Must-do steps to align your national-brand and local-outlet advertising efforts online.

1. OMG --- I’m Competing Against My Own Brand!
Must-do steps to align your national-brand and local-outlet advertising efforts online
July 13, 2010
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2. 15miles Unifies Local Online Marketing By…
Socializing, Optimizing, Localizing and, Visualizing The User Experience.
What We Offer
• Local Search Expertise
• Diverse Interactive Offerings
• Social Marketing
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• Search Engine Optimization
• Paid Search
• Website Design & Development
• Mobile Marketing
• Custom Solutions to Fit Clients Goals
15miles is where sales happen. We connect consumers to
national brands found in local markets. Consumers
purchase locally, and we help make this possible.
2 Proprietary and confidential. Do not distribute.

3. Gregg Stewart
• Over 20 years of Local Search and
Interactive agency experience
• President of 15miles — the Interactive
division of TMPDM
• Local / Mobile expert on ClickZ and
SearchEngineWatch
• Former Search Engine Strategies advisory
board member
3 Proprietary and confidential. Do not distribute.

4. Agenda
• 5 Must-Do Steps To Align Your Local & National
Advertising Efforts Online
1. Seeing is Believing
2. The Who, the What and the How
2 Who
3. Setting (and following) the House Rules
4. Consistency, Consistency, Consistency
5. Know what success looks like
• The Benefits of Channel Alignment
• Open Q&A
4 Proprietary and confidential. Do not distribute.

5. 5 Must-Do Steps To Align Your Local & National
Must-
Advertising Efforts Online
#1 - Seeing Is Believing
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6. Seeing Is Believing
You must identify the problem before treating it
− Where is your brand currently
g
being advertised?
− Are existing national & local
marketing efforts competitive or
complementary?
6 Proprietary and confidential. Do not distribute.

7. Seeing Is Believing
Where Is Your Brand Currently Being Advertised?
Local Sources
This may include several areas such as:
y
70%
64%
62% • Search Engine Marketing
60%
55%
• Local Search Sites (IYPs, Yelp…)
50%
41% • Social Platforms & Mobile
40%
• Company Websites
30%
23%
20% 17%
11% 10%
10% 7%
0%
Search Engines A print YP or WP IYP sites Local Search Local newspaper Directory Other printed Cell Social
directory Sites or magazine Assistance directory phone/wireless Networking Sites
(phone) device
Combined primary and secondary media sources for local business information.
Source: TMPDM/comScore Local Search Usage Study 2009
7 Proprietary and confidential. Do not distribute.

8. Seeing Is Believing
Are Existing National & Local Marketing Efforts Competitive Or Complementary?
Local
Placements
National
Placement
8 Proprietary and confidential. Do not distribute.

9. Seeing Is Believing
Are Existing National & Local Marketing Efforts Competitive Or Complementary?
Opportunity
Search for “ABC Milwaukee home security.” Results include both national
ABC security
and local ads below:
ABC® Home – Official Site Milwaukee Home Security
Dependable, Consumers Digest® Best Save $250 Now! 24/7 Home Monitoring
Buy. Save $
$250 Today on ABC®! from ABC® Award-Winning Security.
www.ABC.com/HomeSecurity Free Homewww.BuyABC.com/HomeSecurity
Security System
ABC® Home Security Deal: Save $850
View free ABC® Home Security Offer
Home-Security123.com/ABC-Security
Wisconsin
Wi i ABC® Home Security
Free $850 Home Security System. $99
Inst. Homeowners Only. ABC Auth Co.
www.SecurityChoice.com/Security
+ more…
Ad examples are fictitious and for example purposes only.
9 Proprietary and confidential. Do not distribute.

10. Seeing Is Believing
Are Existing National & Local Marketing Efforts Competitive Or Complementary?
Opportunity
Search for “ABC Milwaukee home security.” Results include both national
ABC security
and local ads:
ABC® Home – Official Site Milwaukee Home Security
Dependable, Consumers Digest® Best Save $250 Now! 24/7 Home Monitoring
Buy. Save $
$250 Today on ABC®! from ABC® Award-Winning Security.
www.ABC.com/HomeSecurity Free Homewww.BuyABC.com/HomeSecurity
Security System
ABC® Home Security Deal: Save $850
View free ABC® Home Security Offer
Home-Security123.com/ABC-Security
Wisconsin
Wi i ABC® Home Security
Free $850 Home Security System. $99
Inst. Homeowners Only. ABC Auth Co.
The Situation
e S tuat o
www.SecurityChoice.com/Security
+ more…
Corporate and the local Dealers are paying for ads, competing
against each other for clicks.
Ad examples are fictitious and for example purposes only.
10 Proprietary and confidential. Do not distribute.

11. Seeing Is Believing
Are Existing National & Local Marketing Efforts Competitive Or Complementary?
The Outcome
Potentially confusing to the consumer.
y g
Overlapping efforts ultimately increases cost per lead.
ABC® Home – Official Site
C® o e O c a S te
Dependable, Consumers Digest® Best
Buy. Save $250 Today on ABC®!
www.ABC.com/HomeSecurity
$7.45 CPC Milwaukee Home Security
Save $250 Now! 24/7 Home Monitoring
from ABC® Award-Winning Security.
www.BuyABC.com/HomeSecurity
$6.46 CPC
11 Proprietary and confidential. Do not distribute.

