Small businesses are the heart of a community and play a large part in keeping it vibrant. Unfortunately, many of these local businesses struggle in a world of online retail and large chain brands with foreign ownership. Grosse Pointe City Lifestyle magazine is actively ensuring that these gems in our downtown areas not only survive, but thrive.
To make this happen, it’s crucial to attract consumers outside Grosse Pointe to shop here as well. During this past holiday season, the brand tweaked its “Heart of Grosse Pointe” support local campaign into “Holiday Magic Starts in Grosse Pointe,” targeting shoppers outside of the city.
“The goal was outreach to other affluent Metro Detroit communities to have people get excited to come and shop Grosse Pointe, take in its charm, explore the businesses, and find unique gifts they won’t find anywhere else,” says David Mattaliano, publisher of the magazine. “Grosse Pointe offers a unique classic American historical town that no other community in Southeast Michigan can match.”
Utilizing the strength and trust in the Grosse Pointe City Lifestyle brand, he and his digital coordinator, Eric Novak, created a series of commercials promoting local businesses. Business owners were able to talk about who they are, why they were inspired to start a business here, and what they were offering during the holiday shopping season.
“Susie At Home is so grateful to Grosse Pointe City Lifestyle magazine for the beautiful way they spotlight the people and businesses that make our community special,” says owner Susan Stefani. “Their dedication to Grosse Pointe keeps our local spirit strong and thriving.”
She adds, “In addition to their focus on supporting local, the campaigns help us connect with affluent communities outside Grosse Pointe to bring in new shoppers and convert them into customers who might not otherwise think of coming here.”
Other business owners agree. “As the owner of The Spice & Tea Exchange, I saw firsthand how the Heart of Grosse Pointe campaign brought energy and connection back to our downtown during the holidays,” says Sara Biery. “It reminded people—both residents and neighbors from surrounding communities—that Grosse Pointe is a special place to shop, dine, and gather.”
Adds Gigi Badalamenti, “The Heart of Grosse Pointe campaign was a very successful introduction to people to our great city. In addition, we had a great deal of new clients who saw it and came into Pearl for the holidays, making it our best season ever!”
“The key to a successful plan is the trust and consistency that our print magazine has earned throughout Metro Detroit,” adds David. “Otherwise, you become digital noise with no brand, no plan, and no trust. Grosse Pointe City Lifestyle makes that connection verifiable and four times more effective, combining print and digital into a cohesive plan. That leads to converting people into customers.”
Now, a new campaign, “Grosse Pointe City Lifestyle Presents Pointes of View with Rachel Adenaas,” is launching in April. “We will be teaming with former Mrs. Michigan Rachel Adenaas, who lives here in Grosse Pointe and is a perfect fit for the crucial 30-65 affluent female demographic,” he says. “By combining Rachel's authority and opinions with Grosse Pointe City Lifestyle, we will inspire people to come and visit, shop, dine, explore, take in shows, find unique gifts, and experience the world-class community of Grosse Pointe.”
The town’s history, location, iconic venues and buildings, high-end shopping and shows, amazing parks, and the beautiful and majestic Lake St. Clair are all incredible draws. “There's always so much going on here, and it's actually a very buzzing city,” says Rachel. “We've got so many new businesses, and I think that it's an exciting opportunity to showcase those too.”
She’s looking forward to getting to know many of the business owners whom she hasn't yet had the opportunity to meet. “I love fashion, and when I wear things that I bought locally, I think ladies are expecting that maybe I went to Somerset or I ordered it online. So, when I'm able to share that what I’m wearing came from just around the block from where I live, it’s a great boost to local businesses. That gives me great satisfaction.”
Many of these business owners, Rachel explains, support our kids' travel teams, elementary schools, and other local establishments. “It’s this real full-circle moment when I need a pair of jeans and I'm buying them from a business in my community that also supports my kids’ schools or that provides coffee to our teachers or school boards. I love how we are all supporting each other.”
David is excited about what this campaign can mean for Grosse Pointe and is especially thrilled to be working with Rachel. “She's a wonderful lady and highly accomplished,” he says. “Rachel has an aura and energy that shines through, and I think she’s really going to connect with people—so they'll come and visit, shop, and enjoy Gross Pointe.”
“The campaigns help us connect with affluent communities outside Grosse Pointe to bring in new shoppers and convert them into customers who might not otherwise think of coming here.”
Harnessing Grosse Pointe City Lifestyle’s already sizable digital following, its new campaign, Grosse Pointe Lifestyle Presents Pointes of View with Rachel Adenaas, will focus on supporting shopping local and bringing new customers from outside of Grosse Pointe.
Here’s where you can see it:
Facebook.com/grossepointecitylifestyle
Instagram: @grossepointcitylifestyle and @racheladenaas
Website: CityLifestyle.com/GrossePointe
It's always sad to see a small business—someone’s dream—close its doors. “That’s a reminder to us that if we want to see these businesses continue to thrive, we all have a responsibility to support them,” says Rachel.