The tale of the first city took many years to promote itself and almost blighted financial conditions to use the resources they already had.
Now I am in the second small-town.
We moved here by choice. I don't believe in moving to a town, big or small (by choice) and then whining one's arse off about all the shortcomings.
But I do believe in learning a few lessons.
Let me backtrack. In the ensuing years since leaving the first small town, I lived in very big towns. I did some freelance writing for a weekly newspaper, a monthly newspaper and also a few stories promoting businesses for a magazine in Colorado Springs. I then wrote some stories for a national magazine that had been in business for almost a hundred years.
Writing doesn't pay much. So, in between I worked at a print shop and then went onto selling antiques and collectibles online.
I then went on to work in two antiques shops and finally landed at a third one, where I am very happy. It's the best of both worlds. I am in a position to talk with people all day long and you'll see some of their amazing stories on this blog. I had no idea one could enjoy a microcosm of people from all over the world in an antiques shop. And remember, I don't like being part of the story. I like telling other people's stories. That's why it took me awhile to write this story about two cities, because it's personal.
I had NO intention of ever getting involved in helping a small town promote itself. A business owner in the second small town, where I live now, told me they were very frustrated with not being able to get the amount of people to the town that was needed to be sustainable. This person had no idea I knew a little about how to get free publicity or self-market what you already have and get people interested with little expense.
The former business owner told me much money had been spent on advertising and promotions to almost no avail--over a decade or so. The person held an "office" in an organization that promoted local business, but the infighting was bad.
I casually remarked I might be able to assist, for free, but refused to get involved in any meetings, positions or infighting. The person told me to type up a page about myself and they would present it to the people in charge. I did so.
The person came back and said people almost clapped when they found out someone, who basically wanted to remain anonymous and didn't want money or recognition and would assist in getting free publicity. I said great and waited to hear from the person in charge.
A few months passed and I heard nothing. Nada. So I asked how to proceed. I was told to go to a certain business, since the owner was the president of the organization. The now former business owner I was working with was at one time second in charge.
So I went to the business and introduced myself. The president was out of the shop. This business is now defunct, but even if it wasn't I would not give total details, because it is not my intention to shine the light on specific people. Just to learn lessons on how NOT to promote small-town America.
I spoke to the person's spouse and adult child. The spouse actually started screaming at me--for no reason I could tell--at first. The spouse actually almost had an emotional meltdown and her adult child finally got her out of the shop. But her last words to me were,"Just go rouge!" What, am I Sarah Palin, I thought.
Go rogue. Why would I want to go rogue when all I went to a local shop to ask what I could do for THEM--meaning the whole town and them as an individual business, to get tourists more acquainted with the area?
Well, it took me years to realize the spouse was probably SO frustrated with roadblocks and issues in the town, totally unknown to me--that it was blasted and dumped on me.
So, I talked to the adult child alone who told me they had a marketing degree. Great! I deferred to that expertise and asked to get me set up with some tasks. Press releases? Getting a data base for all media in a several-state area? Writing about their specific business? I was at their service. Let me have a go at it--and if it works, great. If I fail, no one would lose a penny and I would do all the work in my spare time.
The response was: People of my generation.... Well, people of my generation....
Huh? The implication basically was I was too old to realize what was hip and cool and of no use to market this town.
I don't have much of an ego--and can accept people' opinions. Then the conversation got down to one of the things that was REALLY bothering the person: There were no single opposite sex people in the dump of a town. Oooh!
OK, so far in our marketing travails in how to NOT promote small-town America we've learned:
#1 Whine about who waters the flower baskets
#2 Bring your own personal emotional issues into logical discussions on how to help
EVERYONE promote the town
I decided to mostly forget this unpleasantness and just "go rogue" by blogging about small-town America.
I have no ulterior motives. I just share people's stories and an occasional business story. I find it interesting. And I don't get paid for it, so no one can suggest I am doing it for fame or money, since I don't mention my name.
The blog did attract the attention of a print magazine--even though I have to be tracked down since I am semi-anonymous and have pen names for ID's and emails. The story is still in the works as far as I know. A story about small-town America--the joys and challenges and business identity.
That got me to thinking that perhaps the town is interesting to others. The town was interesting to me, but I can amused by watching paint dry, so it was a nice possibility to think outside folks might find it worthy of a story.
But before the magazine took interest in our town, I made one other attempt to assist. I was at a meeting for a local festival. I asked someone in a position of power if there was a data base somewhere of all media-- online, radio, magazines, TV and newspapers. I was actually snarled at. Even after I volunteered to compile one. I recently found out (from the former person in charge) who didn't know me at the time, that there was indeed such a data base. Odd since I rarely see any mention of our small town events in the free calendar of events sections of newspapers or magazines.
I told the former person in charge who told me they had to fight for everything that I had given up on any of these ideas. I was told," Don't give up on your ideas. Just give up on some of the people."
My, that sounded like some compelling advice for life in general.
So, the third lesson learned in how NOT to promote small-town America is: #3 Make it so difficult on people that they will give up free ideas to promote a town and give up on most of the people fighting ANY ideas.
Well, let's fast forward some more. You've read this far and you might be thinking: This person is just a high-falluting so-and-so who comes across as an idiot and sets people off to snarling and yelling.
