1. Shop Local In the Digital AgeBy
Raoul Sada
Surprise Regional Chamber of Commerce
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

2. 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

3. 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?

4. 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. (

5. 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

6. 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 
for all the results

7. Text the word “shoplocal” to 69000 (one word, no spaces)
Technology Demonstration
Text the word “shoplocal” to (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.

8. 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
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)

9. 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 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.