April 28, 2010
The Adrienne Alert: Buying Local
The days of responding to the clever advertising of national brands are winding down. In fact, I recently learned that currently only 18% of television spots generate positive ROI.
Wow! What a difference from when I was a Media Director (1966-76), placing clients’ advertising in the print and broadcast media. Little did the major media (or I) suspect that within fewer than two decades, their Golden Age would begin to diminish considerably.
Now, city by city, the emphasis on supporting local businesses is growing exponentially. Here in Fort Collins, CO we are blessed to have a dynamo named Gailmarie Kimmel. Several years ago Gailmarie started an annual “Be Local” book, priced at the princely sum of $10.00, offering $600.00 worth of coupons to theaters, restaurants, local shops, farms, you name them. You can find them everywhere!
Gailmarie has also been a major force in our Sustainable Living Fairs, which held their 10th Annual event last September.
With Hill Grimmett, who runs the Northern Colorado Food Incubator, Gailmarie has proven the healthy appetite that Northern Colorado residents have for local foods and crafts. Ten Winter Markets ran from November through March, and local vendors were more than pleased. And, let’s not forget the local business owners who have much to crow about, as a result of the “Shop Fort Collins First” campaign that’s been running for the past few years.
What’s going on? Well, certainly, the recession has expedited an interest in gardening and crafts. We’re simply going back to basics.
Moreover, we’re paying more attention to ingredients on packages. Organics and “natural” are in. Why pay for produce that’s chemically infused to withstand the rigors of distance shipping, when we can buy totally fresh, locally-made products created with purity, passion and integrity?
It’s fun to discover the delicious byproducts of all the farms and ranches in our area, as other residents are finding in their locales across the US.
Then, of course, we’re supporting local businesses and restaurants, because they feature great products, food and service. We avoid shipping costs and don’t have to drive very far. Our daily newspaper features local businesses and farm families every week. It seems the public is casting its vote for local, independent, fresh and pure.
What an exciting time!
