Regional Marketing – Example, Goals & Opportunities
Regional marketing includes regionally targeted advertising. Especially for small to medium-sized businesses, regional marketing is a good way to generate new contacts locally or in a specific region. Regional marketing is particularly interesting for, for example, fitness chains, fashion houses, travel agencies, etc.
Typical Example of Regional Marketing:
Your chain of stores wants to increase foot traffic at less frequented locations and boost sales. Large-format ads and ambient measures are used to attract attention around the stores. At the same time, a limited-time discount is offered through targeted household distribution. The discount is only valid if the print vouchers are presented at the checkout. Additionally, you promote the discount campaign on social media channels and your website, linking to a corresponding landing page. The potential customer must present the discount code displayed on the landing page (a photo of the landing page with the code is sufficient) at the store checkout. Advantage: This way, you can also measure the success of your online advertising campaign.
It is important to define the goals of regional marketing measures in advance and consider how success can be measured.
Regional Marketing – Possible Goals:
- Increase foot traffic at stores
- Boost sales
- Increase website traffic
- Acquire newsletter subscribers
For your regional marketing, you can use all media that are regionally targetable, such as:
- Ads or inserts in local newspapers or advertising flyers
- Commercials on regional radio or local cinema screens
- Partially addressed direct mail (special mailshot)
- Household distributions
- Large-format ads
- Digital outdoor media like roadside screens
- Digital indoor media at selected touchpoints, e.g., video screens in shopping malls, fitness centers, etc.
- Online advertising (on city portals or digital portals of daily newspapers and advertising flyers, etc.)
Cross-media Planning of Regional Marketing
Regional marketing should also be planned cross-media. By using multiple touchpoints, your campaign will generate more attention, reach a larger audience within your target group, and increase campaign performance. For example, the effectiveness of your regional, partially addressed direct mail can be enhanced by using coordinated Display Ads. You can find the factsheet for this regional marketing measure here.
Your Contact for Regional Marketing:
Learn more about Regional Marketing or speak directly with Heike Oeckinghaus, our specialist for regional marketing (oeckinghaus@trebbau.com, Tel.: 0221 /37646–391).