My husband and I were at a trade show in the Boston area recently that was full of vendors from around the world. We sat down to take a look at one vendor’s sample books when the rep looked at the two of us and said, “Oh I know you. I saw a picture of the two of you with your line of shoes.” No big deal, right? But this was someone from China, who we had never done business with before, never met before, and the picture she was referring to was one that was taken by my local newspaper, which serves a little community north of Boston.

My husband and I founded a children’s footwear brand about two years ago, and the first piece of press coverage I secured was in the local newspaper called The Daily News. I figured what the heck, I’ll start with my local paper. I pitched the story to them, they grabbed it and sent a photographer and someone to interview us. I had no idea that this one piece (not that well written and complete a few misquotes, I might add) would prove to be probably the most powerful and widest reaching pieces of journalism about the brand and the story. I since went on to get coverage in key national trade and consumer magazines as well as lots of blog coverage and even got some TV and celebrity placements. But I have heard from more people about that one little silly article in our tiny local paper than the editorial placement in Parenting or Parents Magazine or any of the other national publications that have massive circulation. That article has been seen and read by investors, vendors, customers both wholesale and retail, as well as other press, all contacting us because they read this seemingly insignificant article.

How did that happen? My small town Daily News has an online version. Most magazines do not, or if they do, the content is completely different, or they only  feature a select few articles that were in their print versions. Most local newspapers duplicate their print copy online, and in turn the articles are picked up by other sites, reproduced and word begins to spread.

So when you think that local doesn’t matter and won’t have any impact globally, think again. National coverage obviously is important, but don’t sell local short. Local can have the power to go all the way around the world and back again.

What’s your strategy? What has your experience been with local going global?