Why localised strategy hits harder

Sarah Homewood
By Sarah Homewood | 4 September 2015
 

Big, bold, national brand statements might be more glamorous, but if marketers want people to be engaged with what they’re selling, a localised strategy hits harder.

Nine out of 10 people say local news media is the most trusted source when it comes to advertising, according to a new report by TrendWatching, on behalf of APN.

The survey focused on people who live in regional areas, with the aim of better understanding the attitudes toward local communities and the role local news media plays in decision-making. It found that 78% of respondents shopped within 10km of their home and 91% like companies who give back to their community. Almost 90% also said that local news media was the most trusted when it came to advertising. 

TrendWatching senior analyst Victoria Loomes told AdNews it’s important for brands not to overlook smaller regions and tribes of people.

“There’s a lot of conversations about omni-channel marketing, but maybe the solution is to think that 78% of people shop within 10km of their own home and how can you engage with them in those 10km and create your strategy accordingly, rather than trying to be everywhere and everything to everyone. It’s best to take a step back and think how you can be something important to fewer people,” she said.

The survey also revealed 72% said they feel more positive towards national brands in their local paper while more than 60% said they have either visited a store or changed their store preference, based on local news media ads.

The local trend is something TrendWatching has been tracking as people are pushing back against globalisation and online living and starting to think on a more local level.

“The opportunity for brands is to really think about how they can be in the right place at the right time, with the right message. There’s a lot of things to get right, but when you do and you really make that connection, the rewards could be quite substantial,” Loomes said.

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