The driving force of successful campaigns comes with delivering inclusive content to a diverse audience whose norms, backgrounds, and behavioural patterns differ significantly. If the marketing campaign fails to make consumers feel valued or understood, it falls short of achieving its goal. Moreover, it leaves behind a terrible impression of the brand.

And that’s why regional marketing is instrumental in increasing the effectiveness of a successful marketing campaign. It will help you capitalise on several opportunities, save time and find out where you get the best payback. Regional marketing is all about staying on top of trends and having brand awareness. It’s about building trust, enhancing the experience, boosting customer frequency, and catering to their unique preferences. This keeps you a step ahead in different geographical areas and its competitive conditions.

The goal is simple, target customers of specific regions and create brand affinity to achieve local sales and inquiries. The size of the campaign is up to you. It could be a town, district, state, or even an entire country.

You also follow the two-factor method – location-based marketing and relevance of the campaign.

Location-based marketing reaches customers based on target regions. Whether the marketing collateral is online or offline – using tools like social media advertising research and testing we can pinpoint the customer journeys and demands. Relevance, on the other hand, focuses on customer attitude, culture, weather, and spending habits. Each region has its personality that can be capitalised on by both global and local brands. These two factors connect people and their regional quirks with marketing strategies to not only be relatable to your audience but also start a conversation with those who ‘don’t get it in the area.

Taking a look at creative examples like Swiggy’s tagline ‘Ghar ka khana, saath mein thoda Swiggy’, which localises flavours and celebrates cultural differences of states like Tamil Nadu, Maharashtra, Andhra Pradesh, and West Bengal. The light-hearted advertisements feature typical Indian families who cook home meals and order dishes from a restaurant as an element of surprise. This campaign garnered over 35 million views on the brand’s official YouTube channel.

Talking about our integrated campaign, “Pookalam With A Fresh Twist”, an Onam campaign for our client Cuticura, catered to the Kerala audience through influencer participation and PR kits. We conducted a successful offline campaign from the 2nd to the 4th of September at Lulu mall in Kochi. Influencers accepted the #PookalamChallenge and we had an increase of 24% engagement rate on Instagram in just a few days.

There has been a surge of MNCs and start-ups setting up in India, and their sustenance requires building solid connections. This is why capturing both the brand’s essence and resonance of the local go hand in hand to generate great exposure. By capturing and emphasising regional dialect and using memes, add a sense of humour, relatability, and personality to your brand. There is extreme passion when it comes to identifying with one’s dialect and regional culture, regional marketing will prompt the audience to feel that the brand directly spoke to them. Trust in the brand will not only maintain sustenance but will also leave the audience anticipating more.