www.bluewaterbrand.com/7sins	
  
1	
  
MaKenzie	
  	
  
Wangsness*	
  
Digital	
  Marke@ng	
  Expert	
  
10	
  years	
  of	
  digital	
  	
  
marke@ng	
  experie...
1

Relying on My National
Brand to Do All of My
Marketing

#7Sins	
  

3	
  
6	
  in	
  10	
  senior	
  marketers	
  
say	
  that	
  local	
  marke@ng	
  
is	
  essen@al…	
  
ONLY	
  

7%

of	
  them...
Start Using Local Marketing!
»  Enhance	
  your	
  store's	
  image	
  in	
  
the	
  community	
  
»  Increase	
  customer...
2

Not Having a Local Microsite

#7Sins	
  

6	
  
85%

85%	
  of	
  consumers	
  are	
  searching	
  
for	
  local	
  business	
  online	
  

63%

of	
  small	
  businesses...
Build a Solid Microsite!
»  Op@mize	
  your	
  local	
  site	
  	
  
(so	
  you	
  can	
  be	
  found	
  in	
  
search	
  ...
3

Not Knowing Where You
Rank in Search Results

#7Sins	
  

9	
  
90%
75%

of	
  all	
  consumers	
  begin	
  	
  
on	
  a	
  search	
  engine	
  
of	
  searchers	
  never	
  scroll	
  	
 ...
Get Active Online!
»  Set	
  up	
  and	
  link	
  to	
  your	
  Google+	
  page	
  
»  Register	
  with	
  local	
  direct...
4

Forgetting About Mobile

#7Sins	
  

12	
  
3	
  out	
  of	
  5	
  consumers	
  	
  
search	
  for	
  local	
  	
  
businesses	
  on	
  their	
  	
  
smartphone	
  

...
Make Sure Your Local Site
is Mobile Friendly!

74%

When	
  people	
  visit	
  a	
  mobile-­‐friendly	
  site,	
  	
  

74...
5

Not Taking Advantage of
Your Customer Data

#7Sins	
  

15	
  
86%

	
  86%	
  of	
  buyers	
  will	
  pay	
  more	
  for	
  a	
  be`er	
  	
  
	
  	
  customer	
  experience.	
  	
  	
...
You Have the Data Use It!
»  Think	
  coupons,	
  mailings,	
  promo@ons,	
  
loyalty	
  club	
  and	
  birthdays	
  	
  
...
6

Ignoring Social Media

#7Sins	
  

18	
  
72%

of	
  all	
  adults	
  (and	
  89%	
  of	
  adults	
  under	
  30)	
  
use	
  social	
  media	
  	
  	
  	
  

83%	
 ...
Leverage Social Media!
»  First,	
  work	
  with	
  corporate	
  to	
  use	
  
the	
  best	
  approach	
  and	
  respect	
...
7

Turning Your Marketing Off

#7Sins	
  

21	
  
According	
  to	
  the	
  Associa@on	
  
of	
  Na@onal	
  Adver@sers,	
  most	
  
businesses	
  predict	
  at	
  least	
  ...
Market Even Smarter!
»  Maintain	
  or	
  even	
  increase	
  your	
  marke@ng	
  	
  	
  
»  Examine	
  your	
  current	
...
Download the Infographic!
»  bluewaterbrand.com/7sins	
  

#7Sins	
  

24	
  
Director	
  of	
  1:1	
  Digital	
  Strategy	
  
craig@bluewaterbrand.com	
  

MaKenzie
Wangsness*
Digital	
  MarkeOng	
  ...
Connect with Us!
@BluewaterBrand	
  
facebook.com/bluewaterbrand	
  

Bluewater	
  Inc.	
  
bluewaterbrand.com/blog	
  
#7...
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7 Deadly Sins of Local Franchise Marketing

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Don’t miss this “deadly,” yet delightful webcast that exposes the 7 deadly sins that your franchise must avoid... Learn from the devil himself how you can turn these sins into advantages!

