Hyperlocal technology is constantly evolving and easily accessible for brands. So why aren’t more brands taking advantage of the opportunity? Only 7% of national marketers say they have effective local campaigns in place.
Instead of viewing hyperlocal technology as just another tool, brands should make it their number one priority to position themselves in front of their consumers.
Here are six strategies for making the
most of your local campaigns.
1. Always start with accurate data.
Once your data is clean and normalized, you can connect it to any marketing channel you choose. This could start with taking customers to local landing pages for more information and a better overall experience.
2. Don’t be a pain.
Consumers tune out email marketing messages when they don’t offer enough value, but the consequences of failing to deliver value with in-app marketing or push notifications are even more significant.
Consider the retailer app that sends the same message every day when you drive past a store on your way to work. You eventually find the notification to be annoying and uninstall the app.
If that same app gave you an exclusive offer while you were shopping in the store, it would be much more likely to get a reaction. Try tying consumer value creation to location and see how incredibly powerful it can be for your brand.
3. Remain focused on the connection with consumers.
What customers want the most is a connection with the brand. They want to feel like the brand is speaking directly to them and giving them rewards for staying loyal. This is why loyalty and rewards programs have become so successful.
4. Stay relevant with social media.
The great thing about national campaigns is that they’re highly efficient, but that efficiency comes at a huge cost: relevance.
National brand messages are usually not locally relevant. This is the key advantage for local businesses. Their messages are relevant to the consumers and communities in which they operate.
Here is a challenge for national brands: How do they market nationally with local relevance? The answer is through digital channels like Facebook, Google, Foursquare, Instagram, Yelp and even Twitter to some degree, with an emphasis on mobile.
It’s not just extending a national campaign to the local level. The messages and creative need to be locally relevant instead of just being locally targeted.
5. Combine location and time for maximum efficiency.
Tailoring an email or online ad based on a person’s physical address or zip code is one way to localize your marketing, but today’s technical capabilities allow marketers to go even further.
Using technologies like Bluetooth Low Energy Beacons, retailers can deliver push notifications with messages to consumers the moment they walk into a store.
These opportunities allow even greater relevance than GPS-based campaigns because the marketer knows the person is in the store shopping. This is a true example of the ‘moment of truth’ phase in the consumer purchase cycle.
6. Form partnerships within communities.
With six million check-ins per day, a lot of people are using various apps to connect with the businesses they love.
On the brand side, this is a huge opportunity to reward loyal customers or offer specials to get new customers in the door. Brands should always be aware of apps related to their industry and look for opportunities to make partnerships that help them connect locally.
With our very own GoFan website and app, brands can message fans after purchasing their high school event admission tickets.
Think about your brand in the hand of every fan before, during, and after the biggest rivalry football game in the community. Relevant ads and traffic-driving coupons based on a specific local market is a sure way to gain fans for your brand!