The local ad market is continuing to heat up. The buzzword here is "hyper" local.. Let us assume that means not just in your town but near your street..
Facebook is a great way to reach people by location. Today they announced the purchase of Rel8tion a 8 month old start up "stealth" hyper local advertising company (based in Seattle).
When your buying local ads, you tell them "specific locations, specific demographics or specific times" and they will "show you your potential audience"
A problem is that FB users don't always tell FB where they are; if Rel8tion works with mobile users, typically the phone shares location details with the Apps; which means they can see where you are and reach you when and where they want to.
Inside Facebook has the story. Mashable also picked up the story and you can read it directly on the Rel8tion web site here (when the site is back up).
IF BCRs can engage customers when they are near by or entering their establishment this opens up a whole raft of possibilities. Automatic offers and automatic check-ins can help BCRs not only find customers and reward those who check them, the right technology will allow them to also reward there best customers: the ones who repeat often and bring their friends.
When you combine this with existing socialized coupon systems like Groupon, Facebook Deals and even Yelp Check-In offers it's can exciting time to be in local marketing.
The value that Social Media presents is that much like PR, while you can hire a team to do it, you can also DIY. If successful can eliminate $$ for your ad budget; of course rising awareness will help your ads break through by warming your audience to your message.
A problem we always had a Schnack was given the cost of being in the nations largest media market, we couldn't afford much and when we could we over reached out audience and really under delivered.
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