One way to bolster your local advertising campaign is to join with other local businesses. Using a cooperative effort, the budget is bigger, which makes your reach wider. The more people that see the ad, the more people will recognize your brand. This works across board with radio advertising, television and local newspapers, but is especially effective in promoting larger events.

This strategy is working for a group of local merchants in the Business Triangle in North Carolina. Rather than using a smaller advertising budget with smaller results, the merchants are pooling their resources to promote local businesses in Raleigh, North Carolina.

The Shop Local Raleigh campaign is encouraging area residents and restaurant owners to participate in Restaurant Week from Monday, January 24th through Sunday, January 30th. Each of the more than a dozen participating restaurants will have a set $15, $20 or $30 dinner menu item for patrons to try.