Local Store Marketing is a specific plan targeted to a specific group or groups of potential customers within a trading area to create awareness and initiate trial purchases of your product or service with potential customers right in your own backyard - the three to five-mile radius around each store location.
Local Store Marketing is one of the most valuable tools a sales plan arsenal and is frequently overlooked. Many companies budget their local marketing efforts around Advo's, Val-Paks, and door hangers without examining the trade areas for sales opportunities. While using other marketing resources can produce results, Local Store Marketing is one of the most cost effective and proven tools to achieve long-term business relationships with customers and the community.
Local Store Marketing programs are created to:
Develop involvement and recognition within the local community
The key to success with Local Store Marketing is creating community partners. Partners should include all of those business and non-business organizations that interact with potential customers in the trade area. One can choose to reference the Yellow Pages, the Chamber of Commerce, local community newspapers, and even the building department to gather this information.
An effective public relations program consists of regular, and consistent contact with the editorial community. Regular contact with the editors to keep them informed about the product, business and direction, keeps the business in the news and the brand top of mind with customers.
Local Store Marketing is an on-going process intended to build sales over time in new stores, target stores or any store. It requires a consistent on-going effort and commitment.
Local Store Marketing plans need to be specific, measurable, planned, coordinated, executed all year long, with every store, consistently. This process ingrains the brand in the local community and the customer's minds.
If one builds or opens a store expecting guests to come in automatically becoming loyal guests immediately - the store will suffer. Local Store Marketing needs to be part of the store's life. It is about building relationships, giving back to the community, creating a venue for activity or entertainment, and serving the needs of customers within the 3-5 mile radius around the store for many, many years
Local Store Marketing plans and programs must be done with the operations team--regional, district, store managers, and franchisees. Determing their needs and ability to execute as well as timing is crucial to success with Local Store Marketing. The Local Store Marketing efforts should not burden the operators, but support them. Many marketing teams do not include this crucial role of operations, and the best plans and programs never see the light of day. Ultimately, it is about
We make sure your website represents your restaurant and brand with built-in marketing tools to attract customers.