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Local Marketing
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Article 8: More Local Targeting Tips
Need more ideas for targeted marketing? Try some of these.
Bus stop bench ads Coupons on the back of grocery store receipts Local team sponsorships, like little league baseball and soccer Church and synagogue bulletins School newspapers and yearbooks Retail shopping bags and bag stuffers Newspaper bags and wrappers
Whatever kind of targeted marketing you do, the most important thing is to test your marketing by tracking the response to different campaigns.
“You need to have goals for whatever kind of marketing you do,” says Jim McCraigh, a direct marketing consultant and the author of “How to Write Words That Sell” (Salt River Press, 2005).
“For example, with direct mail postcards or coupons, mailing to a list of your current customers should help increase frequency of their visits. For some businesses, like restaurants, one or two extra visits per year from their existing customers can mean a huge increase in incremental revenue.”
Conversely, the goal in mailing to a list of non-customers should be to build awareness.
“The offer for this type of mailing should probably be different than with a mailing to current customers – something to get them to try you for the first time,” McCraigh explains. “Awareness, trial and frequency are the big three of direct marketing, so be sure you know which one is your goal.”
Consistency and repetition are just as important, McCraigh stresses.
“It takes a while to break through the advertising clutter. If you run one ad or send out one postcard with no follow-up efforts, you have almost no chance of success. So before you even get started, make sure you’ve got the budget to do it right.”
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