Local Marketing is a marketing method that focuses on marketing strategy and implementation on one or more target audiences physically located within small geographical areas, the audience in each such area being treated as a separate marketing target. It is also popularly known as Neighborhood Marketing.
In Local Marketing, promotional messages are created and published to cater specifically to a local audience, and not to a mass market. The crux in Local Marketing is how well the marketer can ‘know’ the locality, its people, and their needs and wants. Messaging is apt to highlight, explicitly or subtly, that the business is “from the neighborhood”, implying that this makes it better placed for value delivery to its audience, as also appealing to people’s sense of belongingness. A common enough example of Local Marketing would be a local restaurant’s menu leaflets inserted into household letterboxes or included in the daily newspaper run.
Local Marketing is deployed through email, SMS, localized search, and other online ads, leaflets, and advertisements in neighborhood newspapers. Presence in local events, sponsorships, coupons, purchasing local outdoor ad space, and festive offers are also favored local marketing methods.
Single store owners and individual outlets of small business chains typically employ local marketing techniques to boost their sales. Franchised businesses associated with big brands also make use of this technique to attract local audiences. They employ this form of marketing to not only attract and acquire new customers but also to drive repeat sales at regular intervals.
Local Marketing tactics must - and usually do - vary from neighborhood to neighborhood even for the same business, based on socio-economic factors, demographic footprints, and purchasing power.
Building local pages at scale can be a painful task. It's hard to strike the right mix of on-topic content, expertise, and location.
While it is relatively easy for single-store owners to personalize relationships in a limited geography, it is challenging for big brands with large footprints and a centralized command to maintain their brand image and yet localize messaging for consumers in keeping with the geo-social specifics. It is hardly possible to create such detailed publicity material and engage in content publishing if attempted manually. To overcome this limitation, Local Marketing Software is used to automate the whole process.
Small businesses operating in limited geography find it challenging to compete against big brands’ deep pockets and seemingly endless resources or to even branch out to other locations for higher revenue. Survival for such businesses hinges on the effective use of Local Marketing to create and disseminate appropriate messaging to attract new customers. The aim is to nudge and guide the local target audience to conversion as customers. Thereafter, delivering customer satisfaction becomes the key to enjoying further sales, including cross-selling and/or upselling.
“U.S. businesses of all sizes are expected to spend $154.6 billion on local advertising in 2020” - Research firm BIA/Kelsey, in a report on US Advertising Forecast for 2019: