6 Key Things National

Brands Need To Know

About Local Marketing

@balihoo

@logmycalls

#localmarketing

About Balihoo

Balihoo Enables Brands to Translate National

Marketing Strategy in to Local Execution

The Balihoo Team

Susan Tormollen Branding + Integration

Alden Dale Technical Marketing

Marcie Ellison Email Marketing

Caleb Donegan SEO/Digital Marketing

The 6 Key Things…

1.Local Websites

2.Local Registrations

3.Email Marketing

4.Focus on Local Data

5.Call Tracking

6.National & Local Strategy Integration

LOCAL WEBSITES

The Hub of Local Marketing

What are Local Websites?

Local websites are the hub for all local marketing tactics

Co-branded, geographic-specific sites

…carrying through

brand-approved images

and messages.

CORPORATE WEBSITE LOCAL WEBSITE & MOBILE SITE

Lead

Capture

Form

Multiple pre-determined

tactics are executed to

generate leads

Unique

Tracking

Number

How to Get Started

Audit:

» Current local market presence

» Current websites

» Location/dealer finder

Identify:

» Capabilities of local marketers/affiliates

» Corporate resource availability

» Technology options Download Worksheet at

http://balihoo.com/resources/local-web-test

LOCAL

REGISTRATIONS

What It Is

In a nutshell: mentions of your business.

The Big Three:

» Google+ Local

» Bing Local

» Yahoo Local

Data Providers:

» Localeze

» Infogroup

» Acxiom

Why It Matters

It fuels major local search features

» Local Pack, Local Carousel, New Google Maps

How and When to Get Started

Get Started ASAP

» Takes time to gain traction

» Claim your listing before confusion

Start with Google

» Register with Google+ Local

EMAIL

MARKETING

What is Email Marketing?

3 Primary Types

» Promotional Emails – Acquire new customers and/or persuade

existing customers

» Customer Loyalty Emails – Enhance your customer relationship

» Association Emails – Place your brand’s message and/or offer into

an email sent out by someone else

For every $1 spent, $44.25 is the average return

on email marketing investment.

5 Benefits of Email Marketing

1. Gets you in front your customer.

Fast fact: the average person checks their inbox several times a day and a

whopping 82% of us reportedly open emails from companies.1

2. Personalization capability.

Fast fact: personalized subject lines are 22.2% more likely to be opened.2

3. Mobility.

Fast fact: 64% of decision-makers read their email via mobile devices.3

4. Plays well with social media.

Fast fact: Emails that include social sharing buttons have a 158% higher click-

through rate.4

5. Results.

Fast fact: 7 out of 10 people say they made use of a coupon or discount from a

marketing email in the prior week. 5

1. Litmus, 2. Adestra July 2012 Report, 3. TopRankBlog, 4. GetResponse, 5. 2012 Blue Kangaroo Study,

Tips for Success

» Grow your list

» Set measurable goals

» Tailor the email

» Analyze the results

FPO (Spreadsheet)

FOCUS ON

LOCAL DATA

Local Marketing: What Data is Driving Your Decisions?

» Demographic information is becoming increasingly available,

cheaper to obtain, and more reliable.

» Varied customer demographic profiles at different locations could

dramatically change the results of effectiveness of local campaigns.

» While some marketing campaigns are “customer profile neutral”

most campaign’s have most of their effectiveness derived from

being served to the right type of customer.

Only 31% of Senior Marketing Executives

reported using customer profile data to drive

campaign decisions at a local level in 2012.

Don’t Miss Out on Free Data

» Sufficient sample size is key to determining whether or not given

campaigns are effective.

» Local data aggregation may highlight key flaws (or gems) in your

marketing campaigns that were unable to be seen when only

national averages are used.

» Statistically relevant data will drive business decisions with

measureable ROI instead of marketing hunches.

Only 6% of Marketing departments partner

with IT to aggregate data from local affiliates

or branches across the organization.

Data Must-Do’s

About the Data: The CMO Council’s online quantitative audit of 296 senior marketers was conducted

between November 2012 and February 2013. 57% of respondents come from companies with more

than $500 million in revenues. 41% are from B2B companies, 28% from B2C, and the remainder from

hybrid organizations. The largest industry representations are IT (16%), financial services (11%), retail

(9%), telecom (9%), and manufacturing (8%).

Don’t miss out on gathering local data any longer.

Make expensive “hunches” a thing of the past.

Use local data to find the gems in your campaign

and weed out the underperformers quickly.

CALL TRACKING

The Facts Around Phone Conversion Are Astounding

increase in click through rate for PPC ads with a

phone number (WebVisible)

of local searches follow up offline via an in-store visit,

phone call or purchase

of businesses consider phone calls their highest quality

lead source (BIA/Kelsey & ConStat Commerce Monitor)

60-70% of Balihoo’s customers’ local marketing

conversions come from the phone! (Balihoo)

of all search related conversions happen over the

phone (AdInsight) 43%

82%

65%

60+%

10%

Example: Teleflora

Situation:

» 17,000+ franchise retail locations with ecommerce

» Legacy FSI local marketing effort managed by brand was difficult to measure

» Traditional media effectiveness declining for local retail floral category as

consumers move online – local florists not well-versed in online tactics

Solution:

» Automated local PPC program (requires opt-in) that applies network-wide

learning's to small local budgets

» Integrated call tracking

» Auto-claiming of local search listings across Google Places (+), Yahoo Local

and Microsoft Local

» >300% ROI on program

Example: Teleflora

NATIONAL &

LOCAL STRATEGY

INTEGRATION

Digital is Changing Everything

Before…

Now

Alignment Drives Increased Revenue

• National brand expertise

• Local nuances

• Aggregated

• ROI

• National + Local = Power

• Processes, systems, security

• Alignment is key

• National/local

• Stakeholders

• Objectives and metrics

Strategy Data

Tactics Analytics

Conclusion

“By 2015, companies

that focus on

integrated processes

for local marketing

enablement will

increase revenue

by 15 to 20%.”

Source:

Gartner Research, Top 10 Marketing Processes

for 2012, 21 March 2012, Kimberly Collins

Local marketing is essential for

meeting consumers when and

where they are ready to buy.

By aligning national and local,

you can:

» Leverage changing consumer

behavior

» Be found online by consumers

» Expand your brand’s reach

through the right mix of tactics

» Increase top-line business

growth

Additional Resources

http://balihoo.com/local-marketing-resources

Contact Us

Please feel free to contact us for further discussion, questions, or to

learn more about Balihoo.

Susan Tormollen

stormollen@balihoo.com

@stormollen

THANK YOU!