Very Effective Tactics for Reaching Local Market Customers (% of US BrandManagers, June 2010) |
Tactic | % of Respondents |
| Websites with local content | 30% |
| TV ads | 18 |
| Print ads | 15 |
| Local programs offering products | 11 |
| Radio ads | 10 |
| Social media fan pages | 10 |
| Paid social media | 7 |
| Banner ads | 5 |
| Text messages | 3 |
| Source: Buddy Media / Harris Interactive, August 2010 |
Looking at the chart above from the Center For Media Research, there are some obvious marketing channels we should all be looking at....Websites with local content and then combinations of what our properties have to offer. For instance, a radio station could offer a website, become the fan page clearing house for marketing from it's clients, and offer text messaging campaigns which would combine for an effectiveness campaign in the range of 53% according to Brand Managers. Put it into the ROI and ROII calculators, compare the costs, and you should have a cost effective multi-platform campaign that your property can provide for a client.
Other interesting info from the brief called "Local Social Marketing In Need Of A Solution" states that being local isn't as easy as it sounds...
"Michael Lazerow, CEOand Founder of Buddy Media, says "... in order for bands to effectively reach consumers across the globe, they need to ... thinkglobal and act local... cost, scale, segmented audiences, inconsistent design and incomplete analytics... all local branding dilemmas... when it comes to social marketing." The study found that 93% of marketers considered it at least somewhat challenging to reach audiences in local markets with a unified brand message, and the most popular tacticsused to market to local audiences were websites with local content (69%), print ads (62%) and event promotion (59%). Less than half ofrespondents used social media fan pages for this purpose, and less than one in three used paid social media advertising.
The. Websites with local content were considered the most effective tactic, named by 30% of brand marketers, compared with just 10% who thought fan pages were best"