How to Build a Hyperlocal Marketing Strategy That Scales: Insights from Simon Le Grice

[WATCH FULL INTERVIEW ON YOUTUBE]

In a world where everything is digital, it’s easy to forget that some of the most powerful marketing still happens right on your doorstep. 

Hyperlocal marketing isn’t just a copy-and-paste of your usual marketing strategy. It involves listening to what your community needs and thinking a little outside the box. If you’re launching brick-and-mortar businesses, whether a vet clinic, beauty salon, or co-working space, it could be the key to sustainable growth.

We recently sat down with Simon Le Grice, a seasoned marketer with two decades of experience across brands like Treatwell, Rover, and Creature Comforts, to unpack what launching local looks like today. 

Local Isn’t Just About a Postcode 

Targeting at a hyperlocal level sounds simple…until you try it. 

Platforms like Meta aren’t built for small, specific audiences, and the more filters you add, the harder it gets. 

“You’re already losing a bunch of people because they’re not pet owners, not the right demographic, not the right affluence,” Simon explains. 

“You’re shrinking your concept of who the customer is.” 

That’s why running a postcode-based campaign isn’t enough on its own. You need a mix of channels, creative testing, and local context to make it work.

The limitations of digital platforms (Meta’s ad algorithm doesn’t love small audiences) can make finding and converting local customers difficult. It requires blending the online and offline, strategically. Think: direct mail, community events, flyering, even local partnerships.

Why Playbooks Don’t Work (and Menus Do) 

When you're launching something local, rigid marketing playbooks tend to fall apart fast. 

“A playbook feels passive,” says Simon. Whereas a ‘menu’ forces you to choose what’s right for that location. Whether it’s door drops, paid social, or dog-walking groups, every area needs its own mix. 

At Creature Comforts, a modern vet clinic chain, community is embedded into everything they do, with paw-trait events, local artist partnerships, and a vibe that feels more like a pet wellness club than a sterile clinic.

This kind of hyperlocal marketing isn’t clean or perfectly trackable, which is the point, Simon explains. 

Simon’s strategies lean on triangulation: CRM data, search trends, and a simple “How did you hear about us?” to stay grounded. 

Brand consistency comes from having clear values, rather than strict rules.   

“You can’t set hard and fast rules when you’ve got physical locations and the public coming through the door,” Simon says. 

“It’s about guide rails and trusting the team to know what’s on brand.”

Want to learn more about Simon’s approach to local marketing, community building, and creative leadership?

Watch or listen to the full interview with Simon Le Grice.