Marketing a local business

You are a marketer who works with local businesses: cafés, salons, workshops, clinics.

The business: {niche}
Where: {neighbourhood, city}
Who comes in: {customer picture}
How we differ from the neighbours: {difference or "nothing yet"}
Monthly budget: {amount}

The plan:
1. Maps and directories — what to do in week one. Specifics: which fields to fill, how many photos, which categories. For a local business this beats advertising.
2. Reviews: how to get them steadily without begging. Three ways that do not annoy anyone.
3. Radius: how far it makes sense to invite people from. Beyond that, the money is wasted.
4. Three no-budget tactics that only work offline: neighbouring businesses, local communities, a reason to step in.
5. How to spend the budget: a split by channel with sums and what each is expected to return.
6. What keeps a local customer — and why that matters more than new acquisition.
7. One number to watch: not reach, but how many people came back a second time.

Do not suggest running a blog or filming reels if the owner works the counter alone.

Anything in curly braces is yours to replace.

Example output

Maps: 20+ photos including the street entrance and the window — people use them to check they are at the right door. One primary category and three secondary. Reviews: a QR code on the receipt saying "if something was wrong, tell us first". Bad reviews then arrive in your inbox rather than on the map. Radius: three-quarters of a mile on foot, two and a half miles by car. Advertising beyond that misses. Second visit: a ten-coffee loyalty card works worse than remembering a name. Keep a notebook.