It can be presented in many different ways, such as advertisements in location-specific media, as well as sponsorships of events or associations of local influencers.
Local marketingis the strategy of targeting audiences close to a company's location with messages that reflect the local market. A company that wants to use local jargon or influential people to attract customers who live nearby would benefit from local marketing. Local advertising is the promotion of a business within a specific location, such as a city or county.
Local business advertising usually includes advertisements on television, radio and newspapers, but also extends to word-of-mouth marketing, social media, paid search ads and the distribution of marketing materials, such as business cards. These 10 brands offer great examples of how to achieve localized marketing and show why doing it right in an expert way improves a brand's position in target markets. KFC established a cultural connection that impacted its target market with the help of influencer marketing. While focusing on a limited-edition offering, the team was able to demonstrate their understanding of different audiences and what attracts them to their product.
After extensive market research to attract modern shoppers in Amsterdam, H&M launched a localized marketing campaign that reflected the wishes of its regional consumers. Focusing on the interests and lifestyle habits of its local audience in Amsterdam, H&M was able to access a new market offering solutions to their environmental concerns. Campaign strategist Diederik Luger commented: “A change in culture is taking place. Wishes, but also values, have changed.
With this campaign, we want to demonstrate that H&M listens to its environment locally and is open to change. One way Netflix remains relevant to a global audience is to offer viewers options and preferences that are significantly influenced by where in the world they are. These two videos show the small but powerful impact of shaping content by focusing on “likes” and viewing habits specific to an audience's location. Having localized content that adapts to specific regions allows consumers to feel understood by this brand.
By using information to understand cultural influences, interests and entertainment trends, Netflix does its part to keep up with changing local market preferences. This sportswear brand is truly global, but it still manages to reach 170 countries with local marketing strategies that reach their homes. With the city as a backdrop, the Nike team appealed to New York players with its “Own the Floor” campaign, which personified the essence of what it means to live in a city that is a big stage. Nike — Own The Floor by Ben Dean on Vimeo.
Although Nike is known for its dazzling celebrity endorsements, the team took another direction with this location marketing announcement. He combined local talent with classic New York locations, such as subway platforms, pizzerias and laundromats. The result? He showed his target audience places they recognize to demonstrate an understanding of their lifestyle and deepen the feeling of connection. Swedish-based alternative milk company, Oatly, knows how to adapt to its diverse markets around the world with a simple but practical localized marketing strategy that speaks your language.
Oatly was able to stay true to its European roots without alienating other markets that speak or understand English. By offering the series in two languages, they were able to boost their digital marketing strategy to reach the target audience locally and globally. This digital marketing strategy highlights Vogue's commitment to ensuring that its target audience showcases celebrities who are recognizable globally and regionally. From makeup tutorials to their popular series “7 Days, 7 Looks”, they've recruited celebrities from around the world to help them reach their regional target audience.
Ensures that content is not only culturally compatible but also linguistically familiar. On the one hand, if you advertise on Yelp, the queries in which your ads are displayed are determined by the categories you choose. We're going to cover a few more local SEO tactics that can help you expose your local business to the right audience. It's similar to a localized holiday marketing campaign in the United States, where they offer limited-edition cubes with Christmas-inspired designs.
If members of your audience feel that someone they know could also benefit, they'll be happy to let family and friends know, increasing your company's local exposure. The under-wage use of British pounds will be used to pay a local illustrator to produce bird illustrations for field guides. Many brands have experienced a steep and costly learning curve, as regional and social media campaigns don't resonate or, worse, offend local audiences. You'll want to identify a micro-influencer (that is, an influencer who has a smaller but still healthy following) who is in your niche market, posts about businesses related to yours, or highlights local businesses.
You can also ask any local student you know to post their handouts on local university bulletin boards. Online review sites and local business directory sites, such as Yelp, Merchant Circle and Google My Business, allow people to identify companies in a specific area and learn about them. The best thing you can do to promote word of mouth in your local area, of course, is to provide excellent customer service. The goal of all these local marketing ideas is to help you avoid noise and differentiate yourself from your competitors.
Frito Lay has used localization marketing to produce advertisements from around the world that highlight what is interesting and popular in local markets. This is how local advertising demonstrates that, as a result, focusing on local and market research can reach a wide audience. Small businesses benefit exponentially from local marketing, especially by using local assets to create a loyal customer base. .