Local Matters - The Directory Group

Local matters

Published on 23rd Jan 17

The importance of local advertising and marketing for small to medium-sized businesses to promote your USPs...

The idea of local advertising/marketing is that promotional messages can be directed to the local population, rather than the mass market.

Local marketing campaigns are not simply investing money; think of it as making an effort to develop relationships and awareness of your business amongst the local community. After all, you have to spend money to earn money!

To ensure your business is trusted and respected in the community, it is essential to invest time and resources into your marketing campaign to ensure it matches the wants and needs of the local community you are targeting. It is all about become at one with the customer and developing the understanding that you are both ‘locals’.


Marketing/advertising can be done in a variety of ways:

Print (publications or leaflets) – for example each monthly Directory at TDG or leaflet distribution service is delivered directly through the front doors of the local people. You can even target different audiences with a variety of print media suited specifically to them in the same local area

- Online social marketing campaigns – to compliment your offline presence our expert team at TDG can help you shout about your business online through web design, Facebook ads or interacting with locals on Twitter

- Business cards – we can also help you design and print the most simple form of local marketing, business cards, which enable the individual to refer to your business, website or phone number when future contact is necessary

- Networking - to create a local presence and reputation, for example sponsoring a football team in the area, networking with other local businesses or sponsoring fundraising events

It is a matter of determining what advertising/marketing campaigns would best suit you and your business – pop into our office to chat to us about what we can do to grow your business.

Local matters

It is so important to connect with the customers in your local community and make yourself known to any potential customers in the future. Everyone loves to buy local, and support the local community, so it is your job to make people aware of your local speciality business in the area (especially if you are a new business). Everyone likes to shop and eat near their homes; it saves time and is more convenient. Once given a good experience, communities develop habits in which they continue to engage in more repeat local business. Recommendations go a long way locally. So, this is an excellent way to put yourself in a position of trust.

However, with businesses moving in and out of areas all of the time it is important to continue to remind the community of your presence through local advertising campaigns, not just advertising on a one-off basis. You can do this by incorporating your support for the local community in your advertisement campaigns - highlight the time, effort and money you are putting back into the community.

Taking time to know your local community also reaps benefits so speak to your customers on a personal level. Asking for feedback is a great way of bettering your company whilst proving you want to understand the values of the community – you can do this easily through networking or over social media.

Target the customer: If you are a restaurant which is surrounded by offices, extend special lunch-time deals to suit their working hours or create loyalty cards for employees of these local businesses which rewards the customer for their repeat business to keep them coming back time and time again.

Dare to be different

Pinpointing your USPs (Unique Selling Points) is essential to ensure that you stand out from your competition. To do this, put yourself in your customer’s shoes – what drives and motivates them to purchase? Don’t just focus on beating your opposition by price. If you can show the customer why your service is so unique, they will be willing to pay for the quality.

For example, do you just provide kitchens or do you provide high-quality kitchens made from local materials? Do you simply fit alarms or do you fit the safest, most reliable house alarm systems?

Be a flamingo in a flock full of pigeons! Don’t just copy others around you – be creative and interesting in your approach. Produce original marketing materials that focus on your brand promise. It is impossible to create a one-fits-all approach to local marketing – that’s why at TDG we create tailor made packages to suit you and your business needs whatever your budget. We can help you be that flamboyant flamingo!

To discuss how we can help you shout about your unique selling points through a targeted, cost-effective marketing campaign, call 01730 260746 or email sales@thedirectorygroup.co.uk

The Directory Group covers the following areas within Hampshire and West Sussex: Petersfield, Clanfield, Hayling Island, Cowplain, Waterlooville, Denmead, Purbrook, Widley, Farlington, Cosham, Drayton, Havant, Rowlands Castle, Emsworth, Southbourne, Westbourne, Bosham, Portsmouth, Alton, Alresford, Bentley, Four Marks and Meon Valley