Local marketing

We help you understand the local context and the competitive environment of your stores in order to manage performance, activate local media mixes and manage local-national relations.

Our team of expert consultants accompanies large retail networks in improving local knowledge and optimizing their marketing and communication strategy.

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Marketing local Converteo
  • Knowledge of local marketing
  • Evolution of the media mix in local marketing
  • Activation of the media mix in local marketing

Knowledge of local marketing

We support you to boost local knowledge, in collaboration with your teams and their tools and with the help of external data, in order to better understand the effectiveness of your local marketing strategy according to specificities in the field:

  • Mapping of catchment areas (population, housing typologies, competition)
  • Segmentation of stores and their area into similar groups
  • Localized statistical analysis (e.g. Marketing Mix Modeling)
  • Improvement of technological stacks: integration of in-store visits, offline conversions, deployment of an omnichannel vision 

Evolution of the media mix in local marketing

In a change management process, we help you optimize your media mix (offline and online) and in particular deal with the reduction in leafleting:

  • Popularization of the different possibilities in local marketing: digital media, traditional media, data collection strategy for measurement or activation purposes
  • Embedding of the various people working on new projects, from headquarters to the field, through internal and market data
  • Creation and deployment of industrialized processes to customize the media and its message without human overload and technological complexity

Activation of the media mix in local marketing

We support you through to the deployment and operational part, while promoting the in-housing of skills:

  • Positioning as a trusted third party with respect to media & creative agencies and media & technology providers
  • Proposal of a local media mix through detailed knowledge of market players
  • Definition of steering indicators and an ad hoc measurement protocol (incremental measurement, receipt, average cart value, turnover, recruitment, etc.)
  • Definition of format and message strategies based on the business action plan and local activity, measurement integration via A/B testing

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