Power to the little people – that personal touch

This post reflects on a short article by my friends at EXCLAIM on small biz being crowded out of the market by Big Box stores.

EXCLAIM writes:

During times of recession, some people are forced to shut their doors due to lack of patronage, sales or surplus inventory. Our hearts go out to these people who, in some cases, have lost all that is important to them. However, roll the clocks back to the “good times” when the doors were open and business was rolling along. The major complaint then being that the big box stores were infiltrating the neighborhood. “How dare they move in with their well-design stores, merchandising and marketing and steal my business.”

And they do. And there is nothing you can do about it. Or is there? Can you fight back? If you can get away from feeling intimidated by these giants then we think you can. But how?

Read the full post here >>

In fact they can fight back by developing and nurturing more personal relationships with their customers via social media.

When I receive an @reply, retweet, or comment on my blog or Facebook fan page from my favorite bakery or wine shop – I feel noticed. Like I’m part of that business’ in-crowd. And when I show my face at their establishment and they recognize me, I really do feel like my patronage matters. And it does.

Here in Vermont, and increasingly elsewhere, there’s a growing focus on ‘keeping it local’. Whether shopping for locally produced food and drink, dining at restaurants that serve up the same (check out Vermont Fresh Network which connects local farmers, producers and chefs), or making your next vacation in your own backyard. It goes far beyond nostalgia, but indeed supports local families and tax revenues – from which everyone benefits.

The host of SmallBizSurvival.com, Becky McCray (@BeckyMcCray) writes of her very small town’s local grocery store making a comeback after a Wal*Mart Superstore sets up camp in Alva, OK. Although there’s no mention of social media engagement by the local grocery store, the personal service they deliver and tremendous local support they receive has everything to do with their success. That’s exactly what social media allows for: personal service and reciprocal support.

Here in Burlington, VT, a local favorite bakery (@AugustFirst) capitalizes on the smart phone app phenomenon, FourSquare, by offering free coffee to the current FourSquare ‘Mayor’. A ‘Mayor’ is an active FourSquare participant that has frequented your establishment more than any other player. Even though I have never been ‘Mayor’ of August First, I was recently thrilled to discover my own Twitter picture taped to the register as worthy of a free coffee! They really do love their customers! Find out more about FourSquare, its fun and becoming a very popular mobile activity – especially for bars and restaurants.

Starting and participating in social media conversations on Twitter and Facebook, maintaining a blog (and commenting on other blogs), and promoting your business on YouTube and Flickr are the easiest, most popular ways to connect and show appreciation to your customers – current and future. Its like offering that personal touch when you are not directing in front of your audience.

By engaging with your customers online, you’re giving them more than a reason to ‘follow’ and ‘fan’ your establishment – you’re giving them a reason to walk through the front door.

How are you offering that personal touch?

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