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Local Marketing Automation: Translating National Strategies into Local Execution


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As a franchise owner, product manufacturer or national brand leader, you know how critical it is that you enable your affiliates to effectively and efficiently generate demand at the local level. This white paper will help you equip your local affiliates with the tools they need to be successful.

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Local Marketing Automation: Translating National Strategies into Local Execution

  1. 1. LOCAL MARKETING AUTOMATION Translating National Strategies Into Local Execution » AUTOMATION STRATEGY » LOCAL MARKETING AUTOMATION PLATFORM AND SOLUTION MODULES PAPER INTENDED FOR BUYING STAGE » Education AUDIENCE » Responsible for Corporate Marketing of National Brands FOCUS » Local Marketing Automation Strategy & Education (what, how, why) ROLE » Decision Maker » Influencer L O C A L
  3. 3. 1LOCAL MARKETING AUTOMATION: TRANSLATING NATIONAL STRATEGIES INTO LOCAL EXECUTION The local marketing landscape is changing at an unprecedented rate. However, technological shifts present exciting opportunities for national brands wanting to increase their reach. According to a recent Gartner report, “BY 2015, COMPANIES THAT FOCUS ON INTEGRATED PROCESSES FOR LOCAL MARKETING ENABLEMENT WILL INCREASE REVENUE BY 15-20%.” Therefore, the time is now for enterprise-level organizations to explore new marketing methods, specifically Local Marketing Automation. CHALLENGE: THE EVOLVING MARKETING LANDSCAPE National brand marketers invest millions annually to build brand awareness, interest, consideration and preference of the consumer, all while maintaining consistent messaging. However, brands selling through local outlets (e.g. dealers, distributors, agents, franchisees, or retailers) often lose control over their messaging and lose effectiveness of their marketing dollars because their local affiliates often lack the marketing experience and bandwidth to properly execute the remainder of a campaign. With the insurgence of digital media and constantly evolving technologies such as paid search (PPC), marketing is becoming more complex with each passing day. It is therefore becoming more and more difficult for resellers to stay well educated and execute efficiently. To further complicate matters, consumers have changed the way they purchase. Consider the following statistics: • 70% of U.S. households now use the Internet when shopping locally for products and services --- 78% of adult Internet users in the U.S. look for information online about a service or product you are thinking of buying. (Pew Research 2013) • 54% of Americans have substituted the Internet and local search for phone books (comScore). • Seven out of ten consumers are more likely to use a local business if it has information available on a social media site (comScore Networks/TMP Directional Marketing). To most effectively generate demand at the local level, national brands must leverage the power of local marketing. Without automation, however, enabling local marketing often necessitates a high degree of service delivery, not scalable without the use of specialized and fully integrated technology. THE SOLUTION: AUTOMATION The most efficient way for a national brand to address these challenges is to implement a Local Marketing Automation platform to drive enterprise-level marketing strategy and implementation to local marketing efforts.Abrandthatfailstodosoisatriskofbeingsurpassedbycompetitorsthathavealreadyconsidered and implemented Local Marketing Automation. Consider the following statistics: • According to the CMO Council’s study, Localize to Optimize Sales Channel Effectiveness, 30% of marketers are using Local Marketing Automation platforms, resources and tools. • Gleanster Research found that by 2013, 79% of top performing companies have been using marketing automation for more than 2 years (Gleanster) • According to Forrester, 88% of top performing national companies have adopted marketing automation.
  4. 4. 2LOCAL MARKETING AUTOMATION: TRANSLATING NATIONAL STRATEGIES INTO LOCAL EXECUTION WHAT IS LOCAL MARKETING AUTOMATION? Local Marketing Automation is a cloud-based solution that enables national brands to activate effective campaigns across hundreds or even thousands of local markets. By marrying technology and data, Local Marketing Automation allows national brands to execute localized campaigns efficiently and precisely. A cloud-based platform delivers solutions that help national brands increase demand and revenue at the local level by launching sophisticated campaigns that capture the attention of local consumers through personalized messages that are relevant to them. Successful local marketing, especially when digital tactics are involved, often requires national brands to empower their local affiliates to contribute their local intel in the best ways they can — but not ask them to do too much ­­­— and combine that with what the national brand does best. When brands take on this approach, they see high digital adoption in local campaigns from their affiliates, which leads to higher customer engagement and an increase in top-line growth at the local level. BALIHOO PLATFORM ENGINE MEDIA CHANNELS DATA INTAKE & NORMALIZA TION BRANDANDAFFILIATEUSERINTERFACES EXECUTIONENGINE WORKFLOW ENGINE CREATIVE ENGINE & AD BUILDER FINANCIAL MANAGEMENT (CO-OP) PAID SEARCH LOCA L SITES EMAI L DIRECT MAI L SOCIAL TRADITIONA L LOCA L VIDEO & MOBILE (2014 ) DISPL AY DATA INPUT BRAND DATA LOCA L INTELLIGENCE DATA CREATIVE TEMPLA TES 3RD PART Y DATA BRAND STRATEG Y
