September: President's Corner

By Mathew Mingrone, President/CEO, Visalia Chamber of Commerce

Shop Local! Or as we say at the Visalia Chamber of Commerce, be “Loyal to Local.” This enthusiasm is not just a slogan; it needs to be a way of life. We live in a special place. We’re not a mega city with hundreds of multinational corporations. What makes Visalia unique is the number of “small businesses.” Some are sole proprietorships, some are partnerships, and some are franchises. The list of our “small local businesses” grows every day.

When I say supporting your local businesses needs to be a way of life, I don’t mean boycotting larger businesses. I just don’t want any of us to forget about those smaller organizations. You must find a happy medium. After all, the larger chain stores and bigger companies employ some of us, our families, neighbors, and friends.

If you haven’t noticed, I keep putting quotation marks around the words “Small Business.” There is nothing small about these businesses. The amount of effort, time, and money that goes into turning a passion into a marketable commodity is immense. These entrepreneurs, their teams, and their families bring to fruition a dream that employs thousands of us. Most of these local businesses don’t have a marketing department or human resources department. They’re learning as they go, educating themselves online, etc. Yet, they do it—and very successfully, I might add.

Visalia has such a vibrant tradition of empowering local businesses to flourish and grow. One of the main reasons for this is strong community support. In this day and age of the internet and digital marketing, some small businesses have grown by leaps and bounds. Their customer lists are filled with addresses from across the country and even internationally.

Let’s give a salute—and more importantly, give our support—to our local businesses. Some are small, some are larger, but they are all the lifeblood of our community. You do have a choice. Share your purchasing power locally. Show them how much you appreciate their offerings. When we all do our part, our community grows exponentially—not just financially, but in immeasurable ways that make it the best place to live and play.

Now for another shameless plug: What many of our member businesses forget is that various levels of membership include Digital Marketing Services. We can help you with email blasts, social media posts, and banner ads. Another benefit of membership is our ability to connect you with someone in our membership who can help you with your current dilemma. We’re also getting ready to unveil our new Pro Success Series (PSS). The PSS will hold periodic workshops on topics that YOU, the local business, want to learn about—whether it be Human Resources, Marketing, or Regulations. As a sneak preview, on September 25th, we will have Tulare County District Attorney Tim Ward explaining the details of Proposition 36 (reform of Prop 47), so we can be more informed voters. Soon, we’ll be sending you a survey asking which topics you are most interested in. Which topics can help your business or potential business?