Taking into account the lessons learned, here are some key ingredients of winning hyperlocal marketing tools:
- Keep it simple – for everyone: Small business owners don’t have the time, resources or technical expertise to implement complex hyperlocal marketing campaigns, especially not ones that require new POS infrastructure and staff training. In the end, simplicity wins out for the merchant, but also for the shopper. Putting work on the shoulders of your shopper, whether it’s a new app to download and register for, a voucher to print or a loyalty card to find in a stuffed wallet, will make it less likely that the offer will be redeemed.
- Make it targeted: Take advantage of advances in marketing data analytics, which has extended small merchants valuable consumer insight tools previously only available to larger retailers, and use the data to fine tune your campaigns and offers. This will go a long way toward helping you bring in the right customers for your business and avoid the dreaded “one and done” redemptions many saw with the daily deal.
- Make it measurable: Facebook, Twitter and other social media marketing channels can create a nice branded platform for engaging with customers but take a lot of resources to maintain and are difficult to attach to real ROI. Consider options that provide data to help measure key KPIs, such as amount of new customers attracted, increase in average basket size and amount of repeat business generated. This way you know exactly what you’re getting in return for your marketing efforts.