by Anna Cruz

Created on: June 16, 2009   Last Updated: June 17, 2009

The Internet has changed the old marketing models. Advertisers have had to adjust to a world where people have almost unlimited choices of products and services. Many are turning to the small business model to attract customers because a personal touch just might be the edge needed to compete for business.

Focused Advertising
One reason that focusing on local customers is better is that different advertising campaigns and strategies vary in success by region. Therefore, local branches of your business should be able to adapt to local tastes and needs. If an ad campaign isn't working in a specific area, the local store should be able to discontinue it. Conversely, if a certain strategy is particularly successful in a given region, it should be allowed to continue. For instance, a certain city might like you to use bright colors in your

booklet printing, but a different city might prefer something more sophisticated.

Local surveys can be a valuable tool to meet customer's needs. For example, a national survey might show that most people don't like a glossy finish to be used in a booklet printing, but it might be that the people in Atlanta, Georgia love a glossy finish. Thus, if a company looks at local interests, customers are more likely to be satisfied.

Personalized Advertising
An important aspect to local advertising is to act like a small business because small businesses are more in touch with the customer. They are able to adapt quickly to customer's needs and respond quickly to complaints. Small businesses can also create personalized services or products, such as putting a photograph of a client's pet in a booklet printing project. They are also able to dramatically change in order to take advantage of new opportunities. Meeting customer's needs so well results in priceless word of mouth advertising.

When targeting local customers, don't forget to use the Internet. Lots of people use the web to find what they need, everything from dog grooming to booklet printing. Classified ad sites such as Craigslist and Yahoo Classified are great for targeting local customers. You can also use social networking sites like Facebook. Not only are these great advertising venues, they are inexpensive compared to more traditional methods like radio commercials.

Save Money
Focusing on local customers can save you money. By only advertising to those most likely to frequent your business, you keep from wasting money on those who aren't. Also, some the methods used for local marketing are cost-effective, such as being involved in the community. You could sponsor a little league team, donate money to a church fund raiser, or give discounts to good students. Not only will you save money, but you will satisfy the customer's need to feel a personal connection.

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