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07/12/2013: welcome to stunning saturday - keep it local

The day of Saturn, Roman god of agriculture, a day for growing your business. As in agriculture, sometimes growing something different can bring better results. The success of arable agriculture is influenced by planting the right seeds in the right ground. The same applies to all businesses.

In Japanese business circles, there is a phrase commonly used: "If you want to be truly global, first you must be truly local". But what if you only want to be local? Exactly the same applies.

The key is to define exactly what 'local' means in your business, then target your promotional activity in that area. There is little enough time in any small business, so the last thing that anybody wants it to use this precious resource fending off enquiries from customers that are too far away to serve profitably.

In many businesses, the deifinition of 'local' can very according to the value of a particular job. For example, if you are a plumber, it is not worthwhile travelling 30 miles to change a leaky washer, but that distance is well within profitable range for fitting a new boiler or refurbishing a bathroom.

So, how to go about managing the area in which you promote? In some cases, such as press advertising or mail campaigns, this is easy. You simply choose a publication that goes out to the area in question, or use a mailing list for chosen postcode areas. As the web is a global resourcem, anybody, anywhere can see your information.

Pinpointing the right areas is easy with Webinthebox« from the Village Websmith. The areas served function strongly ties what you do to where you wish to do it and for whom, with different information available to different geographical areas and market sectors. Targeting your promotion via the web this way is a very cost effective method of making sure you don't have to climb down a ladder to explain to someone hundreds of miles away that you can't just 'pop round' and give them an estimate. Call us on 0203 239 0350 or click in the header of any page to send an email.

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