Whether you’re investing in a local marketing campaign or a larger-scale campaign, you should always have a strategy in place. Also decide if your campaign will be something permanent or a temporary targeted campaign. For example, you may want a specific campaign for a grand opening or a big sale weekend. If your company hasn’t yet dabbled in local marketing techniques, you might want to consider a test campaign to see if it’s a right fit for your business.
Here are some local marketing campaign ideas:
Offering Coupons / Happy Hour
Get your word out by hiring local coupon mailers, advertising in the local paper, or online at Groupon or Living Social, which cater to local searches. Have a “happy hour” where certain products are discounted if customers come within that timeframe.
Facebook and Instagram can also display ads to a very specific audience in a targeted location. It’s worth starting with a small budget to test these out if your client demographic is using these platforms.
Hosting / Participating in Events
Whether you are hosting a community event, or sponsoring it, or even just volunteering time and resources to the event, let your community know about your company’s involvement in something they’ll enjoy. If you don’t know how to reach your existing customers, you’d better start tracking them by asking for emails, sending newsletters, and promoting your social media sites so they can follow you online.
Asking for Reviews and Referrals
When you encounter a happy customer, that’s the best time to ask for their review or referral. Reviews can be done online via Yelp, Google+, Facebook, or you can simply ask them to follow you on Twitter or any other social media so their friends will also find out about you. Getting reviews don’t generally happen organically, and typically to get a really good one, you have to ask for it. Which is why you might want to offer something in return for a review. A simple discount for a future purchase, a free drink, or something else to thank those who help you get the word out can go a long way.
Before you choose your campaign, it’s important you define the framework of your campaigns:
- What are you trying to sell?
- What do you consider a success? How do you measure it?
- Do you have a process in place to track your success?
- Who within your neighborhood would you like to reach?
- How do you reach them?
- What is your message?
- What is your budget for this trial?
- How long / how many times would you like the campaign to run?
Basically, defining your 5 W’s (Who, What, When, Where, Why, and How) before you start your campaign will help you develop a strategy for success.