Page 312 - DMGT509_RURAL MARKETING

Unit 16: Marketing in Small Towns

Promote in the Community Notes

Use empty store fronts, local bulletin boards and set up an information booth at small town
festivals to promote growth for the community. Use colorful window paint to tell the history of
the local community on the windows of empty store fronts during the town’s annual holiday
parades or other events that draw members from outside the community. Allow visitors to
connect with the cultural heritage and small town values that are on display. Or, use the windows
to paint a picture of an entrepreneur’s future. If you want an antique store or bakery to relocate
to the community, paint the windows with phrases such as “Welcome entrepreneurs! Sell antiques
(or your favorite baked goods) here!”

Talk to Locals

Ask local business owners and new residents of the community what they enjoy about living in
the small town and what initially attracted them. Did they relocate for a job offer, low housing
costs or for the high-ranking education system? Use those key points to attract even more
people and business. Then, ask the local people what they would like to see in their community.
The addition of a community center or small local grocery store may be desired by established
residents and help draw new prospects to the community. Do a survey with patrons of the local
businesses and learn what they want to see from their hometown shops. Do they want more
sales, a larger selection or lower prices? Then, work with the business owners to organize a
sidewalk sale weekend. They could also offer the option to special order items from catalogs or
a company web site and then implement a discount buyers program for those who purchase
regularly or in large quantities.

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Caution Keep in mind that a marketing strategy may be plural. If you have a variety of
products and services, you may need a variety of marketing strategies. If your strategy is
to market your name (For Example: Microsoft) then you will most likely concentrate on
one major strategy.

16.3 What Kind of Business to Start in Small Town

Small towns present a unique challenge to entrepreneurs, as fewer residents seemingly means
fewer niches to explore. With some creativity, dedication, and business ingenuity, though,
virtually any kind of business can be successful in a small town.
Local Pride Paraphernalia

Small town residents are often fiercely loyal to their local municipality, and enjoy showing off
their hometown to those who may not have been to the area. Local photography, postcards,
shirts emblazoned with the name of the town, and even local-themed stationary are excellent
ways to generate profit while also spurring small town pride.

Peddle Local Information

Most small towns have a character and numerous achievements that are unique to the locale.
Many small towns are home to at least one tour company that shows guests the local scenery
while pointing out some of the more colorful events in the town’s history, and others pay for
localized brochures or pamphlets that explain why the town is unique. If the town does not

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