Adding a Local Message to Your Marketing: Why It Matters and How to Nail It

Sid
Jun 2
3 min read

We live in a unique place, it’s vibrant, full of culture, and most importantly, proud. Newfoundlanders LOVE Newfoundland. So, it’s important to add a local touch (and we don’t mean naming your business “New Found (Your Thing).”

We’re talking about adding local flair by talking about places and people your audience knows. Show how you ‘get’ your audience’s world. Here, that can mean mentioning the rugged coastline, a beloved festival, or the quirks of winter driving. When your message feels familiar, folks listen. And if there was ever a time to represent your country, province, or town, it’s now! Ready to learn how? Let’s dive in.

Why Local Messaging Works

People trust people who know their backyard; a message that speaks to Newfoundland, shows you get it. You’re not just another face in the digital crowd. You’re someone who knows the names of the trap berths, the RDF, and the best place to grab some fish ‘n’ chips. That trust turns into clicks, calls, and customers.

1. Pinpoint Your Local Angle

Start with what makes Newfoundland unique. Is it The Battery, with its small-town charm in the middle of the city? The misty beauty of Gros Morne? Maybe it’s your coffee roast named after Cape Spear. Pick some details. Use it in your headline or tagline.

Headline idea: “Warm Up with Our Dunderdale Roast—Brewed Where the Puffins Fly”
Tagline idea: “Helping St. John’s Shops Shine, One Touton at a Time”

Ok, better than that, but you get the point. That local nod makes readers smile and pay attention.

2. Speak the Local Lingo (But Don’t Overdo It)

A little ‘b’y’ goes a long way. Slip in a “now da once” if it fits. But don’t litter your copy with too much slang. You’ll sound forced. Balance local colour with clear language. Your goal is to connect, not confuse.

Similarly, adding “St. John’s” in every sentence feels desperate. Don’t shoehorn local words into spots where they don’t fit. Keep it natural. Your message should read like a chat with a neighbour, not a tourist brochure.

3. Picture Perfect

Stock photos aren’t going to feel like home. Use local photography and video to highlight your local connection. Whether that’s your product on our famous rocky beaches or in front of the colourful Jelly Bean Row, local imagery is sure to resonate with the customer.

4. Share Local Stories and Examples

Storytelling grabs attention. Mention a Newfoundland success story. For example:

Fogo Island Accommodations uses local crafts in every room. They tell that story on their site and it works.
Quidi Vidi Brewery names beers after local spots or traditions —“Day Boil,” anyone?

Share a mini‑case where appropriate. Show how your café in Mount Pearl boosted foot traffic by 30% after adding “Your Daily Jiggs Dinner Fix” to your newsletter header. Real numbers add weight.

5. Choose Your Channels Wisely

Local messages shine in:

Email: Subject line like “St. John’s Special: 20% Off at Your Favourite Bakery”
Social: Geo‑tag your posts.
Website: Have a local landing page? Include a map, local testimonials, and a friendly photo of your team with an iconic Newfoundland view behind them.

But don’t spread yourself too thin. Pick one or two channels where your audience hangs out.

6. Partner with Local Voices

Team up with a Newfoundland influencer or blogger. Maybe a Tuckamore Festival organizer or a well‑known outdoor guide? Choose voices which already have your crowd’s attention and create a partnership - a fair one. A quick shout‑out or co‑hosted event can do wonders.

7. Track What Resonates

Measure open rates for local-focused emails versus generic ones. Look at social engagement on posts that mention Terra Nova versus generic product shots. Use simple tools—Google Analytics and your email dashboard. If local posts get higher clicks, you know you’re on to something.

Time to go rogue?

Adding a local message is about respect and pride. Respect for your town, your customers, and your story. Done right, it builds trust, boosts engagement, and sets you apart. Ready to make your marketing feel like home? Get in touch, and let’s craft a message that speaks fluent Newfie.