In today’s world, local marketing is not just limited to local businesses; its need is felt amongst almost all multi-location brands and franchises. Since, customers, all across the globe, have been craving unique and personalized experiences, local advertisements must evoke a regional essence if they are hoping to engage the resident customers.
Given below, are a few things that might boost any brands’ regional marketing strategies and help attract more locals, thus, invariably boosting sales.
What exactly is Regional Marketing and Advertising?
Targeting region-based customers when brands run advertisements and promotional campaigns in unique locations, the process is termed as Regional Marketing. This method:
- Produces content relevant to the unique culture and attitudes of the area where the customers are situated.
- Employs local marketing to reach the target audience.
With this type of advertising, brands run campaigns that are niche to a specific area, rather than generalizing promotions. The objective is to display the brands and invite the unique customer base of a given area.
Types of Regional Marketing:
-> Programmatic Advertising:
includes digital ads (think of the ones that appear at the beginning of a YouTube video). These ads might stretch to include television and other streaming platforms.
-> Social Media Ads:
Paid promotional ads that are programmed to pop up in the feeds are also a by-product of regional marketing strategies.
-> Blogs and Articles:
Creating entertaining or educational content that is relevant to a specific location is a well-established example of geo-targeted marketing. It can be published on the brand site as well as a third-party website.
This strategy is a type of hyper-targeting that pushes ads to people when they travel across virtual boundaries; thus, reaching audiences based on the specific neighborhoods.
-> Email Marketing:
Through audience augmentation, various multi-location brands segregate their audiences on the basis of where they live and the kind of stores they visit most frequently.
-> Local SEO:
Applying this technique, helps the brands in boosting rankings of particular regions.
local events and community initiatives put brands in the direct view of their targeted customers. It signifies that the brand is also interested in being a part of the community.
-> Local Business Directory Listings:
They are basically profiles on local listing pages that make discovering businesses in local communities easier. Such directories often include national listings with local footprints (as in, Google My Business and Yelp) as well as hyperlocal directories (like Local Area Sites).
It must be noted that regional marketing isn’t merely about promoting national brands on local TV and FM radios. It is, actually, a mix of a variety of marketing strategies that help multinational brands intertwine with communities and localities and thus, flourish their business at the most basic level.
Some regional marketing tips to get you started:
1. Figure your audience.
Initiating marketing in less researched regions might not set you off to a good start. Despite having your audience figured and buyer personas created for your business as a whole, the same might not translate amongst the local consumers. Customers living in suburbs might have very different requirements and expectations from a brand than the customers living in the outskirts of the countryside, from the very same brand. All this must be taken into consideration before creating the buyer personas and initiating regional business.
2. Learn from the insiders.
Working with the local influencers, bloggers, and area experts might provide a lot of insights into the region. They can prove mighty helpful in identifying themes, tastes, and even the linguistics unique to people of that area (e.g., do they call it trousers or pants? Soda or cola? Cookies or biscuits?). Brands can profit from their acumen and learn the local trends and cultures of a given area, thus, infusing it all in their own marketing tactics and promotional campaigns.
3. Different regions, different campaigns.
After familiarising with the region and the natives, proceed to create region-specific marketing campaigns while keeping the following in mind.
a) Shape your messaging for the region:
Humour and indulge your audience by basing your brand promotions around their own holidays or local events. Featuring local celebrities or sports teams might prove as fruitful as using colloquial lingos that resonate with nearby customers.
b) Shape your offerings for the region:
Modify and evolve your products and services to cater to the region. For instance, it might be considered smart to offer frozen drinks year-round in temperate zones but not so much in the hilly areas.
c) Advertise local properties to local customers:
By employing geofencing and geotargeting, to create hyper-local ad campaigns that target customers of a specific area, a brand can surely succeed at local marketing. This helps in delivering messages that are relevant and relatable to their target audience.
4. Local content for every location.
a) Create a location page on your website:
Create a stand-alone location-page for each individual storefront or property, which boosts local SEO while lending customers the necessary resources to help them learn their nearby locations.
b) Create locally relevant content:
A business blog that exhibits a specific region, social profiles for each such region, and a lot of locally relevant content might provide you the boost your brand needs.
5. Tie up with the locals.
To avoid the wariness of local customers, big brands must make sure that these communities feel involved and supported. It would help if the brands supported their small businesses in return for their unfaltering faith in the brand themselves. Hosting and sponsoring local events and festivities is a good way to do this. So is, supporting local charities and well hosting various charitable events that may also work as subtle promotional events.
6. Review, Revisit, Revise.
Segmenting sales and marketing data, region-by-region to get a good idea of what is working (and what is not) in such areas. This process helps in figuring your audience. It also clarifies which of the implemented national marketing initiatives perform well across the country and which of the campaigns are powerful in smaller, local markets.
Upon employing all the above techniques one can rest assured about certified results. If not…
Review, revisit and revise!
Get in touch with Star Advertising for more info about regional advertising or any other type of advertising. Our experienced team is full of traditional and modern media geeks. From planning to execution and marketing a company, product, or service we do everything in-house.