5 Critical Local Marketing Strategies for National Brands in 2013
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The document outlines 5 essential strategies for local marketing success: 1) Consider demand generation last, not first; 2) Stop building programs only for the biggest players; 3) Modify outdated co-op programs to include digital; 4) Make local websites the marketing hub; 5) Value the phone as a major marketing channel. It emphasizes focusing first on data, capture, and connection before demand generation to build a successful local marketing pyramid.
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5 Critical Local Marketing Strategies for National Brands in 2013
- 1. 5 Essential Strategies for Local Marketing Success (Unofficial Title: Do this or watch your competitors win in the local space. It’s THAT serious.
- 2. Webinar Offer LogMyCalls Free Trial • LogMyCalls.com/30-day-trial • Coupon Code: DAMGOOD • Call (866) 811-8880 2
- 3. Next Webinar Thursday, Jan. 24, 2 PM ET Your Business Lead Generation Playbook • Lead generation is #1 challenge most businesses have. So, how do you generate more leads? • Define your unique selling proposition • Specific tactics to generate more leads for your business • Develop your lead generation strategy • Sign up LogMyCalls.com/webinar Mitch Lapides, President and CEO, Fulcrum Tech Mitch Lapides is President and CEO of FulcrumTech, a premier full-service email-marketing, search engine optimization (SEO), and social media agency based in the Philadelphia area. Prior to founding FulcrumTech, Mitch built and managed several leading online publishing enterprises at Gartner (Group Vice President, gartner.com and Chief Technology Officer, Gartner), Reed Elsevier (EVP), Springhouse Corporation (VP, Electronic Products), and U.S. Pharmacopeia. Mitch earned his BA from Brandeis University and MBA from the University of Michigan. 3
- 4. About Balihoo Balihoo Enables Brands to Translate National Marketing Strategy in to Local Execution 4
- 5. 5 Strategies (do these or lose) 1. Demand gen is the last thing to consider 2. Stop building programs for the biggest players 3. Modify outdated co-op programs 4. Local Websites: make them the hub 5. Value the phone 5
- 6. Demand gen is the last thing to consider Fight The Funnel! 6
- 7. Local Marketing Hierarchy of Needs Data Capture Demand Capture Upsell/Cross-sell Connect Demand Gen Drive 7
- 8. Demand Generation is the Last Thing to Consider • Co-Branded, SEO optimized, Mobile enabled, local websites Capture • Local Directories / Data Feeds • Portfolio Managed Digital Executions • Triggered eMail • Triggered Direct Mail Connect • Sales collateral / In Office Material • Social • Traditional media Drive • Online Banner • Promotions “Stop chasing leads and start building your pyramid” –Pete Gombert, Balihoo CEO 8
- 9. EXAMPLE - KOHLER Data Capture Connect Drive 9
- 10. Stop building programs for the biggest players The Pareto Principle 10
- 11. Things we hear, a lot. We support our top resellers What customized programs We can measure and track programs from our Gold and Platinum partners Our channels team works with the top tier partners… 20% of our affiliates represent 80% of our business? …biggest partners understand marketing 11
- 12. Stop Building Programs for the Largest Players Opportunity 20% Will 75% Want to do more, but don’t have the 5% Not resources Demand Engage More Do Nothing Automated Executions Ad Hoc Executions 12
- 13. Modify outdated co-op programs I wanna get digital Let's get into digital Let me hear your website talk, your website talk Let me hear your website talk 13
- 14. Importance of Local Digital 80% of budgets are spent within 50 miles of the home (DMA) 70% of U.S. households now use the Internet when shopping locally for products and services (The Kelsey Group) 82% of local searches follow up offline via an in-store visit, phone call or purchase (TMP/comScore) 95% of smart phone users have looked for local information via mobile and 88% of these users take action within a day (Google) 20% By 2015, companies that focus on integrated processes for local marketing enablement will increase revenue by 15 to 20% (Gartner) 14
- 15. Digital and Co-op Programs $22.4B $1.7B = 7.5% Source: Borrell & Associates “Of the 1000+ co-op advertising programs, representing over 1700 brands, maintained in a Local Search Association database, only 223 allow some form of Internet advertising in their policies.” Source: ACB “Online Co-op Advertising Study,” Sept. 2011 Bob Houk Executive Director Trade Promotion Management Association “Much less than one percent of co-op ad dollars flow into online channels” 15
