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Harnessing the Power of Your Network for National to Local Marketing Success
 

Harnessing the Power of Your Network for National to Local Marketing Success

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Solutions to the Evolving challenges for National to local marketing… ...

Solutions to the Evolving challenges for National to local marketing…

Discover how Brands that lead Nationally will be optimized Locally!
Get Started Here: http://www.surefiresocial.com/contact-us/

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  • -Technology – Publishing & DistributionEnterprise companies need a technology platform that will enforce brand control, extend their web footprint and enhance visibility and revenue on a national to local level.Technology-Enabled Service Model Brings it all Together
  • Control, workflow, tracking results
  • It’s key to work directly with owners in the local market to get high quality content-editiorial calendar image -blogs -promotions -newsletters
  • Educate businesses at the local level through the process and work together as a team. Ideally get local businesses to spend additional money to get that winning “network” effect!Coaching- To educate, get adoption and ideally get local dealers to spend additional money against campaign
  • Industry Frontrunners Lead the National to Local Race: Discover how one national brand has already generated more than 1,035 qualified leads for their dealers using this revolutionary platform.

Harnessing the Power of Your Network for National to Local Marketing Success Harnessing the Power of Your Network for National to Local Marketing Success Presentation Transcript

  • Harnessing the Power of Your Network for National-to-Local Marketing Success WEBINAR: March 25, 2014
  • 2© 2014 BIA/Kelsey.All Rights Reserved. Introduction & Agenda  Welcome & Thank You for Joining Us Chris Marentis Founder & CEO, Surefire Social Jed Williams VP, Consulting, Senior Analyst, BIA/Kelsey  What We’ll Cover  National Goes Local: A Booming Opportunity  Digital Marketing Optimization: Challenges To Be Addressed  Strategies to Win the National-to-Local Game  Case Study: How Gutter Helmet Drove Leads with a "Networked" Marketing Strategy  Your Turn – Q&A
  • 3© 2014 BIA/Kelsey.All Rights Reserved. About BIA/Kelsey  Information on the Market – Industry and Market Forecasts, SMB Research, Consumer Studies, Market Data  Information on the Competition – Competitive Intelligence  Innovation & Best Practices – Reports, Advisory, Conferences  Insights & Analysis – Concierge Service, Advisory & Custom Research  Funding – Investment Banking & Mezzanine Funding Delivering Services That Drive Growth & Revenue RESULT Accelerating our clients’ business growth & financial bottom line
  • 4© 2014 BIA/Kelsey.All Rights Reserved. About Surefire Social  By providing a personal, coaching-centric approach at the local level, Surefire Social increases visibility through coordinated national and hyper-local search, retargeting, social and mobile marketing programsthat deliver quality leads. Surefire Social delivers powerful enterprise SaaS marketing solutions for national brands that want to drive visibility and sales for local dealers and franchises. More Leads. More Profits. Revolutionary Marketing.
  • 5© 2014 BIA/Kelsey.All Rights Reserved.  National Goes Local: A Booming Opportunity  Digital Marketing Optimization: Challenges To Be Addressed  Strategies to Win the National-to-Local Game  Case Study: How Gutter Helmet Drove Leads with a "Networked" Marketing Strategy  Your Turn– Q&A
  • 6© 2014 BIA/Kelsey.All Rights Reserved. The Booming National-Local Market Source: BIA/Kelsey U.S. Local Media Forecast (2013 to 2017) GROWING FROM $45 Billion $53 Billion2014 2017 TO
  • 7© 2014 BIA/Kelsey.All Rights Reserved. The Big Idea: Winning in National-to-Local Digital Marketing “Brands that will win the future will pull together and harness the power of their individual, localized networks for a coordinated strategy that drives business results.”
  • 8© 2014 BIA/Kelsey.All Rights Reserved.  National Goes Local: A Booming Opportunity  Digital Marketing Optimization: Challenges To Be Addressed  Strategies to Win the National-to-Local Game  Case Study: How Gutter Helmet Drove Leads with a "Networked" Marketing Strategy  Your Turn– Q&A
  • 9© 2014 BIA/Kelsey.All Rights Reserved. Media Used for Advertising or Promotion: Top 5 Channels BIA/Kelsey Local Commerce Monitor™ (LCM), Wave 17, Q3 2013
  • 10© 2014 BIA/Kelsey.All Rights Reserved. Franchisees Spend Heavily for Online Presence BIA/Kelsey Local Commerce Monitor™ (LCM), Wave 17, Q3 2013
