Promotion
Advertising and promotion designed to reach people who are physically present in a location such as a neighborhood. Promotion may be highly targeted for locals. For example, a local celebrity may be recruited to pitch a product.Sourcing
Sourcing local products, services, components and ingredients. For example, a cafe may advertise local ingredients on its menu.Relationships
In many cases, local marketing is based on customer relationships. For example, a salesperson may frequent the same restaurants, nightlife spots and community organizations as customers.Products & Services
Products and services that meet local needs. For example, a store close to a beach might stock beach balls.Community Involvement
Getting involved in local culture, causes and events.Positioning
Developing a unique position relative to other local businesses. For example, a flower shop that develops a local competitive advantage for weddings.Distribution
Using local knowledge to establish an effective distribution network. For example, a flower shop that develops partnerships with local wedding planners.Customer Experience
The intangible elements of a product or service that have value to locals. For example, a bartender who remembers customer's names.Customer Satisfaction
Repeat business and word of mouth are often critical competitive factors for local business.Branding
A small firm can establish valuable brand awareness within a city or neighborhood. In many cases, brand names, visual symbols and brand storytelling may feature local references.| Overview: Local Marketing | ||
Type | ||
Definition | A target market based on customers in a city or neighborhood. | |
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