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LSM is a marketing strategy that targets consumers/customers within a radius around a physical location with marketing messages tailored to the local populace. Tactics can be varied but are differentiated by the localization of the marketing message. Local store marketing includes a vast array of marketing tactics utilized by businesses everywhere. Some of these include promotion of business in a local chamber of commerce, direct mail, issuing local press releases, hosting events, sponsorships, purchasing ad space in print, outdoor, or local television, etc.