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A Retailer's Guide to Hyper Local Marketing

Understand, plan, and act to make your first local marketing program a success!

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Combine For An All In One Hyperlocal Marketing Machine

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...enable you to capitalize on all the necessary components of creating an omni channel retail store. We are the first create an all-in-one hyperlocal

marketing system to help you:❖ Drive New Retail Sales

❖ Increase Retail Engagement❖ Meet Metrics

❖ Get more apps and integrations

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Website design and development

Hyper local marketing enables retailers to target, actively engage, and sell to people ‘on the fly’ who are within a nearby proximity of your stores locations. Key benefits from this nearby communication come from consumers being reached at the mobile point of contact, real time engagement, delivery of valuable offers, and mobile ordering of products for in store pickup. By targeting consumers within the nearby location of your store, whether they are walking or driving, you are sure to have more eyes and a larger audience looking at your selection and value. This guide will be an essentials kit of tools and marketing tips to remember for planning your entire hyper local marketing campaign, from driving quality traffic to your store, or optimizing your in store pickup channel.

A Retailer’s Guide to Hyper Local Marketing

1) Set Your Objectives Up Front What is it that you want to accomplish with your local strategy? You will want to have a brief outline or thought process behind why you are pursuing a hyper local marketing approach. By looking at the end first you can begin understanding how you plan to get there, what tools can achieve the results and what the result will look like. Some objectives you may want to achieve include:❖ Higher local engagement rates❖ A bigger online following❖ More local online sales

❖ Boosting in store pickups❖ Raising average order value❖ Achieving higher ROI for marketing

spend

Your objective for hyperlocal marketing may be multi faceted. Accomplishing results will need to be measured and tracked to determine what is working, and what is not working toward your objectives.

Of shoppers look for deals on their mobile phone while in store

Google Mobile Study

People who have installed a retailers app

40%

5%

75%Of retailers plan to

implement some sort of beacon/local solution

79%Consumers who acted on a local alert and made a

purchaseBI Intelligence Report on Beacons

1+ Billion

Number of devices available to receive an

alert

Why Hyperlocal Marketing?

Orkiv GUIDE TO HYPERLOCAL MARKETING 1

2) Keep Your Brand Standards

You want to make sure your local strategy keeps the brand integrity throughout your efforts. To do this ensure you have a central branding point for whatever platform you use. This ensures customers know your brand and can recognize it quickly as they are passing by your local area. Keeping your brand integrity is also about simplifying your marketing efforts. There is no need to complicate things with different logos and distracting out of date Facebook pages. Ensure your local stores follow a company wide policy which includes standards for tweeting, posting, and updating public profiles.

Tips To Ensure Brand Standards❖ One logo for mobile, social, and other

marketing materials❖ Keep social profiles synced to latest

logo❖ Provide resources for local stores to

implement and use, which is in line with your branding guidelines

❖ Always be posting under one main brand profile

❖ Single one-page do’s and don'ts of your company’s branding guidelines

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Accomplishing Marketing Objectives

Local Marketing Basics

Google+ is a great resource for updating your

businesses map data, hours, description and other pieces of information visible

and relevant to SEO and mobile devices

Use Google+ Admin Page for >10 store locations

Use platforms like Yelp and Pinterest to provide

feedback for consumers, and Pinterest to showcase

your stores, and product offerings. Great for mobile searches, location aware

information

Provide links to each location within the brand. A simplified locations page

within your website is necessary to delivering

people to the right location, when they want it.

GUIDE TO HYPERLOCAL MARKETING 2

3) Keep Your Distribution Centrally Located

Keeping your channels centrally managed will drastically minimize your required efforts to keep up with posting and updating content. This will make it easy to update indexable locators, which will reduce the overall number of errors found on public profiles and information around the web for your storefronts. Additionally keeping content updated ensures seamless mobile discovery. Your website, and corresponding mobile site should also be managed by someone within the company. This can be accomplished through a CMS like Sapphire.

