Some businesses are internationally marketed, and others are local. For example, most e-commerce businesses will want to attract clients from all over the world on the web, since shipping can go anywhere. On the other hand, a dentist, for example, will want to spend his or her time focusing on local marketing efforts, since the vast majority of patients will live within a few miles of the dental office.
If you’re a business that wants to target local business, it can be hard to know where to start with your marketing. You don’t want to accidentally target people who live a few states away! That’s simply a waste of your resources.
Luckily, with spring in full swing, it’s a great time to do some local promotional work. Here are some great ideas to get you started:
Sponsor a little league team: There’s probably a local league of kids who need your sponsorship in order to get their uniforms. Sponsoring a team is a great way to get your name out in the community, network with families, and support physical fitness.
Sponsor a race: Along the same vein, sponsoring a race helps you target fitness buffs and casual runners alike. Many races offer their participants swag bags with coupons and free samples from sponsors. This can be especially useful if you’re a company that specifically wants to target the fitness community.
Network with other businesses at a convention: What kinds of conventions are hosted in your area? While many of the bigger-scale conventions draw people from all around the world and are expensive to participate in, you can always find smaller-scale, local events. Here, you can make useful contacts with other businesses and clients in the area. Consider cross-promotional opportunities, like partnering with a wedding DJ if you’re a caterer. You can both recommend the other when working with a bride looking for other wedding services. You might even offer special rates through those connections to make the referrals more effective.
Participate in community events. Does your town have a farmer’s market or a flea market? How about a summer fair or carnival? Set up a booth to let people know about your local business, or sponsor a special feature at a fair. Not only is this a great way to get effective exposure, but it also allows you to be more directly involved in your community, which increases your local clout.
Host an event, class, or pop-up store. It’s easy to forget the things we see and even the things we hear. However, people always remember an experience. If you can provide a fun activity for people, even if you’re not making any profit from the event itself, you can leave a lasting impression that might lead to significant growth in your customer base. That’s why experiential marketing is so powerful. Whether it’s a patient appreciation party, a cooking class, or a multi-sensory experience that features your products, get creative with your marketing efforts. Think about your target audience and consider the best way to intrigue and delight them.