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From a local area marketing concept the 7/11 model simply can't stack up and what you should learn from their mistakes. $1 Slurpee's are a massive success" a spokesperson for 7/11 has been quoted as saying in various industry publications. So why are they in a mess? Let's break it down. The logic behind a strategic local area marketing campaign is to drive traffic and increase both basket size and profit. As 7/11 is positioned as a bolt on to a service station, one would think (trying not to use the 'assume' word) that the aim is to attract more drivers to stop and fill up? I would be interested if 7/11 took any statistics on the demographic of the purchaser of their $1 Slurpee's, I know my kids queued up for theirs and brought nothing else. Yes it drove traffic to t[...]

Did you know that there are more than 101 Local Area Marketing Secrets you can start using today? Here is the first secret you need to know. You need to think about how can you get your target customers to see something that’s usually routine, "normal" or boring, as unique, quirky, fresh and creative? You need to be constantly looking for ways to get people to stop and say, “Hey, that’s cool! No ones done that before!” Here you go, now start getting creative. ¿ Put some fun into your paperwork. ORIGAMI anyone? HSBC printed origami folding instructions on the back of its ATM receipts. You could print jokes, cartoons or fun facts. That’s what fun brands do: they are always looking for ways to liven up mundane processes and objects. ♤ Get a professional website, yep i[...]