It’s now easier than ever for brands to reach global audiences online. Not all businesses will benefit from the same marketing strategies. Print advertising can be more effective when targeting smaller, localized communities. How to use print effectively in hyperlocal markets.
What is hyperlocal Marketing
Hyperlocal marketing targets individuals or groups within a localized area. It can be a township, a suburb, or just a few streets and blocks. This type of marketing aims to attract local customers to local businesses.
Why local print marketing is effective
Print advertising, such as billboards, posters, and local publications, can be very effective for hyperlocal markets. These campaigns usually aim to promote products and services that consumers can find in their immediate surroundings. They are more likely to be noticed and remembered.
Hyperlocal Print Marketing: How to Make It Work for You
Each community has a unique cultural footprint. To succeed in hyperlocal markets, businesses must think like locals. You must create personalized campaigns tailored to their values and needs to do this.
For example, you could base your campaign on local seasonal events such as farmers’ markets or sporting events. This attention to detail can help you be perceived as “one of the locals” and boost people’s trust in your brand. Here are five ways your business can leverage print to get traction in local markets.
Personalised direct mail
Your response rate can be improved by personalizing your direct-mail campaigns instead of sending generic marketing messages. Addressing your recipients by name and including local references or enticements will likely attract their attention.
Localised guerrilla marketing
Guerrilla marketing involves unconventional promotional tactics but doesn’t have to be as extravagant as a choreographed Flash Mob. A temporary, eye-catching footpath or wall stickers featuring creative content can also achieve the desired ‘surprise-and-delight’ effect that will then be associated with your brand.
Local Advertising
Newspapers and local print publications often have a small but loyal core audience. Print advertising can be targeted in this space. Create an ad that is more relatable to the readers of that publication once you’ve found it.
Business Partnerships
A local business with connections to your audience can help you boost your brand’s exposure and credibility. Co-producing campaign materials and signage with a local business can greatly show your commitment to your community.
Print can be a more effective way to reach these audiences. For some businesses, a strategy focusing on hyperlocal and more traditional media makes more sense.
