Things have changed, so how are you now reaching your hyper-local customers?
So here we are. Is this the new norm? Are face masks, social distancing and stringent hygiene control here to stay? Whereas we may not be able to peer into the future and answer these questions, what we can tell you is that this is indeed how things are for now and have been for some time.
There are many words to sum up this year (some very negative) each of us could pluck from the ether; for us, that word is adaptation. Adaptation in the way we live, adaptation in the way we work, and as a business, adaptation in the way we market.
It is important, now more than ever, to ensure we are reaching all the potential customers we can. In the same way the online space will always be a proven avenue to reach people, so too is the doorstep.
The effects of lockdown haven’t been bad for all businesses…
As an example, luxury brands haven’t been devastated by lockdown as might be expected (McKinsey.com). In fact, there is a strong argument that furloughed employees have been saving a great deal of money with costs such as travel and nights out on hold. This extra cash, coupled with the boredom of being stuck at home, has led to an increased number of ‘morale boosting’ purchases, with luxury goods being top of the list.
Therefore, ensuring your product or service remains at the forefront of people’s minds remains paramount. Marketing channels that may have previously proved quite lucrative for you pre-lockdown may no longer be working, particularly when it comes to reaching hyper-local prospects.
So, what options do we have for reaching out locally?
Continuing with the example of luxury brands, a tried and tested tactic is to advertise in high-end, local print magazines, which are strategically placed in cafes, coffee shops, hairdressers and health surgeries in the immediate area. This has been a popular strategy in the past; yet no longer. Understandably, a large number of these outlets are not offering a place for these print magazines for fear of spreading germs.
We know that many people are stuck at home, either out of choice or due to quarantine, so why not redirect your advertising focus into a publication that regularly drops through their letterbox?
Received, read, retained
Since 2005 we have been locally delivering our publications across Coventry, Warwickshire, and Solihull Villages areas, landing on the doormats of over 110,000 homes.
If you are looking to switch up your advertising strategy, or try something new, then our local magazine or leaflet distribution service could be the way to turn. Get in touch to find out more.