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Multi-Location Marketing Roadmap

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Multi-Location Marketing Roadmap

  1. 1. Strategies to Help Multi-Location Brands Connect with Local Consumers A roadmap to help brands reach their target audiences anytime, anywhere.
  2. 2. 2 This playbook is for multi-location brand marketers – at the corporate, regional or individual location level – who are looking to improve their local marketing efforts. MULTI-LOCATION BRANDS Businesses with hundreds or thousands of locations that rely on local consumers to drive sales.
  3. 3. As a multi-location brand marketer, your business faces the challenge of identifying and reaching target audiences. Not only do you have to define demographics, behavior and intent like any other brand, you also need to refine that target audience to consumers within a set radius of your locations. INTRODUCTION A “spray and pray” strategy won’t cut it for multi-location brands. You need marketing campaigns that can accomplish the following objectives: • Identify consumers in your service area who are interested in your products/services. • Determine what stage of the buying cycle those consumers are in. • Deliver customized messaging based on each consumer’s interests and stage in the buying cycle. This playbook was designed to help multi-location brand marketers develop a cohesive strategy to accomplish all three of those objectives.
  4. 4. Three local marketing campaign strategies multi-location brands should be leveraging. WHAT YOU WILL LEARN FROM THIS PLAYBOOK: How the consumer buying journey has changed. How to determine the right media mix for your brand.
  5. 5. Multi-location brands need to provide a seamless consumer journey by making it easy to research products/services and find essential contact information for each location. CONSUMER BUYING JOURNEY
  6. 6. THE LOCAL CONSUMER BUYING JOURNEY In general, the consumer buying journey is no longer a simple linear path from awareness to loyalty. It still follows the same basic structure, but the flow is different. Consumers have more ways to research purchases than ever before and internet- connected mobile devices have made it easier for them to start and stop buying journeys whenever it’s most convenient for them. DISCOVERY & AWARENESS PURCHASELOYALTY RESEARCH & CONSIDERATION
  7. 7. <10 <10 MINUTES Fuel, groceries, fast food, gym memberships <15 10-15 MINUTES Casual dining, oil changes, hair cuts, home & garden, auto services <2015-20 MINUTES Movies, clothing/shoes LOCAL CONSUMER SHOPPING BEHAVIOR For many multi-location brands, the majority of your customers are going to come from a tight radius around each location. In fact, 93 percent of consumers typically travel less than 20 minutes to make everyday purchases. 93%
  8. 8. Next, we’ll cover the three marketing strategies multi-location brands should leverage to connect with local consumers. LOCAL CONSUMER MARKETING STRATEGIES LOCAL DIGITAL HOLISTIC Identifying qualified local consumers most interested in your products/services. Serving personalized messages to massive online audiences. Launching campaigns across a broad array of digital platforms.
  9. 9. TARGETING LOCAL CONSUMERS Consumers are growing more comfortable with ads customized to their location, behaviors and interests. So much so, that many consumers now just expect brands and publishers to serve personalized information. One sign this expectation exists: Users no longer add geo-modifiers to local searches. This doesn’t mean that local searches are decreasing. It means that local searchers now just assume Google will know when they’re searching for something nearby and automatically deliver local results. Furthermore, location customization inspires purchases. LOCAL 67% of smartphone users are more likely to purchase from companies whose mobile sites or apps customize information to their location. Strategy No. 1
  10. 10. THE IMPORTANCE OF PERSONALIZED MESSAGING 63% HISTORY 63 percent of people expect brands to use their purchase history to provide them with personalized info. 66% EXCLUSIVITY 66 percent said an offer just for them is more important than a promotion sent to everyone. 87% GROWTH 87 percent of marketers report a measurable lift from their personalization efforts. 48% EFFECTIVENESS 48 percent would make a purchase sooner then they normally would after receiving a brand’s exclusive offer.
  11. 11. 11 When both brand and location-specific pages exist, 85% of all consumer engagement takes place on the local pages. Brand Assets 15% Local Assets 85% THE IMPORTANCE OF LOCAL ASSETS Location-specific assets (e.g., local ads, local listings, local social profiles, etc.) are crucial to engaging local consumers. These assets give consumers a straight path to contacting your business and making a purchase. For example: Let’s say you’re a local financial advisor for a large investment company who wants to use digital display ads to reach consumers. When you serve ads to these consumers, which one of the options below provides the better user experience? A) A local ad with contact information that also sends users to a local landing page on your site B) A national ad that sends users to a page on your brand’s website requiring them to enter a ZIP code to find you
  12. 12. 12 THE POWER OF THE INTERNET It goes without saying, but the internet is a pretty big deal. But given how naturally the internet has blended into everyday life, it’s easy to forget how quickly it’s grown. Twenty-five years ago, the internet handled about 150 Gigabytes (GB) of traffic a day. By 1997, the internet was experiencing over one thousand times that number; by 2017, it increased 893 times over. In 2021, global internet traffic is expected to reach 319 exabytes per month, or 475,727,228 GB per hour (1 EB=1,000,000,000 GB). This massive growth is the result of an increasing user base that’s able to connect to the internet anytime, anywhere. DIGITAL 281.1 285.4 289.2 292.6 2018 2019 2020 2021 U.S. internet users (in millions) Global internet traffic 1992 148 GB per day 1997 167,000 GB per day 2002 11,867,000 GB per day 2007 149,246,000 GB per day 2017 181,939,567 GB per hour 2021 475,727,228 GB per hour Strategy No. 2
  13. 13. INTERNET AUDIENCES A major driver of the internet’s popularity is smartphones and connected devices. The ability to access the internet from anywhere at any time means consumers are always on, always connected and always available. Smartphones are taking over as consumers’ go-to resource for getting stuff done. Smartphones help consumers automate, facilitate and complete a variety of everyday tasks, including researching purchase decisions. While this has changed the consumer buying journey, it’s not necessarily a bad thing for advertisers – at least not for brands that are willing and able to evolve. The digital buying journey offers brands countless touchpoints to reach consumers and gather essential user information that helps advertisers develop customized messages based on each consumer’s stage in that journey.
