Local Area Marketing - Passionberry Marketing
24
Executing Successful Local Area Marketing Geoff Main Passionberry Marketing 16 th August 2015
-
Upload
geoff-main -
Category
Marketing
-
view
639 -
download
0
Transcript of Local Area Marketing - Passionberry Marketing
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
