The State of Local Marketing - Midwest Foodservice Expo Presentation
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THE STATE OF MARKETING Data, Trends and Tips for Local Marketing in 2016 & Beyond ©2016 BrandMuscle, Inc. LOCAL In partnership with:
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Transcript of The State of Local Marketing - Midwest Foodservice Expo Presentation
THE STATE OF
MARKETINGData, Trends and Tips for Local Marketing in 2016 & Beyond
©2016 BrandMuscle, Inc.
LOCAL
In partnership with:
IntroductionClarke SmithChief Strategy Officer, Brandmuscle20+ years of agency and corporate marketing experience including Hallmark Cards and Bernstein-Rein Advertising.
BrandmuscleProvider of local marketing automation software and services to 200+ of the world’s leading brands. 600K local businesses rely on Brandmuscle to execute their local marketing efforts.
#OwnLocal
Topics We’ll Cover
#OwnLocal
1. What types of marketing do local businesses say are working best for them today
2. How to be in the right place, at the right time, with the right message
3. Tips and ideas to heat up your 2016 marketing plan
2nd Annual State of Local Marketing ReportMethodology
We surveyed thousands of our clients’ local affiliates (franchisees, operators, agents, dealers and distributors) who use Brandmuscle’s local marketing platform and used a representative sample of 860 to get a better understanding of what’s working (and what’s not) in local marketing.
#OwnLocal
http://bit.ly/localmarketingreport
HOW MUCH TIMEDO YOU SPEND ON MARKETING?
#OwnLocal
1/3 Spend < 10% of Time on Marketing
32%
22%17%
7%
5%5%
4%4% 1% 3%
0 - 10% 11 - 20% 21 - 30% 31 - 40% 41 - 50%
51 -60% 61 - 70% 71 - 80% 81 - 90% 91 - 100%
HOW MUCH MONEYDO YOU SPEND ON MARKETING?
#OwnLocal
11%7%
30%19%
13%
20%
Under $500 $501 - $1,000 $1,001 - $5,000$5,001 - $10,000 $10,001 - $20,000 Over $20,000
67% Spend < $10K on Marketing
WHAT TYPES OF MARKETING DO YOU USE? HOW SATSIFIED ARE YOU? #OwnLocal
Types of Marketing We Evaluated
WHAT’S WORKING(AND NOT) IN LOCAL MARKETING?
#OwnLocal
Summary of Findings
Marketing Used
Website Email
Paid Sea
rch
Online D
isplay
Mobile
Conten
t Mark
eting
Webina
rs
Local
Events
Commun
ity Spo
nsorsh
ips
Tradesh
ows
Major E
vent S
ponso
rships
Facebo
ok
Linked
InTwitte
rBlog
Flyers
Direct M
ail
Promotio
nal S
ignag
e
Yellow Pag
es
Newspa
per
Radio
Telemark
eting
Free Stan
ding I
nserts
Televis
ion
Door-to
-Doo
r
Magazi
ne Adve
rtising
Coupo
ns
Non-Trad
itiona
l
Billboa
rds0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%90
%
86%
73%
68%
55%
53%
50%
87%
80%
72%
64%
84%
65%
56%
47%
85%
85%
81%
77%
73%
73%
69%
68%
65%
63%
60%
60%
52%
50%
Marketing Satisfaction
Website Email
Online D
isplay
Paid Sea
rchMob
ile
Webina
rs
Conten
t Mark
eting
Local
Events
Commun
ity Spo
nsorsh
ips
Major E
vent S
ponso
rships
Facebo
okTwitte
r
Linked
InBlog
Promotio
nal S
ignag
e
Televis
ion
Tradesh
ows
Flyers
Radio
Direct M
ail
Telemark
eting
Newspa
per
Free Stan
ding I
nserts
Door-to
-Doo
r
Non-Trad
itiona
l
Magazi
ne Adve
rtising
Coupo
ns
Billboa
rds
Yellow Pag
es0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%85
%80
%76
%75
%73
%67
%59
%83
%77
%74
%74
%62
%61
%49
%85
%77
%76
%75
%73
%68
%68
%65
%65
%65
%64
%61
%58
%56
%53
%
Traditional Media Snapshot
Traditional Media Feedback
“I think the only reason I even do Yellow Pages
is because my competition does.”
“Radio and TV cost so much and they are gone
too quickly to be beneficial.”
“Newspaper circulation is
dropping but costs are increasing.”
“Direct mail reaches our target markets with a
great degree of accuracy.”
Local Events & Sponsorships Snapshot
“Local events have worked best; we are able to get our
message out directly to customers without a filter and
we receive a direct response.”
Local Event & Sponsorship Feedback
“Being involved in the community is the most effective. It puts your name and business
out with fellow community members as someone they can
like and trust.”
“We attempted a week-long stand at the fair. It didn’t work because it
wasn’t our target market.”
“Sponsorships show that we support our local
businesses; it goes a long way in return.”
Digital Media Snapshot
Digital Media Feedback
“The most successful campaign so far has been
Google AdWords with a 30% ROI. I believe most of our new
leads are internet search or word of mouth.”
“Blogging is very time consuming. It’s very
passive, and growing an audience of followers is a
business on it’s own.”
“Text messaging works to get people interested in a
promo. It allows direct contact in real time. Local
and personal.”
