Posted by Andrew VanderPloeg
I was skimming a magazine this morning that presented the term “locavore” in the teaser; I was immediately intrigued.
The article was about the trend for consuming products that are grown within 100 miles of where you live. Earlier this year a Food Network (one of my favorite channels) hosted a show called The 100 Mile Challenge. A couple challenged a small town in Mission B.C. to only consume food produced in the area. It was a challenging task for the community and a great show.
This article and the show on Food Network has prompted me to contemplate the idea of what a true locavore community could be like. If society was not based around massive urban centers and global exchange, would we be better off? I am the first to say that I am not a global economist and would not want that job, but I do see the value in consuming local. “Out of a job yet? Keep buying foreign” bumper stickers are everywhere and more and more small towns are feeling the massive pressures of large employers moving away.
Our daily work involves providing creative ideas to advance and enhance an organizations or companies brand. We achieve success in this area by asking questions to our clients that glean information in these areas; “what are your overall objectives”, “what are your core competencies”, “how will you measure success” and “what do you want people to say about you”.
But it's not enough to just ask those questions broadly. If we started to view our audiences as groups of smaller communities and began to speak to them in ways that are meaningful specifically to each community, we could develop powerful advocates for our brand. We need to ask the same kinds of questions as listed above of the communities within our audiences, learn from their responses and get better at communicating as a result.