In this final part of this 3-part series, I will be covering the rest of the techniques that local businesses can integrate into their multi-channel marketing mix for effective local marketing of their products and services.
Read part 1 and part 2 of this article by clicking their respective link below.
- 10 Most Effective Local Marketing Tips For Your Business – Part 1
- 10 Most Effective Local Marketing Tips For Your Business – Part 2
Tip #8: Get a booth at local events
Offline events like exhibitions, trade show, fairs, etc., allow you to showcase your products exactly to your perfect target market, in addition to building connection and relationship via personal interactions.
The particular events you choose to attend will be based on what niche market you’re in. If you run a staffing agency, you will likely want a booth at university or college job fairs and at human resources trade shows.
On the other hand, if you run a small, organic restaurant, you might choose to get a booth at the local farmer’s market and exhibit at all the amusement fairs in your local community.
Tip #9: Flyer posting and other local marketing strategy
Posting flyers to local businesses, leaving flyers in homes, putting door banners and possibly even sending postcards all continue to work. Due to the fact that a strategy is classic doesn’t necessarily mean it’s ineffective.
When employing these strategies, the most significant thing to note is to ensure that you’re reaching the right audience. For example, when promoting a nightlife event, flyers should be left outside nightclubs and not in restaurants.
Tip #10: Promote deals on group-buying websites
Groupon, LivingSocial and other group-buying websites can open up a whole lot of new business for you. As a matter of fact, it can bring your business hundreds of placed orders within a short period of time if properly executed.
Generally speaking, group-buying websites will only want to do business with established companies. They require assurances that your business will be able to handle the abrupt volume that they’ll send your way.
Their business model is based on the fact that you’ll be giving their active users a significant discount, while also paying them a percentage of your sale.
For instance, if you run a health and massage spa center and you charge £90 for a standard price of massage, then for Groupon or LivingSocial members you’ll offer this for say £55. On top of that, you still have to pay Groupon or LivingSocial about £5 per sale.
Based on the figure above, if you pay your masseuses £60 an hour, you’re basically breaking even. But if you pay them £65 an hour, then you’re making a loss. You must understand that even when you spend £5 to get a lead through the door, you’ll still make money at the end of the day.
In other words, group-buying platforms are such a high volume business that it takes expertise, insights of your customer behavior and healthy financial clout to successfully do business with any of them.
All that said though, if you can get your business to meet their standards and criteria, the amount of sales you can get from Groupon, LivingSocial or any other group-buying site for that matter is essentially extraordinary.
The tips enumerated above are some of the most dynamic local marketing techniques available for offline businesses right now. Endeavour to incorporate as many of these strategies as possible, identity the ones that work most effectively for your business, then rinse and repeat.