“More support from national partners
would be helpful…”
Social Media Snapshot
Social Media Feedback
“I use Facebook with good results for B2B
marketing.”
“Word of mouth, Facebook and LinkedIn
are all we use because we have no advertising
budget.”
“I’d like more education on using LinkedIn and
Twitter.”
“Our system to manage Twitter, LinkedIn and
Facebook was not set up correctly and we can’t get the
vendor to fix it.”
“Someone once told me Facebook is like having a billboard in
your basement.”
There Is No “Magic Pill”
TODAY’S MARKETINGREQUIRES AN INTEGRATED APPROACH
#OwnLocal
$$AWARENESS
$$CONSIDERATION
PURCHASE & EXPERIENCE
$$$LOYALTY
$$$$ADVOCACY
Traditional Sales Funnel
<1990 1990s
Direct MailTelephone
1999 2000s 2015TVRadioPrintDisplay
EmailDirect MailTelephoneIM
TVRadioPrintDisplayCable TVWebsiteSearchOnline Display
EmailDirect MailTelephoneIM
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing
Mobile EmailSMSEmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsContextualWikisSocial NetworksMobile Web
Social DMVoice MarketingMobile EmailSMS + MMSEmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsContextual WikisSocial NetworksMobile WebBehavioral Social Media & AdsVirtual WorldsWidgetsTwitterMobile Apps & Geolocation
The Explosion of New Media
Consideration
Purchase
Awareness
Loyalty
Advocacy
TraditionalOOHRadioPrintCable
DigitalSEOPaid Search Paid MediaBloggersLocal ListingsMusic/Video Ads
DigitalContent MarketingLanding PagesFood Delivery ServicesLocal DealsUser ReviewsSocial MediaMedia Retargeting
Loyalty ProgramSocial MediaEmailSMS Social Media
Reviews
TraditionalOOHRadioPrintCable
Today’s Buyer’s Journey
RIGHT MEDIA RIGHT TIMERIGHT MESSAGE
#OwnLocal
AWARENESS:TRADITIONAL MARKETINGSTILL WORKS, BUT IT CAN BE
EXPENSIVE#OwnLocal
Tips for Traditional Marketing
1. Develop strong creative with compelling offers to cut through the clutter.
2. Use traditional marketing in non-traditional ways: – Sticky notes on newspapers– Neighborhood newspapers– Ethnic radio (right time of day)
3. Negotiate; ask for value-adds
AWARENESS:
3 IN 4 CONSUMERSWHO FIND LOCAL INFO IN SEARCH RESULTS
ARE MORE LIKELY TO VISIT
#OwnLocal
restaurants near me
The phrase
has been used34x more since 2011
Digital Media Examples
Tips here from Client Dev and Digital
Focus on integrating tactics
How Do You Show Up Here?1. Local Listings
2. Paid Search
Tips for Local Listings
1. Claim your business listing ($10.3B lost sales for merchants with missing listings)
2. Accurate business information– Company Name– Hours of Business– Phone Number– Pricing / Menu
Tips for Paid Search Advertising• Select the right keywords and monitor them closely• Geotarget - Focus on zip code• Schedule ads to run at the right time of day (i.e.
lunch crowd)• Get the tools and help you need
CONSIDERATION:
CONVERT “IMMEDIATELY ORWITHIN AN HOUR”#OwnLocal
64% OF MOBILERESTAURANT SEARCHERS
1. Positive Reviews
2. You’re Open
3. Menu
4. Offers
Choosing A Restaurant
88 percent of Internet users read online reviews to judge local business.
- eMarketer
Online Reviews
A half-star increase on Yelp makes it 30-49% more likely a restaurant fills up during peak hours.
- UC Berkley study
+
Online Reviews
A one-star increase on Yelp canlead to a 9% revenue boost.
- Harvard Business Review
+
Online Reviews
Tips for Online Reviews1. Serve good food and provide
excellent service2. Claim your page3. Sign up for instant notifications;
monitor (Google alerts)4. Reply to negative reviews in a polite
and helpful manner5. Remind your customers to share
reviews
POST-PURCHASE:BUILD A FOLLOWING WITH SOCIAL & EMAIL
#OwnLocal
Keep Them Coming Back
Share your story. Use hashtags. Interact.
Social Media Tips
Be bold. Chef’s posts. Behind the scenes.
Social Media Tips• \
Facebook Advertising Tips
• Choose social imagery that looks like a news feed update
• Appeal to as many of the five senses as possible
• Highlight the food and experience
Email Tips
Recognize loyalty.
Cross promote using social media, reviews and events
USE LOCAL EVENTS & SPONSORSHIPS TO CREATE AWARENESS & TRAFFIC
#OwnLocal
Tips for Local Events• Use local events, no matter
how small, to connect with your community (and let them sample your food)
• Create your own experience that draws in customers
• Build affinity and support local causes
Next Steps?
Traditional media isn’t dead; look for non-traditional ways to use it and negotiate.1
2 Social media is a great way to build loyalty but it requires a lot of care and attention; focus on the one or two social channels that make the most sense for your business.
4 Track your marketing efforts and results so you can understand what’s working (and not). Don’t be afraid to test new things. Review regularly and adjust.
Leverage any tools or resources that your suppliers might make available. 3
YOU!THANK
