Local Marketing Rules

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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.

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Local Marketing Rules

  1. 1. Local Marketing Rules BJ Emerson VP Technology Tasti D-Lite Planet Smoothie@BJ_Emerson | @tastidlite | @planetsmoothie
  2. 2. “Content is where I expect much of the real money willbe made on the Internet, just as it was inbroadcasting…. …But the broad opportunities for mostcompanies involve supplying information orentertainment. No company is too small toparticipate. Those (publishers) who succeed willpropel the Internet forward as a marketplace of ideas,experiences, and products-a marketplace of content.” @bj_emerson | @tastidlite | @planetsmoothie
  3. 3. In Franchising, LocalContent is King @bj_emerson | @tastidlite | @planetsmoothie
  4. 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. 5. The Power of Going Local: Comparing the Impactof Corporate vs. Local Facebook Pages White paper distributed by Hearsay Socialhttp://bit.ly/K9e9AeLocally created LocalFacebook Pages Reachdeliver 5 timesmore reach. Corporate Reach @bj_emerson | @tastidlite | @planetsmoothie
  6. 6. Local posts provide 8 times more fan engagement. CorporateEngagement LocalEngagement @bj_emerson | @tastidlite | @planetsmoothie
  7. 7. One local fan is worth 40 corporate fans. Corporate Fan Local Fan @bj_emerson | @tastidlite | @planetsmoothie
  8. 8. “What the results suggest is that a corporate-based Facebook presence is fine, but that’sonly the tip of the iceberg. A broaderstrategy that integrates your corporateFacebook presence with a network of localpages has the potential to drive dramaticallygreater business results.” - Craig LeGrande, Managing Partner of market research firm Mainstay Salire @bj_emerson | @tastidlite | @planetsmoothie
  9. 9. Local Tweets @TastiFranklin @TastiTustin @TastiNash@bj_emerson | @tastidlite | @planetsmoothie
  10. 10. Local Video 10@bj_emerson | @tastidlite | @planetsmoothie
  11. 11. Food Blogger PartySocial Media Club Events • Host • Sponsor • Attend 11 @bj_emerson | @tastidlite | @planetsmoothie
  12. 12. Centralized but Shared Management@bj_emerson | @tastidlite | @planetsmoothie
  13. 13. 13@bj_emerson | @tastidlite | @planetsmoothie
  14. 14. @bj_emerson | @tastidlite | @planetsmoothie
  15. 15. LocalRecognitionScreenscape.net @bj_emerson | @tastidlite | @planetsmoothie
  16. 16. Provide aLocal andPersonalizedExperience Flavor Alerts
  17. 17. Coming September 2012The Tasti D-Lite Way:Social Media Marketing Lessons for Building Loyalty and a Brand Customers Crave 17 @bj_emerson | @tastidlite | @planetsmoothie

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