Caution❖ If you are posting centrally, ensure

your offer or content is optimized for a national scale

❖ Don’t post something nationally, if it is meant to be posted locally

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What is Working

Creating Local HypeWith your local strategy

and brand standards aligned, you should begin creating local hype with a tool that ensures people who are within the local

area of your store see your content, your inventory,

and your specials. Friendly for Business enables this form of communication.

From your central distribution point, create engaging, and valuable

offers that are timely and easily exchanged across the

brand locations. Ensuring one platform can handle this, as does Friendly for

Business, is important as it will streamline operations,

and minimize confusion.

Tools For DistributionBuffer is a social media management platform

Friendly for Business enables central management of hyperlocal messages

GUIDE TO HYPERLOCAL MARKETING 3

4) Capture Local Buyers, Then ConvertIf you have been following along, you should have all the public profiles around the web updated to your branding, your management should be centrally located, and you should have a great plan for offering up very engaging and valuable, mobile ready content. Now it’s time to put that framework to work for you, leveraging the local networks of geolocation and bluetooth. Taking your efforts full circle will help you in meeting the objectives previously laid out for your hyperlocal marketing efforts.

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Pulling It all Together

Hyperlocal Marketing Funnel

GUIDE TO HYPERLOCAL MARKETING 4

Reachable Population

These are people within your stores local area, and able to receive some sort of messaging (alert, email, BLE etc.)

Engaged Person

People who have seen your local profiles, emails and

alerts or are contacting your local business fall here.

Actionable Person

They have taken action on your broadcasted alert, this person is gathering information, visiting your website, or shopping while in the hyperlocal area of your store. Someone has become an in store

customer and used a coupon offer or has bought from your business on an app like Friendly, for in store

pickup.

Customer

Referral Customer

Now that this customer had an amazing experience buying from you, they share it with others, who take steps to find your store within their hyperlocal area.

Now that you have converted customers from your local area markets, You can repeat the process and refine it, to get better and better conversion rates, and meet your hyperlocal marketing

objectives.

Orkiv GUIDE TO HYPERLOCAL MARKETING 5

Mobile. Social. Local. Sales

Making sure your hyperlocal marketing strategy is set up to meet all your objectives, you need to consider the solution that will make it possible, beyond the basics to get information out there about your locations. While there are many tools out there to make your business available in a hyperlocal market, your solution should take into account your website, your inventory, and some sort of hyperlocal distribution for the messages and your inventory. Using a platform that supports in store pickup is very convenient for the customers with 67% of online shoppers making multi-channel purchases in the past 6 months, and only 7% of them were extremely satisfied that the brand provided a seamless customer service experience across channels. It’s extremely important to get this right, and the customer will know if you get it wrong as 89% of consumers in the US stopped doing business with a company due to a poor customer service experience. Avoid these errors and simplify the process to make your customers happy, invest in an omnichannel hyperlocal solution.

Operating in an OmniChannel Market

Orkiv GUIDE TO HYPERLOCAL MARKETING 6

Mistakes Are Meant for Learning Not Repeating

5) Optimize and RepeatYour retail store has already moved into modern day, hyperlocal shopping at its finest. The next step is to optimize the funnel, find ways to get higher conversions and reach your objectives. If you are not utilizing all the correct channels, take a look at your program and adjust where you push your marketing content. One important step is to consistently track the results of your efforts. Using a platform like Friendly for Business, combined with a basic online analytics tool like Google Analytics you will have near full insight into converting people in your town or city into buyers of your products.

A Wise Man

The Easiest Way is to Get Started Today! Live Hyperlocal Marketing environments are already up and running across multiple retail outlets. The best part is that your store no longer needs an app as it can be implemented with hyperlocal technology powered by Friendly for Business in as little as 10 minutes by

simply downloading the applications from the app store. Its the technology to truly add the right mix of online and in store capabilities, for simple but powerful hyperlocal marketing.

Contact Us for a demo of the

hyperlocal marketing platform for your business.

Orkiv Retail Solutions401-300-4653Alex@Orkiv.com

Orkiv Retail Solutions

@Orkiv

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