Why local marketing should be at the core of your marketing strategy, and where to start

Episode #275: Interview with James Maher (30 minutes)

Discussion Topics

  1. Online vs. Local Marketing
  2. building your mailing list
  3. local promotions
  4. relationship marketing

James Maher

Portrait & Studio Photographer in New York

James is a lifelong New Yorker, and like many Manhattanites, he is a terrible driver and cook; however, he is an excellent navigator and knows where to find the best Chinese takeout. James has devoted himself to his photography business in New York since 2005. His fine-art photography has been sold and licensed to collectors and companies globally, including Tiffany & Co. and G-Star RAW, he works with various businesses as a portrait and studio photographer in New York, he is a regular contributor (both photographic and written work) to a variety of websites and magazines, and as a certified New York tour and workshop guide, he frequently leads photography workshops. He has also had a multi-year regular feature for the NY Daily News reporting on different neighborhoods of the city through street portraits and interviews with locals.

James has also been working on a documentary project since 2012, which consists of nearly 150 portraits and in-depth interviews primarily with long-time residents, business owners, and employees in the East Village neighborhood of New York City. The project has become a historical account of the mid-to-late 20th Century of one of the most vibrant and lively neighborhoods in the city.

Summary of Discussion Topics:

  • The benefit of having a good split between online and local marketing
  • Where to start with local marketing
  • Why you should make an announcement that you’re in business
  • Why having a mailing list is an effective tool to use to grow your business
  • Giving a purpose to your announcements and mailing lists
  • What to put in your announcement email
  • How to build your email list
  • How to come up with ideas for local promotions or campaigns
  • How to partner with local blogs, magazines, newspapers or other resources who already have an audience
  • Why it’s best to focus on relationships and not “pitching” for networking opportunities
  • How relationships can be at the core of your marketing efforts
  • How social proof can work for you in building a networking/marketing plan

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