As one of the very early users of the term “hyper-local” I’m here to say it’s “used up;” it’s been drained of meaning by overuse. How about a new and potentially more irritating term: “nano-local”? Really just kidding about that.
But get ready for “extreme local.” EXTREEEEEME LOCAL! In a world where nothing is as it seems . . . and nothing will ever be the same . . .
The NY Times profiles multi-platform local marketing and advertising campaigns being run in NYC by AT&T and AMEX:
How extremely local are the promotions being advertised? They last 24 days; cover 15 neighborhoods in Brooklyn and Manhattan; involve two sponsors, American Express and AT&T; and include more than 650 stores, shops, restaurants, cultural attractions and other places where residents of and visitors to New York City can spend time — and money . . .
The campaign includes print and outdoor advertising, ads online, social media like Facebook and Twitter and content on a microsite, or special Web site (nycgo.com) . . .
American Express is devoting more time and attention to localized campaigns, some of which can be found on a Web site (amexnetwork.com/travel). There are deals for cardholders in markets like Chicago, Los Angeles and San Francisco, offering discounts on hotel rooms, restaurants, entertainment and other attractions. For AT&T, the partnership with NYC & Company represents its first such locally focused campaign, said Chris Schembri, vice president for media services at AT&T in Dallas.
This campaign illustrates the way brands may be starting to “get” the value and importance of local.
November 18, 2009 at 3:40 pm
Amen!
November 18, 2009 at 11:45 pm
It is a shame that “hyper-local” is over used, and used erroneously in most cases. I like the ring to it and hope for the case of some great blogs like Matt McGee’s that the phrase reaches its true potential.
One thing that I would love to see stats on is the overall effectiveness and sales results that these companies experience by going local and the cost comparison with national.
November 19, 2009 at 12:28 am
Saying hyperlocal is overused is kinda like saying SEO is overused. Everyone has different definitions of SEO … and some of us have different definitions of hyperlocal. Rather than saying it’s overused, I’d say it’s misused:
http://www.hyperlocalblogger.com/defining-hyperlocal/
I also like Adrian Holovaty’s use of “microlocal” to describe the block-level stuff that Everyblock does.
November 19, 2009 at 12:28 am
Oh, and thanks for the kind words, Mike. 🙂
November 19, 2009 at 12:28 am
We know that geotargeted ads are more effective than conventional online ads all other things being equal. But I don’t have specific numbers along the lines you seek
November 19, 2009 at 1:08 am
I bet they are more effective! Well, if you ever have anything…I will be watching from the shadows. Great write up!
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