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John Foley Jr.

Smart Marketing Insights

By John Foley Jr.

About John

John Foley Jr. is the CEO of interlinkONE and Grow Socially. John and his team help printers get on a strong path to marketing success. Their approach includes software solutions, consulting, Website development, marketing audits, and strategic marketing plans. interlinkONE’s software solutions for the print industry include their marketing automation platform, MAX, and ilinkONE V8. Learn more about MAX: Marketing Automation. Executed. by visiting MarketWithMAX.com, John at JohnFoleyJr.com, and his companies at interlinkONE.com and GrowSocially.com.
 

How to Use Local Information in Your Marketing

 
Are you tapping into the power of local marketing? Location-specific marketing is becoming a marketing trend that should not be ignored. From enticing customers with offers to tapping in to the community calendar for good local connections, adding the right local touches to your marketing builds engagement with your customers.

Here are four areas you can start implementing local color into your marketing today:

1) Mobile Advertising

Mobile marketing jives well with location-specific marketing. The use of local “check in” sites such as FourSquare and Gowalla means you can target customers in your local area to increase footfall. Location-specific coupons and offers give customers a reason to visit your brick-and-mortar business. Don't stop there—you can also explore creating an app or embracing text messaging as a way to reach nearby customers. Don't forget to remind your customers to check in by advertising your location specific credentials.

2) In-Store Promotions
In store promotions offer a lot of scope for location-specific advertising. Of course, if you're part of a chain you will be part of some nation-wide promotions too—location-specific advertising should supplement your other materials, not replace them. But adding some tailored promotions can allow you to take advantage of your store or restaurant's bestselling items, or tap in to the local calendar and special events.

3) Printed Materials
Printed materials often require a significant investment. Depending on your business you may not want to invest in different materials for different locations. But with some planning and a clear goal in mind, you can leverage local information in your printed materials to great advantage. Why not talk about your location and your history there in your brochure, or create a flier around a local event that you are tapping in to?

4) Social Media
Social media is wonderful for connecting with customers all over the world, but what about connecting with customers locally? Talking about local events or weighing in on local topics of interest on social media can foster a sense of connection with the local community. Just remember to keep your brand voice strong and share the information in a way that will inform or entertain, rather than sharing for the sake of it.

Location-specific marketing can both connect you to your local community and help you take advantage of passing footfall to increase your trade. Start looking around at your local scene today and decide how being a part of it could be advantageous to your business.

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