Post on 14-May-2015
description
Harnessing the Power of Your Network for National-to-Local Marketing Success
WEBINAR:
March 25, 2014
2© 2014 BIA/Kelsey. All Rights Reserved.
Introduction & Agenda
Welcome & Thank You for Joining Us
Chris Marentis
Founder & CEO,Surefire Social
Jed Williams
VP, Consulting,Senior Analyst,BIA/Kelsey
What We’ll Cover
National Goes Local: A Booming Opportunity
Digital Marketing Optimization: Challenges To Be Addressed
Strategies to Win the National-to-Local Game
Case Study: How Gutter Helmet Drove Leads with a "Networked" Marketing Strategy
Your Turn – Q&A
3© 2014 BIA/Kelsey. All Rights Reserved.
About BIA/Kelsey
Information on the Market– Industry and Market Forecasts, SMB
Research, Consumer Studies, Market Data
Information on the Competition– Competitive Intelligence
Innovation & Best Practices– Reports, Advisory, Conferences
Insights & Analysis– Concierge Service, Advisory & Custom
Research
Funding– Investment Banking & Mezzanine Funding
Delivering Services That Drive Growth & Revenue
RESULT
Accelerating our clients’ business growth & financial bottom line
4© 2014 BIA/Kelsey. All Rights Reserved.
About Surefire Social
By providing a personal, coaching-centric approach at the local level, Surefire Social increases visibility through coordinated national and hyper-local search, retargeting, social and mobile marketing programs that deliver quality leads.
Surefire Social delivers powerful enterprise SaaS marketing solutions for national brands that want to drive visibility and sales for local dealers and franchises.
More Leads. More Profits. Revolutionary Marketing.
5© 2014 BIA/Kelsey. All Rights Reserved.
National Goes Local: A Booming Opportunity
Digital Marketing Optimization: Challenges To Be Addressed
Strategies to Win the National-to-Local Game
Case Study: How Gutter Helmet Drove Leads with a "Networked" Marketing Strategy
Your Turn – Q&A
6© 2014 BIA/Kelsey. All Rights Reserved.
The Booming National-Local Market
Source: BIA/Kelsey U.S. Local Media Forecast (2013 to 2017)
GROWING FROM
$45 Billion $53 Billion20142017
TO
7© 2014 BIA/Kelsey. All Rights Reserved.
The Big Idea: Winning in National-to-Local Digital Marketing
“Brands that will win the future will pull together and harness the power of their individual, localized networks for a coordinated strategy that drives business results.”
8© 2014 BIA/Kelsey. All Rights Reserved.
National Goes Local: A Booming Opportunity
Digital Marketing Optimization: Challenges To Be Addressed
Strategies to Win the National-to-Local Game
Case Study: How Gutter Helmet Drove Leads with a "Networked" Marketing Strategy
Your Turn – Q&A
9© 2014 BIA/Kelsey. All Rights Reserved.
Media Used for Advertising or Promotion: Top 5 Channels
BIA/Kelsey Local Commerce Monitor™ (LCM), Wave 17, Q3 2013
10© 2014 BIA/Kelsey. All Rights Reserved.
Franchisees Spend Heavily for Online Presence
BIA/Kelsey Local Commerce Monitor™ (LCM), Wave 17, Q3 2013
11© 2014 BIA/Kelsey. All Rights Reserved.
Franchisors Heavily Committed to Online Presence of Franchises
BIA/Kelsey Local Commerce Monitor™ (LCM), Wave 17, Q3 2013
12© 2014 BIA/Kelsey. All Rights Reserved.
Owned & Earned Media ROI Remains Unclear
BIA/Kelsey Local Commerce Monitor™ (LCM), Wave 17, Q3 2013
13© 2014 BIA/Kelsey. All Rights Reserved.
Methods of Tracking Source Leads
BIA/Kelsey Local Commerce Monitor™ (LCM), Wave 17, Q3 2013
14© 2014 BIA/Kelsey. All Rights Reserved.
