Local marketing remains one of the most powerful tools for driving business growth. Yet, too many businesses, including franchises, overlook this key element. Whether you're a franchisee in a bustling city or a suburban franchise, local marketing can make the difference between just getting by or truly thriving. In this blog, I’ll walk you through essential steps, strategies, and considerations in order to take your local marketing to the next level.

When our revenue and profit market is not where we expect it to be, we often think that we need to make changes to our menu or product offering, but what if the problem is not with our product, but rather with our local marketing? So the question you need to ask yourself is … how many potential customers are there in our area or neighborhood who still don't even know that we exist? What if your product is just fine, but you aren’t marketing to your local audience enough? Trust me, your local customers are more than just foot traffic—they are the heart and soul of your business. 

Table of Contents

1. How Many People in Your Geographical Marketing Area DON'T Know About Your Business?
2. How Much More Money Can You Make if EVERYONE in Your Area Knew About Your Business
3. Don’t Forget About "Old School" Marketing TacticsWhat is Cross-Marketing? (With Examples)
4. Putting It All Together
5. Conclusion

1. How Many People in Your Geographical Marketing Area DON'T Know About Your Business?

Think about it: How many people in your local area still don’t know about your business? Even in prime locations with high foot traffic, visibility alone isn’t enough. It’s easy to assume that a great spot guarantees success, but how many times have you walked past a store you’ve never noticed, only to realize later that you’re a regular customer at another location of the same brand? What made you miss this location all this time? Were they doing enough to inform you they were there and eager for your business? Similarly, how many potential customers are nearby, need your products, but have no idea you exist, just steps away from them? It’s time to think beyond location and invest in letting people know you're there.

Why does this matter?

The more people in your area who know about you, the more potential customers you have. But how do you ensure that they actually hear about you? This is where local marketing comes into play. From your storefront, online presence, to every flyer, event, and cross-promotion. Every detail matters.

So begin by evaluating your current reach. What’s your brand visibility? Go out of your comfort zone and ask people on the next corner if they have heard of your business and know where it is? For every 100 people you ask, how many have heard of your business, know where it is, and have actually bought from you. You’ll be amazed at the results. You will find out if there are groups or neighborhoods you haven’t reached, which will in turn, help you create a marketing strategy for the next 6 months. 

2. How Much More Money Can You Make if EVERYONE in Your Area Knew About Your Business?

This is the golden question. Now that you’ve identified how many people in your area don’t know about your business, imagine what would happen if they did. More exposure equals more sales, right? But how much more? For a restaurant or fast-food franchise, even a slight increase in local awareness can lead to significant revenue growth.

For example, let’s say your franchise only reaches 20% of the population in your area. What would happen if you expand that reach to 40% or even 60%? You might just double your sales and you might just earn a lot more money than you expect. 

Marketing is also about good service once your customers enter your business.
Local customers aren’t just buying meals—they’re building loyalty and creating repeat business. When everyone in your area knows about your business, they’ll stop by regularly, and if you ensure that their customer experience is great, they will also bring their friends, and recommend your business and services to others. This is the power of local marketing—the more people who know about you, the more opportunities you have to increase your revenue.

3. Don’t Forget About "Old School" Marketing Tactics

Yes, I’m talking about fliers, postcards, post-box ads, and more traditional methods that many people overlook in today’s digital world. While digital marketing is vital, it’s often the "old-school" methods that can reach people directly, particularly those who might not be active online. Think about it: when was the last time you received a flier from a business in your area that caught your attention? Local marketing efforts like these can have a high impact when done right.

Old-school tactics like fliers, coupons, and local promotions remind people (even old customers who may have forgotten about you) that your business still exists. These methods can be extremely effective for specific local areas, whether it’s in your neighborhood, near local schools, or in areas where foot traffic is heavy.

Don’t just rely on digital ads. Consider running a well-targeted direct mail campaign or distributing coupons at nearby events. Partner with local businesses to create cross-promotions—give their customers a discount in exchange for yours, and vice versa.

4. What is Cross-Marketing? (With Examples)

Cross-marketing is one of the most effective yet underused strategies in local marketing. It’s when two businesses partner up to share customers and promote each other’s services. This is particularly effective for franchises looking to break into a local market or expand awareness.

Examples of Cross-Marketing:

• A local gym and a smoothie bar: The gym sends customers to the smoothie bar for discounts, and the smoothie bar does the same.
• A restaurant and a local theater: They can offer combo deals, like "dinner and a movie," to boost both businesses’ customer base.

Cross-marketing allows you to tap into other businesses’ established audiences without the need for large-scale marketing campaigns. It’s a low-cost, high-return strategy that can increase visibility quickly.

Identify local businesses that align with your target audience and have a complementary service. Approach them with a clear, mutually beneficial cross-marketing offer. Create promotional content that highlights both businesses to their customer base.

5. Putting It All Together

At the end of the day, local marketing isn’t just about attracting customers to your door; it’s about creating a lasting relationship with your community. Understanding how many people in your area don’t know about you and how much more you can make if they did, is crucial for your business growth.

The key to success lies in using a combination of traditional marketing, digital strategies, and community engagement. Don’t forget to assess your local reach and continually push forward with effective, targeted marketing campaigns.

Start implementing these local marketing strategies today. Set specific goals, track your results, and refine your efforts as needed. The more local customers you reach, the stronger your business will grow.

Conclusion:

Local marketing is not just a one-time effort but a consistent strategy for building a loyal customer base. From direct mail to cross-marketing and beyond, there are numerous ways to expand the reach of your business. Make local marketing a priority and watch your business thrive!

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