For franchise organizations, product manufacturers and national brands, enabling franchisees, distributors and affiliates to effectively generate demand at the local level is of utmost importance. Check out this presentation to see what solutions are currently available and begin enabling your franchisees and affiliates to more successfully and efficiently represent your brand and generate demand in their local markets.

1. Enabling Breakthrough Local
Store Marketing
Enabling Breakthrough Local
Store Marketing
For franchise organizations, national brands, and product manufacturers

2. The content for this
webinar is an
excerpt from
The National
Marketer’s Guide to
Local Marketing.
DOWNLOAD THE GUIDE NOW!

3. Why Should You Care About Local
Marketing?

4. AS A NATIONAL MARKETER, you
get the big picture.

5. You know how to build your brand
and execute your strategy.

6. However, you might not be reaching
customers at the critical point
where they make buying decisions...

7. …. LOCALLY.

8. Your local outlets or agents
frequently have the most direct
contact with your customers.

9. And unlike national campaigns...

10. Local marketing reaches customers
looking for your products or
services at the right time…

11. … funneling them to nearby
locations and closing the sale.

12. Balihoo and Gatepoint
Research surveyed 100
marketing professionals -
Director Level and Above,
from National Brands...

13. 64% of companies said a
local marketing strategy is
CRITICAL.

14. THINK ABOUT IT

15. You probably like to eat and shop
where it’s convenient...

16. … and usually convenience means a
place close to where you are.

17. Whether you are at home, work, or
on the road.

18. How should you approach local marketing?

19. Start with the foundation

20. And prioritize based on your brand’
s needs

21. There are three pillars to successful
local marketing:

22. Discovery
Demand Generation
Relationship

23. Pillar #1: Discovery

24. This is when you ask yourself...

25. “Can consumers find my locations?”

26. “Am I easy to find?”

27. It’s not surprising that online search
is the tool consumers use most to
find your locations

28. (your retail outlets, franchisees,
distributors, agents, channel
partners, representatives, etc)

29. In fact, 90% of consumers search online
and purchase offline in local markets.

30. They also take action quickly–

31. Half of mobile searchers visit a
store within 24 hours of a search.

32. How can I ensure customers can
find me at the exact moment they
have a need?

33. 1. Have local websites.

34. 2. Keep directory listings up-to-date

35. 3. Implement a local SEM strategy

36. Pillar #2: Demand Generation

37. The next question to ask is...

38. “Can I market my individual locations
directly to potential customers?”

39. or in simpler terms...

40. “How can I get people who don’t
know about my brand to visit my
locations?”

41. The second pillar is critical to
driving new traffic to your locations.

42. From geo-based display ads to triggered
email campaigns to social media,

43. You want to reach out and grab
consumer attention,

44. While providing the location
information that prompts greater
likelihood that the customer will
take swift action

45. Pillar #3: Relationship

46. Ultimately, customers build relationships
with brands they trust and interact with
most at the community level.

47. At the heart of the matter is the
bond between your locations, your
customers, and the community.

48. People want to go “where
everybody knows their name.”

49. First ask yourself:

50. “Can my locations tailor info to our
customers across a variety of media
and communications?”

51. Are your locations using social
media to its full potential–and
maintaining the brand consistency
that you require?

52. The answer, in reality, is probably not.

53. So how can you help locations build these
important relationships with customers
that will be strong and lasting?

54. You can do it through local
marketing automation and data.

55. Discovery
Demand Generation
Relationship

56. What do the 3 pillars have in
common?

57. They are critical to the final stages
of the purchase cycle.

58. National brands spend billions in
Awareness -Preference-Purchase
cycle

59. ...to grow brand awareness, interest,
and consideration.

60. To be effective:

61. Messaging must be consistent to
build momentum across
multiple touch points in the cycle.

62. However, the reality is that
consumers investigate, shop, and
buy LOCALLY when they are at the
final preference and purchase stage.

63. The Last Mile of Marketing

64. Local Marketing will capture your
customer on the last mile of their
journey.

65. ...before they choose your
competitor.

66. Most national brands leave this in
the hands of their locations and
local partners.

67. In 2012, 66% of national
brands were investing in local
marketing.

68. In 2014, 77% of national
brands are investing in local
marketing.

69. That’s an 11% jump in
two years.

70. With consumers touching more
than ten media types prior to a
purchase,

71. brands must ensure they are
strategically represented locally,

72. where the PURCHASE activation
happens!

73. Consumers are local in every step of the purchase
funnel - they shop, search, and purchase locally.
In fact, 90% of shoppers start by browsing online, but
end up making the buy locally; and searches with local
intent convert at 2x the rate of non-local searches.

74. It’s a Fact. Local Marketing can
make you a Superhero!

75. When National Brands
Implemented Local Marketing
Strategies*...
*CMO Council

76. 50% of companies surveyed by
Balihoo said that they expect
the ROI on local marketing
expenditures to be higher than
that of a national campaign.

77. GOT 5 MINUTES?
Take a self-guided tour to learn
how to drive demand and lead
generation with Balihoo Local
Marketing Automation.
TAKE ME TO THE DEMO! >

78. Download our self-
assessment
to determine your local
marketing objectives,
current system state, and
key stakeholders
DOWNLOAD on SLIDESHARE
GOT ANOTHER 5 MINUTES?

79. The content for this
presentation is an
excerpt from
The National
Marketer’s Guide to
Local Marketing.
DOWNLOAD THE GUIDE NOW!

80. ABOUT BALIHOO Leading
national brands, across a multitude of
industries, use the Balihoo local
marketing platform to activate millions
of data-driven local campaigns for over
350,000 local outlets.
Balihoo is proud
to be named
Aflac 2014 Partner
of the Year
sales@balihoo.com | balihoo.com | 866-913-8417