Monthly Archives: May 2011

The Spend Shift to Local Businesses

Topic: Local Business Market Share

Spend Shift by John Gerzema

Podcast Episode #77 of the internet show about small business marketing

Yes, you’re a local business, but are you getting your share of local business? Are local residents willing to pay a slight premium to you because you’re a local business? That depends. People really want to spend more money in their community with locally owned businesses, but not simply because they’re open for business. There are some criteria.

In this episode of the Power to the Small Business podcast, social theorist and author John Gerzema joins us to talk about the potential spend shift to local small businesses. Gerzema is co-author of Spend Shift: How the Post-Crisis Values Revolution Is Changing the Way We Buy, Sell, and Live. Gerzema says the time is right for local businesses to claim a larger share of consumer spending. People are less likely to trust larger institutions and they want to spend money with you. But are you ready to earn it? Gerzema shares some insightful advice and gives us the three keys for your business:

  • Character
  • Authenticity
  • Narrative

Guests: John Gerzema – Author and Global Chief Insights Officer for Young and Rubicam
Host: Jay Ehret –
Length: 17 minutes

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You can also download the mp3 file here: Download Power to the Small Business #77 (for personal use only)



What spend shift?

Consumers are ready to embrace local brands, to shift money from larger institutions to local businesses. The question is, are you ready for the shift? Is your brand ready for the shift?

Customers will not just do business with you because you’re local. You still have to give them a reason. But when you do, they are more likely to do business with you. The three keys (from Spend Shift), character, authenticity, and narrative.

The Virtuous Circle:

The more  of a contribution you have to make to your community, the more will people are to embrace your brand.

Know your customers, how will you give back through your brand.

65% of people are willing to pay a premium for companies that made a contribution to the local community.

Show Links

Buy the Book: – Spend Shift
John Gerzema’s website:
Kaleisia Tea Lounge:
Event: 140 Characters Conference NYC
Jay’s Website:

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