Executing Successful Local Area MarketingGeoff MainPassionberry Marketing16th August 2015

3 Key Takeaways from Today Local Area Marketing

Successful businesses execute & they get it wrong.You do have the resources to do it.

The more that do this, the more successful all of you will be.

Local Area Marketing

Local Area Marketing

What is Local Area Marketing? Local Area Marketing

A specific plan

to sell/inform/engage

with a specific group of potential customers

in your local suburbs.

What is Local Area Marketing? Local Area Marketing

Knowing your neighbours and interacting with themInvesting time and developing relationshipsImplies knowing your segmentation at a local levelPromoting your business as an active member of the local communityReach out to those who aren’t clients, but should be.

How does it fit into National Marketing? Local Area Marketing

A National Brand drives both Category and Brand Awareness.Local Marketing gives you ‘Top of Mind’ AwarenessNational Brands Marketing is about them – first & foremost. Local Area Marketing is about You – first & foremost.

What can Local Area Marketing do for you? Local Area Marketing

Build awareness & visibility locally (and drive more WOM)Grow sales by tapping into existing things you doStrengthens the core of your business, making it easier to grow.Energises your team to take an active role in your success

What is your starting point? Local Area Marketing

A Clear Business StrategyMarketing StrategyMarketing Plan

Resource accordingly› Budget & measurable objectives› Action Plan with timing› Resource that plan (time, money,

people)› Deliver the Plan & Measure!

Who are you targeting and why?What are the priorities?

MARKETING IN 1 SLIDE

1. KNOW YOUR CONSUMER / SHOPPER2. KNOW YOUR BRAND3. KNOW YOUR BUSINESS STRATEGY4. FIND A COMPELLING MESSAGE5. PRESENT IT IN A COMPELLING WAY

Local Area Marketing

What are the Basics? Local Area Marketing

WebsiteSignageCollateralShow Service Direct & Indirect Communications

Local Area Marketing

Local Area Marketing

Make the Experience Memorable with Internal Local Area Marketing

Remarkable relationships start with You

Local Area Marketing

Create special touches that make the project memorable.Take an active role in their experience.Remarkable experiences create Word of Mouth

Local Area Marketing

MAKE YOUR SERVICE TANGIBLE

Case StudiesReviewsAwardsVideosShow Service Benefits

Local Area Marketing

CREATING VALUE, CREATES MEMORIES

What is your messaging? Local Area Marketing

It’s about execution of the message

Personalised Messaging and allowing others to share that message

Content: It’s about them, not about you.

Who are you targeting?

What’s your call to action?

CREATE A FEELING, AN EXPERIENCE

FOCUS ON BENEFITS, NOT FEATURES

“People don’t

want to buy a

quarter inch drill,

“they want a quarter

inch hole.”Theodore

Levitt

Local Area Marketing

WE KNOW WHY YOU’RE REALLY HERE

YOUR TIME

YOUR EFFICIEN

CY

YOUR EXPERTIS

E

Local Area Marketing

What do you offer?

Local Area Marketing Options Local Area Marketing

• Contact your Potential and Previous Client Contacts – Email, Direct Mail

• Database Marketing – Automation

• Email Personalised Messages • What’s Happening instore, Case

Studies (with images), Testimonials, What’s new.

• Event Presentations• Local Sponsorships• B2B Marketing• Targeted Marketing to key

Target Groups – Social, Radio, Magazines

3 Stats to rule your world Local Area Marketing

60+% of Purchase decisions are made prior to any contact being made

PROBLEM: 4 in 5 businesses, with low or little growth, believe having 80+% repeat business is a good thing

› That’s pretty incestuous› Missing new, referrals, no relationship

88% of consumers who search for a local business on a mobile device call or go to that business within 24 hours.

The Great Waste: Your Previous Clients Local Area Marketing

Store A: 3,000 Email Contacts 1 Email Sent over 9 months

What is a Call to Action

The Average ROI is 200+% for Passionberry Clients (where measured)Worst case, the lost opportunity for Store A is $10,000 PER EMAILMost Stores only have Email Details for 10-30% of their Mailing ListThe lost opportunity of this is similar in size to not emailing your contacts

Store B:300 Email Contacts 6 Emails Sent over 9 months 2-3 Sales Avg Sale: “$1,500”

Sales $3,750 Cost: $436 ROI: 737%

3 Key Takeaways from Today Local Area Marketing

Successful businesses execute & they get it wrong.You do have the resources to do it.

The more that do this, the more successful all of you will be.

Local Area Marketing