- 16. Co-op Media Usage 16
- 17. Why the Discrepancy? • Resistance to change • National e-initiatives • Complexity • Lack of technology to manage and execute 17
- 18. Modify Outdated Co-op Programs 5 Keys to Success • Carefully consider the vehicles • Control the execution • Integrate tracking and analytics • Make it easy • Drive adoption 18
- 19. Local Websites: Make them the Hub 19
- 20. What are Local Websites? Local Website Co-branded, geographic-specific sites …carrying through brand-approved images and messages. Corporate Website 20
- 21. Local websites are the hub for local web activity Local Web = the linchpin to successful local marketing It is the integrated, growing ecosystem of online channels that collectively drive local online marketing. 21
- 22. Example- AFLAC Unique Tracking Number Lead Capture Form Multiple pre-determined tactics are executed to generate leads 22
- 23. But how can a company manage 100s of local websites? With automation, it’s possible to launch and update Corporate Websites 1,000s of local websites simultaneously, resulting in: • Top line growth and market share • Simple way for resellers/local marketers to engage • Brand control; consistent messaging and branding • Ability to track and measure local ROI 23 Download Local Websites Whitepaper to learn morel about planning and implementing local websites.
- 24. Value the phone (It’s your secret local marketing weapon) 24
- 25. The facts around are astounding 10% increase in click through rate for PPC ads with a phone number (WebVisible) 43% of all search related conversions happen over the phone (AdInsight) 82% of local searches follow up offline via an in-store visit, phone call or purchase (Yes, this is a repeat from earlier) 65% of businesses consider phone calls their highest quality lead source (BIA/Kelsey & ConStat Commerce Monitor) 60+% 60-70% of Balihoo’s customers’ local marketing conversions come from the phone! (Balihoo) 25
- 26. Example: Teleflora Situation: • 17,000+ franchise retail locations with ecommerce • Legacy FSI local marketing effort managed by brand was difficult to measure • Traditional media effectiveness declining for local retail floral category as consumers move online – local florists not well- versed in online tactics Solution: • Automated local PPC program (requires opt-in) that applies network-wide learning's to small local budgets • Integrated call tracking • Auto-claiming of local search listings across Google Places (+), Yahoo Local and Microsoft Local • >300% ROI on program
- 28. Conclusion Carefully consider the 5 Essential Strategies for Local Marketing “By 2015, companies Success that focus on integrated processes for local marketing Be sure your marketing efforts enablement will enable your national brand to: increase revenue • Be found online by 15 to 20%.” • Expand your brand’s reach • Extend message control through Source: Gartner Research, Top 10 Marketing Processes sales cycle to the local level for 2012, 21 March 2012, Kimberly Collins • Leverage changing consumer behavior • Increase top-line business growth 28
- 29. Additional Resources http://balihoo.com/local-marketing-resources 29
- 30. Thank you • Please feel free to contact us for further discussion, questions, or to learn more about Balihoo • Shane - svaughan@balihoo.com @shanevaughan • Susan - stormollen@balihoo.com @tormollen 30
- 31. Webinar Offer LogMyCalls Free Trial • LogMyCalls.com/30-day-trial • Coupon Code: DAMGOOD • Call (866) 811-8880 31
- 32. Next Webinar Thursday, Jan. 24, 2 PM ET Your Business Lead Generation Playbook • Lead generation is #1 challenge most businesses have. So, how do you generate more leads? • Define your unique selling proposition • Specific tactics to generate more leads for your business • Develop your lead generation strategy • Sign up LogMyCalls.com/webinar Mitch Lapides, President and CEO, Fulcrum Tech Mitch Lapides is President and CEO of FulcrumTech, a premier full-service email-marketing, search engine optimization (SEO), and social media agency based in the Philadelphia area. Prior to founding FulcrumTech, Mitch built and managed several leading online publishing enterprises at Gartner (Group Vice President, gartner.com and Chief Technology Officer, Gartner), Reed Elsevier (EVP), Springhouse Corporation (VP, Electronic Products), and U.S. Pharmacopeia. Mitch earned his BA from Brandeis University and MBA from the University of Michigan. 32
Hinweis der Redaktion
