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Local marketing is nothing new. For decades businesses have been targeting local markets using local print media, radio, billboards, TV, event sponsorship, etc.
For many national brands the co-op program was developed to help local retailers promote their products at the local level. They typically set aside a small percentage of gross sales by the retailer to be used in their local marketing efforts, ensuring the manufacturer’s products were promoted alongside the local business.
However, as brands moved online the first impulse was to leverage the ubiquity and reach of the Internet to break out of geographic constraints instead of seeing an opportunity to penetrate local markets even further. The prevailing attitude was to treat local marketing strategies as outdated and ancient.