What is the LSM?

Local Store Marketing is a specific marketing model, heavily focused on promoting a business within its local area.

This type of marketing, like other models, aims to promote a business or product.

The major difference from other forms of marketing, however, is that this strategy primarily targets consumers who are physically close to or near the business in question.

Let's take an example: suppose a small pastry shop wants to stand out against its local competitors. Undertaking a local store marketing campaign could certainly bring it closer to this goal.

Clearly, this type of campaign is strongly directed at the reference territory, but this does not prevent the promotion from also being aimed at acquiring new consumers, possibly even outside the mentioned area.

How to Implement Local Store Marketing

Given that it usually concerns geographical areas that generally do not extend beyond ten kilometers, some choices might work better than others; let's look at a few:

• Social Media: opting for social media marketing is a choice to be made almost regardless of the type of campaign being implemented and the goal being pursued. Being on social platforms means being visible since this is where most users now find what they are looking for.
  Sharing stories, conducting polls, and holding contests on INSTAGRAM; updating the FACEBOOK page with new products or to give visibility to promotional events, is very useful;
  
  
• Establishing Good Loyalty: ensuring that consumers return rather than turning to one of your competitors is an important goal. To achieve this, you can promote loyalty program that encourage the consumer to remain loyal;
  
  
• Being present in the local area: When talking about small or medium-sized areas, it is very important to have visibility even in more collective settings. Imagine, for example, events (such as a large festival promoting a local product): being physically present or even just as a promoter and/or sponsor undoubtedly increases visibility;
  
  
• Google My Business: This is a completely free tool, indispensable for any business that wants to be present on the web in such a way as to provide as much information as possible. Among these are geolocation (where that business is located), hours, contact details, what kind of activities are carried out, and likely links to the business's websites and social media.

In conclusion, we can state that Local Store Marketing is a set of marketing techniques, partly aimed at the web and partly focused on enhancing and promoting directly outside the web context.

Wisely using this combination of techniques can really yield excellent results for those businesses that want to be a landmark in the area they operate in.