Activate local customers with personalized marketing campaigns
The less distance between a consumer and a company, the more likely a transaction will occur. Businesses need to convincingly speak the same language as their customers, or these marketing campaigns won’t have much staying power. Consumers are simply more discerning at the local level. It’s this personalized touch, without corporate whitewashing that glosses over the local nuances that they expect from brands, that customers prefer.
A sizable majority of consumers—85 percent—revealed in a 2012 rbb Public Relations survey that it is either important or very important that they do business with companies for which they have strong emotions, particularly those in the health care (76 percent), banking (63 percent), professional services (62 percent), insurance (55 percent) and automotive (52 percent).
And these customers are willing to provide regular business—about one in five respondents said they’d pay up to 50 percent more for products and services from companies with which they feel an emotional connection.
Brands simply cannot create strong emotional ties with customers if they don’t customize their marketing campaigns. Robotic, cut-and-paste campaigns, without a customized, local angle aren’t going to be as effective. Our own research backs this up – the AdSoft Direct solution has provided a 17 percent year-over-year increase in business to our clients. If businesses sacrifice localized marketing campaigns in the name of efficiency and cost savings, they risk losing existing customers and not acquiring new ones.
Your competitors have probably already capitalized on the promise of local marketing campaigns. Forbes predicted in 2013 that “national brands with multiple locations or franchises will increasingly go local” as decision makers shift funding away from corporate branding and toward these localized efforts.
Don’t ignore this opportunity to maximize your ROI. Put AdSoft Direct to work for your business and gain a competitive advantage.