Local Marketing – How to build your Brand at the Local Level

The art of creating closer connections with brand locally!

Local Brand convenience- The first market for a brand to close sales nearby

START GETTING CLOSER HERE!

Customer convenience – Establish direct contacts via in-person purchase

Why local brand?

Because as customers,…You love face-to-face purchase in

surrounding neighborhoods swayed by persuasive advertising or word-of-mouth

You probably like to shop at the store nearest to your home

You probably want a local store that matches your marketing needs

You love to eat and shop where it is convenient

You want to shop from a local store where you can take a quick action (exchange, offer

checks, discounts, buy, trial checks ) Local information (product update, new

offer, discounted price, fresh new stock etc.) motivates you to visit the store locally

Why local brand?

For brands that stick close to home…You can connect better to specific

local communities that contributes to cultural identity

You get people to trust your local brand, unlike sophisticated national brands just because you can deliver the most relevant messages locally

You can work closely with people to build trust on your local brand,

unlike sophisticated national brands just because

You can tailor your services as per local customers need/taste &

strengthen your “bonding” locally

As a local store, you have many offers of interest for customers

(exchange, offer checks, discounts, buy, trial checks )

You have logistical advantages to step into customers home being local

Local brand – Your local strategy matters! About

70% of your customers are typically

within 3 miles ofyour location

This means that your local market is important and local marketing is essential as it saves time and is more convenient for you and your customersClose to

90% of all your customers

operate within 5miles of your business’s location

Local brand – Your local strategy matters!

72% ofconsumers who search for local information on a smart phone visit a

store within 5 miles

This means that residents create their own “mental maps” of the surrounding area, with favourite restaurants and particular stores & develop shopping and eating habits based upon these maps. So, it is an opportunity for local brands to work to market themselves locally togain mindshare from the community.

Local brand Marketing – Your local strategy

Your local strategy is all about the process ofbranding and communicating messages about your business in the area that you operate

Forms of local marketing

Local brand Marketing – How your local strategy works?

Local marketing strategy can take several forms that can establish direct contact with consumers through

Mail In-town events

Local team sponsorships

Advertisements in town paper

Promotional messages Flyers

Leaflet drops Forums

Local brand Marketing – Ask these Questions while executing your local intelligence

73 % customers report that they will lose trust in the local business due to

faulty search local information  

To start with,It is important to build a strong local search presence via accurate online business listing

Can consumers find my location???

Local brand Marketing – Executing your local intelligence

73 % customers report that they will lose trust in the local business due to

faulty search local information  

To start with,it is important to build a strong local search presence via accurate online business listing

Am I easy to be searched & found???

Local brand Marketing – Executing your local intelligence

71 % customers

research and confirm location

data before leaving their house for the

store

It is important to leverage search engines to ensure the location of search engine location data

How convenient does my customers feel to search

my brand???

Local brand Marketing – Executing your local intelligence

It is important to leverage “near me” searches that illustrate customer’s intent or desire to make a purchase locally.

Am I being found just at the exact moment when

customers have a need??? 50 % of searches (near-me

searches) are completed on

mobile devices to find a product or service close to

home

Local Marketers! – Don’t forget the numbers for local Marketing

1 in 4 marketers are spending close to

50% of their marketing budgets on local programsand promotions

49% admit that localized marketing is critical to the business growth of an enterprise

30% of the enterprises are applying local automation tools and platforms to create a markClose to

53% of marketers admit that they lack the resources needed to make the bestthrough their localisation strategies

Gartner Research indicates that companies that apply local marketing strategies will increase revenue by

15 -20%

Local Marketers – How will you develop your local marketing campaign?A number of different strategies are employed in order to build awareness within a neighbourhood

Social Media Build connections, grab attention, gain and convert leads into sales. The number of followers, likes, shares, reviews, comments, retweets & any other social action shows the interest of audience in your products.

Free Classifieds

There are numerous free ad services to promote your product and services in your locality

Reciprocity Advertising

Partner with local business owners and explore cross arenas for promotions that you could do with them. They may be willing to work out a mutually beneficial marketing campaign

Local Marketers – How will you develop your local marketing campaign?

Press Release

Write a press release and have it distributed to the appropriate channels. Send it to the media if it is news worthy

EventsSponsoring events is a fun way to share your message & get noticed in the market

NetworkingMeet ups are a great way for mini marketing campaigns and scout all the opportunities around you and personally gauge what works in the market

Local Marketers – How will you develop your local marketing campaign?

Maximize Your Mailing

List

Use a mailing list to drive information about your offering, give away special deals to your mailing list, share timely information

Website Local customers get enthusiastic to see the store they buy from online. It is great way to keep your target audience informed and captivated

Search People ideally opt for location based information and this is an amazing platform through which you can position your business via search engines

Go Mobile Go mobile, if otherwise you will certainly be missing out on a great deal of customers

Local Marketing – Action steps?Send customized direct mail announcing openings, sales, and promotions, or containing coupons

Sponsor local activities and use these channels to promote your business

Register and market your business with local search engines

Donate to local causes – say you will donate say $1 for every $10 they buy from you

Local Marketing – Action steps?

Offer cash discount coupons to your customers for their next purchase

Sponsor local activities and use these channels to promote your business

Purchase local ad space (such as at bus stops and other outdoor spaces)

Spin the Wheel" - or "Wheel of Fortune Quiz“. Make your events and marketing interactive dolling out gifts for audience that respond to trivia for your “Spin the Wheel”

If you want to learn more about Local Marketing …

Visit our site: to know the right tactics of Local marketing, all power-packed in this whole book! Explore a little more.

And that’s not all!