The document discusses how brands can build loyalty and recurring value by localizing their content and becoming a trusted local resource. It provides examples of how AARP customized their website for every city to provide localized resources, and how Dick's Sporting Goods could expand their in-store local event listings into a robust digital guide for all local sports and activities. Localizing content in this way allows brands to get beyond one-time transactions and develop long-term relationships with customers by being an everyday source of relevant information in their community.

1. The Virtuous Circle
of Brand Localization

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Too many times, it goes this way:

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Too many times, it goes this way:
You run a digital ad.

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Too many times, it goes this way:
You run a digital ad.
Someone clicks on it.

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Too many times, it goes this way:
You run a digital ad.
Someone clicks on it.
Maybe they complete a transaction,
maybe they don’t.

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Too many times, it goes this way:
You run a digital ad.
Someone clicks on it.
Maybe they complete a transaction,
maybe they don’t.
After that, they go away.

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Once your paid campaign stops, so do your interactions.
If you want to re-engage, you need to start at Square One with yet another digital ad.

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And on it goes. This “lather/rinse/repeat”
methodology is wasteful in terms of time
and resources.
Don’t get us wrong, you’ll still need to draw
in new customers but you want to avoid
spending the first dollar twice by repeatedly
reaching the same people.

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So how can you better utilize that initial
contact, deliver beyond the moment and
provide an experience that will provide
recurring value for that customer?
How can you bring them back without
having to “retarget” them all over again?

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One solution is to make your brand a local
resource. Even better, make it hyperlocal.
Make your site/company/brand a trusted place
for the deeper information, tips and helpful
resources that area customers are seeking.

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This concept is based around “geotargeting and geopersonalization.”
This means combining your relevant content with content or data that is relevant to a
customer’s location, in order to build a deeper relationship with them.

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This concept is based around “geotargeting and geopersonalization.”
This means combining your relevant content with content or data that is relevant to a
customer’s location, in order to build a deeper relationship with them.
In short, using georelevance to make yourself more useful and, therefore, valuable.

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The main driver of this digital marketing
strategy is getting beyond that initial
click or transaction.
So how do you do that?

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Whether you have an online
presence, a brick-and-mortar
business or some combo of
the two, there are smart ways
to give visitors access to the
local tools and information
that will get them coming back
to you again… and again.

15. Here’s an example of a company
who has learned this…

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The member organization AARP, boasting
38 million members and focused on
enhancing the quality of life as American’s
age, is perhaps best known for the
savings they deliver to seniors.

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But with significant offerings across
insurance & travel, along with resources
for Social Security, Medicare, Healthy
Living, Family Caregiving, employment
and much more, they want to be seen as
an everyday resource by their members.

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In order to add daily value, they
versioned their website to have
a custom local brand presence
for every city and town across
the United States.
How’s that for hyperlocal?

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Now, all of their content and offerings have been localized for their members along
with a trove of local resources like restaurants, things to do, fun activities and events
happening in the area.
The idea is to make themselves a valuable resource to their membership on a
continual basis.

20. Now here's an example of a great intention,
but one that could use improvement in
terms of execution…

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Dick’s Sporting Goods wants to
be the expert about sporting life
in the communities where they
have stores.
Often when you walk in, they’ll
have some kind of whiteboard
showing various sporting-related
events happening that week.

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This is being done only at the
store level.
It’s completely offline and is
limited to only those events that
the store is aware of.

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But what if Dick’s thought bigger?
What if it truly was the “go to”
guide to all things sports in the
local area they serve?
What if they had the run-down (pun
intended) on local youth and school
sports, 5Ks, community walks and
golfing events? Or camping, hiking,
and fishing?

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How about if they offered
content about where to go
enjoy those activities, the
permits needed, checklists
of necessary gear (which,
handily, can be purchased
from them)?

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A strategy like this has the
added benefit of inspiring the
community to get out and
watch, participate and generally
be active. All the while, it’s
encouraging customers to come
in and gear up.

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In a case like this, Dick’s goes
beyond the sales transaction to
become a valued local resource.
That equals more visits to their
site, their stores -- and a higher
likelihood of purchases by an
ever-expanding audience.

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Sure, they can continue to use their
simple whiteboard announcements
– but the revenue possibilities of
building a robust and highly localized
digital ecosystem like the one
described above are hard to miss.

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And since data is key to any
marketing plan, what could Dick’s
learn about their customers from
this effort?

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How about the highest indexing
activities in the specific communities
they care about most, during key
times of the year?
The implications for sponsorships,
media spending, CRM, in-store
merchandising and promotions are
profound.

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As a trusted local resource,
you’re far more likely to see that
customers come back.
Providing them with the kinds of
information they’re seeking
exponentially increases the value
of any marketing/advertising
dollars you’re investing.

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And it’s no longer a one-off deal: when a
customer knows that you’re the place to
go for a rich vein of information and the
products/services that align with what
they need, they’ll return to you again…
and again, creating a virtuous circle.

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This kind of contextual marketing is
a far smarter play than repeatedly
starting over with the same plain
old digital ad.

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Are you now seeing how a brand
presence incorporating highly relevant
localized content can pay repeated
dividends on your marketing and
advertising ROI?

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We have years of experience in smartly
scaling this kind of hyperlocal brand
presence.
We help you build local relationships at
a “town level” that deliver impressive
results.

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We have an impressive portfolio of
results we’d love to share with you.
No matter where you are, we’re able
to take your local brand presence
and grow it into something much
bigger and more profitable.

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Thank You!