There seem to be a couple of different schools of thought on doing business today.
Local has been a hot topic the past couple of years with mobile and check-in services, where you can help promote a company and/or receive special offers by checking in, downloading an app, opting in to receive text messages, etc. For example, I had dinner with a friend at a restaurant in downtown Akron, and it offered a discount on our dinner if we downloaded its app. (Neither of us did because we didn’t feel the app was worthwhile but the offer was there nonetheless.) Companies can even entice you to stop in by alerting you of special offers if you’re in the vicinity of their store.
However, some companies would rather market themselves globally or at least nationally. They don’t list a physical location on their website or marketing literature and use an 800 number so potential customers don’t know immediately where they’re located. These companies may project an image of being a large, strong company that has numerous resources at its disposal or simply one that takes advantage of technology to extend its reach.
I see pros and cons to both philosophies, and I’ve included some benefits below.
- Encourage customers to support local business / economy
- Focus marketing efforts on specific area
- Take advantage of check-in services, special offers via mobile
Global / National Pros
- Market image of large company with impressive resources (i.e. buying power, partners, locations)
- Larger area for potential customers, referrals
- Keep customers if they move
Does your business market itself as a local or global/national brand? Is that position highlighted in your marketing efforts?
As a small business owner, I’m targeting new, potential clients nearly anywhere but don’t shy away from where I’m located. I love living and working in Akron, OH and enjoy helping fellow companies and brands in the area with their marketing and branding efforts and event planning needs. However, I’ve made some wonderful connections over the past decade that have led to projects with companies out of state (technology rocks, doesn’t it?). So I guess I tend to think of myself as a local company with a national reach partly due to the services that I offer.
What are your thoughts?
- Does the size of the company factor into this decision?
- Products or services offered?
- How did your company decide how to market itself?
So are you local or global? Or do you see yourself as a hybrid — a local company with a national/global reach? I’d love to hear from you.