Go Hyper (local)

Companies selling products and services to small businesses have to think about the approach they wish to take. Many organizations execute national campaigns whether via Internet, direct marketing, advertising or public relations. Companies often argue this approach for three primary reasons, including:
1) Don't want to miss a sales opportunity. There is a belief if you do not get your campaign nationally you are avoiding a number of good potential markets.
2) I don't have enough market research on my prospects to know where they are, who they are and how to get them to act.
3) Isn't this more costly?

The objectives are worth consideration and these often become real arguments and debates among senior executives. However, there are often real strong reasons to execute campaigns on a local or hyper local level. First, let's explore what these campaigns may look like so we are all on the same page. Here are just some examples:

Direct marketing. Purchase lists by zip code to match your target audience directly. We worked with one company selling to home businesses with the owner having an average income of $150k per year and lived in a particular location. Finding a prospect list to match can take some work, but marketing to the right prospects delivers a greater ROI in the end.

Advertising. When you are advertising on a local level you find out where your target audience (small business owner) spend her time. IYou ask if the audience is it at the Chamber of Commerce, at local high school sporting events or at particular restaurants/plazas. Armed with this information you can advertise to this audience. An advertisement in a local community newsletter or banner at the high school is a very low cost.

Public Relations. So often, companies are looking to get into USA Today or on CNN. Of course, coverage in these outlets can drive big business results, but don't forget the local media and consider the hyper local media. For example, a company in Alpharetta, Ga will have a better chance of getting coverage in the Johns Creek Herald v the Atlanta Journal Constitution. And, if your audience is in Alpharetta, this could be a great strategy.

Get Involved in the Community. It may seem challenging or hard to participate at local fairs and in local membership organizations, especially when you are the size of HP, Dell or Microsoft, but think creatively on how you can do this. It is good to sponsor the local chamber of commerce organizations, but can you be involved too? Often, companies targeting small businesses have a partner channel. Can you get this group mobilized to build your brand on this local level?

One company, CBeyond (www.cbeyond.net), is doing hyper local extremely well. CBeyond sells broadband and telephony services to small businesses. They have been growing in strong double digit figures over the course of several years. There are several reasons for CBeyond's success, but one contributing factor is that the organization is building based on a hyper local approach. Today, it serves just a few markets but is really knows those markets and is making significant inroads as an alternative to telecom and cable companies offering the same services. What this company as it continues to demonstrate how to market locally. Recently, it is adding to its local market approach with a national brand campaign. I really like this strategy as CBeyond now can communicate true successes vs potential.

If you couldn't tell, I am a big proponent of targeted marketing and when marketing to the small business audience, hyper local is a strategy well worth considering.

What are your thoughts?