What is local marketing?

considered one form of targeted marketing, local marketing is a strategy that includes the focus of attention to a specific geographical location and attempting to attract customers in this relatively small market segment. This approach often uses national and international retailers and may include the use of advertising campaigns that are slightly adapted to meet the needs of each community in which the company has the presence. There are a number of advantages with local marketing, as well as several possible obligations that should be considered before the involvement of this type of strategic marketing approach.

One of the main advantages of the local marketing approach is that it allows the company to connect to consumers at a more personal level. Within the framework of public reach, the company creates an image that expresses the understanding and recognition of factors that affect the community. For example, a retail chainC, which operates in both rural and metropolitan environments, can adapt goods transported in stores to address specific needs and wishes of consumers in each of the two environments. This means that the retail store discount in one community can carry clothes such as T -shirts that do sports and logos of local sports teams, while a shop in another community can focus more on clothing related to professional sports teams. Similarly, the trade in the metropolitan area can carry more gardening needs suitable for growing flowers on the balcony of the apartment, while a country shop can offer a number of supplies suitable for growing large flower or vegetable gardens.

Involvement in an efficient local marketing approach requires knowledge of consumers on this targeted market. Preparation of demography related to the local area, including the average level of household income, population data, number of schools in this area, and even the cultural aspects of the communityThey are important for the task of gathering data for a local marketing campaign. Knowing more about the community in general makes it easier to determine what types of goods or services are likely to be in constant demand, which makes it easier to satisfy this demand and build a reputation in this community.

While there are benefits associated with the use of local marketing to build a reputation that generates a permanent volume of business, the effort is costly on the queue. If changes in the economy adversely affect the community, consumers normally focus more on needs and less product lines that are relevant to the local community, but do not consider themselves basic needs. Depending on the aggressiveness of local marketing, the preparation of advertising circulates may be relatively expensive, so it is important to determine whether the costs generate a sufficient reaction so that it can be paid off in the long run.