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How Big Is Your Neighborhood?

How Big Is Your Neighborhood?

For a vast majority of businesses, the local marketplace really matters. Retailers, restauranteurs, and service providers know there’s a limit on how far customers will be willing to travel for their offerings.

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E-commerce has certainly allowed some businesses to exponentially expand their reach, but even then, geography matters to some extent. For example, of all the Down East t-shirts a Maine online retailer sells each year, very few are sold to people in the northern regions of the Midwest; even fewer are sold to customers outside the US.

We’re all operating with a limited amount of marketing dollars. To use those funds strategically, it’s important to know where your customers are. The size of your neighborhood has an impact on what marketing tools and techniques make sense for you. If you’re connecting with customers all around the world, you’ll have a different set of priorities than a business owner who’s focused on connecting with all the customers on their block.

Neighborhood size can be categorized in the following ways:

Hyperlocal: Your marketplace is extremely targeted, such as a food truck that wants to capture all the business on a particular street corner.

Local: Your marketplace is the town/neighborhood in which your business is located and whatever people in your area consider a reasonable drive to reach you is. This varies by geographic region – in some communities, going 15 miles is nothing at all, while in others, it’s quite a schlepp.

State/Region-wide: Most often seen as being relevant to destination locations, the state or region-wide market includes communities that are within a 3-4 hour drive of your facility.

Nationwide/Global: You have customers in significant numbers all around the country – or even the world.

Your frontline personnel can play a huge role in helping you determine your neighborhood size. They know if they’re seeing the same customers regularly, or if there’s a regular influx of tourist traffic. Online retailers can use order details to get this information. It’s a great idea to plot this information on a map & keep this map in your marketing department. It’ll help you stay focused when deciding what marketing opportunities to take advantage of, as well as when you’re targeting your advertising.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office