The social licence blueprint: Tapping into local media’s power

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By Mumbrella

Having grown up in regional Australia, Jamie Wood, global sales director at Boost Media International, understands the importance of local media. Here, he discusses just how powerful it can be, and why marketers should get behind it.

I grew up in Gunnedah, New South Wales.

Gunnedah has a population of about 8,300 – 4,300 of whom would make the regular three-hour round trip to Tamworth each Saturday to order Macca’s for lunch!

Despite being the birthplace of well-known personalities like Tom Gleeson and Miranda Kerr, the real celebrity in town – at least when I was there – was our local radio station, 2MO.

2MO was the lifeblood of Gunnedah. It was the local information source, the voice of the residents, the town’s advocate within the broader council region, and the connective tissue of the community. Perhaps most importantly, it was the central driver of commerce in the market.

I share this perspective because so much of what I love about Boomtown is the strategic opportunity it seeks to enlighten brands with – flank the market and communicate to a viable audience outside of the tightly held and expensive metros. I don’t think anyone needs me to reinforce the argument that regional media is a blue ocean where brands need to play.

Instead, I’d love to answer the second strategic question marketers would be asking: How to win? I’d like to answer this question from the perspective of a former resident of Boomtown.

You see, while ease of transaction has enabled far greater access to these audiences, access alone is not how you win. To me, it’s all about two words: “social licence”.

The underlying principle is that if a brand’s commercial imperative is economic extraction from a market, it must also invest in the ongoing health and vitality of that community. Do this right, and you’ll garner more loyalty from these consumers than you could ever imagine.

This need not be a heavy lift either. It’s about leaning into the media partners and their unique insight and capability within the regions. Start by asking your partners:

  • What makes this market distinct?
  • What are the unique opportunities to activate here that we couldn’t do anywhere else?
  • What are the marquee events of the year?
  • What are the things we can do to make life a little more enjoyable or easier for these communities?

In an increasingly globalised world, local media remains unrivalled in its power to connect with the heart of a community. It reflects the identity, values, and aspirations of the people it serves, offering brands a unique opportunity to earn trust and social licence.

Don’t underestimate the strategic advantage these local media operations provide in building authentic relationships and driving meaningful impact where it matters most.

P.S. As of the early 2000s Gunnedah has its very own McDonald’s!

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Don’t miss any of the action.

The Boomtown News is the only industry roundup dedicated to Boomtown and the opportunities for brands to harness 9.8 million extra Aussies.

Compelling insights, handy tools and resources along with the latest news – straight to your inbox.

Don’t miss any of the action.

The Boomtown News is the only industry roundup dedicated to Boomtown and the opportunities for brands to harness 9.8 million extra Aussies.

Compelling insights, handy tools and resources along with the latest news – straight to your inbox.