  • 11© 2014 BIA/Kelsey.All Rights Reserved. Franchisors Heavily Committed to Online Presence of Franchises BIA/Kelsey Local Commerce Monitor™ (LCM), Wave 17, Q3 2013
  • 12© 2014 BIA/Kelsey.All Rights Reserved. Owned & Earned Media ROI Remains Unclear BIA/Kelsey Local Commerce Monitor™ (LCM), Wave 17, Q3 2013
  • 13© 2014 BIA/Kelsey.All Rights Reserved. Methods of Tracking Source Leads BIA/Kelsey Local Commerce Monitor™ (LCM), Wave 17, Q3 2013
  • 14© 2014 BIA/Kelsey.All Rights Reserved. The Net Effect 53% of national marketers lack resources and bandwidth for local 38% struggle with logistics of localized marketing <10% are able to execute local campaigns within 3 days US Firms Lose $50 Billion Due to Localization Challenges Sources: U.S. State Department 2013; and CMO Council, Connecting Customer Engagement into Measurable Local Strategies, February 2013
  • 15© 2014 BIA/Kelsey.All Rights Reserved.  National Goes Local: A Booming Opportunity  Digital Marketing Optimization: Challenges To Be Addressed  Strategies to Win the National-to-Local Game  Case Study: How Gutter Helmet Drove Leads with a "Networked" Marketing Strategy  Your Turn– Q&A
  • 16© 2014 BIA/Kelsey.All Rights Reserved. Strategies to Win the National-to-Local Game Technology Content Creation & Optimization Local Adoption 1 2 3
  • 17© 2014 BIA/Kelsey.All Rights Reserved. Technology: Establish Your Digital Footprint1
  • 18© 2014 BIA/Kelsey.All Rights Reserved. Technology – Track & Optimize
  • 19© 2014 BIA/Kelsey.All Rights Reserved. Technology Takeaways Has National and Local publishing across web, social, and directories Enables crowd sourcing and opportunities for local community involvement Provides data tracking and analytics on a single shared platform A National Brand Will Win with a Platform That…
  • 20© 2014 BIA/Kelsey.All Rights Reserved. Create / Acquire Content: Get Everyone Involved! Content Creation/ Editorial Planning & SEO Social Media Newsletters Promotions Blog 2
  • 21© 2014 BIA/Kelsey.All Rights Reserved. Local Adoption: Build the Momentum!  Educate businesses at the local level & work together as a team.  Get local businesses to spend additional money to get that winning “network” effect! 3
  • 22© 2014 BIA/Kelsey.All Rights Reserved.  National Goes Local: A Booming Opportunity  Digital Marketing Optimization: Challenges To Be Addressed  Strategies to Win the National-to-Local Game  Case Study: How Gutter Helmet Drove Leads with a "Networked" Marketing Strategy  Your Turn– Q&A
  • 23© 2014 BIA/Kelsey.All Rights Reserved. Case Study: National Brand Prior Dealer Network Strategy: The corporate office outsourced lead generation at a cost per lead basis with zero transparency. New Objective: Corporate wanted to take back control with a National to Local marketing strategy that created transparency and consistency across their dealer network. Our Solution: To build a platform that ensures consistent application of brand standards while maintaining local flexibility and the ability to demonstrate ROI at all levels.
  • 24© 2014 BIA/Kelsey.All Rights Reserved. Case Study: National Brand Before:  Higher cost per lead  Little visibility into performance Parent Site Child SiteAfter:  Dramatically reduced cost per lead  Transparent view of performance  Google organic traffic makes up 55% of all site visits versus paid  3% conversion rate (active leads hot transferred to local dealers) Results
  • 25© 2014 BIA/Kelsey.All Rights Reserved. (Continued) Case Study: National Brand Facebook is ranked #4 in overall traffic coming to the business’s website! Out of the top 10 sites- Facebook makes up 3 of the sites bringing traffic to the business’s website!
  • 26© 2014 BIA/Kelsey.All Rights Reserved.  National Goes Local: A Booming Opportunity  Digital Marketing Optimization: Challenges To Be Addressed  Strategies to Win the National-to-Local Game  Case Study: How Gutter Helmet Drove Leads with a "Networked" Marketing Strategy  Your Turn– Q&A
  • 27© 2014 BIA/Kelsey.All Rights Reserved. Engaging Going Forward Upcoming Conference LEADING IN LOCAL: The National Impact Atlanta, May 7-9 Examining how national brands, franchises and multi- location businesses are engaging local markets with innovative technologies and strategies. Save $200 on Registration with Promo Code: NATLOC www.biakelsey.com/LeadinginLocalNational-Local Visitwww.surefiresocial.comto request a demo or call (888)-804-8685. Learn more by downloading our report: www.biakelsey.com/Sponsored-Research
  • 28© 2014 BIA/Kelsey.All Rights Reserved. Q&A ! ?
  • Chris Marentis cmarentis@surefiresocial.com Founder & CEO Surefire Social THANK YOU Jed Williams jwilliams@biakelsey.com VP, Consulting & Sr. Analyst BIA/Kelsey