With truth in short supply these days, a brand’s authenticity, particularly its local authenticity, is more important than ever. We trust those we know, those who live in our community. They’re one of us. We are forever suspicious of outsiders, the unscrupulous “them.”
If you’re a local marketer for an SMB (small or medium-sized business), you’ve got an advantage over larger brands with multiple locations. You’ve got your finger on the pulse of the community. You live in it. It’s easy for you to capitalize on that pop-up holiday market on the corner of 5th and Main.