What does it mean when a company uses "Locally Owned and Operated" in their advertising ?
You see it used in every form of advertising from your local newspaper, the yellow pages, direct mailings, to local radio and television spots covering an array of business' such as restaurants, tire stores, beauty salons, carpet cleaners all the way to furniture outlets and garage door installers.
But what does it mean? A business will include "locally owned and operated" in an ad as though it's a huge selling point but does it really entice a potential customer to shop there more than another store ?
The general consensus is that "locally owned and operated" means the money you spend with that merchant stays in the community and by shopping there you are replenishing the local economy, even though national chain stores and "big box" outlets all have an agreement that a percentage of their earnings go right back to the community they are located in.
Truth is you have no idea where that money goes. When you shop at Zane's tire store do you really believe that when the day is done Zane goes back home cuts down another rubber tree and makes more tires ? Or that after store hours Betty Lou, your favorite nail tech, goes home and whips up another batch of fire engine red nail polish in her sink ? Well ... maybe, but probably not.
The emotional trigger that the phrase, "Locally Owned and Operated" has on us is similar to the feeling you get when you're traveling far from home and you see a license plate from your home state. Now that car could be a rental and that person has never set foot in the state you grew up in, but for a brief moment, you have this overwhelming kinship that makes you think, "Hey, me too."
Even though we feel some type of bond to a local shop owner it is by no means a guarantee of better products, better customer service, or even better pricing.
So is there truly any benefit to doing business with a locally owned and operated establishment ? In a word ... YES !
Far more important than keeping your dollar circulating locally or sustaining the local "flavor" of any given town or city is what shopping at Locally Owned and Operated really stands for. It means you are feeding the entrepreneurial spirit.
The moment you hand over your cash, check, or credit card you become the most important factor in the American Dream. It may be a simple purchase to you, but it's the final piece of the puzzle to someone who stood up and said, "I want to do it for myself, I want to see what I can achieve."
Thank You for reading this article because no matter what I write about or where I write it from, I too am ..... Locally Owned and Operated.
this was a great article. "I want to do it for myself, I want to see what I can achieve" is the basis to our nation. my partner once started his own painting business, employed 3 guys, and had plenty of money. i cleaned houses, in town! if we can see it, we can be it. thanks for sharing,
Well thanks Sue, this particular article was a product of the research I did on local advertising. It seems 40% of all advertisers will use this phrase and 90% of readers think it means only one thing.
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