When we talk to business owners in and around Springfield, MO about community relations and local partnerships with other neighboring businesses, nonprofits, or events we often get the question, “How will this help my business?”
Well, the most famous local example we can think of is Bass Pro Shops. Johnny Morris started Bass Pro Shops as a small fishing tackle shop in the back of his father’s liquor store. Recognizing the potential to create a unique retail experience, Morris collaborated with local craftsmen, artists, and conservation groups to develop immersive store environments that reflect the local culture and natural beauty of the Ozarks.
This approach not only differentiated Bass Pro Shops from competitors but also fostered strong community ties. By integrating local elements and supporting regional conservation efforts, Bass Pro Shops grew into a leading outdoor retailer with a flagship store in Springfield that serves as both a retail destination and a tribute to the area’s heritage.
Community relations remains a staple practice of Bass Pro Shops to this day through both local community engagement and, of course, their conservation efforts.
So, let’s talk about local partnerships and community relations – the types of partnerships, the benefits they bring, and how to identify and form them.
Types of local partnerships
The types of local partnerships you typically see are:
- Cross-promotions with businesses complimentary to yours or that share similar values
- Sponsoring local events or initiatives (i.e. community relations)
- Collaborations with local influencers or content creators
- Co-branded marketing campaigns
Benefits of local partnerships for brand growth
Partnering with another local business, a nonprofit, initiative, or event brings with it several ways to help your business grow.
- Enhanced visibility – You’ll be introduced to your partnering brand’s audience
- Improved community trust – Your local community will see you truly do believe in the core values you’ve shared and care about the community in which you operate
- Cost-effective marketing – You can share in the costs and/or time of advertising or content creation
- Networking opportunities – Build connections with other business owners, influencers, and community leaders
- Boosted credibility – Being associated with trusted local brands enhances your own reputation
How to identify and form successful local partnerships
To identify the best local brands to collaborate with you should look for those that have a similar target audience first and then narrow it down to the ones that share the same values.
From there, you need to start building the relationship with the leaders of those brands. Attend networking events they’re at or simply reach out and have a lunch meeting with them. Focus on and explain how this partnership will be mutually beneficial.
You’ll need to set goals and clear expectations on both sides. What’s the purpose of this partnership? Create an outline of the responsibilities of both parties, a timeline, and measurable outcomes you hope to achieve.
Finally, begin promoting the partnership however appropriate. Social media and your local traditional media (TV, radio, and newspapers) are good places to start.
Conclusion
Local partnerships introduce you to new audiences and immediately gives you credibility with them due to their established trust in your partnering brand. If you’re working with a nonprofit or community initiative, you get the added benefit of showing your community you care which goes a long way towards improving customer loyalty and even employee engagement. People like working at places that give back to the community they live in!
If you need help marketing your local partnership or community relations effort, the oddballs can help! We can help you identify beneficial local partnerships and connect with those brands. After the connection is made, then we can promote the partnership through webpages, social media, advertising, and public relations.
