The Return of Hyperlocal

How do you reach a 1 mile radius of customers?  Nothing has bedeviled marketers and small business owners more than this.   You could plaster flyers on telephone poles, put up real estate style signs on the corner or accost the public with handbills.  I’m here to tell you that these strategies are time consuming, require a lot of energy and rarely work.  It’s sort of like screaming out of car windows in traffic to find your soulmate.

In a piece from Businessweek, pundits savaged the business prospects of AOL’s Patch – a potential source of customer aggregation for small business marketers. I tend to agree that the strategy is wrong – you can’t templatize local news and community creation.  Having said that, I believe the ideal models combine technology and offline methods to supercharge word of mouth creation.  You need the impact of a street team combined with the scale of mobile platforms.

Over the coming months, we are going to delve into case studies, theories and experiments around what works and what doesn’t.  Given that I work with small businesses including my own, Fitwell Training Solutions, I’ll share real-life cases to add practicum to the theory.  I hope you’re looking forward to diving into the future of our country – the businesses that surround you within a 1 mile radius.


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