Enable Breakthrough Local Marketing for your Franchise Brands
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Transcript of Enable Breakthrough Local Marketing for your Franchise Brands
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Enabling Breakthrough Local Store MarketingEnabling Breakthrough Local Store MarketingFor franchise organizations, national brands, and product manufacturers
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The content for this webinar is an excerpt from The National Marketer’s Guide to Local Marketing.
DOWNLOAD THE GUIDE NOW!
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Why Should You Care About Local Marketing?
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AS A NATIONAL MARKETER, you get the big picture.
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You know how to build your brand
and execute your strategy.
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However, you might not be reaching customers at the critical point where they make buying decisions...
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…. LOCALLY.
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Your local outlets or agents frequently have the most direct contact with your customers.
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And unlike national campaigns...
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Local marketing reaches customers looking for your products or services at the right time…
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… funneling them to nearby locations and closing the sale.
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Balihoo and Gatepoint
Research surveyed 100 marketing professionals - Director Level and Above, from National Brands...
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64% of companies said a local marketing strategy is CRITICAL.
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THINK ABOUT IT
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You probably like to eat and shop where it’s convenient...
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… and usually convenience means a place close to where you are.
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Whether you are at home, work, or on the road.
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How should you approach local marketing?
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Start with the foundation
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And prioritize based on your brand’s needs
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There are three pillars to successful local marketing:
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Discovery
Demand Generation
Relationship
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Pillar #1: Discovery
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This is when you ask yourself...
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“Can consumers find my locations?”
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“Am I easy to find?”
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It’s not surprising that online search is the tool consumers use most to find your locations
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(your retail outlets, franchisees, distributors, agents, channel partners, representatives, etc)
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In fact, 90% of consumers search online and purchase offline in local markets.
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They also take action quickly–
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Half of mobile searchers visit a store within 24 hours of a search.
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How can I ensure customers can find me at the exact moment they have a need?
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1. Have local websites.
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2. Keep directory listings up-to-date
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3. Implement a local SEM strategy
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Pillar #2: Demand Generation
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The next question to ask is...
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“Can I market my individual locations directly to potential customers?”
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or in simpler terms...
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“How can I get people who don’t know about my brand to visit my locations?”
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The second pillar is critical to driving new traffic to your locations.
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From geo-based display ads to triggered email campaigns to social media,
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You want to reach out and grab consumer attention,
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While providing the location information that prompts greater likelihood that the customer will take swift action
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Pillar #3: Relationship
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Ultimately, customers build relationships with brands they trust and interact with most at the community level.
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At the heart of the matter is the bond between your locations, your customers, and the community.
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People want to go “where everybody knows their name.”
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First ask yourself:
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“Can my locations tailor info to our customers across a variety of media and communications?”
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Are your locations using social media to its full potential–and maintaining the brand consistency that you require?
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The answer, in reality, is probably not.
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So how can you help locations build these important relationships with customers that will be strong and lasting?
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You can do it through local marketing automation and data.
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Discovery
Demand Generation
Relationship
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What do the 3 pillars have in common?
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They are critical to the final stages of the purchase cycle.
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National brands spend billions in Awareness -Preference-Purchasecycle
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...to grow brand awareness, interest, and consideration.
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To be effective:
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Messaging must be consistent to build momentum acrossmultiple touch points in the cycle.
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However, the reality is that consumers investigate, shop, and buy LOCALLY when they are at the final preference and purchase stage.
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The Last Mile of Marketing
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Local Marketing will capture your customer on the last mile of their journey.
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...before they choose your competitor.
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Most national brands leave this in the hands of their locations and local partners.
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In 2012, 66% of national brands were investing in local marketing.
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In 2014, 77% of national
brands are investing in local marketing.
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That’s an 11% jump in two years.
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With consumers touching more than ten media types prior to a purchase,
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brands must ensure they are strategically represented locally,
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where the PURCHASE activation happens!
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Consumers are local in every step of the purchase funnel - they shop, search, and purchase locally.
In fact, 90% of shoppers start by browsing online, but end up making the buy locally; and searches with local intent convert at 2x the rate of non-local searches.
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It’s a Fact. Local Marketing can make you a Superhero!
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When National Brands Implemented Local Marketing Strategies*...
*CMO Council
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50% of companies surveyed by Balihoo said that they expect
the ROI on local marketing expenditures to be higher than that of a national campaign.
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GOT 5 MINUTES?
Take a self-guided tour to learn how to drive demand and lead generation with Balihoo Local Marketing Automation.
TAKE ME TO THE DEMO! >
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Download our self-assessment to determine your local marketing objectives, current system state, and key stakeholders
DOWNLOAD on SLIDESHARE
GOT ANOTHER 5 MINUTES?
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The content for this presentation is an excerpt from The National Marketer’s Guide to Local Marketing.
DOWNLOAD THE GUIDE NOW!
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ABOUT BALIHOO Leading national brands, across a multitude of
industries, use the Balihoo local marketing platform to activate millions of data-driven local campaigns for over
350,000 local outlets.
Balihoo is proud to be named
Aflac 2014 Partner of the Year
[email protected] | balihoo.com | 866-913-8417