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YOUR SOURCE FOR BUSINESS AND AGRICULTURE IN LANARK, LEEDS & GRENVILLE JULY 2013
VOL. 12 NO. 3
Chamber launches new ‘buy local’ initiative By ASHLEY KULP The Carleton Place & District Chamber of Commerce wants shoppers in town to think local and buy local. A new 12-month campaign to do just that was unveiled during the Chamber’s Business at Breakfast event June 26 at Dionysos Restaurant. Past Chamber president Tracy Lamb of Mopani Communications launched the initiative, which is being developed to raise awareness of the benefits of spending money and time in Carleton Place. Lamb said the concept began more than a year ago when the Chamber, in partnership with the Carleton Place Farmers’ Market, created a two-year work plan “to help boost the operation and success of the farmers’ market.” “Included in that (work plan) was a buy local campaign,” she explained. “We’ve expanded that from not only the farmers’ market, but as the Chamber, it includes all businesses throughout the community.” “The thinking behind the campaign is to make an effort on an ongoing basis; not a month or a couple of years, but at least an entire year to develop a campaign that will increase the awareness of buying local,” Lamb added. According to a release from the Chamber, “community members, including residents and business people, will become more aware of the impact that their choices have on the economic and social stability of Carleton Place and our community.” “We’re a small-town with unique offering and opportunities to connect with people,” Lamb said. “So what are we doing to connect the people of Carleton Place with you, the businesspeople?” The first step of the campaign is developing a brand, which Lamb said has already been created by Sherry Crummy of Crummy Media Solutions.
-Business Today photo by ASHLEY KULP
Past president of the Carleton Place & District Chamber of Commerce, Tracy Lamb of Mopani Communications, shows off a new logo which will make up the branding for the Chamber’s buy local campaign. Lamb helped launch the initiative during a Business at Breakfast event June 26 at Dionysos Restaurant. The campaign is expected to roll out over the next 12 months.
It is a graphic that will be highly visible and recognizable throughout the town, on social media, as well as in local stores. “When you talk about customer loyalty and motivation to buy local, part of that comes from an emotional connection,” Lamb commented. “... When you talk about branding, a brand is alive if there is that emotional connection to it.” She explained that there are 10 good reasons for consumers to buy
local, including: stimulating the local economy; job creation; better customer service; greater support to local nonprofit organizations; unique businesses; business owners invest in their communities; reduced environmental impact; competition leads to more choices for shoppers; public benefits outweigh public costs; as well as the values of customers matter more to local businesses. “...We ultimately want shoppers in Carleton Place to think local and buy local so we invite you and all businesses in town to think customer experience, because you know what? Research shows that very, very few consumers buy local just because it’s local,” Lamb stated. “All things being equal in quality and everything else, they will buy local, but if the service or quality is sub par, then guess what? Buy local doesn’t have any legs.” She provided the example of the Beckwith Butcher, which donates 20-cents from the sale of each kebob to the Children’s Hospital of Eastern Ontario (CHEO) and presented $4,500 to the hospital this year. “Let’s think customer experience. We’re fortunate if people come through our doors,” Lamb stated. In addition to the branding exercise, other elements of the campaign include promotional materials such as flyers and bookmarks, posters, coverage in local media, as well as shopping bags and T-shirts, that will feature that identifiable logo. Another aspect is the creation of Carleton Place BLT (Buy Local Team) trading cards, highlighting the services of businesses which could be distributed to customers. “...(The campaign) is not just about buying local, but showcasing businesses so people are aware of what we’re offering,” she said.
To strengthen that point, Lamb indicated another part of the initiative is individual business/businessperson profiles. “Profiles are one of our most important connections,” she said, adding the first one, on the Studio Boutique, is ready to roll out in the near future. “They (profiles) will include a photo because this is a small-town and I need to know who I’m looking for. With these little biographies about your business, hopefully people will get a sense of the personality of the business and what’s special.” Lamb said that perhaps the most important feature of the buy local campaign is business participation. “The success of this, like any other community effort, is the involvement of businesses,” she remarked. “...This (buy local) rationale is being used in small communities across Canada and North America and the reason for that is that it works,” Lamb continued. “So, we’re really excited about it.” The Carleton Place Business Improvement Area (BIA) manager Cathie McOrmond was in attendance for the launch and noted the BIA fully supports the Chamber’s efforts. “The BIA fully supports the Chamber in everything they do...it’s a wonderful opportunity for local business,” she noted. “When we work together, great things happen.” In the coming months, Lamb said the Chamber will be rolling out different features of the buy local campaign, including a possible workshop. Information will be included on the initiative in Carleton Place water bills this October, but before then, other promotional materials will be released. “Stay tuned for more details and how to get involved,” she said to those gathered at the breakfast.
Grenville CFDC plays key role for small business By JENNIFER WESTENDORP Kemptville business owners expressed their appreciation of the Grenville Community Futures Development Corporation at their annual general meeting at the North Grenville Municipal Centre on June 21, 2013. “Thank you to everyone at the CFDC for all your help,” said Samantha McLean, owner of Candy For You in Kemptville. “I’m very fortunate to have taken part in the SEB (Self Employment Benefit) program.” McLean said she thought she knew everything about running a business until she started the program. She said the SEB program introduced her to all sorts of resources that allowed her to improve her business. The Grenville CFDC lent $2.2 million to 33 new and existing businesses in Grenville County over the course of the last fiscal job, impacting 216 jobs in the region. Lynne LeBlanc, owner of Go 4 Eco in North Grenville, said applying to be part of the CFDC intake program was one of the best decisions she ever made. “The program is amazing,” said LeBlanc. “There’s lots of information. This program really helps entrepreneurs get their feet on the ground and take off running.” See GRENVILLE page 2
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