Local Marketing Darwinism

Greetings all,

Remember how Charles Darwin put together a theory about the evolution of the species? He hypothesised that species that adapted to their environment would pass their genes on to a new generation thereby ensuring only the strongest survived. Those who couldn’t keep up would perish.

Not surprisingly the same can be said of your company’s Local Marketing activities. Simply put, you should cull campaigns that don’t work and replicate those that provide for the best return on investment. Of course, this implies that a formal review of each campaign is important. In the absence of a campaign assessment, companies tend to repeat activities that fail to produce consistent results.

You should cancel any advertising or promotions, above or below the line, which clearly don’t work. If you believe that your PR company is not pulling its weight, address the situation or move on.

The same can be said of sponsorship activities. By all means ensure that you keep repeating your sponsorship support for those that produce a reasonable return on investment, but call a meeting with those that have not delivered results and spell out to them in clear terms what is required of the relationship to see if things can be changed to achieve your goals. If the situation can’t be salvaged, don’t renew the relationship.

If certain events haven’t delivered the kind of results that you have expected, it’s best to review the situation with the organisers and determine whether you can salvage better results in the future or pull out altogether.

Charles Darwin’s theory of evolution is just as appropriate when it comes to local area marketing activities as it was to explaining the survival of the species. Your concentrated efforts to produce a return on investment are important to ensure that your business continues to be profitable and involved in successful activities. Constant review of activities, replication of winning campaigns and culling of non productive ones will ensure that your business prospers into the future.

For more Local Marketing ideas why not purchase a copy of “Local Marketing Secrets Cracked!” today at;

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Best regards,
Greg Mullane