Here in Fargo, North Dakota, we have a physical construction challenge. Our city is founded in the central basin of what was formerly a glacial lake. Our clay-rich sediments are capable of absorbing large volumes of water, compromising foundations and weakening the base of every structure in the city. High-rises are a rarity because every high-load construct (water towers, skywalks, arenas) must be anchored by enormous steel pilings or concrete piers that descend through the Lake Agassiz clay to firmer rock over 100 feet below. The FargoDome (home of the five-time national championship Bison football team) rests on more than 240 caissons, some with diameters of more than five feet! Due to our vast experience with buckling walls or slumping structures, Fargo natives know the crucial importance of a solid, authentic foundation.
Consumers today are hungry for a similar foundation: a reality built on relationships they can trust. The March Local Edge postcard highlights your appeal as a sincere, trustworthy local printer. James H. Gilmore, a marketing consultant and author of the book Authenticity, said people feel increasingly uneasy or unstable in a “staged, contrived, mediated world.”
The pendulum is swinging in favor of genuine, creative, original businesses. As people say yes to craftsmanship, they are supporting more than a product or brand; they are buying into a set of values. Marketing professor Julie Napoli says consumers that are desiring this authenticity look for three key traits:
This is exactly what you have to offer! This month, Local Edge dials into a growing desire to know the people behind the product. Local printing offers people the opportunity to invest in the values and future you share. With you, they’ll find exceptional, professional products from someone who enhances their community and takes pleasure in shaking their hand.
Show them your commitment with Local Edge! To get started, give us a call today at (701) 241-9204 or (800) 736-0688 or click below.