Shop Local In the Digital Age By Raoul Sada Surprise Regional Chamber of Commerce Raoul@surpriseregionalchamber.com 2019 WACE Conference Objectives: 1. Compare & contrast some 3P & 3C perspectives 2. Name 2-3 advantages of SMS marketing and how the technology works 3. Outline how a digital SLC program works and possible funding streams. For More Information and Handouts: Text the word “shoplocal” to 69000

Definitions Vary Shop Surprise A preference to buy locally (goods and services) over those produced further away in another community. (Any business that supports the local tax base) Vs: Small businesses Vs : Locally owner

Shop Surprise/Digital Shop Local The Problem: Major Road Closer The 3-C Awakening Members vs community at large? Can we help solve a problem? Can we think out-side-of-the-box? How valuable is our brand and reputation in the community? How can we monetize the Chamber’s role?

Market segmentation is a marketing strategy which involves dividing a broad target market into subsets of consumers, businesses, or countries that have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them. ( https://en.wikipedia.org/wiki/Market_segmentation)

How it Works Why SMS/Text Marketing Business Submits deal to Chamber E-forms BOGO’s/Loss Leaders work best Not all deals approved Chamber coverts to text message and sends Need variety Sense of urgency E-form (Run as often as possible option) Requirement and limits Enrolling participants Year 1: DECA Boots-on the Ground Businesses distribute opt-in info/donate prizes for opt- in customers/post on social media City promotes (web, public meetings, publications, social media, etc.) Chamber: Facebook, etc Why SMS/Text Marketing Growing exponentially Businesses use text marketing build customer loyalty programs 98% open rate Measurable

Opt-In Shop Surprise Survey Results (3,476 Customers/ 465 Responses) Facebook # 1 for participant recruitment Eating and Drinking most preferred business category Support the local tax base is #1 BRE reason stated 80% female 55% first time opting-in for SMS deals 85% are ok with more than one deal per day  www.digitalshoplocal.com for all the results

Text the word “shoplocal” to 69000 (one word, no spaces) Technology Demonstration Text the word “shoplocal” to 69000 (one word, no spaces) Double Opt-in (Gold Standard) Welcome message (Auto Response Messages) My contact info, webpage link (presentation, charts, consumer survey results and more) SMS Message: Presentation Evaluation Form (Schedule by Date & Time) It’s a Communication Tool : New Business Alerts/ Grand Openings Survey Links Contests/Events Coupons, QR Codes, Pictures and more Digital Text rates may apply. You will receive no more that 7 messages per year. To opt out simply reply STOP to any message.

Go to www.digitalshoplocal.com Dollars and Cents IMPORTANT TERM: Competition Impractical The Scope of Work: 1. Overall Management of the Project a. BRE program design and implementation b. Program evaluation: Program effectiveness, needs assessments, cost-benefit, and cost-effectiveness analysis c. General promotions and communications d. Business recruit efforts e. Customer (Resident) enrollment activities f. Deal/Coupon management services g. Business database management services h. Identify and recruit key stakeholders, partners, and other local resources as required for promotional assistance and funding 2. Deal Management and Distribution Services a. Distribution of flyers to 500+ local businesses (printing, distribution coordination, and delivery services) b. Recruitment of community partners c. Electronic coupon/text deal vetting and distribution d. Tracking and monitoring deals (enrollment rates, messages sent, opt-out rates, etc.) Investment: $55,000 (12-month program) Go to www.digitalshoplocal.com How to Monetize Fee-for-Service (Eco. Dev/BRE) Sponsors (name association, web page branding) COSTS Staff Time (including CEO) Printing (first year) Allocation of Overhead Opportunity Costs Contribution to Mission (Profit)

It’s New & Innovative It’s Digital It’s 3-C It’s a Natural Fit for Chambers Brand Recognition (Businesses & Consumers) We are the original Shop Local advocates! We can CONNECT: Businesses, City, and Consumers like no one else can! You can Generate Revenue! Text the word ShopLocal (one word, no spaces) to 69000 from your smart phone Digital Text rates may apply. You will receive no more that 7 messages per year. To opt out simply reply STOP to any message.