Advertising to the Local Market
What is Local?
Local marketing is defined as targeting a local neighborhood or town. A business normally wants to target its marketing activities on the community around them to get the most out of their marketing dollars. All their messages are tailored toward the local people living in the immediate neighborhood. A business or can choose to market through snail mail with letters, postcards or brochures. Other forms of local advertising are sponsoring local teams or events. A business may also reach their customers with local papers, flyers, yellow pages or internet search engine results. The goal of local advertising is to reach consumers who are in the vicinity of your business. A local business will get repeat customers who (hopefully) become loyal customers. They can also gain new customers through various new marketing campaigns such as advertising in the local internet search results. This is called PPC or Pay Per Click advertising.
Who Does It?
Small businesses use local marketing more than large national corporations. Small businesses such as restaurants, hardware or grocery stores, dry cleaners, or any type of service business can benefit from this type of marketing. It is easier to capture the local community’s interests than trying to go out of town for sales. A small business will also want to connect with their community. The goal is to have more people talking about them and telling their friends too. This will help them build a loyal customer base that will support regularly. Another good reason small business choose local marketing. Some larger companies who prefer using local for marketing are franchise businesses. They hold larger name recognition belonging to a national corporation. However, franchises always focus their marketing efforts toward the local community. They want to gain the customer base that is closest to them in order to increase their sales and brand awareness.
The goal of local marketing is to target a customer close to the business. The small business or wants a customer who will come back. A loyal customer is an asset to a small business, because that customer will bring more repeat business and hopefully other customers to the business. Restaurants, retail shops, and service businesses focus their marketing on customers in a ten to fifteen-mile radius. Small businesses in busy urban areas may choose a lesser radius due to the larger number of people living in the small radius.
Businesses that focus on local marketing must constantly come up with different and fresh campaigns. The competition is sometimes greater because there are more local businesses wanting a share of the same market. A surefire way to reduce competition is developing a specific niche for the business. An example is a dry cleaner specializing in leather clothing or an HVAC company specializing in commercial repairs and service. The local advertising campaign can focus like a laser on those niche customers.