The Net Effect
53% of national marketers lack resources and bandwidth for local
38%struggle with
logistics of localized marketing
<10%are able to execute local campaigns
within 3 days
US Firms Lose $50 Billion Due to Localization Challenges
Sources: U.S. State Department 2013; and CMO Council, Connecting Customer Engagement into Measurable Local Strategies, February 2013
15© 2014 BIA/Kelsey. All Rights Reserved.
National Goes Local: A Booming Opportunity
Digital Marketing Optimization: Challenges To Be Addressed
Strategies to Win the National-to-Local Game
Case Study: How Gutter Helmet Drove Leads with a "Networked" Marketing Strategy
Your Turn – Q&A
16© 2014 BIA/Kelsey. All Rights Reserved.
Strategies to Win the National-to-Local Game
Technology
Content Creation & Optimization
Local Adoption
12
3
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Technology: Establish Your Digital Footprint
1
18© 2014 BIA/Kelsey. All Rights Reserved.
Technology – Track & Optimize
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Technology Takeaways
Has National and Local publishing across web, social, and directories
Enables crowd sourcing and opportunities for local community involvement
Provides data tracking and analytics on a single shared platform
A National Brand Will Win with a Platform That…
20© 2014 BIA/Kelsey. All Rights Reserved.
Create / Acquire Content: Get Everyone Involved!
Content Creation/Editorial Planning & SEO
Social Media
Newsletters
Promotions
Blog
2
21© 2014 BIA/Kelsey. All Rights Reserved.
Local Adoption: Build the Momentum!
Educate businesses at the local level & work together as a team.
Get local businesses to spend additional money to get that winning “network” effect!
3
22© 2014 BIA/Kelsey. All Rights Reserved.
National Goes Local: A Booming Opportunity
Digital Marketing Optimization: Challenges To Be Addressed
Strategies to Win the National-to-Local Game
Case Study: How Gutter Helmet Drove Leads with a "Networked" Marketing Strategy
Your Turn – Q&A
23© 2014 BIA/Kelsey. All Rights Reserved.
Case Study: National Brand
Prior Dealer Network Strategy: The corporate office outsourced lead generation at a cost per lead basis with zero transparency.
New Objective: Corporate wanted to take back control with a National to Local marketing strategy that created transparency and consistency across their dealer network.
Our Solution: To build a platform that ensures consistent application of brand standards while maintaining local flexibility and the ability to demonstrate ROI at all levels.
24© 2014 BIA/Kelsey. All Rights Reserved.
Case Study: National Brand
Before: Higher cost per lead Little visibility into performance
Parent Site
Child SiteAfter: Dramatically reduced cost
per lead Transparent view of
performance Google organic traffic makes
up 55% of all site visits versus paid
3% conversion rate (active leads hot transferred to local dealers)
Results
25© 2014 BIA/Kelsey. All Rights Reserved.
(Continued) Case Study: National Brand
Facebook is ranked #4 in overall traffic coming to the business’s website!
Out of the top 10 sites- Facebook makes up 3 of the sites bringing traffic to the business’s website!
26© 2014 BIA/Kelsey. All Rights Reserved.
National Goes Local: A Booming Opportunity
Digital Marketing Optimization: Challenges To Be Addressed
Strategies to Win the National-to-Local Game
Case Study: How Gutter Helmet Drove Leads with a "Networked" Marketing Strategy
Your Turn – Q&A
27© 2014 BIA/Kelsey. All Rights Reserved.
Engaging Going Forward
Upcoming Conference
LEADING IN LOCAL: The National Impact Atlanta, May 7-9Examining how national brands, franchises and multi-location businesses are engaging local markets with innovative technologies and strategies.
Save $200 on Registration with Promo Code: NATLOC
www.biakelsey.com/LeadinginLocalNational-Local
Visit www.surefiresocial.com to request a demo or call (888)-804-8685.
Learn more by downloading our report:
www.biakelsey.com/Sponsored-Research
28© 2014 BIA/Kelsey. All Rights Reserved.
Q&A
!?
Chris Marentis
cmarentis@surefiresocial.comFounder & CEO
Surefire Social
THANK YOUJed Williamsjwilliams@biakelsey.com
VP, Consulting & Sr. Analyst
BIA/Kelsey