Often whilst driving, I’ll hear Radio commercials advertising to me businesses that; to simply put, I’ll never visit.
Sure, they may be offering a great product or service, but I’m part of this new, modern, fast paced, time poor demographic of people who are finding their weekends ever so jam packed juggling work, family and friends.
My time is precious; my weekends are full. I hear their ads but I simply can’t be bothered to take the effort to drive out and visit them, despite my interest.
It sounds like a bad attitude on my behalf but what I’m referring to is the all-too-common mistake that advertisers seem to make by using a very broad reach and expensive medium, like Radio and Television, to promote their very geographically targeted store front.
On in other words, rather than advertise to potential customers at their doorstep, their trying to (& paying for) their message to be delivered to people literally hundreds of kilometers away.
And really for me (And I presume others), I just believe that to some degree, for the price their paying for this advertising… well for lack of better words, its money that could be better spent.
Learn and invest in your local market
Now there are always exceptions to the case, but it has to be for a very good reason that I’ll jump in the car and travel to the other side of the city when it’s more than likely there may be a similar business readily available, closer to home.
Sure, TV and Radio advertising has a great reach – but you pay big bucks for it and just how much of that advertising budget is being spent, trying to convince people who just aren’t coming.
There are many ways businesses can ensure their advertising budget has every dollar working; are localized and focused to specific, potential customers readily available. (Wallets bursting from their back pocket).
Mobile Billboards (Not being biased here) simply display your message in your market, where you need it, when you need it, point of sale. They can’t be measured like other mediums – but they virtually go anywhere you want them to.
Local Papers can often be competitive, but they’ll give you a specific delivery and circulation map. More often than not, you can also bundle multiple markets for a discount. (Protip: When talking with your Local Paper Rep, ensure the circulation numbers he gives you are audited, accurate and especially, recent – not from 1989.)
Online Advertising where you geographically target IP addresses also deliver a platform that is measurable and targeted where you need it. Create a landing page that speaks to people in a certain area.
Further, not just paid advertising can be considered. Involving yourself with community events and public forums are great ways to communicate with your local customers.
Get to know those who you frequent daily for your own personal needs (Groceries, Butchers, Bakeries, Banking, Telecommunications & the list goes on). Many of these business owners live and breathe the same marketing space you’re tackling.
Attend farmers markets, craft stalls, fetes and carboot sales. They tend to be old fashioned and a refreshingly antiquated, but they’re also good fun with the family and you’d be surprised when talking with stall holders just the local knowledge, enthusiasm and actual entrepreneurship they have.
So in short, don’t try to change people’s behaviour.
Go to where your customers are and bring your advertising with you.
Think , Act and Support Local.