Local marketing refers to all marketing actions used to reach a local population...
You've heard that Local marketing is the next big thingand you're wondering what it is? Then you've come to the right place.
Local marketing refers to all the marketing actions used to reach a local population. It is mainly used by retail chains and networks of physical outlets wishing to reach consumers in their catchment areas. In this way, communications providing information on your company's activity or your points of sale (products or services on offer) are personalized, and therefore have a high impact.
In your campaigns, local marketing can take several forms, such as :
- ISA "Imprimé Sans Adresse": all advertisements and leaflets sent to the letterboxes of your potential local customers without a full name or address.
- Local advertising: anything on the street, at bus shelters, in the press and more that encourages passers-by and locals to visit a nearby outlet.
- Direct marketing: addressed mail (different from ISA), telemarketing...
By playing on proximity, your communications will encourage new customers to visit your points of sale. Each channel or medium offers a different benefit or type of customer. It's by testing them that you'll determine which is most effective for your business. Yes, local local marketing is the key to the success of your business or store.
Today, local marketing alone is no longer enough to attract customers to your point of sale. To boost the performance of your campaigns, you need to think about local digital marketing for your store. Local digital marketing is a strategy similar to local marketing that uses the Internet and other technological resources to attract more customers. The advertisement or message can be delivered to the prospect's mobile devices. The potential of new technologies is exploited to the benefit of the local market. Nowadays, it's not just the inhabitants of the catchment area who are targeted, but also and above all geolocated devices (smartphones, tablets, etc.): the local customer may end up being just a passing customer doing a simple online search.
These actions, integrated into your local marketing campaign, also play on the question of proximity, broadening potential customers and thus improving your chances of results. In doing so, you avoid making one of the 7 mistakes retail networks make.
The various levers used to deploy a good digital and local strategy are both digital and physical. By combining the two in your marketing and communication campaigns, your online visibility will increase, and so will your in-store traffic. In addition to the above-mentioned channels, you can add Google My Business, local Google search engine optimization (SEO), digital advertising on Google, social networks and GPS (mobile and software), for example.
There are many local digital marketing solutions, such as local SEO, Google My Business, social networks, Google or Facebook ads...
Optimizing them is made easier when you use local marketing platforms that allow you to apply your marketing strategies to each of your points of sale at the click of a button, like The Ramp.
If the local dimension is important to your retail network, it's important for you to take it into account when choosing a marketing solution or platform. Such a platform will help you attract new customers to your stores.
Local marketing is the solution for attracting new customers to your outlets. Once you've identified your catchment area and the segmentation criteria for the Internet users you want to target, you need to think about the marketing strategy you're going to implement for your point-of-sale campaigns.
Numerous local digital marketing solutions such as local SEO, Google My Business, social networks, Google or Facebook ads... are just as important as more traditional media.
With local marketing platforms making it easier to optimize them, it's important for your retail network to consider using them. Once again, if the local dimension is important to your retail network, it's important for you to take it into account when choosing a marketing solution or platform.
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.