In part one, I discussed how geographic targeting is the lifeline for any business that depends on reaching consumers based on physical location. Previously confined to offline marketing channels, now such targeting can work in sophisticated ways for both offline and digital approaches.
Part one covered direct mail, print media, telemarketing and radio — and how each can be used to reach any consumer segment, and new customers, in any physical location. Below I discuss five more channels, in respect to geographic targeting:
5. Guerilla Tactics
The most traditional methods of geographic targeting involve tried and true guerilla tactics like "papering" the neighborhood with bulletins/fliers/leaflets, putting "feet on the street" with marketing agents at the local level, and utilizing billboards to attract local traffic. These low-tech methods of targeting are frequently some of the most effective because they can be extremely geo-targeted.
It may seem like email is not available for geographic targeting because email addresses exist in cyberspace and are not tied to physical addresses. On the contrary, email is, in fact, an extremely productive channel for geographic targeting because there are many lists available for rent with emails that are tied back to names and physical addresses.
There are many email list providers that compile large volumes of active email addresses from multiple sources with each of these emails being "opted in" (i.e., permissioned to received third-party marketing messages) with valid postal addresses on file. Many websites actually capture emails, names, postal addresses and phone numbers, at the point of registration — moreover, many websites actually validate the accuracy of this information in real time at the point of capture.
In addition to renting email lists for geographic targeting, there are also opportunities to enhance postal databases with email addresses via an "e-append" process. Keep in mind that email marketing has a very different cost structure and complexity level than traditional channel marketing and, while response rates are typically lower, the costs are also significantly less — so the overall productivity of this channel for geo-targeting may well be extremely effective.