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- Ensure you have good data on affiliatesHelp affiliates be found when people are looking for them (Capture)Help affiliate stay connected to existing customers (Connect)Help them generate demand when they want to accelerate (Drive)
- ShaneNotes: Shane to mention importance of tracking digital and phone tracking. Also, some good opening stats to discuss (provided by MacKenzie)Alarming Stats60% of SMB home pages can’t generate phone calls because they lack a phone number74.7% of SMB websites lack an email link on their home page for consumers to contact the business. 65.7% of SMB websites lack a form-fill option to enable consumers to request information. 93.3 percent of SMB websites are not mobile compatible and will not render successfully on mobile devices or smartphones. Source: vSplash, SMB DigitalScape (Partners with BIA/Kelsey)Shane to transition to Jed: Jed is now going to ask our 2nd polling question
- While consumers search online, the majority (64%) expect the business location to be within 15 miles (TMP)73% of online activity is related to local content (Google)74% of internet users perform local search (The Kelsey Group)97% if internet users use the internet to shop (NPD Group)Google has 50 million Places pages waiting to be claimed by business owners (Google)Mobile web access will surpass traditional PC access by 2013 (Gartner, 2009)75% of users never scroll past the first page of search results (Hubspot)51% [of local searchers] explicitly characterize their behavior as "Shop Online, Purchase Offline” (NPD Group)61% of searchers consider local search results to be more relevant than paid or general search results. (comScore's Localeze)58% of searchers consider local search results to be more trustworthy than paid or general search results. (comScore's Localeze)49% of local searches are conducted without a specific business in mind. (comScore's Localeze)
- Online makes up 22.5% of national spending, but only 7.5% of available co-op dollars. Remember that online constitutes over 22% of national spending – this means that the co-op industry is offering less than 1/3 of what they should be in terms of digital. Position this as an advantage to brands that jump on this – there is a goldmine of opportunity at the local level to enable your resellers to use their co-op dollars effectively. Jump on it!
- Change – both on the manufacturer and the reseller side. Manufacturers have historically looked at their co-op programs as expense line-items, not investment, and are hesitant to make broad changes to their programs. On the reseller side, they are not trained marketers and tend to do the same thing year after year. E-initiatives. The national brand has an inherent fear of competing with their resellers online – especially if they offer their own ecommerce options. Complexity.
- Local websites are co-branded geographic specific sites that includebrand-approved images and messages, while providing important local informationsuch as location, store hours, products carried, phone numbersLocal websites allow national brand and local affiliates to be “found” at the local search levelThey ensure search engines direct customers to the right place at the right time And they serve as the centralized landing pages for all other local marketing activities
- So how do you launch 1000s of local websites? Well. You could add a lot of marketing or web resources or you can train all of your local partners on how to build brand compliant sites. But for most national brands, this approach is cost-prohibitive and impossible to manage. That’s why most national brands will use automation.With automation, it’s possible to launch and update 1,000s of local websites simultaneously.Automation of local websites enables national brands to:Drive top-line growth and market share by ensuring a brand’s products can be found locally and by influencing customer experience closer to the point of purchaseOffer a simple way for resellers to engage in marketing with a national brand.Maintain control of the brand’s image and message further down the sales cycle while driving leads to local resellersTrack and measure ROI at the local reseller level.Local websites provide measurable performance for digital marketing programs, e.g. PPC, email marketing and banner ads.Another thing we found in our recent micro-study is that over 25% of national brands say they are not able to track ROI at the local level. Automation enables consolidated and aggregated local metrics.
- The facts around phone call effectiveness are astounding