  14. 14. 14 229M people in the U.S. used a smartphone in 2018. 55% of the U.S. population viewed digital video via smartphone in 2018. 94.2% 90.3% 79.3% 79.0% 55.9% 55.4% ACTIVITIES CONDUCTED by smartphone users in the U.S. App installers Search users Social networkers Video viewers Audio listeners U.S. smartphone users spend 3+ hours a day with mobile apps. 70% of the population THE POWER OF SMARTPHONES 181M digital video viewers 86% of mobile internet time is spent in apps. Gamers
  15. 15. Digital channels used to research products prior to purchase 39% 36% 34% 33% 23% 16% 14% 10% 9% 43% 17% 13% 10% 6% 3% 2% 7% Twitter Snapchat Google Other None DIGITAL MEDIA’S ROLE IN THE BUYING JOURNEY When consumers need to make a purchase, they turn to digital media first to research products and services. Social media channels consulted before making a purchase Onlinereview sitesBrand’swebsiteIn-store Onlinemarketplace Peer/familyreviews SocialnetworksVideochannelsBrand’smobileapp Brand emails Blogs,forums Facebook YouTube Instagram 9%
  16. 16. 16 86 percent of smartphone users shop on their phones. 59 percent use smartphones in-store to compare costs or search for deals and coupons. 54 percent choose to shop with retailers who send special offers via mobile while in-store. SMARTPHONES’ ROLE IN THE BUYING JOURNEY Smartphones play a huge role in the buying journey. 86 percent of smartphone users shop on their phones. Almost 60 percent of shoppers use their phones inside a store to compare costs and seek deals. Over half choose retailers who send mobile offers while they are shopping in-store.
  17. 17. 17 CONSUMER TARGETING Ad tech allows advertisers to collect in-depth (and anonymous) information about consumers including online behavior, purchase intent and most importantly, precise geo-location. ADVANTAGES OF LOCALIZED DIGITAL ADVERTISING On top of all of those factors, digital campaigns have a lot of unique technical advantages for multi-location brands. PERFORMANCE REPORTING Campaigns feature near- instantaneous reporting and the ability to track conversions like store visits, allowing brands to monitor performance in real time and ensure campaigns are providing a return on investment (ROI). CAMPAIGN OPTIMIZATION Campaigns can be adjusted and optimized at any time. Thanks to in- depth and instant performance reporting, advertisers are able to adjust on the fly and optimize campaigns for maximized performance.
  18. 18. THE DIVERSITY OF THE INTERNET While a few major publishers garner most of the attention and dollars from advertisers, internet audiences are spread across a diverse ecosystem of digital properties. And internet audiences far exceed those of even the top TV telecasts. Of the top 25 web properties among desktop and mobile internet users, each of the top four have over 200 million unique visitors per month, and all 25 have over 100 million per month. The top telecast of 2018 was Super Bowl LII with 104.1 million viewers. 243.8 211 210.9 207.8 198.3 Googlesites M icrosoftsitesFacebook Oath Am azon sites O ath Amazonsites Super Bowl LII 104.1 Super Bowl post-game 74 NFC Championship 42.4 NFC Playoff 35.8 This Is Us 33.4 HOLISTIC Top 5 web properties among US desktop/mobile users (unique visitors per month, in millions) Top5telecastsof2018(millions of viewers) Strategy No. 3 Google sites M icrosoftsitesFacebook
  19. 19. 19 $35 $41 $48 $55 $62 $17 $24 $29 $34 $39 $10 $18 $26 $33 $42 2017 2018 2019 2020 2021 Google Facebook Amazon, Instagram, YouTube U.S. digital ad revenues by company (in billions) GOOGLE + FACEBOOK When people think about digital media publishers, they usually think of the Big Two – Google and Facebook. When you add Amazon, Instagram and YouTube, the top five companies will rake in over 100 billion dollars in 2019. THE BIG TWO
  20. 20. 20 2019 Digital ad revenue tiers in billions of dollars (# of publishers in tier) GROWING NUMBER OF MAJOR DIGITAL MEDIA COMPANIES 11-50B (3 publishers) 3-10B (4 publishers) 100M-2B (9 publishers) While Google and Facebook may have a duopoly of sorts in digital media, there are a lot of other publishers with significant audiences and advertising opportunities (which focus on helping consumers find local businesses). The pace of change in digital media is intense. New technology is introduced or updated daily, changing the way consumers find local businesses. And, new publishers enter the mix every day, further diversifying digital audiences. Multi-location brands don’t have to limit themselves to Google and Facebook to reach qualified local consumers.
