Understanding Marketing Management and Building Local Brand Awareness
The American Association of Marketing defines marketing management as the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create and exchange value. This is all done with the aim of meeting individual and organisational goals (Grönroos, 1989).
One area where many businesses aim to excel is in their online presence and customer service. Ranking well on search engines, achieving strong customer reviews and maintaining a recognisable brand image can all contribute to business growth.
However, marketing is not just about digital campaigns or advertising. It also relies heavily on public perception, community visibility and word of mouth.
Building Reputation Through Service and Visibility
Reputation is often built through a mix of excellent service and a product that consistently delivers. A positive experience leads to recommendations, which are powerful for growing brand value.
Research backs this up. Todorov (2021) found that word of mouth is five times more effective than paid advertising and drives significantly more sales. Around 64 percent of marketers say it is the most valuable form of marketing. O’Neill (2022) also noted that 74 percent of consumers say personal recommendations influence their buying decisions. Millennials in particular are more likely to discover brands through friends and family.
Finding Opportunities for Local Growth
While national or regional performance may be strong, some businesses find that local awareness or perception doesn’t match wider success. One way to tackle this is by looking at local demographics and economic factors.
For example, if the average salary in a specific area is lower than the national median, premium products might be less accessible. Nearby areas with higher household incomes might be a better fit for certain campaigns or offers. It’s also worth noting that different products or service levels can help appeal to a wider customer base.
Sometimes, historic branding or past associations can cause confusion. If an organisation has changed names or shifted brand identity in the last decade, locals may still associate it with its former name. This gap between brand recognition and current market position can affect trust and engagement.
Community-Based Marketing That Leaves a Lasting Impression
Community marketing works best when it creates real value and long-lasting impressions. For example, sponsoring local events or sports teams can boost awareness, but physical presence and memorable touchpoints help even more.
A previous example from the heating oil industry illustrates this well. A company sponsored rural children’s rugby tournaments and gave every child a branded rugby ball to take home. These small but impactful items acted as daily reminders for families of the service, especially since the balls often ended up in gardens where heating oil tanks were stored. The company saw an increase in local sales in the months that followed.
While it’s difficult to track exact return on investment from this type of activity, the brand’s presence in households and local conversations clearly made an impact.
A Creative Approach to Local Engagement
For businesses aiming to improve visibility in a specific region, thinking beyond traditional ads can help. One creative idea is sponsoring public flower beds or village entry points. These visible community features enhance the local environment and offer subtle, consistent exposure.
Placing branding or recognition signage in more affluent towns or commuter villages can create positive associations. This connects the brand with the idea of enhancing curb appeal, showing that the business supports the local area’s visual identity and wellbeing.
This type of community sponsorship can generate positive word of mouth. The more residents associate a brand with their surroundings and hear about it through trusted local sources, the stronger the brand becomes.
Connecting Marketing to Sales Growth
Marketing management is not just about promotion. It directly supports sales, brand trust and long-term profitability. A well-managed marketing strategy that includes local engagement helps ensure that the brand is recognised and respected in the areas where it operates.
As Hooley and Shepherd (1989) explain, marketing plays a vital role in shaping customer perceptions and supporting commercial goals. Whether it’s through digital strategy, reputation management or community outreach, each element contributes to stronger brand value.
Key Takeaways:
Word of mouth is still one of the most effective ways to grow a brand.
Local presence matters, even when national performance is strong.
Understanding household income and local perception can shape better strategies.
Creative community sponsorship leaves a lasting impression.
Good marketing directly supports sales and long-term success.