Nextdoor Introduces Local Deals for Targeting Specific Neighborhoods – Adweek
Neighborhood social network Nextdoor introduced a way for local businesses to take advantage of its hyperlocal targeting capabilities.
The new Local Deals option enables businesses, service providers and neighbors for hire to promote sales, discounts or other incentives to new and existing customers in specific neighborhoods via the Nextdoor platform, paying to communicate solely with the people they want to reach.
Starting Tuesday in the U.S. with plans for a global rollout next year, businesses that have set up their free business pages on Nextdoor can create Local Deals.
Nextdoor said in a blog post that 90% of consumers make the majority of their purchases within 15 minutes of their homes, citing research by Access Development.
The company added that members will see Local Deals in areas of Nextdoor that they are already using to search for local spots or neighbor recommendations.
Businesses choose the neighborhoods they want to target, and their Local Deals will appear in the news feeds of verified residents in those neighborhoods, as well as in the platform’s business section, on business pages and in search results for related topics.
Members can save their Local Deals and redeem them online or in-person.
Nextdoor head of product Tatyana Mamut said in the blog post, “On Nextdoor, we connect businesses with neighbors who become loyal, lifelong patrons. With 40 million recommendations and 76% of members sharing that they’ve been influenced by a neighbor’s suggestion on Nextdoor, word of mouth has always been a major part of our platform’s neighbor-to-business connection. Businesses can now utilize Local Deals as that extra push to get neighbors in their doors or in their networks, and then recommending them to their community.”
The company also shared some results from early testing of Local Deals:
Sue Randall, manager of La Fiorentina Steakhouse Italiana in Punta Gorda, Fla., reported that breakfast sales grew 20% with the help of Local Deals.
Tom Worley of Texas fast-casual chain The Toasted Yolk Café wrote, “In just one month, our Local Deal helped us reach tens of thousands of people who we know live in our target neighborhoods. That’s huge for us.”
And Claire Lechtenberg, marketing coordinator at YWCA Central Carolinas in Charlotte, N.C., added, “We’ve done a lot of direct mail, but Nextdoor Local Deals are much more effective and cost-efficient. When you mail something, you have to send at least three different mailers. It’s both a time and financial investment. Local Deals are much more effective because members on Nextdoor are very committed to their communities and really want to support their local businesses.”
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