5 myths about hyperlocal marketing that could be holding your business back

The truth about hyperlocal advertising & how to get it right

Hyperlocal marketing is all about reaching the right people in the right places – whether that’s specific postcodes, neighbourhoods, or streets near your business. But despite its effectiveness, many businesses fall for common myths that prevent them from making the most of their campaigns.

If you’re considering hyperlocal marketing, avoiding these misconceptions is key to making your campaigns as effective as possible. Let’s debunk five of the biggest myths about hyperlocal advertising.

5 myths about hyperlocal marketing (and the truth behind them):

  • The Truth: Print advertising and leaflet distribution can be highly cost-effective when strategically targeted. Unlike social media ads, which compete in a crowded online space, printed materials such as leaflets and magazines land directly in potential customers’ hands without distraction.

  • Why It Works: Print complements digital marketing, helping you reach audiences who aren’t always online. Many local audiences – particularly older demographics – are more likely to engage with print.

  • Pro Tip: Combining print and digital advertising creates a well-rounded marketing strategy that drives better results.

Myth #1: “Print and distribution are too expensive”

For businesses exploring hyperlocal campaigns, print advertising and leaflet distribution often seem costly compared to digital options like social media or email marketing, which can appear “free.”

Myth #2: “Magazines are outdated”

With digital marketing on the rise, some assume magazines are a thing of the past.

  • The Truth: Print advertising builds trust. Studies show that people find magazines more credible than digital ads, and print remains one of the most engaging forms of media.

  • Why It Works: The decline in physical mail means that printed materials stand out more than ever. 64% of RH Uncovered readers keep the magazine for at least two weeks,¹ providing multiple opportunities for your advert to be seen.

  • Pro Tip: If you want to capture attention and build credibility in your local community, magazine advertising remains a highly effective option.

Myth #3: “Competitor ads will overshadow my business”

Many businesses worry that advertising in a magazine with competitors reduces their chances of being noticed.

  • The Truth: If your competitors are in the magazine and you’re not, who’s more likely to get that call?

  • Why It Works: A well-designed advert with a compelling message and strong branding can differentiate your business from competitors – even in a shared space.

  • Pro Tip: Instead of worrying about competition, focus on what makes you different. Highlight customer testimonials, unique offers, or standout services to grab attention.

Did you know?

72% of customers won’t take action until they’ve read reviews. Gathering reviews is crucial - they don’t just help you improve; they also turn potential customers into real buyers!
Source: My Testimonial Engine

Myth #4: “You can’t measure the impact of print campaigns”

One major advantage of digital advertising is its trackability. But does that mean print campaigns can’t be measured?

  • The Truth: You absolutely can track print advertising success – you just need the right approach.

  • How to Track Print Advertising:
    1. Use promo codes unique to each campaign.
    2. Create a dedicated phone number for magazine or leaflet ads.
    3. Ask customers where they heard about you when they call or visit.

  • Pro Tip: Unlike digital ads that disappear after a few seconds, print materials stick around for longer – giving potential customers multiple chances to take action.

Myth #5: “Long-term advertising isn’t worth the commitment”

Many businesses expect instant results from a single advert, but consistency is key to success.

  • The Truth: Advertising works best when it’s repeated. Customers need to see your brand several times before they take action.

  • Why It Works: Brand familiarity drives sales. By issue five or six, your business name becomes recognisable and trusted, increasing the likelihood that people will choose you when they’re ready to buy.

  • When a One-Off Ad Might Work: While one-off adverts aren’t as effective for long-term brand building, there are some instances where they can be valuable – such as promoting a special offer, new product launch, or an upcoming event.

  • Pro Tip: If your goal is to build brand recognition and stay top-of-mind, a long-term advertising strategy is the best approach. However, if you have a time-sensitive promotion, a tactical one-off ad can still generate great results – especially when combined with digital and leaflet distribution for extra reach.

How to get the best results from hyperlocal marketing

Now that we’ve busted these myths, here’s how to maximise your success with hyperlocal advertising:

Source: 1.  RH Uncovered Reader Survey, 2023

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Explore how RH Uncovered can help your business connect with the local community. Whether you need a single ad in our magazine or a fully-integrated long-term campaign, we’ll tailor a solution to fit your needs and budget.

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