subject: Be Local: Use Local Venues to Grow Local Business [print this page] Be Local: Use Local Venues to Grow Local Business
Any community-based company must have local support. Local advertising is an essential key to getting and building that support. Local business advertising has many faces. Most do not have to be expensive, but should be utilized in the best possible way to give name, service or product recognition.
Local radio advertising is a good method for getting recognition. A few 15-second ads sprinkled randomly though the day on local stations get the public's attention, especially if the spots are memorable, humorous and offer words or phrases to stand out. Usually, radio ad rates for short spots are not expensive and random play times have reduced rates.
Sports promotions and school athletic functions are a great method for using local advertising. Advertising on programs, banners at games and promotional items such as hats offer name recognition. School athletic events offer ways to get local customers into a store or business. Free promotional pom-poms, noise-makers or other items can be given away for those who stop in to the establishment. Tying local business advertising into school functions also gives the impression that support for schools should be returned by support for the merchant. It can be a reciprocal venture.
Local newspapers offer excellent opportunities in the way of local business advertising and local advertising. Citizens of a town or city want to know what occurs in their area. The local newspaper is one of their chief outlets for current news of the town and region. Any ads in a newspaper are good but, eye-catching advertising on targeted pages can reach a broad swath of shoppers who may want the product or service. Newspapers also offer a way to reach out to the public with coupons, high-profile sales events and other methods of bringing in customers.
Area graphics and printing companies can help with local business advertising. Mailers, circulars and large banners can be very effective to catch the eye and the business of the area public. Partnering with these local companies can help highlight special sales or events. Billboards in well-placed locations, near well-traveled roads, are always eye-catching. With residents on the same roads day-in and day-out, name recognition of the business gets much higher.
Television ads, sponsorships of charity events, support of scouting, festivals and little league teams all have a place in local advertising. By using local venues and advertising linking the business as part of the community, locals tend to grow comfortable with the company as a part of their community. When they see local support, they return the support with their traffic.
