By SARA GREER
THE SUN HERALD

MOSS POINT - South Mississippi small-business owners learned that bigger isn't necessarily better in the world of marketing during the Creating Retail Advantage: Destination Jackson County seminar Wednesday at Pelican Landing Conference Center.

Jon Schallert, marketing consultant and president of The Schallert Group, spoke to 75 business owners and government leaders about the advantages of smart marketing for small town communities like those in Jackson County.

The most important tools small businesses must use to get an edge on the competition, he said, include creative, aggressive publicity and a savvy Internet site with far-reaching capabilities.

"Today's consumer is trying to block out all forms of marketing," Schallert said. "You have to reach them in a different way."

A large product selection, location in a high-traffic area and a high-income clientele are the biggest myths in creating a destination business, he said. In other words, "mom-and-pop" stores can compete with superstores and large chains.

"Being a destination business means you can delay consumers' buying and spending choices until they've had a chance to check out your business," Schallert said.

Schuler's Restaurant in a small town in Michigan, he said, pulled customers from across the country by allowing them to make reservations online. Travelers from as far away as Arizona, on their way to New York, planned their stops in town, where they ate at Schuler's and likely spent money at other local businesses.

George Freeland, executive director of the Jackson County Economic Development Foundation, said Schallert's helpful ideas could increase small business economic activity.

"We're in an industrial transition here, with the recent expansion of the Rolls-Royce plant, for instance," Freeland said. "We would be remiss if we lose focus on development of our small business community."

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