In our final love themed instalment, we’re addressing the love of your fellow man, and more specifically your ‘local’ man, and woman!

If there’s one thing about smaller businesses that has never really changed over the years it’s that they need to be accepted by the communities in which they dwell. Without conjuring scenes from the quirky hit series ‘League of Gentleman’ and its famous ‘local shop, for local people’ sketches, it still rings true that businesses do better when their local communities are invested in seeing them flourish.

Even larger companies often feel the need to ensure that the areas in which they reside realise their ‘local’ value.

So how does a new business or one that is perhaps floundering and failing to engage its local community get a little bit of love from their indifferent neighbours?

Firstly, you need to recognise whether the product or service you provide is suitable for your surrounding customer base; setting up a youthful high fashion shop in a predominant retirement area is never going to go down well. Product aside however, it’s all about gaining a little recognition from the community you work in.

It’s worth looking into a few of the following:

• Local business awards, are there any in your area, and can you submit an entry? A quick google search should turn up something for your region. Recognition by your fellow business residents is always a good endorsement. Or perhaps consider getting on the judging panel itself if that’s possible.
• Donating part of proceeds or just your time/employees time to a local charity in the immediate area. Not only is this a worthwhile gesture in itself, but it shows you are supporting charities close to home, which residents will greatly appreciate.
• Attending local business networking events. Usually local chamber of commerce will run these, or there might be a group set up separately that you can find on social networking sites such as Facebook or Linkedin. These types of events are great for forming alliances and getting connected to other like-minded people, who may well have some great tips.
• Hosting an ‘open house’ event if you have suitable premises; perhaps you are celebrating your arrival in the area or a business anniversary, and you can invite local residents to attend for a few drinks and nibbles. It’s a chance to mingle and get to know people who will hopefully appreciate your gesture and get to see your business in a relaxed environment; and with any luck come back as paying customers!
• It’s also worth considering advertising in your local newspaper every once in a while to keep your business in mind for those residents that might not have known you even existed before. A paying advertising client may also be able to contribute the odd worthwhile article and expert advice column to the newspaper.
• If you are in need of new staff for your business, it might also be helpful to engage with local schools or colleges to look for an apprentice. Therefore upskilling the workforce within the community and providing much needed employment for school leavers in your area.

Whatever your gesture to show a little love to your business community, keep the momentum going, after all, just like any fragile relationship, out of sight is often out of mind…

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