Local agent marketing:
Targeted customer approach in your region

It is not suitable for every company to rely on a national or even global marketing strategy. Companies with decentralised structures in particular rely on their local intermediaries for marketing in order to make the brand visible and successful in a specific geographical region. However, this local intermediary marketing also offers the opportunity to adapt marketing content and strategies to the local target group and cultural characteristics.

Agents act as sales partners of a company whose main task is to broker services. Intermediaries also help to increase brand awareness and gain the interest and trust of potential customers. Intermediaries are particularly common in the insurance, property, finance, travel and automotive industries.
 

Successful market presence through local customisation  

In order to establish a successful market presence in a region, it is crucial to develop targeted and effective marketing strategies that are precisely tailored to the needs and preferences of the local target group. Intermediaries can play a central role in this, as they know and understand the local market conditions, customer preferences and cultural characteristics. It is helpful and important to gather this experience and also to incorporate it into strategic marketing planning as a company headquarters.

In addition to the local customisation of marketing, it is also very important for the brand that the corporate identity (CI) of the company is maintained at all times despite the different marketing activities at different locations. This ensures that the company stands out clearly from its competitors and increases brand awareness.
 

Marketing measures in local agent marketing    

Even in local agent marketing, it is now standard practice to rely on a well thought-out, cross-media marketing strategy. Nowadays, it is important to combine a wide variety of marketing materials in order to reach as broad a target group as possible.

Print advertising materials such as flyers and brochures are still an effective marketing measure to reach potential customers in the immediate region. In addition, personalised mailing campaigns, newsletters and other digital marketing measures such as social media ads can help to reach the local target group. The specific targeting of these adverts can be used to display the content only in the relevant region and generate as little wastage as possible.

Another effective marketing measure in local intermediary marketing is the placement of out-of-home marketing (OOH), such as on large billboards or advertising pillars at local railway stations, on busy streets or in shopping areas. Digital out-of-home advertising (DOOH), such as displaying adverts on digital screens in supermarkets or pedestrian zones, can also reach the local target group and further strengthen brand awareness. It is also possible to address potential customers directly on site at the point of sale (POS) by relying on an appealing shop window and shop design.

Local agent marketing and software solutions    

The management, planning and implementation of local and individual agent marketing can quickly become a mammoth task for the central marketing department. Marketing management software can provide support here. It enables simplified communication between the marketing centre and the local agents. Templates for a wide range of marketing measures and campaigns can be customised and created. By eliminating personal enquiries and long approval loops, local agent marketing can act much more effectively and quickly. Local agents can plan and create their measures and adapt them to the needs and interests of the local target group even without in-depth marketing knowledge.


If you would like to find out more about local agent marketing and are interested in how your company and your agents can become locally visible and successful, please feel free to contact us at any time.  We look forward to supporting you.