Years ago when I was working with a Sonoma County winery client, we were faced with a small dilemma: did it make sense to mail a Winter/Holiday catalog with location photography that looked decidedly non-wintery? We were shooting in California’s famous “wine country” and winters there look like… well, not your traditional winter.
After a bit of discussion we decided to embrace it. Instead of trying to portray a typical winter, we made the call to simply print the words “Wine Country” before each season on the catalog covers. “Wine Country Winter” said all we needed to say. Not only did it make sense, but it also added to the mystique of buying wine from this magical place where the weather was somewhere between “nice” and “amazing” year-round. Not only did customers want to buy their wine, but they wanted to come visit.
That’s what we call a win-win.
We can all name brands that have a strong connection to their location. Think Levi’s (San Francisco). Ben & Jerry’s (Vermont). Filson (Seattle). Pendleton (Oregon). Yeti (Austin). Apple (Silicon Valley). East Fork Pottery (Asheville). Microsoft (Seattle). Hermes (Paris). Harley-Davidson (Milwaukee). Guinness (Dublin). You can probably come up with plenty more.
Studies have shown that shoppers love to buy from brands with which they have a strong geographical connection. We all know people like to “buy local” but they also like to buy from brands that are based in a city/state/country that they feel a connection with, even if they’re not local.
Not every brand is tied to a specific location, but for the many brands that are, it may be a winning strategy to embrace it. Here are five ways brands can capitalize on the Country of Origin effect:
Shoot location photography in your area. Why shoot products or models in a studio if you have access to great locations right in your own backyard? Cityscapes, nature, well-known landmarks, etc. all offer much more interesting and inspirational backdrops than a studio or a generic location.
Talk about your area in your copy. “You’ll love wearing our double-zip fur-lined parka as you do your holiday shopping on Michigan Avenue” or “Our customers are reminded of their visit to Asheville with every sip of coffee from our iconic mugs.”
Give the inside scoop. Include sidebars, stories, or category intros with insider information and tips for visitors to your area.
Mention your area in your tagline or social media. “Hand Crafted In Our Denver Studios.”
Sell local. If your product mix allows, create and offer products that are made from locally sourced materials, or simply include add-on products made by local artisans to your merchandise mix.
So, where does your brand live? Is your brand positioned to be (or become) associated with your local area/city/state/country? How can you capitalize on this strategy? I’d love to hear your thoughts—and how you might consider celebrating your brand’s hometown.
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