Successful Local Area Marketing is as much about doing marketing and learning as it is about having a marketing plan - both are required to be a successful local business. This presentation digs into the key elements to of how to build a local area marketing plan and how it works if you're part of a national brand group. Prepared by Geoff Main from Passionberry Marketing for a Client Conference, 16 Aug 2015.

1. Executing
Successful Local
Area Marketing
Geoff Main
Passionberry Marketing
16th August 2015

2. 3 Key Takeaways from Today
Successful businesses
execute & they get it wrong.
You do have the resources to
do it.
The more that do this, the
more successful all of you
will be.

4. What is Local Area Marketing?
A specific plan
to sell/inform/engage
with a specific group of potential customers
in your local suburbs.

5. What is Local Area Marketing?
Knowing your neighbours and interacting with them
Investing time and developing relationships
Implies knowing your segmentation at a local level
Promoting your business as an active member of the
local community
Reach out to those who aren’t clients, but should be.

6. How does it fit into National Marketing?
A National Brand drives both
Category and Brand Awareness.
Local Marketing gives you
‘Top of Mind’ Awareness
National Brands Marketing is
about them – first & foremost.
Local Area Marketing is
about You – first & foremost.

7. What can Local Area Marketing do for you?
Build awareness & visibility
locally (and drive more WOM)
Grow sales by tapping into
existing things you do
Strengthens the core of your
business, making it easier to
grow.
Energises your team to take
an active role in your success

8. What is your starting point?
A Clear Business Strategy
Marketing Strategy
Marketing Plan
Resource accordingly
› Budget & measurable objectives
› Action Plan with timing
› Resource that plan (time, money, people)
› Deliver the Plan & Measure!
Who are you targeting and why?
What are the priorities?

9. MARKETING IN 1 SLIDE
1. KNOW YOUR CONSUMER / SHOPPER
2. KNOW YOUR BRAND
3. KNOW YOUR BUSINESS STRATEGY
4. FIND A COMPELLING MESSAGE
5. PRESENT IT IN A COMPELLING WAY

10. What are the Basics?
Website
Signage
Collateral
Show Service
Direct & Indirect
Communications

11. Make the Experience Memorable with
Internal Local Area Marketing
Remarkable relationships start
with You
Create special touches that
make the project memorable.
Take an active role in their
experience.
Remarkable experiences
create Word of Mouth

13. MAKE YOUR SERVICE TANGIBLE
Case Studies
Reviews
Awards
Videos
Show Service
Benefits

14. CREATING VALUE, CREATES MEMORIES

15. What is your messaging?
It’s about execution of the message
Personalised Messaging and allowing
others to share that message
Content: It’s about them, not about
you.
Who are you targeting?
What’s your call to action?

16. CREATE A FEELING, AN EXPERIENCE

17. FOCUS ON BENEFITS, NOT FEATURES
“People
don’t want
to buy a
quarter inch
drill,
“they want
a quarter
inch hole.”
Theodore Levitt

18. WE KNOW WHY YOU’RE REALLY HERE

19. YOUR TIME
YOUR
EFFICIENCY
YOUR
EXPERTISE
What do you offer?

20. Local Area Marketing Options
• Contact your Potential and Previous
Client Contacts – Email, Direct Mail
• Database Marketing – Automation
• Email Personalised Messages
• What’s Happening instore, Case Studies
(with images), Testimonials, What’s new.
• Event Presentations
• Local Sponsorships
• B2B Marketing
• Targeted Marketing to key Target
Groups – Social, Radio, Magazines

21. 3 Stats to rule your world
60+% of Purchase decisions are made prior to
any contact being made
PROBLEM: 4 in 5 businesses, with low or little
growth, believe having 80+% repeat business is
a good thing
› That’s pretty incestuous
› Missing new, referrals, no relationship
88% of consumers who search for a local
business on a mobile device call or go to that
business within 24 hours.

22. The Great Waste: Your Previous Clients
Store A: 3,000 Email Contacts 1 Email Sent over 9 months
What is a Call to Action
The Average ROI is 200+% for Passionberry Clients (where measured)
Worst case, the lost opportunity for Store A is $10,000 PER EMAIL
Most Stores only have Email Details for 10-30% of their Mailing List
The lost opportunity of this is similar in size to not emailing your
contacts
Store B: 300 Email Contacts 6 Emails Sent over 9 months
2-3 Sales Avg Sale: “$1,500”
Sales $3,750 Cost: $436 ROI: 737%

23. 3 Key Takeaways from Today
Successful businesses
execute & they get it wrong.
You do have the resources to
do it.
The more that do this, the
more successful all of you
will be.