Local Marketing should be defined as marketing with content or budget control at a local level. This would break down businesses into one of three categories:
1. Branded Branches – approximately 60 to 65%
- Local stores of retail corporations – for example a Home Depot store
- Franchisees – for example a McDonald’s restaurant
- Agents – for example a Century 21 real estate agent
- Owned and Operated Branches – for example a Bank of America branch
- Service Operators – for example a Roto-Rooter plumber
- Regional Marketing Departments – for example AARP’s Wisconsin branch
- Associations/Marketing Groups – for example Northern California Chrysler Dealers
2. Co-operative sellers – approximately 30% to 35%
- Brokers selling competitive branded products – for example an insurance broker selling both AIG and Chubb insurance products
- Value-add Resellers – for example a Microsoft Certified Partners providing systems integration of Microsoft products
- Retailers selling competitive branded products – a wireless store selling AT&T, Sprint, T-Mobile and Verizon
- Retail Locations – a deli selling Pepsi and Coco-Cola beverages
3. Independent – approximately 1 to 2%
- A lawyer
- A dentist
- A contractor
- A florist
- A print shop
Tags: Creative Versioning, Enterprise, Local Marketing, Small Medium Enterprise
