Up to this point, we have largely been strategizing ways to start up a local marketing campaign for a franchise or small business. However, that really only applies to the small number of new businesses just opening their doors. What about those of us that have been around for a while? What if you’ve been marketing yourself for years, and things just aren’t working? There are plenty of ways to revive a dying local campaign, and ways to scrap the project in favor of a fresh start. Here are a few.
Revisit Old Ideas
Most business owners will try almost anything once, and if your company has been around for a while, there is probably a significant pile of ideas that didn’t work, or were too much hassle at the time. Now is the time to shed some light on those shelved projects. Promoting your local business online has never been easier. The popularity of mobile apps like Foursquare and Places are always good for brand awareness, and Google Maps has just improved their entire system. The new Maps allows for business descriptions, and broader SEO improvement tactics.
Identify Bad Strategies
One of the hardest things for many owners to do is admit that they’ve made a mistake that might be harming the business. Is your marketing only driving traffic at a specific time, or only to specific people? A weekend sale is a great idea, but if it evaporates all of your weekday traffic, it may not be worthwhile. It is never a bad idea to sit down and do a marketing audit. What is working? What isn’t? Try sending out a flyer to whomever you think your biggest local supporters are. How many actually respond? Perhaps it is time to rethink who you are targeting.
Don’t Abandon What Works
People are constantly changing, and towns and cities change with them. It is important to keep a consistent brand and image, but that doesn’t mean you should stick to the same marketing messages you used last year unless there is a good reason for it. Is your business famous for your annual Holiday Letter? Is your restaurant’s Memorial Day Crab Bake the talk of the town? Keeping well-loved traditions is a fantastic idea; just make sure that it is your customers that love them, not your own sentimentality.
Founded in 1989, WebbMason is one of the fastest-growing print and brand management service companies in the United States, helping marketing departments and their internal and external partners save money and streamline processes through a winning combination of industry expertise, exceptional print supply chain partners and technological innovation. Headquartered in Hunt Valley, Maryland, WebbMason has 20 sales offices throughout the United States.