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Missoula Buy Local workshop favors visible kickoff events, shopper incentives and persistent small-scale marketing
Summary
Participants reviewed launch options — tie-ins with farmers market or America Unchained, visual events to secure TV coverage, shopper challenges, decals and tote bags — and emphasized continual outreach to students and visitors.
Sustainable Business Council organizers discussed event and outreach tactics Thursday to launch a Missoula Buy Local campaign, emphasizing visual, repeatable activities that reach residents, students and visitors.
Why it matters: organizers said a single press release is unlikely to build awareness. Successful launches rely on visible events, repeated messaging and low-cost persistent items that keep the message in front of consumers.
Jeff Milton, outreach director for the American Independent Business Alliance, advised pairing a visible kickoff event with an ongoing set of activities. He pointed to national tie-ins such as America Unchained (the Saturday before Thanksgiving) and said communities that use local events often generate immediate media coverage and sustained interest. “If you’re in… a new concept… just putting out press releases isn’t going to probably generate the coverage you want,” Milton said.
Participants suggested several launch formats: a public screening or weekend conference, a farmers‑market kickoff in spring or Earth Day timing, an awards ceremony for independent businesses, and family‑friendly public events with visual elements that attract television crews. Susan Anderson and others urged local visuals and people — music, local beer, food and hands‑on activities — to encourage TV coverage.
Workshop attendees also discussed shopper incentives and low-cost tactics to maintain momentum: window decals placed by volunteers (the presenter advised installing them on the spot so decals aren’t left on desks), shopping-bag inserts, tote bags and short-lived contests (for example, a “shop five local businesses” prize) tied to national campaigns. Milton said merchandise is effective marketing even if it yields limited revenue.
Members emphasized the importance of sustained presence to reach transient populations such as students and visitors; suggestions included outreach through university channels, lodging partners and visitor centers so newcomers encounter Buy Local messages soon after arrival.
The steering committee will draft a launch plan that explores tie-ins with America Unchained, the farmers market opening and Earth Day and will propose one visible “anchor event” for press coverage with a week of related activities afterward.
