Why Local Marketing?

Why local marketing? It’s a fair question. Spend five minutes with the team at We Are Acuity and you’ll quickly see why we’re so passionate about it.

The real question is – why wouldn’t you do local marketing?

For centuries, trade was local by default. Your City, your Town, your High Street. Your community. You knew your butcher, your baker, your shoemaker. It was personal. Trusted. Human. Then came centralisation. Mass production. National strategies. Online. And somewhere along the way, that local connection got lost.

Over time, marketing evolved. First, it was enough just to make a good product – people would buy it. Then, as competition grew, brands had to work harder to sell – to persuade, promote, and differentiate. Eventually, marketing became fully integrated, influencing not just how things were sold, but what was made, how it was priced, and where it was distributed.

That journey brought real advantages – greater efficiency, national scale, global reach and stronger margins. But there’s been a cost too. It’s created a gap between brands and the communities they serve. Local relevance got lost. The personal touch was replaced by broad, centralised strategies that often miss the mark on the ground.

That’s why we believe we’re now entering the Local Orientated Era.

With the right tools and approach, it’s never been easier to deliver brand-safe, hyper-local campaigns across networks of retailers, venues, franchisees or agents. The real magic? It’s in the power of lots of littles, ask Nathan Rose.

Dozens, even hundreds of smart, consistent, community-level actions that add up to something much bigger ask Laura Harris.

If your brand operates through local partners and you’re wondering whether you’re really unlocking the power of local in your marketing, we’ve created a simple guide to help:

👉 10 Questions to Ask Your Marketing Agency.

Let’s make sure your brand doesn’t just show up locally – let’s make sure it really belongs there. We're ready, are you?