Skip to content
Category Menu

Care About Where: Why Local Marketing Matters

Care About Where: Why Local Marketing Matters

Buying local media is an art form and has never been more complex with the massive proliferation of media options.

Most companies at some point buy local media – whether it’s a test marketing initiative for a Fortune 500 company looking to target 5 key local markets, an emerging brand that has targeted cosmopolitan cities, a national brand looking to provide local dealer support in a specific market(s), or a destination retailer focused on their local trade area. Any way you cut it, local is a strategy. In fact, $147 Billion is spent on local advertising each year and it’s a solid mix of local companies and national companies that are doing the buying. In fact, a growing segment of the local media spend is national companies buying local markets and this is expected to grow 23% to $71 Billion by 2020.

So, what makes a successful ad campaign these days? Cleverness? Creativity? Emotion? I’d argue that today we should add relevance to that list. If you’re actually talking about something people care about, they’ll sit up and pay attention. The key to relevance is consumer insights – knowing their intents, interests and mind-set. And what better way to leverage these insights than focusing on where they live, work, and play.

Local matters.
Consider these tactics as you plan your next campaign.*

    1. Get creative with location
      Based on how people search in a particular place, you can nuance how you go to market there. Simply looking at where your brand is popular can spark creative ideas.
    2. Think geographic, not just demographic
      Location is not the only factor that shapes our needs or language as consumers, clearly, but it’s a big one that we tend to overlook. At times, location might even be a more reliable way to view an audience-their mind-sets, intentions and concerns-than demographics.
    3. Spot a needle in a haystack
      See what else people search for in a given area. This could tip you off to related interests or concerns to then explore further. It could also inspire new product ideas or change how you position an existing product.
    4. Uncover demand for your brand
      If you know where demand will be for your product, you can be smarter about your media spend. Plan your spend accordingly and adapt it as shifts happen in real time.

As a media professional, I have to come to realize that there are over 300 advertising choices in any given market. And that’s just print. Add digital to the mix, your job as a marketer just became exponentially harder.

Bottom line—all marketers need to do their homework. You must watch the signals, track the trends, and strategically target your audience. Geo-targeting your advertising will not only increase your exposure where it matters most but will deliver the best ROI.