That occurred to me. So, I asked a person at that meeting (after the meeting in private) where I was snarled at over a data base--and the person said it was NOT me, that they had run into the same problem and to just do my own thing. And then I asked another person, who works with me and is actually involved in many of these meetings--same answer basically.
Well, I have a problem doing my own thing. That isn't the point of promoting the value and treasures of a town and the people in that town.
This all came to a head for me today. The things I am recounting about the second small town actually transpired over the past several years. And I never felt compelled to tell anyone, except a few close friends about what happened--with no names mentioned.
But today someone brought up to me that there was big internal struggle going on. One that involved "imploding" and things that might affect the town's visibility and future nominal prosperity.
I listened. I asked a few questions. Then someone else came in on the conversation (off the street) and told the same story. It's always pretty easy to see the truth in a matter when you hear basically the same story from different people (that you don't even know or only know vaguely) over a long period of time and the stories match up.
Very sad. Even though I don't attend these various meetings, I've attended enough in the first small town (as a reporter) to understand the dynamics. Egos. Warring factions. People wanting no changes. Others wanting change. Personal issues and frustrations being dumped in the public square that should have no bearing on what is healthy for a small town--or a town of any size. Refer to lesson #2 in how NOT to promote a small town.
Maybe because I was closely involved, yet objective, in the last small town--I see the middle ground. Some people do not want big changes and developments in their small towns. Others want radical changes. Both sides war.
A former person in charge of promoting the town (the one who said it was a fight for everything) had the same attitude I do. Don't attempt to make a small town a big town. Just have festivals and cultural events that bring people into town to shop and enjoy life without all the headaches of increasing infrastructure.
Today was rough. All so unnecessary. So, I asked what I could do (behind the scenes) to simply promote what was already here. I was told to go to a certain place. I said that was fine and good--but just showcasing one jewel of the town was not enough. I wanted to promote the whole town; give the whole picture. I was told it will never happen. I know what they meant--you cannot get everyone on board. But what I am suggesting is NOT radical. It is simply getting mostly free publicity for what is already here. With little expense.
I won't give details of the people I have been talking to--so all the events here are true, but certain details vague so no one will be identified.
I was asked about a certain non-profit group that really showcases some world-class events, etc.--but isn't getting the people in the doors on most of the events.
Easy. Network. Find compatible groups (theater, music, art, literacy programs, concerts groups, etc.) and offer a certain amount of free tickets to that non-profit organization and they do the same. It fills the seats. And spouses or guests of the free-ticket recipients have to pay. OR just give away all free tickets to other reputable groups and offer them an opportunity to purchase refreshments, a fundraising cookbook or a calendar or some keepsake of the evening's entertainment. It really isn't difficult. Most people when given something free for a good cause are more than willing to purchase an item in appreciation and support.
This doesn't make a small town grow sizewise or bring in crime or make radical changes.
And how do you get the attention of the media? Do something unusual. Just sending out a press release that there will be a concert, a business event or art showing is great. But just say someone promoting a group of artists decided to do a calendar featuring the artist doing something unusual or funny or a bit sassy? The media will come to you.
Say you produce a group's calendar for a nominal expense (since presumably there are artists and photographers willing to donate their services) and sell them to supporters and all those people you offered free tickets to. You have paid for your expenses and probably made a profit. And if the calendar was amusing or whatever, some people in the media would hunt you down and ask why you dressed an artist in a suit of armor with a welding torch. And then you garnered yourself some free publicity. And you also earned a relationship with someone in the media that you can call or write for the next event, showing or festival. Priceless.
My first small town was known as the capital of (fill in the blank with the name of the crop) but hardly anyone outside the town or the canning industry knew about it. The second town is also known as the capital of something. But almost everyday I have to tell visitors that. They are stunned (and delighted) to find it out.
Lesson #4: Make it really hard for people to know the identity of the town. Have few to no signs. Make sure there are no t-shirts or totes for sale celebrating this fact.
Lesson #5: Make sure money is always used as the reason why things can't happen. Don't look for free publicity or come up with all-inclusive projects the town can come up with for publicity (such as calendars) that will pay for itself and garner free publicity.
And lesson #6. My favorite. Recently a person who just moved into the area asked about a certain long-running festival. I went to the window to get a poster for the event and on many of the events it did not have the address or specific times. I was embarrassed even though I have nothing to do with any of the events.
The person said,"Oh, so this thing is just a locals' thing. So as long as the locals know, they don't mind that us newcomers don't know?"
Good Lord! I was mortified. I told her that when I moved to town, I had the same problem.
There was an event we wished to attend, but could not find which park or location or time it was. Just the day. I told her to check the local newspapers. But of course there were no local newspapers for sale within close proximity.
Lesson #6 Assume that no one new moves to the area. Or that people are driving through town and see a poster and are interested, but have no clue how to get there if there is no address, incomplete addresses and/or no minimal directions.
I am sure there are many, many other ways to NOT promote small-town America. I'm just sticking to the main ones I've lived the past few decades in two different states.
And yes, it was negative. That pains me. I have a nickname among close friends: Pollyanna.
So, in the next installment--I'll come at this from a more positive viewpoint that feels more comfortable to me.
I'll cover WHY people tell me they even want to come to small towns, when almost "everything" they could want is in the big towns they live in. And maybe all the things I've heard people tell me will result in the way TO promote small town America.
No comments:
Post a Comment