Local marketing—also referred to as local store marketing or neighborhood marketing—specifically targets the community around a physical store or restaurant. Promotional messages are directed to the local population, rather than the mass market.
In practice, local marketing can take several forms. Many local businesses directly contact consumers through mail, in-town events, local team sponsorships, or advertisements in the town paper. Hoping to not only attract new customers but to drive repeat business, a successful local marketing push allows a store to stake out a significant presence in local consumers’ mental maps of their communities.