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How Big Brands Can Make Localized Advertising Work for Them


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In the mobile era consumers are demanding authentic and locally relevant content from big brands. Sixty-seven percent of smartphone users want ads customized to their city/zip code and 61% want ads customized to their immediate surroundings.

The problem marketers of big brands have is how to do this type of localized marketing at scale. If you have hundreds or even thousands of locations it doesn’t seem accessible to customize each one of your ads to tailor to that audience. In this webinar we’ll discuss the value of localized marketing and how “not-so-local” brands can be doing this in a scalable way. Watch on demand:

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How Big Brands Can Make Localized Advertising Work for Them

  1. 1. How Big Brands Can Make Advertising Work for Them
  2. 2. Overview 2 Derek Browers VP of Product • Relevance that drives offline conversion • Closing the loop • Scalable management Goal: Understand the importance of localized marketing and tactics for deploying your own localized
  3. 3. Capture unique local audiences for each business location Engage consumers with authentic messages by location Measure marketing performance at each point of sale The MomentFeed Platform PinSync LocalVoice Business Intelligence
  4. 4. MomentFeed 4 Engage with local communities Improve customer sentiment/service Drive foot traffic and ROI Increase customer engagement Source locally relevant content Maximize organic reach
  5. 5. Relevance that Drives Offline Conversion
  6. 6. 6 Why Facebook? Unparalleled Targeting Location Demographics Interests Behaviors Connections Custom Audiences Lookalike Audiences Partner Categories
  7. 7. 7 Why Facebook? Unparalleled Reach “The study shows that those aged 25–34 lead the way in smartphone usage, comparing prices, reading reviews, buying products and engaging with brands on social media while in-store.” Facebook is the perfect starting point for a mobile strategy 1.01 billion Facebook mobile users 17% of mobile time spent is on Facebook Omnicom Users are spending 2 hours and 42 minutes a day on mobile devices
  8. 8. Compare to Traditional Advertising 8 $32.00 $20.00 $8.00 $7.00 $2.75 $0.75 $0.25 0 10 20 30 40 Newspaper Magazine Radio Cable TV Google AdWords LinkedIn Ads Facebook Ads Cost to reach 1000 people
  9. 9. 9 How Brands Use Facebook Today
  10. 10. 10 How Brands Use Facebook Today
  11. 11. 11 How Brands Use Facebook Today
  12. 12. 12 How Brands Use Facebook Today “Clicks don’t matter. There is zero correlation between online clicks and offline ROI.” -Ted Zagat, Facebook
  13. 13. How Brands Use Facebook Today • Used to be only a few ways to reach your site - now there are many • The modern path to purchase is across devices, platforms, and sites • Last click ignores the supporting players 13 Last-click attribution models are flawed Customers interact with a brand 4.3 times over a 2 day period before finally making a purchase Roughly 40% of clicks on mobile ads are accidental (Mobile Path to Purchase Study) In 2012 Google studied the purchase path of 3,000 shoppers - all 3,000 took a different path to purchase
  14. 14. How Brands Use Facebook Today Clicks 14 = Sales Sales Lift Click-Through Rate Source: Nielsen
  15. 15. 15 4 in 5 consumers say they want ads customized to their location Source: Google, Understanding Consumers’ Local Search Behavior, May 2014
  16. 16. Local Relevance Equals Revenue 16 Location-Based Ads Lead Consumers to Visit Stores or Make Purchases visited stores / made purchases made unplanned visits to stores / made purchases 32% 19% Source: Google, Understanding Consumers’ Local Search Behavior, May 2014
  17. 17. Customers Use Location Information 17 Computer/Tablet Smartphone use local address or phone number use get directions 61% 68% or call button
  18. 18. Consumers Say It’s Important 18 73% Think Get Directions is important 78% Think Local Address is important 70% Think Call Button is important 77% Think Phone Number is important Smartphones Computer/Tablet
  19. 19. 19 How Brands Use Facebook Today
  20. 20. Quantifying the ROI on Ad Spend • Allows brand to market to defined geographic markets • Ability to provide higher quality content • Reduction of wasted impressions 20
