Local marketing is a marketing strategy that targets consumers within a radius around a physical location with marketing messages tailored to the local populace. It is also known as neighborhood marketing and is employed by individual locations of a larger corporate entity, such as a franchise store, to supplement mass-market advertising campaigns. Independent and regional retailers also utilize the same strategy and tactics in their marketing efforts. Local marketing includes a vast array of marketing tactics utilized by businesses everywhere, such as promotion of business in a local chamber of commerce, direct mail, issuing local press releases, hosting events, sponsorships, purchasing ad space in print, outdoor, or local television, etc.. Local marketing can be studied from both the retailer and manufacturer perspectives. For the retailer, local marketing implies optimization of the stores marketing mixes both in-store and out of the store. For the manufacturer, local marketing involves optimizing a products marketing mix at the store level. Local marketing is particularly vital for small businesses and brands producing perishable or fragile goods. It allows them to generate more leads and ensure that consumers will visit their store. Local marketing is ideal for any business that has a physical presence and serves customers face-to-face, whether it’s a single shop or chain store. Some examples of businesses that need a local marketing strategy include restaurants, retail stores, salons, and gyms.