Communities all over the US regularly launch Shop Local campaigns. While these campaigns may generate a slight bump in local sales for a few weeks, the results are usually mediocre and temporary. This is not a criticism of the people running these campaigns. They are likely doing as good a job as anyone could. The problem is, instead, with the nature of a Shop Local campaign itself. Ditch your Shop Local Campaign based on guilt for a Discover Local campaign based on value, and see a permanent change in local consumer behavior.
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