With Christmas just around the corner, we’re all about making a list and checking it twice. After a year of activating for brands everywhere from the outskirts of Darwin to the steps of the Murray River, Bastion EBA have developed a checklist for brands looking to engage with regional communities.
1. KNOW WHY THE REGION IS IMPORTANT FOR YOUR BRAND
Besides the mere presence of your brand in a location, have an insight on that specific community that provides a valid reason for your brand to engage. Know why the region is important for your brand, and why your brand is important for that region.
2. MEET THE PEOPLE THAT CREATE THE COMMUNITY
Outside of metropolitan Australia, areas become less about numbers and more about individuals. In regional communities, find those individuals that shape their community and allow them to shape your brand engagement strategy, from the language used in the campaign to the location of the activation.
3. UNDERSTAND THEIR SPORTING LANDSCAPE
Sport is universally binding, with an integral role to play in almost any regional area of Australia. Sport provided many of our clients with the necessary platform to create meaningful connections and support for the communities they wished to engage, from Powercor and AFL to Nissan and Netball. Find the sport that has the most impact, a genuine reason to partner at a local level, and run with it.
4. PARTNER WITH LOCAL ORGANISATIONS
Never underestimate the power of a partnership with the local council, media outlet or manufacturer. They bring knowledge, networks and legitimacy to brand engagement.
5. UTILISE SOCIAL MEDIA TO REACH THE RIGHT REGIONS
Invest in a targeted social media plan that tells your brand story in that specific region, allowing you to connect with a physically disperse target audience. Facebook has its place alongside the local daily newspaper.
6. TRACK THE ECONOMIC CLIMATE
The economic climate of regional communities fluctuates year-on-year, season-on-season, and is imperative to consider when planning a partnership, campaign or event inclusive of ticket pricing, timing, and topics of influence.
7. PUT IN THE EFFORT
Not all brands need to concern themselves with regional consumers/audiences, but for those that do these communities can create some of the most loyal and engaged brand advocates.
Through experience we’ve found it’s not always easy, but the regional connections created for our clients have been some of the most rewarding and last well beyond a campaigns conclusion.
Feature Image: Courtesy of Powercor Australia