There is something about showing your local pride to the world. There is something special about staying attached to your roots. More companies need to feel this pride. Lots of companies get a taste of the big league. As soon as this happens, they want to leave the local stuff behind. This is the wrong approach.
THE PSYCHOLOGY OF CONSUMER PRIDE
Did you know that local pride has more trends than the bigger things? It’s true. There are lots of companies who prefer to show their pride and stay small. They know their customer. Their customer base is happy.
The other day I saw a picture of three people wearing Georgia hats. These two guys and girls were representing their hometown. There is something magical about this. We all go abroad. At some point though, we all make the journey back home.
There is something about being home. This is what this pride represents. There are lots of ways that business can make bank on this pride. Look at what I just described. I was describing the hats from Georgia.
There are ways that companies can attract people this way. If just two local business teamed up to advertise the emotional aspect, the sales would get better. Lots of people buy based on emotion. It doesn’t matter where the emotion is coming from, people will buy.
This is why companies need to use this idealogy to their benefit. Find at the niche that local people are looking for. Find a way to utilize this in ways that other businesses are not doing right now.
If you build it, people will come.
This is why I bring up the psychology aspect of business. You need to tap into the mindset of consumers. Look at people down here in the south. People down here care about good cooking, home and family. Lots of businesses down here get this. They get it and advertise it.
This is what you need to be doing. Look at some of the flea markets. You’d be amazed at how much business flea markets do down here. The companies up north tend to concentrate on the big things. With us, it’s about the simple things. Companies down here do more business, all because of this mentality.
Psychology is very important when it comes to why people buy. Once you tap into why someone is there to shop, you can build your brand around this.
Some shop out of anger. Some shop out of comfort. These people want that emotional outlet. Do not laugh. The comfort outlet is one of the biggest sellers for businesses.
WHAT CAN YOU DO TO CAPITALIZE ON THIS
—Display local things on your site and business doors. Advertise things like the state flag. Say things like “support your local bike shop.” Once you tap into this energy, people will come buy.
–Advertise something that says “made in—-“. Insert your locality where those lines are. This plays right into the psychology of the consumer. You’d be surprised how many people will come in and take a look.
–Advertise where you eat locally. My one friend does this. Every time she eats out, she posts something on Facebook about it. This boost sales in a big way. She did it the other day. She got a few likes for it. It made me click on the eatery. I actually want to go eat there now. See how this works?
–One last thing you can do is go out and support your local events. This is one of the best ways for people to get to know you. Pass out some flyers. You might get some people who are not interested, but the right people will stop in.