BJ Emerson, VP Technology, Tasti D-lite and Planet Smoothie presentation on "Local Marketing Rules" at FranCamp in Atlanta, May 2012. BJ spreadheaded the integration of the Tasti D-Lite brand experience with online communities by engaging customers and working with franchisees to expand the brand through social media. BJ shares what Tasti is also doing in the local markets to engage and build raving loyal fans.

1. Local
Marketing
Rules
BJ Emerson
VP Technology
Tasti D-Lite
Planet Smoothie
@BJ_Emerson | @tastidlite | @planetsmoothie

2. “Content is where I expect much of the real money will
be made on the Internet, just as it was in
broadcasting…. …But the broad opportunities for most
companies involve supplying information or
entertainment. No company is too small to
participate. Those (publishers) who succeed will
propel the Internet forward as a marketplace of ideas,
experiences, and products-a marketplace of content.”
@bj_emerson | @tastidlite | @planetsmoothie

3. In Franchising,
Local
Content is King
@bj_emerson | @tastidlite | @planetsmoothie

4. The Franchise Opportunity
• Providing unique experiences
• The death of standardization and the
rise of personalization
• Capturing local flavor while leveraging
global brand image
• Centralizing but co-managing brand
presence
@bj_emerson | @tastidlite | @planetsmoothie

5. The Power of Going Local: Comparing the Impact
of Corporate vs. Local Facebook Pages
White paper distributed by Hearsay Social
http://bit.ly/K9e9Ae
Locally created Local
Facebook Pages Reach
deliver 5 times
more reach.
Corporate
Reach
@bj_emerson | @tastidlite | @planetsmoothie

6. Local posts provide 8 times
more fan engagement.
Corporate
Engagement
Local
Engagement
@bj_emerson | @tastidlite | @planetsmoothie

7. One local fan is worth 40
corporate fans.
Corporate Fan Local Fan
@bj_emerson | @tastidlite | @planetsmoothie

8. “What the results suggest is that a corporate-
based Facebook presence is fine, but that’s
only the tip of the iceberg. A broader
strategy that integrates your corporate
Facebook presence with a network of local
pages has the potential to drive dramatically
greater business results.”
- Craig LeGrande, Managing Partner of market research
firm Mainstay Salire
@bj_emerson | @tastidlite | @planetsmoothie

9. Local Tweets
@TastiFranklin
@TastiTustin
@TastiNash
@bj_emerson | @tastidlite | @planetsmoothie

10. Local Video
10
@bj_emerson | @tastidlite | @planetsmoothie

11. Food Blogger Party
Social Media Club Events
• Host
• Sponsor
• Attend
11
@bj_emerson | @tastidlite | @planetsmoothie

12. Centralized but
Shared Management
@bj_emerson | @tastidlite | @planetsmoothie

13. 13
@bj_emerson | @tastidlite | @planetsmoothie

14. @bj_emerson | @tastidlite | @planetsmoothie

15. Local
Recognition
Screenscape.net
@bj_emerson | @tastidlite | @planetsmoothie

16. Provide a
Local and
Personalized
Experience
Flavor
Alerts

17. Coming
September
2012
The Tasti D-Lite
Way:
Social Media Marketing
Lessons for Building
Loyalty and a Brand
Customers Crave
17
@bj_emerson | @tastidlite | @planetsmoothie