12. 5 Must-Do Steps To Align Your Local & National
Must-
Advertising Efforts Online
#2 – The Who, The What and The How
Proprietary and confidential. Do not distribute.

13. The Who, The What and the How
Determine responsibilities between Corporate
and local Dealers / Stores
− Who’s authorized to place ads?
− What channels will be utilized?
− How will ad copy and content be
py
determined?
13 Proprietary and confidential. Do not distribute.

14. The Who, The What and the How
Who’s Authorized and What Channels?
Corporate or Local?
What should Corporate be responsible for vs local Dealers?
vs.
Corporate Dealer
• Main Company Website • Local Website (Corp. template)
• Company Facebook Profile • Local FB Profile (Corp. template)
• LinkedIn Profile • Local Listings
• Twitter Profile, Tweets
T itt P fil T t • Cl i Google Places listing, etc
Claim G l Pl li ti t
• General Company/Brand Reviews • Local User Reviews
• Responses to social monitoring • Responses on Yelp, etc
• Local Dealer Checklist
• Checkpoints with Dealers on their efforts
14 Proprietary and confidential. Do not distribute.

15. The Who, The What and the How
Who’s Authorized and What Channels?
To avoid local dealers and stores placing their own ads outside of a Local
and National coordinated program –
• Allow local customization of content
• Ensure local stores are receiving fair credit for the leads / sales achieved
• Program should be holistic of all online channels that a potential consumer
may be searching
Proprietary and confidential. Do not distribute.
15

16. The Who, The What and the How
How Will Ad Copy and Content Be Determined?
Keyword Selection
Corporate: general terms
ABC® Home Security
Save $250 Now! 24/7 Home Monitoring
from ABC® Award-Winning Security.
www.ABC.com/HomeSecurity y
Local Dealers: local geo-targeted terms
• Do not use Broad Match at the Dealer level
Milwaukee Home Security
Save $250 Now! 24/7 Home Monitoring
from ABC® Award-Winning Security.
www.BuyABC.com/HomeSecurity
16 Proprietary and confidential. Do not distribute.

17. The Who, The What and the How
How Will Ad Copy and Content Be Determined?
Localized Ad Creative
Ad copy should b customized by
h ld be t i db
local Dealers Milwaukee Home Security
• Paid Search Headline / Ad Copy Save $250 Now! 24/7 Home Monitoring
from ABC® Award-Winning Security.
• Utili local offers
Utilize l l ff www.BuyABC.com/HomeSecurity
B ABC /H S it
• Drive Traffic to locally focused
websites / landing pages
* Social Profiles should be Corporate approved templates
17 Proprietary and confidential. Do not distribute.

18. The Who, The What and the How
How Will Ad Copy and Content Be Determined?
Localized Ad Creative
Ad copy should b customized by
h ld be t i db
local Dealers Milwaukee Home Security
• Paid Search Headline / Ad Copy Save $250 Now! 24/7 Home Monitoring
from ABC® Award-Winning Security.
• Utili local offers
Utilize l l ff www.BuyABC.com/HomeSecurity
B ABC /H S it
• Drive Traffic to locally focused
websites / landing pages
• Locally focused sites should drive
consumers to local information
• Internet Yellow Pages, Google
g , g
Maps etc.
* Social Profiles should be Corporate approved templates
18 Proprietary and confidential. Do not distribute.

19. 5 Must-Do Steps To Align Your Local & National
Must-
Advertising Efforts Online
#3 – Setting (and following) The House Rules
Proprietary and confidential. Do not distribute.

20. Setting (and following) The House Rules
Clear and concise branding rules need to be
established
− Set policies for local and national branding
efforts
− Ongoing education for Dealers
20 Proprietary and confidential. Do not distribute.

21. Setting (and following) The House Rules
Set Policies For Local Branding Efforts
Direction & Education
Establish d lib
E t bli h deliberate policies for local Dealers
t li i f l lD l
• Guidelines
• Corporate Approval Processes
p pp
• Best Practices
• Education
•KKeyword bidding
d biddi
• Social Policies
• etc…
21 Proprietary and confidential. Do not distribute.

22. Setting (and following) The House Rules
Open Communication About Branding Efforts
Teamwork
Once guidelines for Corporate and local Dealers have been
g p
established, how do they work together?
22 Proprietary and confidential. Do not distribute.

23. Setting (and following) The House Rules
Open Communication About Branding Efforts
Teamwork
Once guidelines for Corporate and local Dealers have been
g p
established, how do they work together?
• Dealers should use links back to the Corporate sites
• Dealer website
• Social sites
23 Proprietary and confidential. Do not distribute.

