Regional advertising - what is it? When is it worthwhile to carry out this type of activity?

Regional advertising is a key part of the marketing strategy of any business operating on a smaller scale. It is particularly important for businesses that want to increase their visibility in the local market and attract customers from surrounding areas. How do you create good local advertising? Here is the most important information!

What is regional advertising?

Regional marketing, including advertisement regional, it a form of promotion aimed at a specific local community . It is characterised by tailoring advertising content to the specific needs and preferences of the audience. In addition, it relies on the use of appropriate communication channels, which allows you to effectively reach potential customers in your area .

Regional advertising can aim to increase brand visibility in the local market, promote products and services in a specific region, and build relationships with the message's audience.

This action is particularly an important element in the marketing of companies offering services and products on a local or regional scale that want to communicate effectively with potential customers in the local area and build brand awareness.

Examples of regional campaigns include messages aimed at residents of a specific city, including:

• promotions organised in local shops or restaurants;
• events sponsored by local companies;
• election campaigns, e.g. before municipal council elections.

Regional advertising channels

Regional campaigns can use a range of channels to reach a wide range of people in a particular region. This provides an opportunity to build awareness, as well as interest in the potential audience for the content in question. Such message channels include:

• regional magazines and newspapers;
• radio stations operating in a specific region;
• local television;
• notice boards at local service points;
• promotional material distributed on the streets;
• advertising banners placed in public places - e.g. the advertising veneer on the Parcel Machine®.
• location-specific online advertising using tools such as Google Ads or Facebook Ads.

When is regional marketing worthwhile?

Regional marketing is a useful tool for companies wishing to increase their presence in a particular city, for example, or introduce new products to their offering.

Various companies are opting for it - from car repair shops, beauty salons and restaurants to law firms or accountancy offices.

It is worth using regional marketing when opening a new shop or premises. It also works well when promoting various events or seasonal sales.

Moreover, this type of marketing can sometimes be an effective strategy for companies that, in addition to promoting products, wish to build strong relationships with the local community or engage in charitable and social activities in their area.

Before embarking on a local advertising campaign, it is worthwhile to carefully analyse the market situation and identify the goals and expectations of customers in the area.

A predetermined strategy can be pursued by opting for physical advertisements visible around the company or, for example, through location-based adjustments in the search engine.

Regional advertising - the most common mistakes and how to avoid them

Running effective local advertising campaigns can be a challenge with a number of potential pitfalls.

One of the most common mistakes marketers make is failing to understand their audience's needs and preferences and targeting their advertising incorrectly. Before starting a campaign, it is worth thoroughly research the local market and identify the target group to tailor the content to her needs.

Another common mistake is an advertising message that is too general and does not take into account the preferences of local customers, but is merely information about the existence of a particular company.

Regional advertising on Google should be personalised and adapted to the character and culture of the local community to appeal effectively to the audience.

InPost advertising - in your region and beyond

Those who intend to advertise in the local market but do not know how to get started should take a look at our offer. We are well known for our courier services and interesting marketing campaigns. Our experience and skills are something we want to share so that more companies can promote their products effectively.

As part of our offering, customers can benefit from the following services:

• wrapping of parcel machines - Parcel collection machines are located in various locations throughout Poland and are large enough to provide a great space for an advertising banner. In addition, the message in such a location reaches a large number of people every day, effectively building brand awareness;
• display of advertising on Parcelcomat® devices - in addition to wrapping, customers can use the service of displaying advertising on the vending machine reader. This is a great solution if, for example, you want to announce promotions, a change of company location or the arrival of new products;
• product sampling - is the attachment of product samples to packages left in caches. Sampling will work well, for example, when launching new cosmetics, chemicals and food products with a long shelf life, but not only;
• online advertising banners - clients with websites can increase their reach and also determine where strategic locations on our site will appear for banner adverts;
• PUSH notifications - messages displayed to users on the InPost Mobile app, which are a great tool used to build a positive brand image and reach out to potential customers;
• newsletter - sending information to customers from the InPost user base about promotions and news in the shop.

At InPost, we understand the importance of a local approach to marketing, which is why we offer services to help you reach your customers right where they need it most. Contact us today and make sure your business is promoted effectively!