Local Marketing Challenge #7 – National Hogs the Spotlight!

Continuing our series of local marketing challenges, this time looking at the thorny issue of national and brand marketing ‘hogging’ the spotlight from local marketing. 

It is a natural assumption that national and brand marketing dominate the spotlight, thereby overshadowing local marketing efforts. Indeed, with my own experience in local marketing, colleagues working on the national side would have the more prestigious assignments working on TV shoots, radio recording sessions and photo shoots at glamourous locations. This perceived prominence could be driven by several factors, particularly the substantial budgets and therefore the extensive reach of national campaigns. Major brands leverage high-profile advertising channels such as television, social media and nationwide print media, ensuring that their messages are seen by millions across the country. These campaigns can even feature celebrity endorsements and large-scale productions, making them hard to miss and therefore potentially ‘hogging’ the limelight.

On the other hand, local marketing focuses on a specific geographic area and typically operates with more limited resources. Local businesses rely on personalised strategies and community engagement to build their customer base. These local efforts require a tailored approach and local marketers must leverage their understanding of their own local area by utilising digital tools and community networks to create more intimate and impactful connections. 

The truth is that both national and local have their part to play in the building and development of a brand. Whilst national has the big budget productions and prestigious locations, people buy locally and the local activity has its own level of style, even operating ‘at the coal face’, as it’s there that people can get their hands on the physical brand not just the brand promise. It’s a case of thinking nationally but acting locally, the two working in perfect harmony.

We Are Acuity have over 25 years’ experience of delivering consistent brand experiences for multi-location brands. We understand how to take the national glitz and glamour and turn it into a meaningful local connection. 

If you work within a multi-location brand and would like to discuss your local marketing, why not schedule a FREE 30-minute assessment today here? It will be well worth your time.

Or alternatively read more about Local Marketing on our blog page "Local Thinking': https://www.weareacuity.com/local-thinking-our-blog

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