Download this micro study and learn more about budget allocations, ROI benchmarks and the 66% of national brands who are investing in local marketing (as well as the challenges of the 34% who are not investing in local marketing). Also, use these findings to better understand how your ROI benchmarks compare to your peers.

1. Research Micro Study:
National Brand Use of
Local Marketing & ROI Metrics
NATIONAL BRANDS INVESTING IN
LOCAL MARKETING
COMPANIESTHATTRACK ROI FOR
NATIONAL MARKETING CAMPAIGNS
EXPECT LOCAL MARKETING
CAMPAIGN ROITO BE
% OF OVERALL MARKETING BUDGET
USED FOR LOCAL MARKETING
% OF COMPANIESWHO USE ROI AS A
MARKETING METRIC
Not Investing
in Local
Marketing
Investing
in Local
Marketing
%
ofRespondents
35
30
25
20
15
10
5
0
% of Overall
Marketing Budget
Used for Local
marketing
NOTE: Over 20% of national brands are spending 25+% of
their budget on local marketing
Use ROIUse ROI
For National
Marketing
Campaigns
For Local
Marketing
Campaigns
Don’t Use
ROI
Don’t Use
ROI
Same as
National
Campaign ROI
Lower than
National
Campaign ROI
44%
56%
42%44%
58%
19%37%
Higher than
National
Campaign ROI
1-5%
0%
6-10%
11-15%
16-20%
21-25%
25+%

2. there was no clear consensus for how ROI varies between national
marketing campaigns & local marketing campaigns; HOWEVER OF
companies that use ROI metrics:
EXPECTED ROI FROM NATIONAL MARKETING CAMPAIGNS
20%
18%
16%
14%
12%
10%
8%
6%
4%
2%
0%
1.5:1 2:01 2.5:1 3:01 3.5:1 4:01 4.5:1 5:01 Greater than 5:1 ROI
24% 36%
31.4%
38.6%
39.7%
When asked about
local marketing ROI,
25% of companies are
“not able to track ROI
at the local level”
Related to the % of companies investing in local marketing,
• Larger national brands ($1 billion+ revenue) are 49% more likely to invest in local marketing than smaller
national brands ($100-250 million revenue)
• Companies that use ROI metrics to measure national campaigns are 35% more likely to invest in local marketing
than companies who do not use ROI as a marketing metric
Lack of Budget
Tracking & Metrics
Lead Generation
Top 3 Marketing Challenges of 2012
(Respondents could select up to 3)
37.9%
48.2%
57.7%
Top 3 Sources of
Marketing Knowledge
Industry Research
Marketing & Advertising Publications
National Industry Organization
Expect National Marketing Campaigns
to generate an ROI of 4:1 or higher, while
Expect Local Marketing Campaigns to
generate an ROI of 4:1 of higher
Research Scope:This study was fielded via email surveys distributed March /April 2012 . Results are based on 273 completed responses from individual companies. Respondents met the criteria
of marketing professional, companies based in North America , companies with $100 Million or greater annual revenue
866-446-9914 balihoo.com @balihoo