Events can be one of the most practical ways for a local business to attract people, build visibility, and create new business opportunities. But an event only works when it is built around the right audience from the start.

In this episode, Jennifer R. Glass and Patricia Reszetylo continue their discussion on hyper-local marketing and look at how local businesses can use events to bring better-fit prospects through the door. Events can include workshops, lunch and learns, community events, city-wide activities, block-style events, partner-hosted events, or events where the business participates rather than hosts.

The key point is simple: do not start with the event. Start with the person you want to attract. A pizza shop trying to reach families, a shoe store trying to build local visibility, an accounting firm trying to reach business owners, or a bank trying to connect with commercial clients all need different event strategies.

Patricia explains that businesses need to think through the full path before the event begins: who the audience is, what matters to them, what the event should be called, how it should be promoted, whether attendees need to register, how contact information will be collected, and what follow-up happens after the event. Without those pieces, even a well-attended event can become a missed opportunity.

Jennifer adds that partnerships can make local events even stronger. Accountants, banks, restaurants, media outlets, and other local businesses may help expand reach, add credibility, and introduce the business to people it may not reach alone. Other people’s platforms can become a powerful way to extend local visibility.

The biggest takeaway: local events should not be random activity. They should be designed to attract the right people, deliver value, create a reason for continued connection, and move interested prospects into the next step with the business.

In this episode of It’s The Bottom Line that Matters, Jennifer R Glass and Patricia Reszetylo continue their series on The New Local: How Hyper Local Positioning Can Out-Perform National Marketing, this time focusing on short-form video and contests as practical tools for local business growth.

The conversation starts with short-form video and why it can be so useful for local businesses that want more visibility without needing a national-scale campaign or a massive production budget. Jennifer and Patricia talk about the value of showing what is already happening inside the business, including behind-the-scenes moments, product arrivals, team activity, customer-facing experiences, and the small details that help people feel more connected to the business before they ever walk through the door.

They also discuss how short-form video can support a Google Business Profile, which is often one of the first places a potential customer sees a local business. Posting photos and videos there can help make the business feel active, current, and worth paying attention to. Rather than treating video as something that only belongs on TikTok, YouTube Shorts, Facebook, or Instagram, this episode looks at video as a practical visibility asset that can be used wherever local prospects are already looking.

Jennifer and Patricia also get into the importance of authenticity. Local business video does not have to be perfectly polished to work. In many cases, the more useful and believable content comes from real moments: a product being opened, a chef preparing something interesting, a team member explaining a process, or a business owner documenting part of the company’s story. Planned content still matters, but so does capturing the moments that make a business distinctive.

The episode then shifts into contests and how they can be used to create participation, referrals, and local buzz. Jennifer and Patricia discuss why a contest needs to be relevant to the business and interesting to the people the business wants to attract. A generic giveaway may get attention for a moment, but a well-designed contest can create more meaningful engagement, especially when it connects to other local businesses, encourages people to participate in the community, or gives customers a reason to talk about the business with others.

From behind-the-scenes video and Google Business Profile updates to partnership-driven contests and scavenger-hunt-style promotions, this episode gives local business owners practical ideas for becoming more visible, more memorable, and more engaging in their own market.

Topics covered include: local marketing, hyper-local marketing, hyper local positioning, short-form video, video marketing, local business marketing, small business marketing, contests, business contests, social media marketing, Google Business Profile, local SEO, behind-the-scenes video, business storytelling, customer engagement, small business growth, local visibility, community marketing, restaurant marketing, content marketing, video content, social media contests, business differentiation, customer attraction, brand awareness, local business promotion, referral marketing, authentic marketing, organic content, business visibility, Fathom AI Notetaker

About your hosts:

Jennifer R Glass is the lead host of It’s The Bottom Line that Matters. In this episode, she brings a practical marketing perspective to local business growth, especially around Google Business Profile visibility, short-form video, contests, and ways businesses can create more engagement through useful, relevant marketing.

Patricia Reszetylo is a recurring host of It’s The Bottom Line that Matters. In this episode, she shares ideas from her own business-building experience, including how behind-the-scenes video, authentic content, unique local stories, and creative contest structures can help a business stand out in its own market.

In this episode of It’s The Bottom Line that Matters, Jennifer R Glass and Patricia Reszetylo continue their series on hyper-local marketing, focusing on two old-school visibility tools that can still work when used with sharper strategy: outdoor billboards and local PR.

The conversation looks at how local businesses can use billboards to create awareness, direct traffic, and support other marketing channels like Google Business Profile. Jennifer and Patricia discuss why a billboard creative has to be simple, memorable, and easy to act on, especially when people are driving past at speed. A strong image, clear positioning, memorable URL, easy phone number, or simple directional cue can make the difference between wasted exposure and actual response.

They also shift into localized public relations, including the difference between regional media, community media, niche publications, local newspapers, neighborhood newsletters, and event-based publicity. For small businesses, especially restaurants, retail locations, professional services, and local service providers, PR does not have to mean chasing national attention. Often, the better opportunity is showing up consistently in the smaller publications and community channels that local buyers actually read.

This episode is a practical reminder that national platforms and traditional media tools can still create local results when businesses think clearly about geography, timing, audience, message, and follow-through.

About your hosts:
Jennifer R Glass is the lead host of It’s The Bottom Line that Matters. She brings a practical business perspective to marketing, visibility, and growth conversations, with a focus on helping business owners think through what actually drives action.

Patricia Reszetylo is a recurring host of It’s The Bottom Line that Matters. She brings a marketing-minded, business-building perspective to the show, often connecting strategy to real-world examples, local business growth, and practical implementation.

Topics covered include: hyper local marketing, local business marketing, outdoor billboards, billboard advertising, public relations, local PR, small business advertising, community media, local media, regional marketing, niche publications, memorable URLs, QR codes, text keywords, Google Business Profile, local search, restaurant marketing, grand opening marketing, local newspapers, Patch, Daily Voice, Natural Awakenings, community newsletters, neighborhood marketing, small business growth, brand awareness, local visibility, media outreach, PR strategy, local advertising