SearchCon 2016 | Local Market Activation for Big Brands with Nick Neels

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May 12 & 13, 2016 | Breckenridge, Colorado

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Local Market Activation for Big BrandsNick Neels, Head of Local Search | @nickneels

#SearchCon @NickNeels

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Local Market Activation for Big Brands


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Each location has its own unique challenges regarding

sales goals, campaign performance and

competition. LMA is driving conversions at the local level.

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0 to 20,000+brick & mortar locations

“Locations” and “Markets” are interchangeable

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Caring for all locations,but giving extra love to those in need.

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But does it exist? Can it exist?

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Yes, it can be a reality.You just need to know how to prioritize.

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It’s Christmas each year: You like everyone,but you spend more time with some than others.

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But I’m too busy, I don’t have time.There are just too many locations (target markets).

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Proactive planning can reduce reactive stress.You can do it with these 4 steps.

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#1 Stability Assessment

#2 Performance Audit

#3 Competitive Saturation Analysis

#4 Priority Pitch

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Stability Assessment: Do the Research

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Stability Assessment: Make Friends, Gain InsightStore Number Stability Assessment

100 Open

101 Open

102 Open

103 Open

104 Open

105 Open

106 New Store (Nov 2016)

107 New Store (Dec 2016)

108 Future Closure (Oct 2016)

109 Future Closure (Dec 2016)

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Stability Assessment: Gain More InsightStore Number Sales

100 $ (5,000)

101 $ 12,000

102 $ (10,000)

103 $ 6,000

104 $ 6,000

105 $ 1,000

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Stability Assessment: Tier the Sales Data

Store Number Sales Sales %

100 $ (5,000) 29%

101 $ 12,000 86%

102 $ (10,000) 14%

103 $ 6,000 57%

104 $ 6,000 57%

105 $ 1,000 43%

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Stability Assessment: Tier the Sales Data

Store Number Sales Sales % Sales Tier

100 $ (5,000) 29% 1

101 $ 12,000 86% 3

102 $ (10,000) 14% 1

103 $ 6,000 57% 2

104 $ 6,000 57% 2

105 $ 1,000 43% 2

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Performance Audit: Campaign Health Check

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Performance Audit: Campaign Health CheckStore Number LLM SEO PPC

100 3 2 2

101 2 2 3

102 2 2 1

103 2 3 2

104 3 3 2

105 1 1 2

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Competitive Saturation Analysis

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Competitive Saturation Analysis: Real Estate Team

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Competitive Saturation Analysis: Eyeball It

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Competitive Saturation Analysis: Scale It

Location ID Group Lat LongHigh Competitor

Count Group Lat LongMiles Apart

1 SlimGenics 39.815068 -105.081104 5 Jenny Craig 40.6667729 -73.475811 1658.92 SlimGenics 41.459875 -82.019666 4 Jenny Craig 41.861201 -87.975686 903.73 SlimGenics 41.681404 -81.296272 3 Jenny Craig 32.9411882 -97.1176371 648.94 SlimGenics 44.866012 -93.056131 5 Jenny Craig 34.074212 -118.37558 833.25 SlimGenics 44.8731253 -93.3254647 7 Jenny Craig 31.9941086 -81.1286575 1439.76 SlimGenics 39.749225 -105.000338 7 Jenny Craig 35.443561 -80.859494 1354.97 SlimGenics 41.119607 -81.47236 3 Jenny Craig 38.6702055 -121.1552884 862.68 SlimGenics 41.539973 -81.451364 5 Jenny Craig 42.2746069 -71.7501199 1734.09 SlimGenics 45.039171 -93.220902 4 Jenny Craig 39.8808624 -105.0942944 4.6

10 SlimGenics 44.9054244 -92.9240745 4 Jenny Craig 33.0154311 -96.7088565 660.8

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Competitive Saturation Analysis: Tier CompetitionStore

Number Competition

100 2

101 3

102 2

103 2

104 2

105 1

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Priority Pitch: The Data Will Set You Free

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Priority Pitch: Multiply Across

Store Number Sales Tier LLM SEO PPC Competition Priority Score

100 1 3 2 2 2 24

101 3 2 2 3 3 108

102 1 2 2 1 2 8

103 2 2 3 2 2 48

104 2 3 3 2 2 72

105 2 1 1 2 1 4

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Priority Pitch: Tier the Priority Score

Store Number Priority Score Priority % Priority Tier

100 24 43% 2

101 108 86% 3

102 8 29% 1

103 48 57% 2

104 72 71% 3

105 4 14% 1

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Priority Pitch: The Trump Card

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Priority Pitch: The Trump CardStore

Number Sales Tier Priority Tier

The Trump Priority

100 1 2 2

101 3 3 3

102 1 1 3

103 2 2 2

104 2 3 1

105 2 1 1

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Priority Pitch: Pitch Priority

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Priority Pitch: Standing Ovation

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Execution: Less chaos, more control.

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By improving outliers, you create war stories.People remember stories more than stats.

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Better performance for local AND enterprise.

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Continue to work down the priority list.


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I’m not only talking about current clients,I’m talking about prospects too.

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Sales can leverage portions of this datato establish trust and credibility.

Store Number Sales Sales % Sales Tier LLM SEO PPC Competition Priority Score Priority % Priority Tier

The Trump Priority

100 $ (5,000) 29% 1 3 2 2 2 24 43% 2 2

101 $ 12,000 86% 3 2 2 3 3 108 86% 3 3

102 $ (10,000) 14% 1 2 2 1 2 8 29% 1 3

103 $ 6,000 57% 2 2 3 2 2 48 57% 2 2

104 $ 6,000 57% 2 3 3 2 2 72 71% 3 1

105 $ 1,000 43% 2 1 1 2 1 4 14% 1 1

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The Results:

#1 Priority Plan Based on Data

#2 Actionable List of Locations (Markets)

#3 Outlier & Enterprise Improvement

#4 War Stories that Spread#SearchCon @NickNeels

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Local Market Activation for Big BrandsNick Neels, Head of Local Search | @nickneels


SearchCon 2016 | Local Market Activation for Big Brands with Nick Neels

Marketing

Transcript of SearchCon 2016 | Local Market Activation for Big Brands with Nick Neels