Creating Campaigns with a Local Touch: Shaping Your Brand’s reach in the Community
For brand managers working with local stores, it’s essential to tailor your campaigns for each community. Why does this work so well? Adding local elements to your overall campaigns can double your reach and even increase clicks up to six times. In this article, we will show you how to adapt your ad campaigns to local preferences, emphasizing the role of local resellers and their social media in strengthening your brand’s ties with different neighborhoods.
Localizing Your Approach: Why It Matters
First, let’s see why it is so important to tailor your marketing approach by looking at two Dutch cities: Rotterdam and Volendam. Rotterdam, is a vibrant big city (with 600,000 people) known for its trendy modern buildings and lively culture, perfect for those who love everything new. On the flip side, the quaint town of Volendam (22,000 people), is famous for its historical charm and traditional vibe, attracting those who love the past. The stark contrast in size and vibe between these two places really show why your social media campaigns need to be tailor-made to each community. It’s not just about reaching people; it’s about connecting with them in a way that feels personal and relevant to their unique surroundings and lifestyle.
Here are three key differences to consider:
- Target areas: In a busy city like Rotterdam, your target area will be smaller to reach the same number of people as in a quieter place like Volendam, which needs a larger area.
- Number of stores: You might have several resellers in a big city like Rotterdam, but only one in a smaller town like Volendam. In larger cities, it’s essential to strategically set your targeting areas. This ensures your resellers aren’t competing for the same audience, helping to keep your advertising cost in check.
- Population mix: Rotterdam has a diverse population, while Volendam is more uniform and traditional. So, choose your campaign visuals and models in a way that speaks to what’s special about each place’s people, making sure your message connects well with local folks.
When you sell your products through resellers in various regions or countries, it’s key to shape your story to fit the local ‘bon ton’ or style, ensuring your brand clicks with every community. This includes tuning into not just the cultural vibe but also things like how big the area is, how many shops are there, and who the people are. It’s all about making your brand feel right at home in each unique community.
5 Hyper-Local Tips for Social Media Success
Getting your message to really click with each community is what matters. So how do you craft content that resonates perfectly in a hyper-local setting? We’ve got you covered. Here are five easy tips for making great social media posts and ads with the help of your local resellers. These tips are all about the magic of local storytelling, essential for building solid connections with different communities.
Tip 1: Localize content by spotting cultural differences
Begin by collaborating with your sales leader to pinpoint major cultural trends in your markets (you might find our previous blog post helpful for this too).
Take eyewear as an example. The designs that are hits in Italy might not be the top picks in The Netherlands. Italians often go for flashier styles, while the Dutch usually lean towards more subtle looks. This means, you will need separate visuals for your campaigns in Italy and the Netherlands. Doing this, your eyewear ads will really connect with what locals in each area prefer, blending your brand’s worldwide style with a local touch.
Here’s a practical example: Rimmel Eyewear, known for its lively and standout designs, would probably be a big hit in Italy, where bolder styles are in. On the other hand, Joshi Eyewear, with its no-fuss and sleek designs, would likely be more appealing in the Netherlands, where people often prefer something more low-key. Understanding this matching process is key to ensuring your brand fits well with local preferences.
Tip 2: Localize content by changing visuals per reseller or location
Once you’ve figured out the key cultural themes for your markets, turn these ideas into visuals. Give your local shops templates with visuals that are good to go for social media. But also, let them add their own local pictures, using your design as a starting point. This way, they can make content that either matches your brand’s look or shows off their own local flavor, making it more engaging for their community.
For instance, picture this: a visual template for a wine brand, set in an inviting, straightforward scene. Local wine shops can use this pre-designed visual for you to keep a consistent brand look across various locations. However, they are also encouraged to add a personal touch by including their own photos of the wine, set in their shop and featuring their staff. They could even showcase well-known local landmarks, like a local bustling café, where they, as resellers, supply your wine. When the product is shown in spots familiar to local folks, it helps the brand feel more connected and relevant to their community.
To simplify things, why not email your social media content to content@embrosa.com? We will upload it to the Embra app, where your resellers can use your visuals either as a ready-to-share post or for inspiration to create their own. With simple smartphone photos, they can add their own local touch. This requires no extra work from you and offers your resellers a great way to tailor your story for their local audience.
Boost your brand’s story by sharing visuals on our app. This turns your marketing into a joint effort, where your resellers can add a touch of local life. They can simply capture and blend their town’s character using their phones. It’s easy for them and authentic for their customers — your brand gets to be part of the community’s daily picture.
Tip 3: Localize content using adaptable captions
Once your visuals are ready, move on to creating social media captions that can be easily adapted. Begin with a general caption like ‘Reveal the charm of our new collection.’ This allows local shops to either use it as is or customize it for their community. Suggest a template for personalization, such as Reveal the charm of our new collection, just right for [your city’s special spots/busy streets].’ As an illustration, a shop in Amsterdam might change this to Reveal the charm of our newest collection, perfect for Amsterdam’s cozy canal-side spots.’ To add a personal element, you might include captions with staff names, like ‘Our [team member’s name] brings out the best in our new collection.’ This approach makes your captions both adaptable and connect well with local audiences.
Small extra hint: Assist your resellers in choosing the right #hashtags. They often need a bit of inspiration. Take the time to compile a list of your standard branded hashtags, and add in some tailored to specific locations too. For example, use #BuyBrandIn[CITY]. This way, you’re equipping them with the tools they need for better reach.
Check out CooperVision’s Ads above: They blend their brand with the local Dutch and French vibes perfectly, making each community feel special and understood.
Tip 4: Get localized content seen
The last step in making your local marketing effort shine is ensuring your brand’s story doesn’t just reach, but resonates within local communities. This is where tools like Embrosa come in handy. Our platform simplifies the process of sharing your marketing content with local partners. It’s user-friendly and more tailored to the needs of resellers compared to typical brand portals.
Embrosa isn’t just about sharing content; it’s also great at helping tell your brand’s story. You can plan out your social media posts, and Embrosa will take care of posting them for your local shops. The best part? Your resellers have the freedom to choose what they share. With the Embrosa app, they can decide not to post something or change it a bit to suit their local customers better.
In today’s digital world, it’s really important for your brand to have a local face. Embrosa makes this easy by helping share your content through the Facebook and Instagram accounts of your local resellers. This teamwork blends your brand’s story with the reseller’s local touch, making sure your message reaches the right people.
Tip 5: Keep iterating in order to get the perfect localized content
And here’s our last tip: Always collect comments from your sales team and local resellers about what customers like and new trends popping up. Use this great info to improve your social media ads and posts, making sure they really connect with each local area. Be ready to change things up, like the words, visuals, or hashtags in your posts, to suit what locals are into. This practical approach makes sure your social media game stays strong, blending your brand’s worldwide charm with a unique local twist.
To sum it up, keep this in mind: winning globally begins with strong local connections. Working with local resellers is more than just a plan; it’s a way to make your brand really meaningful in communities. Be a trendsetter, get people talking, and make your brand’s story as loved locally as it is worldwide. Mix your creativity with a good feel for local cultures to leave a lasting mark in each place. Cheers to your brand becoming a beloved part of communities all over!
By Thomas @ Embrosa
