Local Genius: The Benefits Of Local Advertising

If you lived in Argentina and spoke the local tongue, you would order a Pepsi by requesting a Pecsi. Phonetically, this pronunciation is easier for Argentineans. In 2009, Pepsi acknowledged this little quirk and gave BBDO Argentina the green light to give a friendly nod to the locals and rebrand Pepsi as Pecsi –a significant move to localize an international brand.

Pecsi Case from BBDO argentina on Vimeo.

National Advertisers have always recognized the importance of advertising on a local level, just not always as successfully as Pepsi. Or, Pecsi for those readers in Argentina. For the majority of national Advertisers the successful implementation of local advertising has been hindered by their misunderstanding about the best tactics and traffic sources to use, and how to effectively measure the results and return on investment (ROI). This confusion exists because they don’t live and work in every community they are targeting. But you do.

As a local business, you have the upper hand. You are not only a marketer to a locale; you are a local yourself. The idiosyncrasies and particulars of your target area are part of your everyday life. Benefiting from this advantage isn’t as easy as just being present, though. You must recognize the shift in consumer control and engage your evangelists—your most loyal customers and fellow citizens. The good news is you don’t have to spend huge marketing dollars to make your brand relevant to the local community, like Pecsi.

Thankfully the current technology environment has driven media consumption on the go – making it easy for local brands to reach and engage their audiences. The emergence and mass acceptance of new devices from laptops to tablets to smart phones has created an intuitive engaged user experience. According to the latest Mobile Audience Insights Report from JiWire, when local content is added to creative, users engage 100-120 percent more than they do with the same ad without the local content. There are more cost effective, measurable ways to stretch your marketing dollars farther than there have ever been before.

If you don’t know where to start, that’s okay – we do.

This post was originally published on Deep Ad Thoughts by The Cyphers Agency.

Welcome to the Future: The Mobile Future

The decision of where to place your marketing message used to be a no-brainer. Your choices included broadcast, print or in store media placements. It was simple and the media was simple. As the use of the “world-wide-web” became mainstream, online advertising was born. Marketers were able to add banner ads, email marketing campaigns and more to their arsenal of media options. Then just as marketers became comfortable with the options in online advertising, we have seen the emergence of Social Media and Mobile Marketing. And these platforms are evolving at pace never seen before.

It is more important then ever to understand your target audience and where they are spending their time consuming media. It is becoming more and more about the user experience everyday.

First Changes
Mobile marketing in its simplest form appears as SMS messaging: the user sends a text message to a short code and receives a pre-programmed response from the advertiser. Advertisers have seen the marketing benefits of Mobile Marketing at the point-of-sale influencing purchasing decisions, building consumer relationships, and providing increased consumer intelligence. It is pretty obvious why technology is evolving at such a rapid pace.

Evolution
Already, Mobile Marketing has evolved from standard SMS messaging techniques to Image Recognition technology. We are also quickly seeing the potential of Augmented Reality in the consumer experience. Take for instance Stella Artois’ Le Bar Guide, where using augmented reality allows a mobile application to overlay the profile of bars surrounding your current location. The recent launch of Apple’s iPad has even further exposed potential Mobile Marketing and its effects on how we look at the very definition of “mobile”, and how advertisers choose to spend marketing dollars. Time, Inc. recently released this video demonstration of how tablets are changing their advertising model.

Mix It Up
And while the world of marketing is ever changing, traditional methods still have a place (Apple’s iPad is advertised on the back cover of my latest issue of National Geographic, after all). Traditional marketing still has relevancy, but it might sit next to some new, technologically savvy neighbors in your annual marketing plan. Proper use and integration of new technologies with older ones will be the key to success.

This post was originally published on Deep Ad Thoughts by The Cyphers Agency.