South Cariboo Chamber of Commerce members recently heard what professional marketer Lloyd McTaggart had to say about marketing their own businesses and 100 Mile House as a whole.
A luncheon on Jan. 11 featured McTaggart as a guest speaker who advised people to take big business ideas and put them to work in small business.
He said the local economic situation is not bad, but not great either and businesses could not rely much on economic growth to add to their success. He suggested effort should be directed at developing a marketing plan for the South Cariboo, which all businesses could then benefit from.
The key, he added, was finding an identity for the area that would draw consumers from outside of the South Cariboo and he used Frankenmuth, Michigan, a city that successfully markets itself as a Bavarian-themed tourist destination with the world's largest Christmas store, as a good example.
McTaggart noted that whatever is chosen as the local identity should be unique. He suggested building on the already strong artisan community and a heritage of customer service could be considered.
"We have lakes and trees, but so do many other places. They are not a competitive advantage.
"People are attracted to themes. Give people a reason to come and they will spend money."
McTaggart said business people in the community seemed to prefer spending their time on doing, rather than planning. However, he added planning was a critical first step.
Local business owner Dave Dickie indicated much of what McTaggart presented had been heard before and that ideas for branding the town would likely come from discussion amongst chamber members.
