Local-Area Marketing Case Study: SentinelOne

Image: Walking Boards at Darling Harbor, Sydney.

In today’s hyperconnected world, businesses face a significant challenge: breaking through the noise and capturing the attention of their target audience.

With numerous marketing messages bombarding consumers daily, it has become crucial for companies to employ effective strategies that can cut through the clutter and engage potential customers.

One such strategy is local-area marketing, which focuses on reaching and appealing to the local community surrounding a business.


Image: Walking Boards around the Sydney Convention Centre. Product: Walking Boards.

Local-area marketing involves tailoring marketing efforts to resonate with the unique characteristics and preferences of a specific local community.

This approach recognizes the importance of local identity, community ties, and the power of word-of-mouth in driving customer loyalty and engagement.

As a strategy, SentinelOne has used Walking Boards to achieve the above.


Targeted Reach

By focusing on a specific area, businesses can optimize their marketing efforts to reach the right people.

SentinelOne has used Walking Boards and Bike Boards to target Cyber Security professionals around industry events where their target audience is present.

Overall, this targeted approach increases the chances of connecting with individuals who are more likely to be interested in their products or services.

Personalised Communication

Local-area marketing allows businesses to craft messages that speak directly to the unique needs and preferences of their local audience.

Therefore, by understanding the target audiences’ interests, challenges and needs, companies can create more meaningful and relatable content that resonates with their community.

Relationship Building

By actively engaging with the local community, businesses can establish and nurture relationships.

This includes participating in local events, supporting local causes, and collaborating with other local businesses.

Overall, building trust and a sense of belonging can lead to increased customer loyalty and positive word-of-mouth recommendations.


In a crowded marketplace, local-area marketing provides an opportunity for businesses to differentiate themselves from larger, impersonal competitors.

By emphasizing their local roots, businesses can highlight their unique value proposition and showcase their commitment to serving the community.

Key Strategies for Marketing Projects

Image: Digital Mobile Billboard promoting SentinelOne campaign in Melbourne.

Geographically Targeted Advertising

Utilize advertising channels that allow for precise geographic targeting, such as local newspapers, radio stations, billboards, and digital platforms.

Tailor advertisements to resonate with the local audience’s interests and preferences.

Community Involvement

Actively participate in local events, sponsor local sports teams or cultural activities, and support local charities.

These initiatives demonstrate a genuine commitment to the community and help build a positive brand image.

Online Presence and Local SEO

Optimize the business’s online presence by ensuring accurate and consistent information across various online directories, social media platforms, and review sites.

Therefore, it is best to implement local search engine optimization (SEO) strategies to improve visibility in local search results.


In a noisy and crowded marketplace, local-area marketing provides a focused and effective strategy for businesses to break through the noise.

Overall, through understanding and leveraging the power of local identity, businesses can establish a solid foundation for long-term success in their immediate surroundings.

Any more questions?

If you have any more questions, please email or call us here.

Yours sincerely,

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