[Webinar] Hallmark & Local Search Association: How to Use Online Seasonal Marketing to Drive Local Sales
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#LSAwebinars #localseo Digitally Influenced Offline Spending Cross Platform Consumers Verticals Benefiting from Local Search Digital Media Driving Foot Traffic and Sales Brand Management Across Multiple Channels Marketing Budget Extension Seasonal Marketing Tips Personalizing Online Brand Experiences Local Store Marketing Retailer Customized Marketing Crown Rewards Consumer Database Customer Acquisition Seasonal Marketing Campaigns Scalable Solutions to Execute Campaigns Brand Value and National Strategies Local Search Association, Greg Sterling - VP of Strategy & Insights Rio SEO, Tyler Ludwig - Director of Product & Strategy Hallmark, Carlos Corredor - Marketing Manager
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[Webinar] Hallmark & Local Search Association: How to Use Online Seasonal Marketing to Drive Local Sales
- 2. @rio_seo @LocalSearchAssn #LSAwebinars #localseo TODAY’S PRESENTERS Tyler Ludwig Director, Product & Strategy at Rio SEO Carlos E. Corredor Marketing Manager Hallmark Gold Crown -‐ Local
- 3. @rio_seo @LocalSearchAssn #LSAwebinars #localseo Source: US Census Bureau (2015), World Bank (2015), Greg Sterling estimates based on Bureau of Economic Analysis,Census Bureau Data (2015) ~ $10 Trillion is influenced by digital media channels Total US GDP $17+ Trillion Digitally Influenced Offline Spending
- 5. @rio_seo @LocalSearchAssn #LSAwebinars #localseo Media Sources Used in the Past Month “We would like to know when, if ever, you last used the following sources to look up information or learn about products/services in your local area.” Source: LSA-Burke Local Media Tracking Study, n=8,000 (2015)
- 7. @rio_seo @LocalSearchAssn #LSAwebinars #localseo YOU WILL LEARN HOW Different verticals can benefit from local search and what tactics need to be in place to effectively ‘win’ local consumers Using digital media to drive foot traffic and sales when combined with your ongoing seasonal marketing objectives Managing your brand across many channels and locations can seem daunting without proper strategy within the organization Extending your marketing budget can reach additional consumers in their moments of need across different platforms and devices
- 8. SEASONAL MARKETING TIPS FOR SUCCESS
- 9. @rio_seo @LocalSearchAssn #LSAwebinars #localseo Evaluate your marketing strategy from a national level to individual local segments Consider the source of truth (i.e. data) that will drive your campaigns across locations Ensure your marketing tools are in place and built for scale Work with key stakeholders and partners that understand your goals and objectives LOCAL IS NOT ONE SIZE FITS ALL
- 10. @rio_seo @LocalSearchAssn #LSAwebinars #localseo BUILDING YOUR FOUNDATION Make sure your core business information is correct, up-‐to-‐date and available for consumers Take control of your brand messaging across desktop, mobile, search engines, and valued directories (i.e. Yelp, Foursquare, etc.) Use data to determine where your audience engages most and where you need to be
- 11. @rio_seo @LocalSearchAssn #LSAwebinars #localseo START PREP WORK EARLY Seasonal marketing cannot be done reactively and expected to work Start preparing for your campaigns at least 30-‐ 60 days in advance to alleviate last minute hurtles Coordinate asset collection, local messaging, and launch schedules for all stakeholders Determine how you will track the effectiveness of each campaign “Someone's sitting in the shade today because someone planted a tree a long time ago.” ― Warren Buffett
- 12. @rio_seo @LocalSearchAssn #LSAwebinars #localseo TIME TO LAUNCH, BUT WHERE? Update local business listings to mirror your marketing campaigns (hours, images, etc.) Personalize your online brand experience with rich content and media on local landing pages or directory listings Push your messaging far and wide to capture the biggest audience (email marketing, social, niche directories)
- 13. @rio_seo @LocalSearchAssn #LSAwebinars #localseo LAUNCH. ANALYZE. REPEAT Monitor your business information to ensure updates are in place, as publishing can take time Measure impact to sales online and in-‐store with unique promotion codes or analytics Analyze initial trends and engagement to optimize mid-‐campaign initiatives Utilize reporting and insight to tweak your next campaign proactively
- 16. @rio_seo @LocalSearchAss n #LSAwebinars #localseo Hallmark’s national advertising is important for building strength and relevance of the brand and to showcase products that establish Hallmark Gold Crown stores as the place that best delivers a branded experience. “ ” Local store marketing efforts support the brand as well as increase loyalty to a specific store, reach new consumers in the retailer’s communities, and gives the store credit for marketing.
- 17. @rio_seo @LocalSearchAss n #LSAwebinars #localseo The RCM program is an easy-to-use online tool box that provides the capabilities and knowledge to allow retailers the flexibility to execute their local store marketing.
- 24. @rio_seo @LocalSearchAss n #LSAwebinars #localseo DRIVE traffic and dollars ( Manage your BRAND ( EXTEND your marketing budget reach (
- 25. @rio_seo @LocalSearchAssn #LSAwebinars #localseo TAKEAWAYS Seasonal campaigns at the local level requires more than a shotgun approach to be successful. Knowing your consumer and where they engage should be your first step before launch. Make sure that your entire web presence on search engines and directories is queued up well before launch to make sure data is published in time. Having a scalable solution to execute each campaign will allow you to launch, analyze, and reiterate in the future. Knowing your brand value will contribute not only to a national strategy, but also provide guidance and value to each local store when working with franchisees and separate owners.
- 26. @rio_seo @LocalSearchAssn #LSAwebinars #localseo THANKS FOR JOINING! For News, Case Studies and Press visit Rio SEO online at www.RioSEO.com / 858.529.5005 / @rio_seo / #localseo