Hyperlocal Marketing: Reaching The Real Last Mile

Hyperlocal Marketing: Reaching The Real Last Mile

The approach to marketing your product or service on a local level has undergone a major change. The paradigm has shifted from inserting banners and small print ads to targeting the people specific to their location. We’re talking about the targeting precise to blocks or even streets.  

No, the hyperlocal techniques don’t sabotage your marketing efforts by making them too narrow, instead, it makes your marketing more efficient by targeting the prospective customer right where they are. Read ahead to have a detailed look into what is hyperlocal marketing and how you, as a business can leverage it for your benefits.  

What is Hyperlocal Marketing? 

Focusing your marketing and advertising efforts on a specific geographical location, sometimes just a few blocks or streets is known as hyperlocal marketing. Often the intention is targeting the people conducting “near me” searches on their devices. 

The main goal of hyperlocal marketing is to increase the foot traffic in the retail stores, hence the targeting of “near me” searches.  

How are Big brands leveraging it?

Hyperlocal marketing is not limited to any specific type of business. The biggest brands in Indian like Hero MotoCorp are employing hyperlocal marketing strategies to increase the foot traffic in their local dealerships and increase sales, and they are successfully achieving great results. 

Hero still does nationwide advertising through TVCs but each of its dealerships has to be marketed as a brand in itself to the local audience. Through hyperlocal techniques, Hero dealerships target their audience in a specific radius. 

What should small businesses do? 

Hyperlocal marketing means to target your marketing efforts to a small and specific audience, and if you’re a small business without a large online audience, hyperlocal marketing is your way towards growth. 

Hyperlocal techniques like geo-targeting and ad retargeting can increase the foot traffic in your retail stores.      

What does reaching the last mile with hyperlocal mean?

Every brand aims to reach its very last customer through its marketing efforts but that’s not possible with just broad marketing techniques. 

Like we said before hyperlocal marketing helps to target an audience specific to blocks or streets even. When your overall marketing efforts meet the hyperlocal strategies it allows you to reach your audience to the last mile and reduces the chance of leaving any prospective customer behind. 

Humans vs bots, what’s better behind the screen? 

With the help of advanced tools, marketing efforts can be automated, like automated responses to messages on Facebook. Although these tools could be more cost-effective, they’re still not advanced enough to replace the humans behind the screen. 

For successful hyperlocal marketing, you need people for real-time responses to the audience queries and more importantly, people to communicate in the language your audience is comfortable in, to give them the real local experience. 

Hyperlocal marketing is a strategy for success that your business shouldn’t miss. Enhance your brand presence by impacting your local audience, and increasing brand engagement by employing the correct hyperlocal strategies.

 

The Importance of Testimonial Videos for the Reputation of Your Brand 

The Importance of Testimonial Videos for the Reputation of Your Brand 

A testimonial video is simply a video of your customers or clients speaking about their experience with your product/service and how it made their lives easier. Why are these videos such a big deal these days? Well, it’s a no brainer, even though you know every little detail of your product, the customer would prefer to hear about it from someone without bias and that’s why testimonial videos are making headlines these days. Read on to know how testimonial videos can be great for your business. 

Build Trust and Credibility

It’s something you must have come across a lot but that’s because building trust and credibility among your customers is one of the major benefits of testimonial videos. Think about it, ever since we’ve familiarized ourselves with the online world, how has our shopping journey changed? We could be buying a product online or offline but the first thing we do is look up the reviews of the product. How many times have you stood in the mall and looked up a product which is not testable? 

This is exactly what testimonial videos do. It creates a sense of trust among people. They see the real product and its functions or the service and its experience, and they hear it from the people who have already used the product, not from the brand who’s trying to market the product.

Social Proof

Do you know why big brands pay so much to have celebrities promote their brand? It’s because when we see the ad it gives us the sense of “if they’re doing it, I should too”, or “if it’s good for them, it’s good for me”. This is known as social proof. 

Testimonial videos are also a type of social proof, except for the insane budget that’s needed for the big celebrities. According to research, 95% of people say that reviews whether positive or negative, Influence their purchasing decisions. So when you have a testimonial video on your website or social media channels, it acts as social proof for customers and prospective customers, and it Influences them more to purchase your product/service. 

Increase Conversion 

According to research customers who read reviews are 58% more likely to convert and 50 or more reviews can generate a 4.6% increase in the conversion rate. Do you need more convincing? 

When customers come across a positive testimonial they’re more likely to buy that product. The logic is simple, as a brand you will never speak badly about your products but customers aren’t obliged to the same. So when a potential customer comes across a positive review their faith in your brand increases which increases their chances of making the purchase. 

An Excellent Marketing Tool 

It’s no secret that video marketing is one of the most efficient forms of marketing, testimonial videos can work just as efficiently for your brand. In a testimonial video, there are people who have already used your product speaking about their experience and how it influenced their lives. When your customers come across this video not only their faith in the brand and product increase, they also get so much more additional information about the product from the user’s point of view. 

Now you can use this video in multiple ways. It could be on your website, on your social media channels, marketing campaigns, email newsletters, blog/case studies, dedicated testimonial pages, and so on. The possibilities are endless.  

If you’re planning to make testimonial videos for your brand, don’t think twice about it. Videos a great marketing tool and testimonials are a great way to increase the chances of the customers making the purchase. 

