Why it’s Essential for your Marketing Strategy
As spring brings better weather and fresh opportunities, it’s the perfect time to review your marketing strategy and assess how you’re engaging with your local community.
Local Store Marketing – or LSM if you’re marketing nerds like us – is a proven way to grow brand awareness, foster connections and drive traffic. While it’s often seen as a tactic for small businesses, or brands entering a new market, even national brands rely on localized efforts to maintain strong customer relationships. Or, until they don’t. When Papa John’s shifted away from localized marketing, many franchisees reported a decline in traffic, proving that no matter your size, local engagement matters.
Why?:
Trust in business leaders has dropped 21 percent since 2021, according to the 2025 Edelman Trust Barometer, yet research shows that brand-building efforts contribute to up to 50% of a company’s market value. People trust brands that engage authentically, and 92% of consumers rely on word-of-mouth marketing. LSM strengthens credibility in ways national campaigns alone can’t.
Three Ways to Lean into LSM
Grow Brand Awareness:
Make an impact with hyperlocal efforts like community events, sponsorship of local sports teams or partnerships with nearby businesses. Simple efforts like distributing flyers, leveraging local media, or running targeted social media campaigns can help ensure your brand is top of mind to the folks outside your door and in your backyard.
Foster Meaningful Connections:
Customers support businesses that feel like part of their community. Hosting in-store events, offering exclusive local promotions, or supporting local charitable causes can make your business stand out in the crowd.
Drive Foot Traffic:
Special promotions and partnerships create real reasons for customers to visit. Promote a giveaway or collaborate with a nearby business – incentive your customer to stop in.
Bottom line. LSM isn’t just a marketing tactic. It’s a trust-building strategy that keeps your business relevant. Prioritize it and watch your business (and customer loyalty) grow. If you’re not sure where to start, reach out to us! We love a good brainstorm.