Instead of simply responding to demanding franchisees or location managers, Nick Neels explains how to use internal and third-party data to benchmark and better understand the performance of all your locations. Marketers and brands can then develop a prioritization roadmap that helps focus on sites or locations offering real opportunities for growth and improvement. Results and lessons learned can then be applied across the organization. This tactical session is for anyone representing or working with multi-location enterprises.
Developing a Market Prioritization Model For Greater Effectiveness
1. Developing a
Market Prioritization Model
For Greater Effectiveness
Nick Neels, Head of Local Search | @nickneels | nneels@location3.com
#LSA17 @NickNeels
2. We Built a Model & Started a Dialogue
#LSA17 @NickNeels
+10%
+561%
+13%
+1,200%
22. Top ROI Indicators
#LSA17 @NickNeels
Store
Number
Stability Assessment Sales
100 Open (5,000)$
101 Open 12,000$
102 Open (10,000)$
103 Open 6,000$
104 Open 6,000$
105 Open 1,000$
108 Future Closure (March 2017)
109 Future Closure (April 2017)
106 New Store (June 2017)
107 New Store (July 2017)
23. Tiers For the Win!
#LSA17 @NickNeels
Store Number Sales $ Sales
100 $ (5,000) 1
101 $ 12,000 3
102 $ (10,000) 1
103 $ 6,000 2
104 $ 6,000 2
105 $ 1,000 2
Middle of
the Pack
Low
Priority
High
Priority
High
Priority
24. Current Local Search Performance
#LSA17 @NickNeels
Store 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
40. Build a Model.
Start a Dialogue.
Educate.
Then Put in the Work.
#LSA17 @NickNeels
41. Developing a
Market Prioritization Model
For Greater Effectiveness
Nick Neels, Head of Local Search | @nickneels | nneels@location3.com
#LSA17 @NickNeels
