When it comes to local consumer markets, one size no longer fits all. National brands must now deliver the experience their customers expect — that are personal, built on data and consistent across digital and in-store touch points. Smart brands are starting to customize offerings in local markets and rolling out different approaches to pricing and marketing for different locales. But many brands become overwhelmed when it’s time to localize their messaging or struggle to get behind the concept, continuing their “one size fits all” approach to national marketing. Some try to do it manually, but the localization process is massively complex, time consuming and fraught with human errors. In this presentation, we’ll show how the largest builder of fishing & recreational boats in the U.S. implemented Netsertive’s Scaled Localization solution to remove the friction from the localization process and drive profitable growth at the local and the national levels in record time.

1. ≈≈
SCALED LOCALIZATIONTM
How a National Brand Drives Local
Success in Hundreds of Locations While
Maintaining Central Control

2. ≈≈
BRENDAN MORRISSEY, NETSERTIVE CEO
Founded in 2009, Netsertive is based in the busy Research
Triangle Region near Raleigh, NC. We’ve enjoyed rapid growth
due to proven success with our clients and the support of
venture capital funding from top firms RRE Ventures, Harbert
Venture Partners and Greycroft Partners.
We are relentlessly client-focused, driven to find new ways to
solve marketing challenges, and love what we do.

3. ≈≈
THE MODERN BRAND MARKETER’S JOB
IS MORE COMPLEX THAN EVER.
Competitor X is running a
campaign in the southeast.
How quickly can we
respond?
Our campaigns for the in Des
Moines location is performing
extremely well. What’s driving
success in this location?
I want to activate a new tactic.
How can I determine if it will
be effective?
My location in Raleigh has a
surplus of inventory. How
can I align capacity of the
store to the ad strategy?

4. 1000’s
PHONE CALLS & EMAILS
MANAGING LOCAL MARKETING MANUALLY
PRONE TO HUMAN ERROR. TIME CONSUMING. COSTLY.
1000’s
PHONE CALLS & EMAILS
100’s
PEOPLE COORDINATING
10’s
TRACKING DOCUMENTS

5. TRUE STORY
NATIONAL MARINE BRAND
WORLD’S LARGEST BUILDER OF FISHING AND RECREATIONAL BOATS
● 200 CORPORATE AND INDEPENDENT DEALERS
● SEASONAL PROMOTIONS
● EVERGREEN CAMPAIGNS
● MULTIPLE CHANNELS

6. SCALED LO·CAL·I·ZA·TION
/skeyld/ loh-kuh-lahyz-a-shen/ noun
Localization is the process for creating a marketing campaign that maximizes its
local relevance, local targeting, and local performance. Doing this on a national
level is referred to as Scaled Localization. It is required when you have a need to
drive common themes or branding in your marketing, while executing that
marketing locally.

7. WHEN IT COMES TO LOCAL MARKETS
ONE SIZE DOES NOT FIT ALL
Brands need to tailor their offerings to local markets,
rolling out different approaches to pricing, marketing, and customer
service.

8. LOCAL LOCALIZED
One campaign,
deployed to 800 locations. 800 individually tuned campaigns,
harmonized to one strategy.
WHERE MOST BRANDS GET IT WRONG

9. THE NETSERTIVE
SCALED LOCALIZATION SOLUTION
BRAND LOCAL CUSTOMER
END TO END SOLUTION

10. END TO END EXECUTION
To successfully localize, brands need core set of
capabilities and local locations need brand
campaigns & execution help
BRAND FIDELITY
CONTROL
ABILITY TO
SCALE
AGILITY TO
RESPOND QUICKLY
VISIBILITY INTO
PERFORMANCE
Name and User Type Goals
Actions
Learn
Measure
Build

11. MAINTAIN YOUR BRAND FIDELITY
BRAND
CONTRO
L
Localize brand level assets at
scale to create compliant, location
specific ads that achieve brand
and store level goals.
WITH THE NETSERTIVE SOLUTION

12. GAIN THE ABILITY TO SCALE QUICKLY
WITH THE NETSERTIVE SOLUTION
SCALE
Easily scale evergreen campaigns
and promotions across hundreds
or even thousands of locations,
across multiple channels of
locations in a matter of days.
EVERGREEN
JUN PROMO NEW PRODUCT

13. GAIN THE AGILITY TO RESPOND QUICKLY
AGILITY
300-800
Average Adjustments Made
per month per Location
500-650
Equivalent Man-Hours of
Optimization Effort per Location
2x-4x
Average Improvement in
Conversion Rate
Budget
Distribution
Optimization
Mobile
Usability
Monitoring
Retargeting
List
Checker
Ad Copy
Approval
Monitoring
Budget
Smoothing
Optimization
Landing Page
URL
Monitoring
Quality Score
Monitoring
Share of Voice
Monitoring
Geographic
Monitoring
Traffic
Anomaly
Detection
WITH THE NETSERTIVE SOLUTION

14. INCREASE ROI VISIBILITY
VISIBILITY
Gain brand network-wide visibility and gain
insights & decision support for each location.
PERFORMANCE BY
CHANNEL
PERFORMANCE BY
REGION/LOCATION
PERFORMANCE BY
CAMPAIGN
WITH THE SCALED LOCALIZATIONTM
MY LOCATIONS

15. INCREASE DECISION SUPPORT & SPEED
When it comes to localization, friction
is the enemy.
Our solution approach empowers brand
marketers to take ownership of data and
accelerate their digital marketing strategies
and execution – and reach data-driven digital
marketing maturity.
WITH THE NETSERTIVE SOLUTION