LACH

LACH

Project: Event Marketing and Promotion

About the brand:

The Leela Palaces, Hotels and Resorts is one of the biggest and most celebrated indigenous group of hotels in India. The Leela Ambience Gurgaon is located at the Delhi-Gurgaon border. The hotel is part of a lifestyle complex, offering guestrooms, suites, and Leela Residences. The restaurants and lounges offer innovative cuisines from across the world. The Leela Residences, the luxury serviced apartments, redefine comforts of modern convenient living outside of a hotel room, but with all hotel luxuries.

Goal:

  1. A marketing campaign to catch the attention of the “big party spenders” and give them a pre-experience of the grand New Year’s Eve event starring Jassie Gill and Babbal Rai.
  2. A campaign for the celebration of the employees and the most successful year (2019) for LACH.

Campaign Idea:

Digital creatives for promotion of the event and celebration of the employees and the most successful year for The Leela Ambience Gurgaon.

Outcome:

  • A digital creative followed by a series of different versions were used across digital mediums. Engaging and informative direct message content was created as well. The creatives were clean and concise but giving all the information needed to catch the audience’s attention. The creative was also used for big banners across Delhi-NCR.
  • Digital creatives themed as newspaper front page, to touch the emotion of being in the newspaper, were created to celebrate the employees and success of The Leela. There were separate creatives for each department with the best performers and head of department’s pictures and encouraging messages from the director and leaders.

The campaign ended with an amazing success party for the employees of LACH.   

Hero MotoCorp

Hero MotoCorp

About the Brand:

Hero MotoCorp is a worldwide known brand. In 2001, Hero achieved the coveted position of being the largest two-wheeler manufacturing company in India and also, the ‘World No.1’ two-wheeler company in terms of unit volume sales in a calendar year. Hero MotoCorp Ltd. continues to maintain this position to date.

Goal

A broad marketing campaign for multiple dealerships of Hero, specifically designed to reach every last person of the tier 3 population to create awareness, generate engagement, and leads.

Challenge

One of the biggest contributors to Hero’s success is the tier 3 sector of India, to whom the affordable yet quality bikes and scooters cater the most. The type of content that the tier 3 audience consumes is very different from the content that is favored by the top tiers. Also, in tier 3 towns the local automobile dealer is a local brand in itself.

Campaign Idea

Hero conducts the sales for its products through dealerships, and usually, there’s a dealership for specific towns and small cities. Through “hyper-local marketing”, the process of targeting prospective customers in a highly specific, geographically restricted area, sometimes just a few blocks or streets, each dealership can target its own small radius of the audience through Facebook ads.

Outcome

With a calculated budget of 6,000 per dealership, we generate vernacular content for 18 dealerships of Hero and run area and demographic-specific ads on Facebook. The response to all the engagement on Facebook is immediate and personalized replies in the local language the audience feels comfortable communicating in and not just automated replies for all.

Through hyperlocal marketing, the brand equity for each dealership was increased and so was their reach in the area. From June 2019 – June 2020, the total engagement on Facebook was about 2 million. At least 4 bikes and/or scooters are sold by every dealership per month which results in a revenue of 2.3L to 2.5L per month.

Adda52

Adda52

About the brand

Adda52 “Where India Plays Poker” is an Indian gaming website. It’s known for its poker and other online card games. Adda52 is considered to be one of the leading gaming websites in India. The website is owned by Gaussian Networks Pvt. Ltd (part of Delta Corp – only gaming company in India listed on both BSE & NSE).

Mission

Adda52 had a TVC campaign coming up with Chris Gayle and the goal was to create “pre-launch hype” for the same.

Challenge

To penetrate into the user mind with a strong brand recall even before tv ad was launched.

Idea

A widespread digital campaign for pre-launch curiosity creation among the fans, with a goal to increase the curiosity among the users about the campaign hook which was “cosmic egg”.

Outcome

The trending topics at the time were Avengers Endgame and Game of Thrones, so we created digital creatives and gifs surrounding that.

The gifs got a lot of attention and engagement, with individual posts getting around 90,000 views and 50,000 reactions. The campaign turned out to be a huge success with established media channels like Quint and Afqas talking about it.

Anytime Fitness India

Anytime Fitness India

About the brand

Anytime Fitness is a 24-hour health and fitness club headquartered in Woodbury, Minnesota. The company operates over 4,000 franchised locations in 50 countries. According to Forbes, Anytime Fitness was the fastest growing health club franchise in 2014. In 2015, Entrepreneur Magazine ranked Anytime Fitness first on its global franchise list.

Goal

Increase regular member engagement on social media platforms and encourage members to take a step ahead in building a better relationship with the brand.

Challenge

Usually, all the events, digital or not, are based around fitness challenges (Dance, Zumba, Yoga) which started to become monotonous for the members.

Campaign Idea

A photography contest, “Your Click Counts” where members have to take a picture with the Anytime Fitness logo in the background, and show their creativity through emotions in the gym, equipment usage, interior, exterior, etc, with a prize for the top 10 entries.

Outcome

More than 180 participants from different locations in India submitted their entries out of which the best 10 were selected and rewarded. Overall social media engagement increased by 22% during this event. Other than that, the event resulted in:

  • Greater brand loyalty
  • Member relation strengthened
  • Image bank with permission to use with credits
  • Happy members