  21. 21. LOCAL DIGITAL PUBLISHERS The local ecosystem is an extremely complex web of search engines, data aggregators, social platforms, local directories, map/navigation apps and other sites all pushing and pulling business data to and from one another in a never ending attempt to provide up-to-date and consistent local information for consumers. This complicated dynamic makes it tough for local brands to manage information across all of these sites. But it’s important for multi-location brands to maintain updated information on as many of these sites as possible, because incorrect information on one site can permeate across the ecosystem. To give you an idea of just how complicated the ecosystem is, the diagram on the right from Whitespark illustrates the various distribution relationships between local digital publishers.
  22. 22. SOCIAL MEDIA PLATFORMS Social media plays a large role in local digital advertising thanks to two major factors: 1) Usage numbers that are already massive and continue to grow. 2) Advanced targeting tactics made possible by detailed user data. Facebook 169.5 million U.S. users (52% of the population) Instagram 104.7 million U.S. users (32% of the population) Snapchat 84.8 million U.S. users (26% of the population) Twitter 55.2 million U.S. users (17% of the population)
  23. 23. Now that we’ve covered potential local marketing strategies, let’s take a look at how to decide which campaigns to implement. This will vary based on your brand’s marketing objectives, but there are some general rules on how to find the right media mix to reach your target consumers. DETERMINE THE RIGHT MEDIA MIX
  24. 24. It’s important that local marketing campaigns complement any efforts at the national or regional level. In general, national advertising is great at generating brand awareness and building trust with consumers, while local marketing is better at guiding consumers toward purchases and driving conversions. To bring things back to the consumer buying journey, national marketing gets the consumer started toward making a purchase by generating awareness of the brand, while local marketing works to help turn consumers into customers. NATIONAL + LOCAL
  25. 25. SYNCING UP WITH THE CONSUMER BUYING JOURNEY Brands need to understand the needs and wants of local consumers at each stage in the buying cycle. This will help you determine: • What type of messaging will resonate most with your target consumers at each level. • What your marketing goals and objectives should be for each level. • Which marketing campaigns will be the most effective at accomplishing those goals.
  26. 26. PROOF OF CONCEPT Pilot campaigns are critical to finding out which mix of marketing campaigns works best for your brand. Multi-location brands should leverage pilot campaigns to test which solutions drive the best results at the local level. These pilots can be implemented across a few select locations and last anywhere from a few months to a year. The results of these tests can help you determine if specific media campaigns are right for your brand and worthy of being rolled out across all of your locations. Tips for multi-location pilots SELECT SAVVY LOCATION REPS If you’re a corporate/regional marketer, start with locations that have digitally savvy employees – they’ll be able to understand the finer points of the campaigns and promote the pilot to other locations. SET REALISTIC GOALS Digital campaigns often have a “ramp-up period” so make sure that participating locations understand what type of returns to expect and when to expect them. FIND THE RIGHT AGENCY The digital marketing partner(s) you choose should focus on realistic goals and timeframes, have experience with local campaigns and have the ability to launch campaigns at scale. 1 2 3
  27. 27. QUESTIONS? Contact us today. Let us help you crush it. Contact Us
  28. 28. 28 • Access Development, “National Consumer Study Summary,” 2017 • GeoMarketing, “Think with Google: In Searches, “Near Me” is Now Implied, August 2017 • Google/Ipsos Connect, U.S., Playbook Omnibus 2018, January 2018 • Think with Google, “Customer expectations are changing. Here are 3 ways brands can keep up,” November 2018 • eMarketer, “Customer Experience Roundup 2018,” August 2018 • Evergage, Inc., “2018 Trends in Personalization,” April 2018 • MomentFeed, “State of the Mobile Customer Experience for Multi-Location Brands,” July 2017 • eMarketer, October 2018 • Cisco, “The History and Future of Internet Traffic,” August 2015, Visual Networking Index: Forecast and Trends, 2017-2022, November 2018 • eMarketer, “U.S. Mobile StatPack,” April 2018 • Adobe, “2019 Adobe Brand Content Survey” in partnership with Advanis, February 2019 • Netsertive, 2018 Local Consumer Survey, May 2018 • eMarketer, “U.S. Mobile StatPack,” April 2018 • HRC Retail Advisory Survey, October 2018 • iVend Retail, “2018 Global Path to Purchase” Survey, 2018 • Comscore Media Metrix Multi-Platform, September 2018 • Nielsen, December 2018 • eMarketer, February 2019 • Whitespark, “The U.S. Local Search Ecosystem,” 2017 • eMarketer, August 2018 REFERENCES

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