Brands looking to expand their reach and diversify their audience should consider advertising to more than one market. Yet, that’s easier said than done. Focusing on one area helps build local trust and understanding, but taking a broader approach can make it harder to connect with consumers.
Luckily, there are methods to help brands reach a wider audience without hurting their existing consumers. Companies should keep the following in mind to achieve this.
Prioritize Existing Supporters
When expanding your brand to reach more markets, you’re not just appealing to new consumers. You also want to keep marketing to your current supporters. Even though you’re trying to reach new people, local culture and values should remain a priority.
Acknowledge your local community in your marketing efforts. Tell their stories and mention why they’re an important part of your business. As you’re reaching out to new markets, offer special programs and discounts to existing supporters to remind them how important they are to your brand.
Give Back to the Local Community
To ensure local consumers don’t feel forgotten, find ways to give back to the community when you’re able. Partner with non-profits, sponsor events, and donate products and services within your community. These efforts won’t just make existing consumers feel seen, but they will also show new audiences that you truly care about the people you serve.
Use Local Values to Connect with New Consumers
Just because someone doesn’t live in your company’s area doesn’t mean they don’t care about your roots. Talk about your local values and why you care about your community in your marketing campaigns. Through storytelling, share how your business got started and why you’re committed to what you do.
This approach is a great way to develop an emotional connection with both locals and new regions. They’ll see that you care about what you’re offering and the community you started in, making it easier for new consumers to trust you.
Focus on Your Brand’s Uniqueness
Don’t change your brand’s approach just to appeal to new markets. Your brand’s unique qualities are what set them apart from the competition, regardless of where you’re marketing to. By changing your brand to be like other brands in that region, you’re only making your company blend into the competition instead of standing out.
For example, if you’re selling vegan products but there aren’t as many vegans in the new region, it might seem like changing the ingredients would help your products sell better. However, that would mean straying away from the reason many people love your brand. So, keep your recipe the same since shifting to a new direction could make you lose your existing customers.
Remain Transparent and Authentic
When brands are open and honest about who they are and what they do, it’s easier for them to build trust and loyalty. Rather than saying what you think a market wants to hear, be honest about who you are. Tell your story and remind viewers what sets your brand apart.
Use customer testimonials when it makes sense. Doing so allows your company to connect with current customers while showing new audiences that real people value and support your brand.
Listen to What Customers Want
The most beneficial way to succeed in all markets is to listen to your target audience. Read reviews and comments. Whenever there are suggestions, concerns, or criticism, take those into account and use them to better your brand. If you’ve made changes based on customer feedback, mention that in your marketing to remind new and existing customers that their opinions matter.
Work with a PR Expert
Expanding your business to reach more markets can be complicated. You need to find the perfect balance between supporting local customers and connecting with new ones. To ensure you follow the best process for your brand, work with a PR expert.
Contact Avenue Z today to see how we can help you reach new customers while maintaining existing customer loyalty.
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