Local marketing refers to all marketing actions used to reach a local population. Brands and networks of physical points of sale use it to reach consumers within their catchment areas. With a travel restriction within a 10 km radius during the month of August, a B2C, traders and businesses have once again demonstrated adaptation.
What about the catchment area? ?
The catchment area of a business is its geographical area of influence, where the majority of customers come from. Defining a catchment area depends on several factors such as the population established in this area, the competitive environment or the specificities of the activity.
Indeed, a bakery will not have the same influence as a supermarket, the catchment area will therefore necessarily be reduced.
The geographical location of a business remains fundamental to its success. These zones are usually three in number. :
•The primary zone : it corresponds to the zone of highest attractiveness. It is in this area that the brand will reach the majority of its customers., the area in which the penetration rate is the highest.
•The secondary zone : in this geographical area, the attractiveness of your point of sale is average. Customers or prospects have options at least as attractive as those of the company. It will then be necessary to put in place an effective communication plan in order to gain market share..
•The tertiary zone : the attractiveness of the location is low in the tertiary zone, nevertheless it is still possible to attract a part of the catchable population.
A local marketing strategy
With a traffic radius of 10 km, these cards are partially reshuffled. In these conditions, what to put in place for a fast and effective local marketing strategy ?
– From Mappy, it is easy to delimit the 10 km radius from a postal address. Many merchants use it to show their customers and prospects what area this represents..
– Create synergies by setting up local partnerships.
– Create your Google My Business listing : when you have a physical point of sale, this allows prospects to easily obtain the postal address from the search engine without having to go through social networks. By adding your opening hours, website and photos, this will allow you to have a quick view of what you are offering. Significant advantage of this sheet, is that it allows you to create the Maps route for your customer in just one click ! Please note that the creation of this file also allows Internet users to leave opinions on your establishment..
– In terms of prospecting, communication (social networks, print, etc.), refocus targeting of consumers located in the 10 km catchment area during the period of restrictions if you work in B2C (business to consumer – from businesses to end consumers).
In a “normal” context, it is also possible to use traditional printing methods (impressions papier, billboards etc.). However, with prefectural/national restrictions that change very quickly, digital allows greater flexibility.
