From Handshakes to Hashtags: The Fascinating Evolution of Local Business Marketing
Introduction: Why Marketing Evolution Matters for Small Businesses in Central Ohio
Think about how your parents or grandparents shopped in the 1950s. They probably walked into a store where the owner knew their name, asked about their family, and offered personalized recommendations. Now fast-forward to today. The average customer will likely visit your website, check your reviews on Google, and scroll through your social media before ever stepping through your door.
Marketing has evolved dramatically over the past century, and small business owners have always been at the forefront of these changes—adapting to new technologies, tools, and customer expectations.
In Central Ohio, small businesses have had to evolve from handshake deals in downtown Granville to TikTok videos promoting coffee shops in Newark. Let’s take a journey through marketing history to understand how local businesses have pivoted and evolved over time.
📜 1900-1940: The Golden Age of Face-to-Face Marketing
In the early 20th century, most small businesses operated in tight-knit communities. People bought goods from local merchants they trusted. The idea of “marketing” as we know it today didn’t exist—everything was personal.
Small-town businesses in places like Mount Vernon, Zanesville, and Lancaster relied on word of mouth to grow. Shopkeepers knew their customers by name, understood their needs, and built long-term relationships.
Interesting Historical Facts:
• 1908: The Model T Ford was introduced, making travel easier for consumers. Suddenly, people could visit nearby towns to shop, expanding their access to new businesses.
• 1914: The first direct mail campaign was launched by Sears, revolutionizing how businesses could reach people outside their immediate community.
What Worked in This Era:
• Word of mouth
• Handwritten signs and flyers
• Personal relationships
• Storefront displays
How Central Ohio Businesses Evolved: In the early 1900s, a butcher in Granville or a baker in Lancaster didn’t need a marketing plan. They needed trust. Customers returned because they knew the business owner personally and valued that connection.
Lesson for Today: Even in 2025, personal connections matter. The tools may have changed, but customers still crave authentic, personalized experiences.
💡 Pro Tip: Use Google Reviews and social media interactions to build trust with your audience. The modern equivalent of word-of-mouth is online reputation management.
📻 1940-1960: The Broadcast Boom (Radio, Print, and Billboards)
After World War II, the economy boomed, and businesses wanted to reach larger audiences. The rise of radio advertising was a game-changer for small businesses. Suddenly, businesses could broadcast their message to thousands of people at once.
In towns like Newark and Heath, local radio stations became a popular way for businesses to advertise. Print ads in local newspapers like The Columbus Dispatch helped businesses promote sales and events.
Interesting Historical Facts:
• 1941: The first official TV commercial aired in the U.S., costing just $9 for 10 seconds.
• 1946: Over 90% of American households owned a radio, making it one of the most powerful marketing tools of the time.
• 1950s: Billboard advertising boomed along Route 40 and Route 62, attracting travelers through Ohio.
What Worked in This Era:
• Radio ads
• Newspaper ads
• Billboards
How Central Ohio Businesses Evolved: Local businesses in Lancaster or Zanesville might sponsor a radio show or place an ad in a local newspaper to spread the word about their products.
Lesson for Today: The equivalent of radio ads today is social media advertising. Platforms like Facebook and Instagram allow you to target specific demographics, making your message more effective.
💡 Pro Tip: Use Facebook Ads to reach people in specific towns and communities in Central Ohio. For example, you can target Granville residents interested in local events.
📺 1960-1990: The Television Era (Visual Storytelling Takes Over)
The arrival of television in the 1960s changed marketing forever. Businesses could now use sight, sound, and motion to tell stories and create emotional connections with customers.
In Central Ohio, local businesses that could afford TV ads gained a significant competitive edge. However, most small businesses relied on direct mail campaigns and local sponsorships.
Interesting Historical Facts:
• 1960: The first televised presidential debate aired, changing how Americans consumed media.
• 1970s: Local TV commercials became more accessible, allowing small businesses to advertise on local stations.
• 1980s: Direct mail campaigns became a popular way for businesses to reach customers.
What Worked in This Era:
• TV commercials
• Direct mail
• Telemarketing
How Central Ohio Businesses Evolved: Businesses in Pataskala or Mount Vernon might have sponsored a local TV program or used direct mail to reach their customers.
