big three,’ General Motors, Ford and Chrysler, woke up and started making better cars.