B2B Whiteboard has teamed up with Marketing Revolution to bring you the 10 Key Benefits of Local Marketing. For more free business resources, check out www.b2bwhiteboard.com Like, share or leave a comment below if you found this presentation useful.

1. 10 Key Benefits of Local Marketing
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Squirrels, Maccas and a family of totally cute bears!

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Local Marketing
What the heck is
that??
Local Store Marketing or “Neighbourhood
Marketing” generally refers to the marketing
techniques used by a business in any industry, to
market itself to the area in which it operates. It can
also be defined as the localised tactics of a business
used to supplement the broader strategic
marketing initiatives of its corporate owner. This is
often in the case of a franchise system where the
franchisee engages in local marketing to
supplement the franchisors overall strategies.
So,let’sgetintothe10reasonswhyit’simportant

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1. Franchisors are adding value
Existing Franchisees will see a local marketing support program (i.e. a Local Marketing
Kit with turnkey promotions) as a tangible example of how their Franchisor is adding
value to them.
For those Franchisors that cannot afford more expensive main media TV and
newspaper campaigns, a Local Marketing Kit will add value by providing Franchisees
with marketing support that will assist them to generate extra sales. In this situation,
the local marketing Kit would be their primary marketing support.
Potential Franchisees will see a local marketing kit as an additional reason to join your
Franchise. Note: In a 2007 survey of 570 prospective Franchisees, a key driver critical
to purchasing a franchise was local area marketing. (Source: 10 Thousand Feet
Franchisee recruitment Report 2007)

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2. Franchisees will be more supportive of head
office marketing efforts
Franchisees and Managers will better appreciate and understand the importance of
head office marketing and local marketing, and will therefore be more supportive of
head office marketing initiatives.
Think of McDonalds – as a franchisee, you’d have to be a moron to forego the national
advertising campaigns so that you can run your own exclusive local campaign. In fact,
they make you sign stuff so you can’t…
Let’s call our
local store
McRonalds!
SAID NO FRANCHISEE EVER

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3. Franchisees have less resistance to paying the
marketing fees
Franchisees will recognise the value of marketing and accept their responsibility to
pay marketing fees to support head office campaigns.

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4. There is increased market presence of your
franchise brand at the macro and micro level.
Franchisees are more likely to comply with brand and marketing guidelines for
maximum synergy with head office campaigns and maximum brand impact at the
local level.
Advertising and promotional material produced by Franchisees will be brand
compliant – it will be totally consistent with the look and feel of head office marketing
which will help to boost brand awareness and recognition in each local area.

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5. Franchisees will invest more of their own
money in the local marketing of the brand.
Franchisees will be motivated to invest more of their own money in local marketing to
further raise the profile of the brand in their local area, especially if they know that
awareness is being taken care of on a national or regional level by the franchisor.

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6. Franchisees will have more time to devote to
working on their business.
Local marketing kits make it easier for Franchisees to do the right thing. These kits are
designed to save business managers time, money and give them the opportunity to
learn about local marketing while taking the stress and hassle out of planning and
organising their own local marketing activities.

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7. You need local store marketing to achieve
your full sales potential.
You need Local Store Marketing to achieve your full sales potential because no
national marketing campaign is tailored to any single store.
To explain, whilst the Head office marketing campaigns are designed to deliver the
greatest possible benefit to the entire store network, it is not possible to tailor a
national head office campaign to the unique characteristics of any one store.
Consequently, even the best national head office marketing campaigns will only help a
store achieve say, 85% of its’ true sales potential.
Don’tworry,thecute bearsarecoming up…

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8. Franchisee sales will increase by effectively
addressing local problems and opportunities.
Franchisees generate more revenue from their local marketing because they will do
more of it and it will be more effective.
So if franchisors want all of their stores to achieve that last 15% of their sales potential
they need to encourage franchisees to engage in regular local store marketing to
address each stores’ local problems and opportunities within that individual
community.

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9. Top performing businesses all do local
marketing.
Across all industries, the leading
businesses are those that proactively
fund and implement an ongoing
local marketing program that
complements the support they are
already receiving from the national
marketing program developed by
their head office. If that’s what the
best in the industry are doing, follow
the leaders’ example.
See there they aredoing a follow the leader routine!

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10. Local marketing builds the asset value of
your business.
When you build the brand locally using local marketing, the awareness, recognition,
and relevance of your brand dramatically increases in the wider market place and in
each local area, which in turn significantly increases brand equity and the asset value
of your franchise business.

13. So to recap:
Local Marketing is useful for franchisors and franchisees because:
1. Franchisors are adding real value.
2. Franchisees will be supportive of head office marketing efforts.
3. Franchisees have less resistance to paying the marketing fees.
4. There is increased market presence of your franchise brand at the macro and micro
level.
5. Franchisees will invest more of their own money in the local marketing of your brand.
6. Franchisees will have more time to devote to working on their business.
7. You need local store marketing to achieve your full sales potential.
8. Franchisee sales will increase by effectively addressing local problems and opportunities.
9. Top performing businesses all do local marketing.
10. Local marketing builds the asset value of your business.

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