Cash mob events give boost to local businesses

Question: What is a cash mob, and what is the history behind when and where the phenomenon got started?

Answer: The general idea is to encourage people to go into small, local businesses and spend their money, en masse, to give the business owner a little bit of economic stimulus.

The first gathering called a “Cash Mob” appears to have been held in Buffalo, N.Y., on Aug. 5, 2011, and was organized by blogger Christopher Smith.

We started them here in Cleveland in November, and since then they’ve grown to, from what we can tell, every continent except for Antarctica.

Q: Are there any rules or guidelines for cash mobbing?

A: There are three main rules: 1. Spend $20; 2. Meet three people you didn’t know before; 3. Have fun.

Q: Social media sites in Hawaii suggest there have been three local cash mob events — at Agnes’ Portuguese Bake Shop, Cocojour Emporium & Spaw for Dogs and Otto Cake. Would that suggest slow going for the movement in Hawaii?

A: Not at all — this is really the eighth month, and we’re aiming for one a month. I didn’t even know you’d had three out there, so I think you’re gaining momentum.

Q: How many cash mobs have you been involved with?

A: I’ve organized seven and been to probably 12.

Q: What’s been the most successful cash mob in which you’ve participated?

A: Nature’s Bin Grocery Store, March 24, 2012 … 300 people, $9,000 into the business.

Q: What kind of people typically start a cash mob?

A: There are no “typical” cash mobbers. They are all ages, races, genders, sexualities, religions and political types. The one thing they all have in common: They care about their communities and small businesses.

Q: Are there certain kinds of businesses that are best suited for cash mobbing?

A: The business must have products that cost less than $20 for both men and women … locally owned and independently operated. The business owner must give back to the community in some way.

(Samtoy also suggests that the business be within a block of a locally owned pub or restaurant so cash mobbers can celebrate over drinks afterward.)

Q: How does one promote a cash mob event?

A: Social media and (traditional/old) media. Both are important and play different roles. Social media and websites are important for getting basic information out directly to people, but old media is important for raising awareness and interest. They play off each other.

Get a cash mob Twitter handle. Set up a Facebook invitation. Contact the local media and see if they’ll run a piece on your mob. Partner with any local community or civic organizations you can find. They will help you get the word out and bring people to the event.

(In Hawaii, two websites — cashmob.com/hawaii-cash-mobs and facebook.com/CashMobHawaii — aim to build the cash mob movement.)

Q: Is it hard to manage or know what the turnout will be?

A: Sometimes, depending on how people organize. The easiest, best thing to do is use a Facebook invitation and get people to RSVP there. Some people won’t show up, some will show up who didn’t RSVP, so that will give you an idea. One we did last week had 42 people RSVP and 45 show up — this was for a lunch with a fixed-price menu.

Q: Do you recommend sharing results of a cash mob event?

A: Definitely — people, money made by the business and especially pictures.