HyperLocal & the Premis of Positive Engagement
Marketing experts across the world are broadly discussing the power engagement and the reason why is simple, it works! But how does it work at a hyperlocal level and why?
Engagement can range from free newspapers thrown out on your lawn to a neighborhood cafe sending you a hand written invitation to a complimentary sweets & treats night.
If you want proximity which is functional and sustainable then you need positive engagement. Functional and sustainable are the key words because current main stream advertising techniques are not.
Positive engagement is the premis of how hyperlocal markets can be developed and sustained.
Think of it this way, true proximity which is both authentic and transparent is never granted in a manner of aggression. You don’t walk into a system and coopt it. You engage it with a postive manner and move accordingly.
You only gain this proximity by behaving in a manner which is deemed safe and appropriate to the locale. Sure individuals will move to gain proximity which is based on the engagement of shock and awe but hyperlocal is all about transparency and disclosure.
How well do you know the situation, how close in can you move, what type of access can you get? This can only be the result of positive engagement.