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Local Area Marketing (LAM)

Objective:

To reach prospects within your trade area and persuade them to purchase from your business.

Local Area Marketing plan will need to answer these questions:

1. Who is your main customer?
∙	Age	∙	Car ownership
∙	Sex	∙	Usual methods of
∙	Income		travel to work
∙	Education	∙	Sports/hobbies
∙	Occupation	∙ and anything else that
∙	Marital status		influences their
∙	Life stage		purchase decision?

∙Dwelling tenure

2.Why does this customer buy from you?

a.	Because they like you	e.	Availability
b.	Convenience	f.	Trust
c.	Price	g.	Exclusivity
d.	Quality	h.	Enjoyment

3.How will you reach this customer within your Trade Area?

a.Where do they live?

b.What schools or clubs are nearby?

c.What railways stations, tram stop or bus stops are nearby?

d.What businesses are nearby that could become partners with you?

e.Digital – Facebook, google ads, Twitter, Instagram, YouTube …

f.Local – newspapers - print & online, cinema, street furniture, outdoor, direct mail

g.Metro – radio, TV, newspapers – print & online

DataBoss

4.Why will this customer respond to your communication?

a.Offer – educational or sales?

b.Frequency

c.Urgency

5.How many of these customers can you manage each day/week?

a.What is your capacity/logistic limits/emergency re-stock system?

The problem with most LAM plans is that the answer to point 3 is difficult to find. Customer location and media information is almost impossible to find at the micro level of 250 dwellings.

But it is vital to have this information to be able to achieve a successful LAM campaign.

DataBoss has comprehensively solved the local customer location and media information problem at the micro level as required in point 3.

DataBoss Trade Area Profiles – customers mapped like never before for vastly improved Local Area Marketing results.

Many local-customer based businesses have Trade Areas that extend across small sections of several postcodes, and reaching these local customers by advertising across whole postcodes is wasteful and expensive. www.databoss.com.au provides efficient, accurate access to local customers, and local media information for any Trade Area because www.databoss.com.au maps key customer information to Local Zones of about 250 dwellings.

The differences between customers in Local Zones within a Trade Area are stark, and with only a few clicks www.databoss.com.au shows these differences clearly, in downloadable maps and tables. This allows a business to understand, and work its Trade Area much more efficiently.