When Cadbury, an established confection industry giant, decided to dedicate half of Crunchie’s digital marketing budget to Snapchat in order to reach desired customers on their own turf, the message was clear: Personalized and hyperlocal marketing are here to stay.
To speak directly to target audiences in this age of infinite distractions and intense competition, brands need to combine innovative technological tools with customized messages that will engage the customer.
The Push for Personalized and Hyperlocal: How Did We Get Here?
If you were thinking the short answer was “technology,” you’d be absolutely correct.
Until the introduction of broadband-enabled mobile devices in the early 21st century, it simply wasn’t possible for a large brand to engage vast numbers of consumers with a hyperlocal and personalized campaign.
Only in the past five to seven years have sophisticated tools such as push notifications, location services, and interactive apps become commonplace for the majority of consumers. Today’s preponderance of specialized social media platforms means national brands now have a powerful set of tools for speaking to individual consumers, emphasizing personal needs and hyperlocal realities.
And with nearly 3.8 million retail establishments currently competing for customer dollars in the U.S., tools that open the door to hyperlocal connections are becoming increasingly important. According to data from Google and Nielsen, almost half of all mobile searches pursue a specific goal, and these searches significantly increase the chances of a consumer visiting a store (virtual or physical) and making a purchase.
Simply put, mobile devices have changed everything for brands and consumers alike.
Key Elements to a Successful Hyperlocal Campaign
Think about a consumer viewing a personal screen for several hours each day — that presents a lot of possibilities for engaging brand content. It’s a marketer’s dream, but the downside is that this rise in personal screen time has coincided with an increased desensitization to traditional advertising. It’s never been easier for consumers to ignore content and move on. This means it is essential for brands to create materials that take unique advantage of the mobile device revolution.
When crafting hyperlocal campaigns, brands should keep these two specific considerations in mind:
- Quality trumps quantity.
Just because digital content can be produced and distributed cheaply doesn’t mean brands should blindly target everyone within reach. Rather, know your target customers, and craft a focused, emotion-provoking campaign addressing their specific needs.
- Connect with local influencers.
If you want to get local, it helps to partner with reputable influencers who have an inherent understanding of the workings of the community. Along with his or her established following, this detailed perspective can be extremely useful for brands trying to connect with customers in diverse areas of the country. Local influencers can also be part of your initiative to get involved with the community on the ground level, working with you to host events and other opportunities for advocacy.
Real-World Success for Real-World Clients
We’ve worked with Wal-Mart to manage PR campaigns for the opening of 5,000 stores, and during this time, the necessity of hyperlocal targeting clearly came into focus. It was vitally important that each community felt the store belonged specifically in that area. It required a combination of influencers, local area research, and targeted media outreach to emphasize the store’s role in the community and to ensure that customers understood what the store’s opening meant for their lives.
This program perfectly illustrates how the confluence of technology, hyperlocality, and personalization can have a powerful effect on both consumers and brands.
For more info on how Hyper-Local Activation
can grow and impact your business, contact us.