Interesting PR Case Study & A Way for You to Impact Your Local Economy

Nationally the campaign of keeping dollars local has been picking up steam – great for the nonprofits behind them and great for the local businesses that benefit from the patronage.  There is hard work that goes into these messages and campaigns and I am fascinated by it all as a PR practitioner as well as a local consumer.  This Saturday DC is uniting for one hour to form a “Cash Mob” led by former WWPR board member Stacey Price.

She is asking locals to arm themselves with $20 to make a large combined economic impact on one lucky local business owner.  I will be curious to see what PR the “chosen” location does before the event and what customer service tactics they conduct post-event to turn the short-term stunt into long-term impact.  Hopefully they will also raise some revenue during that hour as well!  I think campaigns like this are key to the future of the America economy- it’s all about “Main Street”.

What is a Cash Mob?

According to Price, “Think flash mob but more social and less artsy. First started by Buffalo, New York, blogger Chris Smith last August, cash mobs are a nationwide community-based phenomenon, primarily organized through social media, in which groups of people gather on an appointed date and time to “mob,” or support, a local business. Participants must agree to spend at least $20 at the chosen location, and in turn the business must be locally-owned and supportive of the community.”

The organization is positioning this campaign as the anti-Groupon which from a messaging standpoint don’t agree with, and think small business owners can maximize Groupon if they had a plan in place before setting the coupon level and thresholds.
“Not only are we offering the business some additional daily revenue by creating a mob we are giving businesses that may or may not have a marketing budget the easiest promotion and media opportunity that they can find,” says Price. “And unlike other efforts to attract consumers to local business, this one does not have a discount attached.”
Does your small business or clients have a Groupon strategic plan – here are five tips.

How do you participate?

1. RSVP on Facebook to get the location.
The location is not announced until 9:30 a.m. the morning of the MOB.

2. Arrive with $20 in hand to spend fully on one or more items.
3. Spread the word to your friends, colleagues and family – use your own social media to be a brand ambassador if you believe in the campaign

Learn more about Think Local First DC and how they will select the Cash Mob business on their blog here.

One Response to “Interesting PR Case Study & A Way for You to Impact Your Local Economy”

  1. TracyMason says:

    Thanks for the heads up. Had come across this concept to help but geared more toward a group of influential women in the community getting together and providing big $ funding to non-profits in need. This mob mentality is a good one and I look forward to hearing what group is the lucky one to benefit.

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