HYPERLOCAL ADVERTISING FOR THE BROAD MODERN BUSINESS MARKETING STARTS RIGHT NEXT DOOR
There are a lot of personality-profile tools on the market, and many of them use similar science to make their recommendations. However, there are two critical factors you can use to identify the helpful ones: Was the profile developed to hire sales people or the population in general? (There is a big difference.) • Experienced salespeople have taken enough profile assessments to know how to answer the questions in a way that favors them rather than reveals the truth. When that happens, you get false data, which leads to poor decision-making. Not long ago, a sales candidate took a profile assessment with us in an effort to get a job. But we didn’t hire him because he didn’t have the energy or the ability to deal with rejection. This candidate then took the same profile at a later date for a different client and Whether you’re the CEO of a major tech- savvy corporation or a freelancer, your eyes should be set on your next marketing move in this digital age. While spinning signs on sidewalks and flying banners from the backs of airplanes may be considered staples of public outreach to some, the tides are shifting to more targeted ways of reaching your future clientele. Virtually any business can benefit from utilizing hyperlocal advertising and its many strategic facets. Hyperlocal advertising refers to the process of hyperspecific or niche marketing campaigns implemented for a certain focus area. This can take many forms depending on the specific needs of the business. A local mom and pop restaurant may choose to take advantage of hyperlocal advertising by sending ads to potential customers within a 5-mile radius during the hours they are most likely to be hungry, on their lunch breaks, or when they are otherwise free to stop in for a bite to eat. • Was it built to prevent cheating or gaming the system?
Alternatively, a major car dealership in a metropolitan area could target their potential audience by running ads during local professional sports games.
So how does this work for your business? It all depends on your desired campaign for your targeted region. Assuming you’re well-
A mechanic shop expanding to a new city may cast a wider net, while a high-end jeweler may target areas with higher incomes.
informed about your current demographics or the demographics you’re hoping to reach, there are several methods to effectively implement hyperlocal advertising tactics. By using GPS and IP addresses, you'll be able to target ads to specific cities, streets, and even buildings by inputting their coordinates. After you’ve narrowed it down, you can choose which areas work best for your goals.
With hyperlocal strategies, your advertisements can cater to a variety of digital platforms, like social media,
streaming services, and apps. These new-age technologies will give you more exposure and patronage for your ever-expanding business!
PUT PERSONALITY PROFILES TO USE WHEN HIRING A NEW PRODUCER
came out looking good. Did he miraculously become more energetic and learn how to handle rejection? What’s more likely is that he learned how to game the system. It is critical to prevent dishonesty in this stage of hiring. The GRIT Personality Inventory does a good job of this. It measures 10 primary traits and 10 secondary traits for salespeople. There are a couple of factors for which you’ll want an appropriate score. Intensity and Drive If someone is not driven to be successful in sales, they are bound to fail. It’s just too hard in the first 2–4 years for someone who’s not determined to succeed. Independence Those who score high want to work alone without supervision. They enjoy situations where they are in control of the outcome of their efforts. If you wanted to hire a staff person rather than sales, you would want someone who scores low on this. For them, teamwork and compliance are more important. But for a salesperson, this characteristic can be ideal.
Here are a few samples of secondary traits:
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Confidence/persistence to close sales
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Charisma to influence others to buy
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Proficient at managing time
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Receptive to coaching
For more insight from Randy, be sure to visit The Wedge Blog at thewedge.net/blog.
Agency Owners! To test drive the GRIT Personality Inventory, please request it here: thewedge.net/news-gpi/
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