Local advertising is advertising created with the aim of boosting local point-of-sale traffic within a given sales area....
Local advertising is advertising created with the aim of boosting local point-of-sale traffic within a specific catchment area. The catchment area is the area where most of the outlet's customers usually come from, within a town, a region, etc. Its outline is influenced by distances, access times, attractiveness and competition.
This can be a purely local advertising campaign for one or a few outlets in a specific geographical area, or a national advertising campaign with customized ads for each outlet. Generally speaking, local advertising media allow you to target their physical or online distribution geographically. This is very important for your company, as it allows you to optimize both your physical and online visibility.
The networks know how difficult it is to coordinate their strategies so that they combine consistency in the image conveyed and adaptation to the local specificities of a city or region. Especially since today's customers are increasingly looking for a personalized experience and to consume locally. Fortunately, local advertising is here to help.
The strength of a network of sales outlets, be they franchises, concessions, etc., is that they have both the qualities and strike force of a headquarter marketing team, and the local knowledge of the sales outlets. Combining the two can only result in greater impact and precision with customers.
Sometimes, however, this balance is not achieved, or is only partially achieved, creating dysfunctions in local advertising campaigns that are either ineffective or irrelevant. Local advertising then becomes the obvious solution.
There are many possibilities for local advertising. Here are a few examples:
- Direct marketing: distribution of flyers, mailing of advertisements, door-to-door canvassing, e-mailing, SMS marketing...
- The website
- Social networks
The sales outlets in your network have a huge range of tools at their disposal for communicating and advertising locally. The key is to implement a local strategy that works.
In order to maintain a consistent brand image, it's important to centralize your marketing efforts in designing advertising campaigns, while leaving local outlets free to adapt and personalize the more generic models created. Think it's complicated? But it's possible with local advertising solutions or platforms. You'll be able to centralize, control and analyze national and local marketing actions.
This is the case of The Rampa SAAS solution specially designed for store networks, which enables you to manage all your online purchases and advertisements, not only on Google but also on numerous other platforms such as Facebook Ads, Linkedin Ads, Instagram Ads, Waze, Youtube Ads, numerous premium sites... Thanks to this platform, you can distribute all your online business' advertisements to your customers, throughout France, with precise geographical zones per store or franchise for your ads.
Local advertising is advertising created to boost in-store traffic within a specific catchment area. It enables you to optimize your online and in-store visibility.
These ads can be local, for one or a few points of sale, or national, with customized ads for chain stores.
It's difficult to combine a consistent image and local adaptation in an ad. Consumers are looking for a personalized experience and to consume locally. Fortunately, local advertising is here to help.
The Ramp is the #1 solution for managing local digital advertising for network retailers and FMCG brands.
By simplifying access to all digital inventory, The Ramp enables the network headquarter, or each individual outlet, to launch local campaigns in line with the brand's catchment areas, creative assets and audiences.