New Directory Makes It Easier to Shop Locally

Cambridge Local First has made it easier for consumers to find independently owned businesses. The Cambridge, Massachusetts, independent business alliance, which formed in July 2005, recently celebrated the release of a four-color directory, which provides local residents with listings of its 160-plus members, a handy map of the area, pictures of select businesses, and an introduction explaining why shopping locally is better for the community. In addition to the new directory, the group is spurring residents to shop locally through a variety of events aimed at consumers and Cambridge Local First members.

Frank Kramer of Harvard Book Store, a member of Cambridge Local First, told BTW that the Directory of Locally Owned Businesses 2007 is an excellent marketing tool. Noting that the introduction includes colorful charts illustrating how dollars spent locally are retained and recycled in the community economy, a list of the "Top Ten Reasons to Shop Local," and tips for consumers who want to foster Cambridge Local First's mission, Kramer said, "It's very persuasive."

The directory was five months in the making, and the plan is to update it yearly. One of the group's members, Ambit Press, printed the directory, which features some 30 categories, including bookstores, entertainment and cultural events, games, pet supplies, toys and children's books, and more.

The first print run was 20,000 copies, and the Cambridge Local First website offers ideas to foster the directory's distribution. They include displaying it "prominently" by the cash wrap, personally putting it in the hands of key customers, as well as giving them to non-member businesses. "We're getting them out to real estate agents and city councilors, too," said Kramer. "We go through 100 every couple of days." The group's hope is, with the directory in hand, it will become much easier for consumers to find independent businesses, and thus, get behind the buy local movement.

To celebrate the directory launch, on February 21, Cambridge Local First threw a launch party at Upstairs on the Square, "a great upscale restaurant" and a member of the group.

Cambridge Local First is also trying to get its message out through various events, said Kramer. On February 6, the group held "The Cambridge Local First Story" at the Cambridge Center for Adult Education. At the session, which was geared toward the general public, the group's leaders detailed the alliance's story and explained why they have invested their time, energy, and resources in the effort. The program also included an interactive panel discussion featuring some of Cambridge's local business owners and led by BALLE co-founder Laury Hammel.

"About 30 people attended," said Kramer, adding, "It was a nice conversation." Going forward, Cambridge Local First is planning to sponsor other events. "We've had two or three community events where we've shown a film [on independent businesses] to get the conversation going ... so there's a lot of good excitement in the group. These are uplifting events." --David Grogan