Brands that focus their marketing activity at a local level – à la big society – could reap real rewards, says Nick Davies
It's great to see the Asda Foundation, Cadbury Foundation and Unilever signing up to David Cameron's big society drive, which gives brand owners the chance to take an active role in their communities.
So what's their motivation? Is it just about boosting the annual report with a Corporate Social Responsibility story? That's fine for starters, but local involvement is good for business too.
Savvy organisations are starting to realise that national marketing activity doesn't reach all customers. Demographics, geography and local context vary the way in which individuals engage with a brand. The further from your target audience 'norm' a local area is, the harder it is to engage with them. Ignoring poorly performing communities is a waste of marketing budget, but working a bit harder to 'localise' your approach can be hugely beneficial.
As consumers increasingly screen out traditional advertising, the influence that family, friends and social media exert on their purchase decisions is enormous particularly in ethnic areas with larger households and closer community ties.
But is it cost-effective to plan to accommodate these differences at such a granular level? Absolutely! Yes, researching and mapping out local scenarios takes time and effort; however, the improved return on investment in comparison with a national approach is significant.
Think of it as a journey. Start with locally targeted communications and then tie in campaigns with local religious festivals, sporting or charitable events. Analyse pre- and post-research and sales data to see what's working and then go further.
Create authentically local websites that complement your national website. Carry out local PR activity to shift perception of your brand from a distant, big brand to a neighbourhood asset. Maintain teams of face-to-face staff on the ground.
We understand the might of online communities (look at Wispa and Facebook!): imagine tapping into the power of community in the real world. Provided their nod to the big society is genuine and not just window dressing, brands that adopt a community approach will not be disappointed with the results.
Nick Davies is managing director at local marketing agency EMO.
It's great to see the Asda Foundation, Cadbury Foundation and Unilever signing up to David Cameron's big society drive, which gives brand owners the chance to take an active role in their communities.
So what's their motivation? Is it just about boosting the annual report with a Corporate Social Responsibility story? That's fine for starters, but local involvement is good for business too.
Savvy organisations are starting to realise that national marketing activity doesn't reach all customers. Demographics, geography and local context vary the way in which individuals engage with a brand. The further from your target audience 'norm' a local area is, the harder it is to engage with them. Ignoring poorly performing communities is a waste of marketing budget, but working a bit harder to 'localise' your approach can be hugely beneficial.
As consumers increasingly screen out traditional advertising, the influence that family, friends and social media exert on their purchase decisions is enormous particularly in ethnic areas with larger households and closer community ties.
But is it cost-effective to plan to accommodate these differences at such a granular level? Absolutely! Yes, researching and mapping out local scenarios takes time and effort; however, the improved return on investment in comparison with a national approach is significant.
Think of it as a journey. Start with locally targeted communications and then tie in campaigns with local religious festivals, sporting or charitable events. Analyse pre- and post-research and sales data to see what's working and then go further.
Create authentically local websites that complement your national website. Carry out local PR activity to shift perception of your brand from a distant, big brand to a neighbourhood asset. Maintain teams of face-to-face staff on the ground.
We understand the might of online communities (look at Wispa and Facebook!): imagine tapping into the power of community in the real world. Provided their nod to the big society is genuine and not just window dressing, brands that adopt a community approach will not be disappointed with the results.
Nick Davies is managing director at local marketing agency EMO.
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