Creative marketers
"Content is king, but distribution is queen. And she wears the pants" ~ Buzzfeed
More specifically, where you choose to distribute matters – brands that localise their content are 17% more likely to increase profit.
- Find word-of-mouth hotspots
- Target content to those areas
- Personalise content strategy to spark conversation
Cob, barm cake, stottie, roll, bap, bread cake or teacake?
Regional context is key – localised content boosts engagement by more than 17%. By tailoring your creative to areas with strong word-of-mouth, you can create brand conversations that reinforce brand memories and nudge consumer buying behaviour.
Data-driven insights that spark conversation
Personalise creative
Pull out the insight that matters and highlight sentiment
Measure success
Analyse sales by postcode to prove the efficacy of personalised copy
Create a community
Get people talking in the right places to build brand networks
Boost loyalty
Reinforce reviews and referrals with localised content
Our social groups are our biggest influence
When our friends recommend something, we listen. And when that recommendation is reinforced by an advert with local insight - “90% of Bristolians would use this product” - it becomes even more impactful.
Brilliant copy starts with the right insights
Meet Tim.
Tim is the marketing manager for a challenger trainer company. His brand has a small cult following that produces some compelling UGC, but it feels as though there’s a disconnect between his ad creative and the brand’s community.
Finding the best campaign locations feels like guesswork and his marketing director’s feedback is that his copy isn’t converting.
“Let’s start by analysing Tim’s sales data, to give a snapshot of where people are already talking about his brand. This will help us to find where his warmest communities are, so that Tim can tailor his content strategy to:
- Find the top locations for personalisation, based on budget
- Highlight regional nuances in ad creative
- Encourage word-of-mouth conversations in social networks
- Create product collateral and packaging that works for a local audience
- Reinforce UGC that will prompt brand recall in target communities
Tom Ridges
Herdify, CEO