  21. 21. Closing the Loop
  22. 22. 3 Strategies to Close the Loop 22 1. Pilot/Control Campaigns 2. CRM-Based Custom Audiences 3. Facebook Conversion Pixel
  23. 23. Pilot/Control Campaigns 23
  24. 24. • Use customer lists from a transaction-aware CRM system to build Facebook audiences and measure conversions • Target advertising to people with similar characteristics to your existing customers and prospects Ad Spend 24 CRM-Based Custom Audiences CRM Custom Audiences Ad Platform Store Offline Conversion Consumer Facebook Ad Campaign Transaction Data
  25. 25. Facebook Conversion Pixel Drop Facebook’s pixel on location-specific order pages to see if customers that viewed your ad on Facebook went on to place an order online. 25 Ad Platform Spend Facebook Facebook Conversion Pixel Data Campaign Local Order Page Consumer Online Purchase ROI Data
  26. 26. Scalable Management
  27. 27. What if you could tailor every National Campaigns Today ad to its local audience?
  28. 28. 28 Unprecedented Relevance & Reach The Old Spaghetti Factory Hello Salt Lake City! Come try our NEW Italian Sausage Cannelloni for a limited time only. See you soon! - Jeff Murray, GM of the OSF at 189 Trolley Sq. • Segment 1.35 billion consumers at the store level • Launch campaigns targeted to hundreds or thousands of locations at once • Automate content localization for maximum engagement & ROI
  29. 29. Welcome to MomentFeed Campaigns 29 Simple, 3-step creation process Objectives that drive real business ROI
  30. 30. 30 Localized Advertising Made Simple Real-time audience estimation Preview multiple ad placements
  31. 31. 31 Measure ROI in Real Time Drill down to location-level ad performance data Track the value of each ad action Easily compare campaign metrics ROI measurement on each campaign
  32. 32. Case Study: The Old Spaghetti Factory
  33. 33. Success Story 33 Driving ROI at the Point of Sale Transactions 7,164 more customer transactions Sales Growth 4.7% increase in post-Easter sales growth Localized Facebook Advertising Local Reach 650,000 unique local customers reached ROI 30x on Facebook ad spend The Old Spaghetti Factory used localized Facebook content and targeting in their ads, driving business results in foot traffic and sales
  34. 34. The Solution 34 19 pilot locations published localized ads targeted to fans and friends of fans closest to each individual location St. Louis, MO
  35. 35. The Results 650,000 Unique Local Customers Reached Across 19 pilot locations, The Old Spaghetti Factory was able to reach more than 650,000 unique Facebook users that lived near one of their restaurants
  36. 36. The Results 36 Significantly More Customer Transactions 7,164 Net Gain in customer transactions for the Pilot Group 2187.5 0 -2187.5 -4375 -6562.5 -8750 -6,464 697 Control Group Pilot Group
  37. 37. The Results 37 18% 14% 11% 7% 4% 0% 4.7% higher Pilot Group Control Group 2013 Recovery 2014 Recovery 2.4% lower Higher Post-Easter Sales Recovery
  38. 38. The Results 38 30x ROI* Clear ROI on Facebook Ad Spend Spend Revenue *The top two positive outliers were removed from the pilot group this ROI analysis
  39. 39. The Response 39 “MomentFeed’s platform made it easy for us to produce real business results through localized ads. It's easy to assume that localized marketing would be impactful, but until now it's been hard to execute at scale, let alone prove. The pilot provided us with a clear picture of the return on our Facebook ad spend -- including a clear increase in real customer transactions in our restaurants. It clearly demonstrated the impact a Facebook ad campaign can have when you provide a relevant, local call to action to the communities you serve.” Ryan Durrett Director of Marketing OSF International, Inc.
  40. 40. Solving the Local Advertising Challenge 40 Challenges Solutions Targeting to the individual location level Closing the loop Relevance at scale Automated targeting to the individual location level drives customers to specific points of sale Ability to measure and track real results including sales, transactions, and ROI directly from the MomentFeed dashboard Dynamic localization of content ensures relevance for any audience
  41. 41. MomentFeed Campaigns Driving revenue through localized ads 41
  42. 42. Owning the Mobile Consumer Derek Browers VP, Product