Two words: Scaled Localization. Have you heard it? Are you wondering what it means? Scaled Localization of marketing is not simply executing or delivering marketing into a particular geographic area or to a specific locally-targeted audience.
Localization is the process of creating a marketing campaign that maximizes its local relevance, local targeting, and local performance. Doing this on a national level is referred to as Scaled Localization. It is required when you have a need to drive common themes or branding in your marketing while executing that marketing locally.
There are several key elements of localization, all of which are required to get the full benefits of scaled localization.
1. CAMPAIGNS ALIGNED TO THE SPECIFIC NEEDS OF EACH MARKET
If a brand’s objective is to drive local actions (visits, appointments or sales associated with a location), then using traditional national or regional marketing campaigns creates a “one-size fits all” problem, limiting flexibility, as well as speed. By localizing the structure, content, and execution of marketing campaigns, brands can fine-tune individual campaigns to meet the specific needs of each market.
For example, with scaled localized marketing a healthcare brand could align their local campaigns with the appointment capacity for each of their local practices.
2. AGILITY TO RESPOND TO LOCAL COMPETITION & MARKET CHANGES
Another major benefit of localization is the ability to flexibly and quickly test or change things in discrete geographies without having to impact or rebalance a national/regional campaign to do it. Speed can be critical when responding to a new offer by a competitor and if that offer is being promoted just to customers in New England, you want your response to take aim only at those relevant locations, not across your whole system. Similarly, if you want to promote products or services that match sunny/warm weather and it is February, then you would ideally run campaigns for those products or services in particular geographies like the southwest or just Florida, but run different promotions in northern markets in February. With scaled localization, you have this flexibility constantly – to match your desired messaging with a matrix of local markets that make sense.
3. ACTIONABLE INTELLIGENCE ON THE LOCAL, REGIONAL, & NATIONAL LEVEL
If a specific local market seems to be “doing well”, whether, in sales, visits, appointments or some other measure, it’s easier to pinpoint the drivers of that when that local market’s marketing campaign is independently operating as one unit of an aggregated national campaign. If this location was just one of hundreds in a national campaign, it would be impossible to determine the driver.
Once identified, those learnings can then be immediately applied to other locations and absorb the benefit. The reverse is also true – if a specific location or market is struggling, a more granular look at what factors may be influencing is crucial to determining the solution.
4. HIGHER CONVERTING & MORE COST EFFECTIVE CAMPAIGNS
It’s essential for brands to “speak to” local prospects in their language. That means that each ad unit leverages localized elements – visuals, images and value propositions that register with consumers local experiences. Localization creates a connection that enhances the value of your offering to consumers.
Localized marketing campaigns convert better and at the cost a fraction of a national campaign. For large and small brands alike, there's nothing to be lost in increasing your local relevance and being as consumer path-targeted as possible.
Success now means positioning yourself into the customer’s universe, being there when they need you, and getting out of the way when they don’t. Check out our new eBook: What Most Brands Get Wrong About Local Marketing to learn more.