Local Marketing Challenge #10

"Our brand doesn't travel well across our network"

You’re working with a honed tone of voice, beautifully crafted marketing assets and a recognisable brand. Nice, just get your message out there and watch the conversions roll in… Early signs are good, there are regional variations in results, but that area always outperforms this one… nothing we can do about that. Is there?

Yes, there is. After you’ve identified your target audience with a creative campaign tailored to your product’s demographics, lifestyles and interests, and you’ve decided on the best media channels to reach those people, you should consider the many regional differences and challenges your network face.

An obvious example is local competition. Where rival activity is much stronger in one region, your messaging may need to be adjusted. In a crowded local market, differentiation is key, while in a niche local market, relationship-building might be more critical.

Similarly, urban consumers are generally more interested in convenience or the latest trends, whereas people in more rural locations tend to be more traditional and community-driven or may respond better to environmental and sustainability messaging.

Culture and Identity has an impact too. Using local dialects, slang or regional accents can help your brand feel more relatable and authentic. Embracing local culture can help your advertising resonate too. Integrating phrases or showing cultural awareness will help your brand travel. Geography can play its part. Referencing landmarks and places to aid your product or service shows an awareness of your audience. Even the weather can influence your proposition.

The rise of global retail giants and the decline of many town centres has seen many communities interested in supporting local businesses and products. Focusing on neighbourhoods, towns and cities, and promoting support for local suppliers could see more engagement in specific regions. Brands that understand local variations and can tweak their advertising accordingly often see improved results with diverse audiences.

For over 25 years we’ve helped brands like yours talk to consumers at a local level.

So, if you work within a multi-location brand and you’d like to see that underperforming branch or outlet become a star, why not schedule a FREE 30-minute assessment today here? It will be well worth your time.