'Buy, Live, Local!' is the new theme to promote Farmington businesses
Coming up with a new logo and promotional campaign isn't always easy, but Farmington's business community has worked long and hard to do just that. And this week, it's going public.
The campaign is meant to encourage Farmington residents to shop locally. The campaign, "Buy, Live, Local!" is intended to get local residents more familiar with what types of businesses are in town, and to get those same residents to support the businesses closest to home.
Started by the local business initiative Grow Farmington, the campaign will also be used as a marketing tool to attract new business to the community. Grow Farmington is a consortium of business owners, residents, and city staff members who meet regularly to come up with ways to promote the local business community.
The new logo reads, "Grow Farmington," but also includes the new theme, "Buy, Live, Local!" In that way, Farmington city planner Lee Smick said, the logo encompasses the Grow Farmington group, but also encourages residents to think about purchasing goods and services here before taking their money out of the community.
"We're going to use this to market our businesses to our residents, and to out of town visitors. We're trying to draw some awareness so residents know that certain types of businesses are in Farmington," Smick said.
Buy local campaigns go a long way to helping local businesses thrive and survive, Smick said. Communities that have such campaigns often see revenues go up, because all of the business community gets behind the program, partnerships are formed and cross-marketing opportunities arise. For instance, Anna's Bananas Day Care in Farmington has offered to distribute Grow Farmington materials, Smick said, which may direct their clients to use other businesses in town.
"We plan to get a lot of cross-marketing going on between the shops around town," Smick said. "That's one of the things we wanted to get going."
Farmington has a distinct character, Smick said, and that character needs to be promoted more throughout the community. Encouraging residents to stay local when they're looking for services like car repairs or dental work helps to keep the local businesses alive. And that builds an economic climate that is attractive to new businesses.
"We want our residents to think first of my local economy, buy first from local businesses who give back so much, and live first in the community they call home," Smick said. "If they purchase something in town, it makes a huge difference in the benefits to our community."