How do we market our shop and engage the wider community?

For a Community-owned shop to be a success it is paramount that the local community is on board from the outset. By selling shares to your community, you immediately instil a sense of ownership which encourages involvement. Try and encourage local residents to donate time and skill to the project, for example, is there somebody that can build shelves, or paint the walls, or lay the flooring? As well as creating a real sense of community and ownership, this can help save the project money which can be put towards other things.

Marketing of the shop should be considered from the very first village meeting. Ensure that you communicate how the project is progressing, fundraising achievements and celebrate success along the way. A regular update in a village newsletter is a great way to keep everyone informed. Arrange village fundraising events such as a coffee morning, or an auction of promises (again draw upon the skills within the village).

When it comes round to opening day, make sure you celebrate and invite everybody who has contributed to the project. A launch event acts a thank you and is also a great way to get the local media involved. Try and identify a unique selling point to raise the profile of the shop, such as sourcing local food to stock in the shop (Making Local Food Work).

The best form of marketing is of course word of mouth - so ensure that the shops meets local needs and encourages customers to return. If you have any suggestions or advice on how to promote a shop either in the early stages, or further down the line when it is up and running, please let us know on our forum.