Lesson for Today: Today’s equivalent of TV commercials is video content on social media. Platforms like TikTok, Instagram Reels, and YouTube make it easy for small businesses to create compelling video content.
💡 Pro Tip: Create short videos that tell your brand’s story. For example, a restaurant in Newark could share a behind-the-scenes video of how their signature dish is made.
💻 1990-2010: The Digital Revolution (The Internet Changes Everything)
By the late 1990s, the internet changed everything. Suddenly, businesses needed a website, email address, and SEO strategy to stay competitive. For small businesses in Central Ohio, this was a massive shift. Many local businesses didn’t adapt right away, which put them at a disadvantage.
Interesting Historical Facts:
• 1998: Google was founded, revolutionizing how people find information online.
• 2000: Over 50% of Americans had internet access.
• 2004: Facebook launched, marking the start of the social media era.
What Worked in This Era:
• Websites
• Email marketing
• Search Engine Optimization (SEO)
Lesson for Today: If your business isn’t online, it doesn’t exist in the eyes of many customers. Having a strong online presence is essential in 2025.
💡 Pro Tip: Focus on local SEO. Make sure your website includes location-specific keywords like “coffee shop in Granville” or “boutique in Zanesville.”
📱 2010-Today: Mobile, Social Media, and Influencer Marketing
As smartphones became a part of everyday life, the way businesses connect with customers changed forever. 90% of consumers now use their phones to search for local businesses, and over 60% of online searches result in a visit to a store within 24 hours. For small businesses in Central Ohio, this means being active online is no longer optional—it’s essential.
Social media platforms like Facebook, Instagram, TikTok, and YouTube offer businesses the opportunity to tell their story through video content, interact with customers in real time, and build brand loyalty like never before.
The era of influencer marketing also took off. In the past, businesses would rely on local newspapers and radio stations to promote their offerings. Today, businesses partner with local influencers to reach highly targeted audiences. Imagine a Newark-based bakery partnering with a local food blogger to showcase their treats—it’s the modern-day equivalent of sponsoring a newspaper ad.
Interesting Historical Facts:
• 2012: Instagram hit 1 million users within two months of launch.
• 2016: TikTok launched and became the fastest-growing social media platform.
• 2020: Over 90% of smartphone users use their phones to search for local businesses before visiting in person.
What Worked in This Era:
• Social media ads
• Influencer marketing
• Video content (short-form and long-form)
• Mobile-first websites
How Central Ohio Businesses Evolved:
Businesses across Granville, Newark, and Heath have embraced social media to build their brand and connect with customers. A salon in Zanesville may use Instagram to show off their work, while a restaurant in Lancaster uses Facebook Live to promote special events.
Local influencers, even on a small scale, have become powerful partners in spreading the word about businesses. A Granville fitness studio might partner with a local health enthusiast to reach new customers.
Lesson for Today:
Your digital presence is your storefront in today’s mobile-first world. Customers expect instant responses, engaging content, and easy access to information about your business.
💡 Pro Tips:
• Post consistently on your chosen social media platforms to stay top-of-mind with your audience.
• Leverage video content to tell your story. Short-form videos on Instagram Reels, TikTok, and YouTube Shorts are excellent ways to engage your audience.
• Build partnerships with local influencers to promote your products or services authentically.
✅ Summary of Key Marketing Lessons Through the Decades:
Era Key Marketing Method Takeaway for Central Ohio Businesses
1900-1940 Word-of-mouth, flyers, storefronts Build trust through personal connections (Google reviews, social).
1940-1960 Radio ads, newspaper ads Expand reach through digital ads targeted to your local audience.
1960-1990 TV commercials, direct mail Use storytelling through video content to connect emotionally.
1990-2010 Websites, email marketing, SEO Ensure a strong online presence and website is mobile-friendly.
2010-Today Social media, influencer marketing Engage audience through mobile-friendly content & partnerships.
Why Central Ohio Businesses Need a Marketing Consultant in 2025
Marketing trends will continue to evolve, and it’s easy for small businesses to feel overwhelmed trying to keep up. That’s where a local marketing consultant like Bryn Mawr Strategy Partners can help.
We stay on top of the latest trends and tools so you can focus on what you do best—running your business. Whether you need help with local SEO, social media strategy, or branding, we’re here to guide you every step of the way.