Get Ready for ‘Extreme Local’ Marketing

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.

7 Responses to “Get Ready for ‘Extreme Local’ Marketing”

  1. SEO Aware Says:

    Amen!

  2. Mike Ramsey Says:

    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.

  3. Matt McGee Says:

    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.

  4. Matt McGee Says:

    Oh, and thanks for the kind words, Mike.🙂

  5. Greg Sterling Says:

    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

  6. Mike Ramsey Says:

    I bet they are more effective! Well, if you ever have anything…I will be watching from the shadows. Great write up!

  7. naveed Says:

    Solve the ANNUITY LEAD Problem FOREVER. I will show you PRECISELY How to Get More Annuity Leads Than You can Possibly Handle!
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