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.