The wave of localization has hit the corporate sector as well. Companies are using their resources to channelize local markets. They are targeting regional mid-level consumers who have the potential to show loyalty. Many large companies have perished from the market owing to their disconnect with the local market. So what do you think is the principle behind the guiding force towards localization of brands? Following are 8 examples of local marketing that worked and why-Â
8 Examples of Local Marketing that worked and the reason behind it
Local Marketing strategies have ushered in an era of driving awareness towards increasing targeted consumption. Following are 8 examples of local marketing strategies that worked and why-Â
Coca-Cola- ‘Share a Coke’
The Campaign
Coca-Cola decided to target the local market by individualizing its brand. They started the campaign ‘Share a Coke’. Here they decided to print the most popular names in the neighborhood in the bottles manufactured for the local market. They also encouraged these people to share their personal stories and memories on social media platforms for others to see and get inspired.Â
How it Worked
People started resonating with the sentiments of this local marketing campaign. Social Media was the prime instrument of communication between the people who shared their stories. Thus conversations were initiated and strong growth in the local portfolio branding of Coca-Cola was witnessed in the market.Â
Lidl- ‘#LidlSurprises’
The Campaign
A thorough inquiry was conducted by the organization to understand the specifications and requirements of the target market. The company hierarchy found that it was perceived among the consumers that the company sold inferior quality goods. To dispel this perception, London Food Specialists and bloggers were invited to a special farmers’ meeting. The results of the event were satisfying as it was covered by the bloggers through social media posts. Lidl started the ##LidlSurprises campaign posters that were hung on Supermarket walls where Lidl offered the best quality products at attractive price points. This local marketing strategy worked.Â
How It Worked
The reason why this campaign by Lidl worked was that they conducted thorough research to understand the consumer perception about their product in the market. They understood what the customers demanded and how they should present themselves so that they could improve their acceptability in the market. Thus a localized marketing strategy focused on consumer demand augmentation worked for Lidl.Â
Also read: 10 Local Marketing Ideas You May Not Have Considered Yet
Nike- ‘Nothing Beats a Londoner’
The Campaign
Nike, the renowned men and women sportswear brand hired a creative marketing agency. They decided to focus their advertisement campaign to attract the youth in London. Therefore they started the campaign called ‘Nothing beats a Londoner’ to resonate with the youth of London who was keen followers of sports and athletes themselves. This local marketing strategy adopted by Nike helped in streamlining consumer demand.Â
How It Worked
The Advertisement Campaign focused on interior areas of London like Dalston and Peckham. It sent out a message that athletes from all corners of the city can make it big if they possess the talent and the skillsets to attain success. They also advertised using the image of popular sporting personalities who flourished in their respective sports coming from non-privileged backgrounds. Thus Nike, through this local marketing strategy, sent out the message that sports were not for the affluent community only.Â
Snickers- ‘You’re Not You When You’re Hungry’
The Campaign
Snickers channelized their local marketing strategy by encashing on a typical make characteristic. They conducted market research and through thorough evidence found that men decided to remain in packs. When they felt hungry they started acting bitterly and this dispersed them from their packs. Thus advertisement campaigns were built to focus on this special characteristic possessed by men.Â
How It Worked
Snickers used the local celebrity image, analysis of the local consumption pattern and demand sentiment of the consumer to increase the popularity of their product. The advertisement campaign was focused on the region in which it was displayed. Thus it highlighted the specifications of the region in which the advertisement was shown. This local marketing strategy worked wonders for the company. Â
Activia- ‘It Starts Inside’
The Campaign
Activia, a leading American company, started the advertising initiative ‘It Starts Inside’. This local marketing strategy was started to encourage American Women, to eliminate fear and insecurities from their heart, counter their worst fears and live their lives to the fullest.Â
How It Worked
The sentiments generated by the local marketing strategies of Activia struck a chord with American women. This channelized their positivity and self-confidence. They started believing in the ideas promoted by the company thereby encouraging the creation of a local market founded on the principles of growth and diversity.Â
Kitkat- Edible Postcard
The Campaign
In the Japanese language, the word “Kitto Katsu” means good luck. Therefore the name of the company resonated with the Japanese sentiments. This also encouraged their tradition to send gift cards that would contain good luck messages for school students. Thus the campaign was able to capture a large segment of the crowd. This local marketing strategy worked in favor of the company.Â
How It Worked
The company received critical acclaim from the PR agencies all across Japan. This innovative local marketing strategy became extremely popular among the masses. It also led to the establishment of an alternative point of sale.Â
Pampers- ‘Golden Sleep’
The Campaign
The Campaign was spearheaded by local marketing strategies and was centered around China. It was found through intense investigation that most mothers in China were concerned about the sleep patterns of their children. Therefore the company encouraged them to buy products by Pampers which would ensure 30% faster sleep and 50% less sleep disruption.Â
How it Worked
Through investigation into the consumer’s taste and preferences, needs and requirements, it was found that a cultural insight could be gained to improve the cognitive welfare of the students. Therefore local marketing strategies helped Pampers grow and diversify.Â
Smirnoff- Soho Angels
The Campaign
An Inclusive localized strategy was initiated by Smirnoff to popularize the product across all the segments of the society. Members from the LGBTQ community were included in the campaign. Helpers were deployed by the company to ensure that the people belonging to the vulnerable group could return home safely.Â
How It Worked
A compelling story and the intention to propagate a novel initiative among the fundamental segments of society made the company a household name. Moreover, its emphasis on localization strategies ensured growth and better prospects of image improvement for the company.Â
Summary
Therefore, companies should focus on targeting their resources towards establishing a local market. This would help in maintaining the public image of the company and would further improve the reputation of the company in the local scenario.Â
Frequently Asked Questions (FAQs)
What localization strategy did Nike adopt to ensure growth?
The renowned men and women sportswear brand hired a creative marketing agency. They decided to focus their advertisement campaign to attract the youth in London. Therefore they started the campaign called ‘Nothing beats a Londoner’ to resonate with the youth of London. People Were identified who were keen followers of sports and athletes themselves. This local marketing strategy adopted by Nike helped in streamlining consumer demand.Â
What does localization of resources mean?
The wave of localization has hit the corporate sector as well. Companies are using their resources to channelize local markets. They are targeting regional mid-level consumers who have the potential to show loyalty. Many large companies have perished from the market owing to their disconnect with the local market.
How do you justify that the campaign by Snickers worked?
The company received critical acclaim from the PR agencies all across Japan. This innovative local marketing strategy became extremely popular among the masses. It also led to the establishment of an alternative point of sale.
What strategy did Smirnoff adopt to improve localization?
An Inclusive localized strategy was initiated by Smirnoff to popularize the product across all the segments of the society. Members from the LGBTQ community were included in the campaign. Helpers were deployed by the company to ensure that the people belonging to the vulnerable group could return home safely.
Was it Judicious for Activia to initiate the ‘It Starts Inside Campaign’
The sentiments generated by the local marketing strategies of Activia struck a chord with American women. This channelized their positivity and self-confidence. They started believing in the ideas promoted by the company thereby encouraging the creation of a local market founded on the principles of growth and diversity.Â
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