Smart Marketing Your Small Business, While Supporting Local Businesses by Geoff Rae Small businesses rely on marketing to attract new customers, but too often, their marketing dollars are spent supporting huge conglomerates rather than the local economy. Many entrepreneurs pour money into social media platforms, national publications, and big tech advertising, thinking it’s the most effective way to reach their audience. However, these platforms don’t reinvest in your community, and their ever-changing algorithms make it increasingly challenging to reach your followers without spending more money. Much like the campaign that reminds us that a multinational corporation doesn’t sponsor your child’s soccer team, it’s im- portant to recognize that the most prominent social media companies and national media outlets won’t support your small business. In contrast, investing in local advertising helps both your business and your community thrive. Local magazines, radio stations, newspapers and television outlets offer more than just ad space — they provide direct access to your surrounding community. These media sources are trusted by local consumers, who often prefer to shop locally when given the choice. By advertising with them, you’re increasing your brand’s visibility and ensuring that your marketing dollars contribute to your local economy. Another benefit of dealing with local media is that you are dealing with local professionals in your area who can help craft a campaign specific to the community. They can draw on what has worked for similar businesses to yours, or what hasn’t worked. To your local media, you are not a number in a town they have never heard of; you are a local business that they want to see succeed and grow. When you invest in local advertising, your dollars stay in the community, helping to sustain the businesses and organizations that support you. It’s a win-win strategy — your business gains exposure, and the local economy benefits. While digital marketing has its place, small businesses should balance their approach and recognize the value of supporting media that, in turn, supports them. By choosing local advertising over large, impersonal platforms, you’re not just marketing your business — you’re making an investment in the success and growth of your entire community.
Lambeth Rotarians Focus on the Environment
At a recent Lambeth Rotary meeting held at the Village Pantry Restaurant, local Rotarians heard from Rotary Club member Jan Polgar about Rotary’s environmental initiative. Jan is the Lambeth Club’s environmental champion. Jan outlined that, in providing help and support for various programs around the world to improve the lives and outlook of people and places, Rotary follows seven areas of focus. They are: 1. Peace and conflict resolution 2. Disease prevention and treatment 3. Water, sanitation and hygiene 4. Maternal and child health 5. Education and literacy 6. Community economic development 7. Environmental protection The environment was added as the seventh area of focus in 2021. Jan’s presentation pointed out that creating a distinct area of focus to support the environment will give Rotary members even more ways to bring about positive change in the world. The presentation went on to state that the climate crisis exacerbates all other problems the world faces. It amplifies inequities, worsens mental and physical health, threatens our food system and is one of the most significant factors in that it threatens economic activity. The presentation also pointed out that for Generation Z (ages 13 to 28), the climate crisis is one of the defining challenges of their age. It is a wake-up call to world leaders that they must take far more decisive action to tackle the climate emergency or risk the further anger of young people. In tackling various environmental projects, Rotary’s vision is: To encourage a protected, healthy, safe and economically sustainable environment on our planet for all current and future generations of all ages.’ As Lambeth Rotarians do their part in developing local initiatives for environmental improvement, we will report about the programs in future Villager articles. ENVIRONMENTAL SUSTAINABILITY FOR THE FUTURE OF OUR WORLD
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