Nisa is to support its members in East Anglia with a marketing campaign that extols the benefits of shopping locally.
If successful, it could be rolled out to other parts of the UK.
MD of commercial services Neil Turton said the drive would use radio, press and personalised leaflets to promote members including Roys of Wroxham, RedOrange and HeadS.
The campaign works on two levels: first it explains that local shopping can deliver real value for money; second, it stresses the positive economic contribution that these local businesses are make to their communities.
Turton said such a campaign could work in any area where Nisa had a sufficiently large cluster of retailers - with Luton probably being the next port of call. “If it works we will roll this campaign out to other areas as an alternative to national marketing,” said Turton. “There are probably seven or eight areas where we can do that.”
He said Nisa did not have huge budgets for glossy national consumer advertising as its members wanted it to maintain its low-cost approach.
While the activity taking place in East Anglia was “reasonably expensive”, it offered good value for money and could yet be scaled up, he added.
With that in mind, Nisa has pulled out of perimeter ads at football grounds and is investing the cash in sharper activity.
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n after katrina
n extension
n sold to wal-mart
n globally sweet
n hungry