Local marketing: How do I find the right channel?

Local marketing: How do I find the right channel?

Google Search Commands – How Do I Search Correctly?

Learn from failure

In summer 2013 we had the idea for eatclever: “The healthy delivery service for Germany”. Just as convenient as ordering pizza, but healthy – that was our claim. One of the most important questions we asked ourselves back then was: “Why hasn’t anyone done this successfully before?” This is exactly the question we have been asked a number of times by friends, acquaintances, family, customers and, of course, investors over the past few years. Because it sounds so simple and logical that you really wonder why so many before us have failed. Does it matter to know why others have failed? Not really, right? The main thing is that we will be successful! Not correct. Without asking ourselves this question, we would never have managed to set up a functioning business model without financial resources.

First things first: market and target group analysis

To find out what we need to do right, we asked ourselves who needs our product. Who could be our customer and why? How do we reach this person? Is the market big enough? Is the market growing? Where do my customers live? How solvent are the potential customers? And more importantly: are these customers currently being served? A lot of people don’t know that we first analyzed the market and built our business model on it, and not the other way around. Our specifications were clear and ambitious. Scalable business model, little capital investment, first mover. The result is impressive: today we operate in twelve German cities from Hamburg and with a team of only eight employees.

quality before quantity

When you freshly prepare and deliver healthy food, you often have a very tight window of opportunity to get the delivery to the waiting customer. As a result, the partner services are also severely limited in their range. This automatically limits the area in which we can advertise. Because what we wanted to prevent in any case is advertising to customers who then cannot order. Of course, without financial means, you immediately think: “We have to do something that goes viral!” Viral and hyperlocal didn’t fit at all and that’s how it was done quickly. Especially since I would advise everyone not to rely on virality. Because it is not a scalable sales channel. Often young entrepreneurs try to shout loudly and blindly try everything, to make as many people as possible aware of their project. This usually only wastes time and energy (let’s assume there is no advertising budget to waste). The important thing is not to make as many people aware of this as possible, but to ask yourself again: Who do I want to reach? How do I reach this person and, above all, where and when?

The right time

What is particularly important in local marketing: the right time. Your customers don’t always want to see, hear or read your advertising. If you hit the right time, you often achieve significantly better results. In our case, that often meant forgoing attention. Was that easy? Not at all, because attention is known to be good for the ego. Presentations, competitions, start-up press. Of course, we have also made mistakes in the past and have repeatedly invested our time in the wrong projects. On the whole, however, we were very disciplined and, for the benefit of our company, did not focus as much on what we would like.

talk, talk, talk!

We asked ourselves the following: How do we address the people who order our dishes not because they are our friends and want to support us, but because we convince them with our product? What can I recommend to find out as soon as possible? Talk to your customers. Open and impartial. Most are willing to answer your questions. It is important to ask the right questions. Ask in such a way that you can draw valuable conclusions from the answers. It was also very helpful to surround ourselves with people who had experience and success in our market. There’s nothing wrong with not knowing something. You just have to know how to find out what you need to know. And how do you say it so beautifully? Asking doesn’t cost anything.

Learn to say no

You notice one thing very quickly. Everyone thinks they know what’s best for your business. Especially when it comes to the right advertising. Of course, this is mostly just good advice. For example, I often had to discuss with my parents why we can’t do TV advertising (not that it would fail because of the financial investment anyway). What I’m saying is, learn to say no. No to family, friends, acquaintances, and yes, sometimes to investors (of course, your investor is more likely to be right than your mother). How do you know when to say yes? Not at all, you have to learn that too.

Let’s put it in a nutshell

While incredibly important, targeted marketing is often underestimated and associated with expensive technology. What I learned: When it comes to local marketing, you are not limited in what you can do. Tests results-oriented, finds the right people and asks them the right questions. Stay focused and learn when to say no and when to say yes.

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