"Support Your Own” Isn’t Always That Simple
In the BVI, we often hear the phrase “support your own” as a way to encourage people to support local businesses.
But in my experience, simply being local doesn't automatically guarantee support.
You still have to understand who you're marketing to, what influences their decisions and what makes them choose one business over another.
Being Local Isn't the Whole Marketing Strategy
One thing I've noticed about marketing in the BVI is that people often want to feel like something was created specifically for them.
Exclusivity can matter.
So can being straightforward, honest and humble in how you communicate your business.
That means being able to say “local business” can be valuable, but it can't be the only reason you're giving customers to choose you.
You still need a strong product or service, a clear message and an understanding of the people you're trying to reach.
In a Small Community, Relationships Matter
Living and doing business in a tight-knit territory can actually be a marketing advantage.
Everybody knows somebody, is related to somebody or grew up with somebody.
Understanding people's backgrounds, interests and stories can help you create marketing that feels more personal and relevant.
And good experiences can travel quickly through those same relationships.
One customer tells a friend.
That friend tells a family member.
Someone recommends your business in a WhatsApp group.
Before you know it, one customer's experience has introduced your business to several other people.
But there's another side to that.
Relationships Can Influence People in the Other Direction Too
I've seen someone refuse to purchase from a business even though they thought the marketing was amazing.
It wasn't because the product was bad.
It wasn't because the marketing didn't work.
They had a friend with a similar business and believed the other business had copied their friend's idea.
Because of that personal loyalty, they decided they weren't going to support the business and encouraged other people not to support it either.
That's when marketing becomes a little more complicated.
Sometimes the decision to support a business has just as much to do with relationships and perception as it does with the actual product.
You Won't Win Everybody Over
So what do you do when personal relationships start affecting your business?
My original reaction was basically: one monkey doesn't stop the show.
And I still believe you can't allow one person's decision to completely distract you from your business.
You can try to repair a relationship or clear up a misunderstanding when it makes sense. But sometimes someone has already made up their mind.
That's when you have to focus on the customers who are willing to listen, experience your business and make their own decision.
Turn Your Customers Into Part of the Story
Instead of repeatedly telling people “support my business,” give your actual customers opportunities to show people why they support it.
One practical way to do that is through a customer-story campaign.
Feature real customers and let them talk about:
Why they chose your business. What they purchased. What their experience was like. What stood out to them. And why they'd recommend you to someone else.
Now your marketing isn't simply the business owner saying:
“Support me.”
It's someone your audience may know, relate to or trust saying:
“Here's why I did.”
In a close-knit market, that kind of authentic word-of-mouth can become part of your marketing.
The Takeaway
Understanding consumer behavior isn't always about demographics, social media platforms or what somebody clicked.
Sometimes it's understanding the people around your customer and the relationships that may influence their decisions.
You aren't going to win everybody over.
The goal is to understand the people you can reach, give them a strong reason to choose you and create an experience worth talking about.
Do You Really Know Who Influences Your Customer?
Knowing your audience means understanding more than their age or where they spend time online. It also means understanding the people, relationships and experiences that can shape their decisions.
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