Are you a small business owner worrying about how to compete against big brand mega advertising budgets? According to NAB, 45 per cent of Australian businesses get most of their sales from local customers. The key to business growth is within your reach.
When it comes to Local Area Marketing (LAM), size doesn’t matter. The goal is to focus your marketing and advertising close to home and build your local advantage.
Once you're clear on these three things you’re ready to initiate a Local Area Marketing strategy to drive business growth. Read on to find out the five proven LAM strategies to get you started:
What makes you different?
Who are you aiming to attract?
What experience do you want your customers to have?
1. Partner with other local businesses
Local businesses need to support each other and focus on the goal of making your local area the preferred place to go. You’re all in this together.
Team up with other local business owners with whom you’re not in competition. Create a cross-promotion that works for you both. For example, a local café can advertise the latest top 10 books on sale at the local bookstore. Meanwhile, the bookstore can hand out coffee loyalty or discount cards with every book sale.
2. Organise a local media event
Build a strong relationship with the local media. An excellent way to grab their attention is to host a special event to celebrate your business anniversary, a new product launch, or charity partnership. Invite a local personality and generate some great photo opportunities to boost your media presence. Just remember to give the local press plenty of notice to send their photographer.
3. Support a local hero
Sponsor a local individual or team that’s about to represent Australia on the world stage. Perhaps they’re off to the World Swimming Championships, a Youth Orchestra Tour, Cycling Tour or even the Olympics – the list is endless.
Your support can help make them into local heroes. Promote your support in-store, on your website and social media activity. Make sure they use your business logo on their kit and social media profiles too. Just think about having 18 footy players running around on the field with your logo on their backs. This is the kind of grassroots support that will give you the edge.
4. Get involved in local events
The best way to become known in the local community is to join in. Sponsor community events, support local fairs, and get involved with the local schools and sports clubs. Share your expertise and knowledge at local careers evenings. Being able to run a small business is an important skill that people want to hear about. Display a community board with updates on what’s going on.
5. Host local clubs
Local clubs are always on the lookout for new places to hold their meetings. With a little imagination and planning you can make your venue a little bit special. Be inspired by clothing retailer Lululemon, which hosts free yoga classes, and stationery retailer kikki.K, which hosts workshops on how to organise your life. You could host local book clubs, creative writing workshops, meditation classes, and more.
These are just a few of the many ways you can boost your business in your local area. LDN has vast experience in helping local businesses stand out from the crowd with letterbox campaigns, one of the most traditional and powerful LAM tools in your toolbox. Find out more about how we can help you promote your business.