Large corporations spend hundreds of thousands or even millions of dollars on national ad campaigns. One campaign, one message, from the east coast to the west. This makes sense right? A large company with one, large ad campaign? The problem with this is that there is a large gap of people that aren’t receiving the message, or who are voluntarily not responding to it. How do you reach people like that, who don’t give into generic national ad campaigns? By showing them that you are taking the time to get to know them, and that you are in touch with what’s going on around them (their lives, their habits, their environments, trends..etc). You want to connect with these people in a way that they feel at ease, and also appreciated for their potential business. How do large corporations show these people that they are in touch with their lives? By talking directly to them.
This is where the power of local marketing comes into play. The internet can serve as the liaison between large corporations and their potential customers. Our job is to know the target market and know how to reach them. The benefit: we can reach the people that live in the area, and will potentially walk through the doors of these large chain stores and restaurants.
So the moral of the story is, if you want to reach more people, you’ve got to think Local. Find out who’s giving you business, who keeps coming back, and what type of marketing works on these people. The best way to do that? Find someone who knows that particular market…and who knows that better than IABB?
