Customer Experience

Local area marketing: Big ideas for small business

George Groves
Technology Journalist

George Groves is a writer interested in all forms of technology, creativity and digital trends

George Groves
Technology Journalist

George Groves is a writer interested in all forms of technology, creativity and digital trends

Sometimes the best way to market your business isn’t to go big, and a focus closer to home is more valuable.

Local Area Marketing (LAM) means the marketing and advertising activities undertaken by businesses in their local communities. Also called local store marketing or neighbourhood marketing, these activities are often tailored to reach customers in the immediate area of your business’ location.

Have a shop in Launceston? If you’re marketing to people in Launceston, that’s considered local area marketing – whether it’s getting out and standing with a sign around your neck or running sophisticated experiential marketing campaigns.

All kinds of businesses can use local area marketing activities, so long as they have a physical presence. Here we look at some leading uses of local area marketing in Australia and identify what small businesses can learn.

Shoppers sitting out the front of a store

Berlei®
 

What they did

In response to their desire to be a brand leader, Berlei set out to get the women of Australia into the right sized bra and to “feel fabulous”. Utilising a series of local area campaigns along the east coast of Australia, a bra fitting bus was created to allow women to experience the brand in a modern way. The Berlei Uplifting Tour of Australia visited 29 towns coinciding with existing community events where possible. 


Source: The Australian Effie Awards

To translate this experience into sales, each woman was given a ‘prescription’ for her local retailer, allowing the experience to continue through to the store. 

How did it go?

Unaided brand awareness rose 11.5 per cent after the conclusion of the campaign and became the number one bra brand that women would recommend to friends.

What small businesses can learn

  1. Take your product to where your customers are. This could include activities such as sponsoring a community fair day or a local sporting event
  2. Link any off-premises activation back into your business. This can be done by offering a return discount or having any offers given out off-premises redeemable at your premises
Local Area Marketing can be complemented with a strong social media strategy.

View our Q&A on making the most of your social media presence here.

Find Out More

Information on case studies and respective results sourced from WARC.

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