Just like gifts, a true message can only hold personal value to an individual if it has been personalized for the receiver. Without this touch, it is just another generic message that could be sent to anyone from anyone. This is something we can all relate to in our modern lives. At some point we have been spammed by a company with generic offers or information usually begin with “Dear valued customer.” The irony is that customers receiving this message know they are not valued due to the generic greeting, most likely discouraging the customer from further engage with the brand.
According to Marketo, 79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand. Whatsmore, 78% of U.S. Internet users said personally relevant content from brands increases their purchase intent, reports Marketing Insider Group.
But how can a business convey themselves as genuine and personal? For many of us, the answer is in geography. When a nationwide business advertises to the whole country, it applies to everyone and no one. But with local marketing, a business can tap into something much more personal.
For one Danish startup, local marketing is the future and a key indicator of success if implemented correctly. Post Office Social is the startup at the forefront of local marketing, helping multi-location companies scale down marketing by funneling content to their employees so they can tailor it to improve engagement at each branch.
In a recent interview on The Sociable, Post Office Social co-founder, Peter Bundgaard, stated that “Post Office Social helps multi-location companies realize their full marketing potential by making the staff in each local unit able to create great social media content.” In the interview, Bundgaard stated that Toyota is one of the company’s greatest success stories which is evident in the video below.
Toyota is a prime example of how Post Office Social can boost a company’s local business. They help Toyota streamline their marketing strategy by allowing them to create content for social media from their headquarters, that is then distributed to local dealerships across Denmark to be hyperlocalized by engaging their local staff, so each piece of content is unique and aimed at the client base in each location.
Major retail stores like Matas, Bilka, and Coop are just a few of the companies already reaping the rewards of this localized and authentic marketing strategy designed partly by their own employees. Area-specific campaigns have driven traffic to local stores by 300% and increased community engagement with their brands for photos by 670% and 2500% for videos, resulting in significant revenue results, according to Post Office Social. And on top of this, brands are able to measure and monitor in detail the impact and analytics of each campaign.
As globalization and the internet continue to expand our society, it appears that, for businesses, keeping things local has become more important than ever and can do wonders for a business if the right techniques are utilized correctly.
Disclosure: This article includes a client of an Espacio portfolio company
