The Times They Are A-Changin’
Don’t worry this isn’t a political post. Bob Dylan’s lyrics can apply to the world of advertising and marketing just as much as they can to political and social changes.
The rise of search engine optimization, AI, and programmatic ads hosted by mega companies like Google and Meta, can leave business owners feeling disoriented when it comes to choosing how to advertise and where to spend marketing budget.
New digital marketing innovations can seem both appealing and overwhelming at the same time. Which is why getting back to basics can often be the best response to these changing times.
Tried and true local marketing techniques are still viable, reliable, and productive, but some of these have gotten lost in the noise created by the latest tech breakthroughs. So, let’s take a breath and consider some of the classics of local marketing.
Sponsoring/Participating in Community Events
AI and programmatic ads might be able to do a lot of things, but one thing they’ll never do is take the place of human business owners participating in their own communities. People need people and when potential customers see your business actively involved in local events it makes an impression.
County fairs, health and wellness events, local festivals, and events hosted by non-profits in your area are just a few of the places you should consider making an appearance. Find out how local events need businesses to participate and then show up with enthusiasm, a helping spirit, and your promotional materials, because, hey, you are running a business here.
Sponsoring local events is even more impactful because it lets your community know you are here for more than just their money. You are here to invest time, awareness, and community spirit.
Partner Up With Other Local Business Owners
When you offer a promotion or sale, you’re only appealing to your customer base and perhaps a few more, but when you partner up with another business to cross-promote, you’ll reach so many more potential customers. Not only can this be profitable, but it also strengthens the bonds of your local economy.
Examples of this might be a local hardware store and a gardening center partnering up to offer deals and specials on lawn equipment and plants, or a local restaurant and a local events venue offering date night tickets for dinner and a show/event.
Referral Programs
Referral programs are a great way to get your customers to actively participate in promoting your business. There are a lot of different ways to execute a referral program, but the basic idea is to collect names of individual customers who are willing to refer new customers to you, and then when a new customer comes in and provides the name of their referrer, the original customer gets an incentive. The new customer can then also be signed up to refer more people. You can make this more interesting with fun displays and great give away incentives.
Old Fashioned Follow Up
A lot of people are opposed to remarketing tactics that follow you all over the internet no matter where you go or what you scroll, but most people will appreciate a heartfelt post card follow up (accompanied by a coupon of course) or even a quick phone call to get feedback. The point is to make your customers feel like people, not simply numbers on a data screen evaluated by a marketing analysts.
Hosting Product or Experience Events
Depending on the type of business you run, hosting a product or experience event can be a powerful way to get your name out in the community and introduce people to your business. An example would be a local spa hosting a Spa Sampler Drop In, where visitors enjoy mini-facials and light refreshments. For the cost of a few snacks, some drinks, and invested time by you and your staff, you could create new life-long customers and have fun while doing it.
Team Up With Local Media
Local media is the community forum that your potential customers pay attention to. In Coweta County, NTH Media produces three of the most popular local media outlets; The Newnan Times-Herald newspaper, Times-Herald.com, and Newnan Coweta Magazine, in addition to extensive social media outlets accompanying these publications.
These are more than just advertising providers, these are community platforms where you can access an audience. NTH Media has the eyes and ears of thousands of local residents. They are flipping through the magazine, scrolling the massive Newnan Times-Herald Facebook community, and retrieving their local news in the paper or online at Times-Herald.com. NTH Media has their attention and when you partner with us, you’ll have that attention too.
Don’t get overwhelmed by these changing times! NTH Media can help you find a marketing and advertising groove that feels good and gets results. Contact us today to learn more.