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7 Deadly Sins of Local Franchise Marketing

  1. 1. www.bluewaterbrand.com/7sins   1  
  2. 2. MaKenzie     Wangsness*   Digital  Marke@ng  Expert   10  years  of  digital     marke@ng  experience   …Angel   Craig     Boyte   Director  of  1:1  Digital  Strategy   14+  years  of  digital     marke@ng  experience   …Devil   @BluewaterBrand   #7Sins   2  
  3. 3. 1 Relying on My National Brand to Do All of My Marketing #7Sins   3  
  4. 4. 6  in  10  senior  marketers   say  that  local  marke@ng   is  essen@al…   ONLY   7% of  them  say   they  are  good   at  it   #7Sins   4  
  5. 5. Start Using Local Marketing! »  Enhance  your  store's  image  in   the  community   »  Increase  customer  loyalty   »  Grow  store  traffic,  sales  and   awareness   #7Sins   5  
  6. 6. 2 Not Having a Local Microsite #7Sins   6  
  7. 7. 85% 85%  of  consumers  are  searching   for  local  business  online   63% of  small  businesses     do  not  have  a  website   #7Sins   7  
  8. 8. Build a Solid Microsite! »  Op@mize  your  local  site     (so  you  can  be  found  in   search  results!)     »  List  your  phone  number   on  the  home  page   »  List  your  email       #7Sins   8  
  9. 9. 3 Not Knowing Where You Rank in Search Results #7Sins   9  
  10. 10. 90% 75% of  all  consumers  begin     on  a  search  engine   of  searchers  never  scroll     past  the  first  page   #7Sins   10  
  11. 11. Get Active Online! »  Set  up  and  link  to  your  Google+  page   »  Register  with  local  directories     »  Get  local  reviews   #7Sins   11  
  12. 12. 4 Forgetting About Mobile #7Sins   12  
  13. 13. 3  out  of  5  consumers     search  for  local     businesses  on  their     smartphone   52% 52%  of  users  report  that  a  poor  mobile     experience  will  make  them  less  likely     to  engage  with  that  brand  in  the  future   #7Sins   13  
  14. 14. Make Sure Your Local Site is Mobile Friendly! 74% When  people  visit  a  mobile-­‐friendly  site,     74%  of  them  say  they’re  more   likely  to  return  to  that  site  in  the   future!!   #7Sins   14  
  15. 15. 5 Not Taking Advantage of Your Customer Data #7Sins   15  
  16. 16. 86%  86%  of  buyers  will  pay  more  for  a  be`er        customer  experience.                 Only  1%  of  customers  feel          that  vendors  consistently  meet  their                expecta@ons…     #7Sins   16  
  17. 17. You Have the Data Use It! »  Think  coupons,  mailings,  promo@ons,   loyalty  club  and  birthdays     »  Data  is  the  key  to  personalized   marke@ng  and  building  loyalty     »  Using  your  data  the  right  way  will   create  a  be`er  customer  experience     #7Sins   17  
  18. 18. 6 Ignoring Social Media #7Sins   18  
  19. 19. 72% of  all  adults  (and  89%  of  adults  under  30)   use  social  media         83%  of  small  businesses  using   social  media  believe  it  is  important  to   their  business   #7Sins   19  
  20. 20. Leverage Social Media! »  First,  work  with  corporate  to  use   the  best  approach  and  respect   the  franchise  brand   »  Next,  stay  ac@ve.  Post  ogen.   Respond  ogen.   »  Listen  to  what  your  customers   are  saying  on  social     #7Sins   20  
  21. 21. 7 Turning Your Marketing Off #7Sins   21  
  22. 22. According  to  the  Associa@on   of  Na@onal  Adver@sers,  most   businesses  predict  at  least  a   10  -­‐  30%  cut   in  their  marke@ng  budgets   L   #7Sins   22  
  23. 23. Market Even Smarter! »  Maintain  or  even  increase  your  marke@ng       »  Examine  your  current  marke@ng  and  find     what  can  be  improved   »  Use  marke@ng  tac@cs  that  drive  immediate   results  –  like  direct  response!   #7Sins   23  
  24. 24. Download the Infographic! »  bluewaterbrand.com/7sins   #7Sins   24  
  25. 25. Director  of  1:1  Digital  Strategy   craig@bluewaterbrand.com   MaKenzie Wangsness* Digital  MarkeOng  Expert   makenzie@bluewaterbrand.com   @BluewaterBrand   #7Sins   Thank you! Craig Boyte 25  
  26. 26. Connect with Us! @BluewaterBrand   facebook.com/bluewaterbrand   Bluewater  Inc.   bluewaterbrand.com/blog   #7Sins   26  

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