In an earlier post, I noted that some companies in Michigan are communicating how buying local products saves local jobs. One grocery store is highlighting all its offerings from Michigan farms and ranches. This works for me, everything else being equal—then the “local” factor is icing on the cake.
If the main selling point is “support local business,” however, any potential desire instantly turns to pity. Take a TV spot from a local Chevy dealer (“Buy American”). Forget that the quoted facts about GM’s U.S. production actually cite North American figures (which include Canada and Mexico)—there’s no hint as to why I’d actually want a Chevy. Nothing about style, resale value, quality; apparently it’s my civic duty to buy a Chevy, because GM builds more cars in North America than does Toyota.
This doesn’t work, as icing alone isn’t enough. People need to be convinced that the cake itself is delicious.
Photo credit: Jannie-Jan
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