101: Hyperlocal targeting and direct marketing/mail - RECORDING ONLY

This session is a recording only.  If you would like to receive the link to the recording, please register below.

2026 brings an updated 101 Knowledge Session programme available for all ISBA members. The sessions - curated in partnership with Pete Davis, MD of Getmemedia.com - deliver valuable insights and learnings from industry experts and address the whole media landscape and communications process.

This 101 session explores how hyperlocal targeting and direct marketing can be used together to reach audiences with greater relevance, precision, and impact. We’ll look at how brands can identify and engage local communities using a mix of media channels — including local press, digital, OOH, search, and direct mail — to deliver messages that feel timely, personal, and meaningful.

The session covers how direct marketing has evolved in a digital-first world, why channels like direct mail continue to deliver high attention and effectiveness, and how physical communications can seamlessly connect to digital experiences. Using real-world examples and industry data, we’ll explore best practice in planning, targeting, creativity, and measurement — helping advertisers build stronger local campaigns and make more informed decisions about hyperlocal and direct marketing activity.

Hyperlocal targeting

•    What is Hyperlocal Marketing and what are the benefits of using Hyperlocal Marketing?
•    What does a Hyperlocal marketing campaign look like?
•    Best Practice  Hyperlocal Targeting case studies
•    5 Key Take Outs

Direct Marketing

•    What is Direct Marketing and what are the main types of Direct Marketing?
•    What are the benefits of Direct Marketing?
•    What’s the future for Direct Marketing?
•    Best practice case studies
•    5 Key Take Outs