Between basic information like area code, online registration information, network and GPS data, it’s easier than ever to know where your customers are. If yours is a walk-in, product-oriented business, you can use that information to bring in customers who are in the neighborhood. This “hyperlocal” marketing is growing rapidly ($2 billion in 2010), so it’s worth exploring whether your business fits the profile. If it does, focus on building a sense of community rather than peppering every nearby prospect with offers. For a business that relies on customer traffic, a thoughtful hyperlocal campaign may be the best marketing investment you can make.
