The Power of Marketing Local

One of the most powerful consumer trends of 2020 has been the move to the suburbs. Consumers are increasingly shopping where they live, whether it’s for safety or convenience. Smaller, local businesses are often perceived as safer choices than crowded big-box stores. There is also an increased desire to support local businesses during tough times.

For companies looking to grow their sales, this means an increased emphasis on localized marketing. According to a study by Accenture, two-thirds of consumers are now either shopping primarily in neighborhood stores or buying more locally sourced products.[1]

How do you engage local customers? Here are five ideas.

1. Emphasize direct mail.

Direct mail with pictures of your location and referencing local landmarks and personalities creates a sense of home. “Conveniently located one block from Town Square!”

2. Use local imagery.

For localized marketing, ditch the stock photographs and use images taken in your area instead. Showcase the local landscape, architecture, and people.

3. Add maps.

A proven tactic is to include a map of the store’s location. If you want to dial it up a notch, specialized software allows you to incorporate personalized maps in your print and email communications. Personalized maps show the driving route from the recipient’s home or office to your store or venue. Add distance, driving time, and important landmarks, such as parking garages and restaurants.

4. Use personalized offers.

If you have multiple locations, customize your offers based on the location. Or you can personalize offers based on what someone purchased last time or has shown interest in.

5. Highlight local delivery or curbside pickup options.

Ecommerce is soaring. Let consumers know what’s available in their market. In some cases the local affiliate may have an advantage over national options as they can often deliver same day vs. next day or longer. People are good at procrastinating. Capitalize on that to provide superior value.

Now is a time when buyers increasingly yearn for the comfort of home. Tap into that yearning with powerful localized multichannel marketing that keeps your audience’s hearts—and shopping—local.

[1] COVID-19: New Retail Consumer Behavior Habits

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