If you have a service business that serves multiple communities, it’s easy to assume the market is the same. After all, you sell to people who have a need (plumbing, roofing, legal services, accounting, etc.), and you are an expert at meeting that need. However, even though your solutions are generally the same in each community, the markets can be vastly different.
For example, in Southeast Virginia where R2R Marketing is headquartered, there’s a significant difference between Virginia Beach and Williamsburg. Virginia Beach is a highly transient area with a huge active-duty and retired military presence. Williamsburg is less transient and is more retiree-oriented. Both areas are tourist destinations, but appeal to different audiences as well.
The messages that resonate with each market are different, and that’s true across the country. Phoenix is a very different market than Tucson, and the Midwest is different than the Southeast.
The key to effective marketing is tailoring your messages to each unique market. Unless you compete exclusively on price, you’ll likely find that one size does not fit all. One community may value dependable service and strict adherence to timelines, while another may value short lead times and fast turnaround on projects. Word choices have an impact as well – one area’s “pop” is another area’s “soda,” and using the wrong term can show you are an outsider or that you don’t understand the community.
How do you overcome the challenge? Do your research (or work with an agency that works to understand each market you serve) and consider creating or modifying customer personas to accurately reflect the needs and unique characteristics of each market. Personas can be helpful in crafting messages and with refining sales scripts and processes. While your underlying competitive advantage shouldn’t change, how you talk about your company and services should reflect the communities in which you operate.
If you’re not sure your marketing is on target for each of the areas you serve, reach out to R2R Marketing. We work with companies across the US and are adept at blending tactics that get results with local market drivers.