  5. 5. 3LOCAL MARKETING AUTOMATION: TRANSLATING NATIONAL STRATEGIES INTO LOCAL EXECUTION Successful national brands, depending on their corporate objectives, use one or a combination of the following three modes of marketing: BY LOCAL In the “By Local” mode, the lion’s share of decisions are made by the local marketer when executing a local campaign,buttheydosowithintheguidelinessetupbythenationalbrandtoensurethatcampaignassets are brand-compliant. The local marketer adds local intelligence to the effort and makes the decisions on budget, timing, tactics, media channels, and frequency. Example: Local affiliates access a web-based Local Marketing Automation system and customize a newspaper ad for their local markets. They download the ad and place the media directly with the vendor themselves. WITH LOCAL The “With Local” mode combines a shared execution between the brand and the local affiliate in which the brand makes most of the sophisticated decisions and the affiliate makes some of the simpler, but often extremely valuable decisions in terms of a given tactic. Example: The national brand plans a paid search program at the local market level. Local affiliates access a web-based Local Marketing Automation system one time to opt-in to the program. They can make selections based on their marketing needs, things like monthly budget limits or target offers. The program is then executed by the national brand and results are communicated back to each local affiliate. FOR LOCAL The “For Local” mode is used when brands have enough quality data and knowledge to act on behalf of the local affiitates. This mode works particularly well for digital tactics where the local marketer likely does not have the skill, resources, or time to properly plan and execute the campaign. Example: Local websites are published by the national brand for every local affiliate using known data. Affiliates have the option to access the web-based Local Marketing Automation system to modify certain areas of the website, but it’s not required.
  6. 6. 4LOCAL MARKETING AUTOMATION: TRANSLATING NATIONAL STRATEGIES INTO LOCAL EXECUTION COMPONENTS OF A LOCAL MARKETING AUTOMATION PLATFORM A comprehensive Local Marketing Automation solution should seamlessly integrate the following key elements: Local Websites. A national brand’s number one marketing tool is local websites. They are the most effective way to drive relevant leads at the local level and to make sure customers can find your product or category easily. Local website templates should be optimized for local search; helping national brands capitalize on search traffic and generate leads through online forms and trackable local phone calls. Local Paid Search. The closer consumers get to making a transaction, the closer to home they look. Local paid search captures the attention of local customers who are looking for your product or category. Local Email. Data shows that triggered email campaigns capture the consumer’s attention and generate results. A great local email solution should be centered around easy-to-use, customizable email templates that allow local affiliates to easily launch email campaigns without risk. Local Direct Mail. Direct mail isn’t dead. This tried-and-true media is powerfulweaponfornationalbrandslaunchinglocalmarketingcampaigns. Direct mail efforts engage customers and drive leads through event-based mailings and triggered sends that local partners can easily manage. Social Media. The power of social media should be in the hands of national brands -- at both the national and local level. A local marketing automation platform should provide a technology that allows your national brand to augment your national presence with targeted local content. Local partners can be empowered to create custom status updates and schedule posts, while the national brand retains the option to review and approve updates before they’re posted. Customer will see national content with a local message all in one streamlined social media presence. Ad Builder. Gives local marketers the power to create compelling advertising that ensures brand consistency and reduces cost. It is equipped with a media customizer that uses your pre-approved templates to distribute messages instantly across a wide range of media – TV, radio, print, online display, search engine advertising and more. The result is local, highly targeted ad messages and campaigns that reaches consumers and saves money in the long run. Co-op. A major challenge facing national marketers is how to more effectively distribute marketing dollars, whether engaging in co-op management, allocating funds to company owned stores or requiring franchisee spend. A local marketing automation platform can simplify the whole process by saving your national brand time, money and hassle with a co-op solution that allows for easy management of fund transfers between national brands, local affiliates and media outlets. LOCAL WEBSITES » Increased local brand visibility through local SEO » Credibility through dominant online presence » ROI through captured consumer demand LOCAL PAID SEARCH » Cut cost with portfolio managed approach » Increased traffic to local websites » Simplified process through consolidated/ automated reporting LOCAL EMAIL » Increased engagement with local consumers » Customization options with variety of templates LOCAL DIRECT MAIL » Tried-and-true medium remastered » Consumer outreach is more efficient and effective AD BUILDER » Vendor agnostic » Creative traffic » Includes all media channels CO-OP » Seamless allocation of marketing dollars » Consolidated invoicing » Real-time visibility into local spend and ROI SOCIAL MEDIA » Local relevance through local content on a national channel » Brand control of social messages back in the hands of the national brand » Customer engagement handled by the national brand ensuring accurate, timely messages to consumers
  7. 7. 5LOCAL MARKETING AUTOMATION: TRANSLATING NATIONAL STRATEGIES INTO LOCAL EXECUTION BENEFITS OF A LOCAL MARKETING AUTOMATION SOLUTION Organizations that implement a Local Marketing Automation solution are able to own the brand strategy and tactics while enabling their local affiliates to strengthen the message by integrating localized data. With such a solution, both brands and affiliates realize numerous benefits: Brand control and integrity. Localizing a national marketing strategy makes for consistent messaging in local markets. Increased Local Marketing ROI. One comprehensive solution simplifies vendor usage, while improved reach and targeting means increased sales. Effortless scaling of national strategy to the local level. By combining national expertise with local data, affiliates are able to execute sophisticated campaigns, resulting in highly targeted, better performing campaigns and expanded market reach. Reduced marketing planning and execution timelines. The use of automation speeds up campaign launch and execution. Visibility. Brands and local affiliates have the ability to see campaign results across multiple media (banner advertising, local websites, mobile websites, local search registration, paid search, etc.) for multiple regions and individual locations—then the control to optimize these results. 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 call many of the top companies in the world our customers, including Aflac, BancVue, Geico, and New Balance. 2014 Balihoo, Inc. All rights reserved. @balihoo 866-446-9914 ©