Working With “Local” Brands
In the world of marketing, it’s easy to get stuck on the idea of the big fish. And we get it, working on a campaign that will be seen by millions of people is a resume-worthy achievement that anyone would be proud to display. However, over the years at Marketicity, we’ve learned that you can miss out on something extremely satisfying and meaningful if you’re only ever big-fish hunting and not working with local brands.
Perhaps no client speaks to this better than our work with Wightman Pharmacy. This local pharmacy in Waterloo, IL is not a big nationally recognized name, but what it does have can’t be manufactured no matter how much money you throw at it.
Wightman Pharmacy is a fourth-generation family-owned pharmacy that has been around for 128 years. We have been fortunate enough to work with them on their social media outreach and presence for quite some time, and as such, we get to witness the true power of this incredible brand’s history firsthand. When you work local, you really have to understand the community you’re speaking to. It will be immediately obvious to everyone if the message is off target. As we spent time learning more about the strength, dependability, commitment to personal service and customers Wightman Pharmacy, we also explored options for leveraging the other “local” businesses that neighbor the pharmacy. Whether physically “neighboring” Wightman Pharmacy in the downtown Waterloo area, the businesses that sit on the town square or those that sit a little further off of this picturesque location.
So we began a social media campaign that features not only “business neighbors” but also our customers who are “neighbors”. Posts that feature our “business neighbors” help to place a focus on other locally owned businesses, and the fantastic opportunities to shop, dine and do business right here in our surrounding area. We are blessed to live and work in a wonderful community with countless businesses that have helped to make out town the exceptional place it is to live. This is great way to help promote and say “thank you” to them.
As far as our “customers who are neighbors”, we have been fortunate to provide our services for four generations … and many of our customers families have been coming to us for that entire time. So, when we get a wonderful review online, we like to share those experiences too!
The social media campaign is rounded out with other posts that feature information, products and important messages. Our goal is to cement Wightman Pharmacy, as a place where you are known, cared about and can receive exceptional personal care.
By focusing on this strategy, the Wightman online presence is strengthened and the reputation of an already strong brand of nearly 130 years continues to grow. And, that’s marketing you can’t buy.
