Top 3 local marketing trends for national brands
With people paying closer attention to local reviews, searching online with local intent, and wanting more connection with the brands they buy from, local marketing can help big brands build trust with customers—even in new markets. When consumers feel that a brand understands and values their community, they’re more likely to become loyal customers and advocates.
Yet, as technology evolves and consumer behavior changes, local marketing trends inevitably shift too. It’s why marketers are always looking for new ways to connect with customers and create engaging experiences.
Explore the top three local marketing trends that are driving results for national brands in 2023: brand activism, influencer marketing, and interactive experiences. From leveraging social causes to partnering with local influencers and creating immersive brand experiences, these trends are reshaping the way businesses engage with their audiences and build brand loyalty. Take a closer look at how these trends are helping brands succeed in today’s local marketing landscape.
1. Brand activism
Especially in the current social climate, consumers want to support and buy from brands that align with their values—they want to know these companies are doing good and giving back. As more companies pay closer attention to consumers’ desires, engaging in local brand activism helps you stand out and lets potential customers know you care.
Local brand activism can take the form of supporting local organizations and causes or taking action to address issues that affect the community. By engaging in brand activism, businesses can connect with customers personally and show their commitment to making a positive difference in the community. For example, each of your restaurants might choose to source ingredients from local farmers and promote sustainable agriculture, or one of your retail store locations might choose to donate a portion of its profits to a local homeless shelter.
Patagonia, a nationally successful brand, is proof. The company has been actively involved in local environmental activism for years. One of its most notable campaigns was the “Vote the Environment” campaign, which urged Americans to vote for candidates in their area who supported environmental protection. As part of the campaign, Patagonia closed each store location on Election Day to encourage employees and customers to vote. The campaign saw a high engagement rate, with over 8,000 tweets, and it increased Patagonia’s reach, driving nearly 10 million impressions with authentic, earned media.
As you decide what values align strongly with your brand, think about how they fit into both your company’s overall mission and everyday activity. How can you ensure your brand activism strategy is both authentic and actionable? It’s important to also consider its potential impact on reputation, brand image, and bottom line, as not all customers will agree with a business’s stance. Lastly, be sure local brand activism efforts align with your brand’s values at the corporate level. With the right approach, brand activism can build brand loyalty, increase customer engagement, and attract new customers who share the same values.
2. Influencer marketing
Influencer marketing has been a growing trend for several years and continues to evolve. Local influencers may have a smaller following (typically between 5k-25k) and tend to post content about things close to them. Local influencers are generally more authentic, have a higher engagement rate, and are more trusted by your target audience. They also tend to be more affordable than macro-influencers with a huge national following.
Brands that partner with local influencers are more likely to reach a target group in a certain region through personalized and authentic recommendations, product demos, and reviews. It’s a trending tactic that helps brands build trust and credibility and drive conversions in a more natural and organic way.
According to a 2023 study by Influencer Marketing Hub, nano- and micro-influencers have higher engagement rates than their more famous counterparts and may provide more value for brands that want to reach a specific dedicated audience. Brands are starting to catch on: The study showed that “39% of brands chose nano-influencers (1K-10K followers) as their most likely partners, followed by 30% opting for micro-influencers (10K-100K)”.
To tap into the networks of these local influencers, think of unique ways you can intertwine your brand and its online presence. For example, if you’re a restaurant chain, consider partnering with a local food blogger to create a custom salad bowl that’s sold exclusively at locations in the area and promoted via your local marketing channels and the influencer’s social handles.
3. Interactive experiences
As we all become more immersed in the digital world, businesses are looking to create interactive experiences like augmented reality (AR) or virtual reality (VR) displays, in-store events and workshops, and interactive displays.
Recently, Netflix used an in-person AR experience to promote season four of Stranger Things. To participate in the immersive experience, fans showed up at a location near them and played games that simulated Stranger Things experiences. Known for bringing entertainment to viewers in their homes, Netflix delighted fans with a memorable interactive Stranger Things experience out in their neighborhood. As AR and VR continue to develop, more companies will likely begin to experiment with these interactive experiences in local marketing.
According to Emerald Insight, when combined with social media, interactive marketing is particularly effective in developing a more tailored and personalized approach that allows customers to dive in and enjoy the interactive process on a deeper level. Interactivity leads to good conversations, and good conversations lead to memorable customer connections.
As people seek more connected, engaged, and local experiences, brands have the opportunity to use local marketing strategies to their advantage, transforming how they communicate and connect with consumers.
For more local marketing strategies and tactics for national brands, download our free guide.