Many of the clients we partner with at Balihoo are challenged with marketing to their local audience with a relatively low marketing spend.  For them, the budget allocated is a significant investment and although it may seem low to the fast food giants and car dealerships, it represents a significant portion of their total expenses.  They are challenged with how to reach their audience on a one to one level, avoiding wasted reach and dollars. 

An effective tactic for B2B and B2C businesses alike is email marketing and this local marketing strategy is often times over-looked or under-utilized.  Email marketing is an inexpensive and effective (not to mention measurable medium) that offers one to one messaging to your current customer database that has already shown interest in your product or service.    According to JupiterResearch’s The and Portable Inbox (2008), 44% of email users said email inspired at least on online purchase and 41% said it prompted at least on offline purchase.   Email can be used for not only encouraging a purchase but for brand building efforts such as increasing loyalty to building out your database.  So the next time you reach for the phone to call you direct mail vendor or cable representative, consider email messaging as an extremely powerful addition to your local advertising mix.