LOCAL AREA MARKETING

In 2014, Telstra Local Area Marketing approached Paragon with a problem. ​Their Telstra Shop franchisees were unhappy with the Local Area marketing templates they were being supplied by Head Office. 

 

Typically, they were the national ATL material, re-badged with the locality name - the franchisees had no say in the offer, and it had no specific relationship with the region. As a result, they didn’t use them, and with the help of the local newspaper created their own, much to the alarm of the Telstra brand desk.

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As CD of Paragon I created an approach we called ‘Truly Local’, based around particular approaches for specific Geozones - coastal, agricultural and urban. Shop owners could choose the creative most appropriate, put their own picture and personal message on their press ad, and even get sent a script for them to record themselves on local radio.

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The campaign was hugely popular with the franchisees, and Telstra reported a significant uplift in sales of the featured handset compared to non-participating stores during the same period.