Weitere ähnliche Inhalte Mehr von Surefire Local (20) Kürzlich hochgeladen (20) Harnessing the Power of Your Network for National to Local Marketing Success1. Harnessing the Power of Your
Network for National-to-Local
Marketing Success
WEBINAR:
March 25, 2014
2. 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. 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. 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 programsthat
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. 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. 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 Billion2014
2017
TO
7. 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. 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. 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. 10© 2014 BIA/Kelsey.All Rights Reserved.
Franchisees Spend Heavily for Online Presence
BIA/Kelsey Local Commerce Monitor™ (LCM), Wave 17, Q3 2013
11. 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. 12© 2014 BIA/Kelsey.All Rights Reserved.
Owned & Earned Media ROI Remains Unclear
BIA/Kelsey Local Commerce Monitor™ (LCM), Wave 17, Q3 2013
13. 13© 2014 BIA/Kelsey.All Rights Reserved.
Methods of Tracking Source Leads
BIA/Kelsey Local Commerce Monitor™ (LCM), Wave 17, Q3 2013
14. 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. 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. 16© 2014 BIA/Kelsey.All Rights Reserved.
Strategies to Win the National-to-Local Game
Technology
Content Creation & Optimization
Local Adoption
1
2
3
19. 19© 2014 BIA/Kelsey.All Rights Reserved.
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. 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. 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. 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. 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. 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. 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. 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. 27© 2014 BIA/Kelsey.All Rights Reserved.
Engaging Going Forward
Upcoming Conference
LEADING IN LOCAL: The National Impact
Atlanta, May 7-9
Examining 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
Visitwww.surefiresocial.comto request
a demo or call (888)-804-8685.
Learn more by
downloading our
report:
www.biakelsey.com/Sponsored-Research
Hinweis der Redaktion -Technology – Publishing & DistributionEnterprise companies need a technology platform that will enforce brand control, extend their web footprint and enhance visibility and revenue on a national to local level.Technology-Enabled Service Model Brings it all Together Control, workflow, tracking results It’s key to work directly with owners in the local market to get high quality content-editiorial calendar image -blogs -promotions -newsletters Educate businesses at the local level through the process and work together as a team. Ideally get local businesses to spend additional money to get that winning “network” effect!Coaching- To educate, get adoption and ideally get local dealers to spend additional money against campaign Industry Frontrunners Lead the National to Local Race: Discover how one national brand has already generated more than 1,035 qualified leads for their dealers using this revolutionary platform.