Mainstreet Mob Aims the Spotlight on Detroit’s Small Businesses
Summary
With so many new restaurants and retailers opening in downtown Detroit to much fanfare in the local press, the mom-and-pop businesses that have always served as the city’s backbone can feel excluded from the revitalization narrative. Often, the shoestring budgets of these small businesses don’t include resources for a digital marketing team, or they may be working too hard running their enterprises to worry about posting perfectly lit shots on Instagram. Then the team takes over the business’ social media profiles and digital marketing for at least 90 days so shop owners can focus on running day-to-day operations. Shoppers, who can join the community free of charge, upload their receipts to earn points and perks for supporting businesses listed on the platform. Barry says she also wants to bring members of her online community offline to participate in cash mobs—which are like flash mobs, except that instead of everyone showing up to the same place at the same time to do a group dance routine or other performative gesture, people converge on a selected store and shop en masse, providing a boost to the business.
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