24. Setting (and following) The House Rules
Open Communication About Branding Efforts
Teamwork
Once guidelines for Corporate and local Dealers have been
g p
established, how do they work together?
• Dealers should use links back to the Corporate sites
• Dealer website
• Social sites
• Main Corporate site should provide links to locations
• Linking to either Corporate provided local template sites or dealer
accessible extension page
ibl t i
• www.ChicagoABCHomeSecurity.com
• www.ABCSecuritycom/chicago
24 Proprietary and confidential. Do not distribute.

25. Setting (and following) The House Rules
Open Communication About Branding Efforts
Teamwork
Once guidelines for Corporate and local Dealers have been
g p
established, how do they work together?
• Dealers should use links back to the Corporate sites
• Dealer website
• Social sites
• Main Corporate site should provide links to locations
• Linking to either Corporate provided local template sites or dealer
accessible extension page
ibl t i
• www.ChicagoABCHomeSecurity.com
• www.ABCSecuritycom/chicago
• Communicate about promotions, products, etc
p ,p ,
25 Proprietary and confidential. Do not distribute.

26. 5 Must-Do Steps To Align Your Local & National
Must-
Advertising Efforts Online
#4 – Consistency, Consistency, Consistency
Proprietary and confidential. Do not distribute.

27. Consistency, Consistency, Consistency
Ensure branding efforts stay consistent between
national and local efforts, AND media channels
efforts
− Continuity from Corporate to Local
− Continuity across all media
27 Proprietary and confidential. Do not distribute.

28. Consistency, Consistency, Consistency
Open Communication about Advertising Efforts
Communication
Lack of communication may lead to cannibalization of
efforts between Corporate and local Dealers
• Potential for redundant or inconsistent ad placements
• Paid Search • Social Official Site - ABC® Home Security
• IYP’s • PYP’s Save $250 Now! 24/7 Home Monitoring
from ABC® Award-Winning Security.
www.ABC.com/HomeSecurity
ABC® Milwaukee - Home Security
Save $250 Now! 24/7 Home Monitoring
from ABC® Award-Winning Security.
www.BuyABCSecurity.com/Milwaukee
28 Proprietary and confidential. Do not distribute.

29. Consistency, Consistency, Consistency
Open Communication about Advertising Efforts
Communication
Lack of communication may lead to cannibalization of
efforts between Corporate and local Dealers
• Potential for redundant or inconsistent ad placements
• Paid Search • Social
• IYP’s • PYP’s
Consistently share what Corporate branding
C i t tl h h tC t b di
and marketing is taking place
• Current offers, promotions, company updates, etc…
• Avoid frustrated or even lost customers
df d l
• Local Dealer sites need to be updated at the same time
as Corporate sites
29 Proprietary and confidential. Do not distribute.

30. Consistency, Consistency, Consistency
Open Communication about Advertising Efforts
Opportunity
Friday night Online search for desired product.
night. product
Per corporate website, product in stock and on
sale at my local store. Perfect…
30 Proprietary and confidential. Do not distribute.

31. Consistency, Consistency, Consistency
Open Communication about Advertising Efforts
Opportunity
Friday night Online search for desired product.
night. product
Per corporate website, product in stock and on
sale at my local store. Perfect…
The Situation
Saturday, mid-morning. Early Spring. Comfortable,
sunny 72 degrees. Happy. I enter the store, anxious
for my new purchase…
y p
31 Proprietary and confidential. Do not distribute.

32. Consistency, Consistency, Consistency
Open Communication about Advertising Efforts
The Problem
Sales person claims out of stock. I go online in the
p g
store – still in stock. Sales person finds product in back.
Not on sale. Refer back to online listed price. I finally
get my product at the sale price…
32 Proprietary and confidential. Do not distribute.

33. Consistency, Consistency, Consistency
Open Communication about Advertising Efforts
The Problem
Sales person claims out of stock. I go online in the
p g
store – still in stock. Sales person finds product in back.
Not on sale. Refer back to online listed price. I finally
get my product at the sale price…
The Outcome
Frustrated. Annoyed. Confused why a customer had
to educate the sales person about their own product.
May shop elsewhere. It’s now raining…
y p g
33 Proprietary and confidential. Do not distribute.

34. 5 Must-Do Steps To Align Your Local & National
Must-
Advertising Efforts Online
#5 – Know What Success Looks Like
Proprietary and confidential. Do not distribute.

35. Know What Success Looks Like
Align Corporate and local Dealers success metrics
− Determine what you consider success
− Utilize the same tracking platform at the
Corporate and local levels
35 Proprietary and confidential. Do not distribute.

36. Compliment Local & National Efforts
Tracking
Determine Success
Establish success metric(s) to track
• Clicks, calls, lead generation…
36 Proprietary and confidential. Do not distribute.

37. Compliment Local & National Efforts
Tracking
Determine Success
Establish success metric(s) to track
• Clicks, calls, lead generation…
Both Corporate and local Dealers need to utilize the same platform
• Ex: Google Analytics Reporting
• Corporate should be able to access all reports and provide feedback to dealers
about success
37 Proprietary and confidential. Do not distribute.

38. Benefits of Channel Alignment
g
38 Proprietary and confidential. Do not distribute.

39. Benefits of Channel Alignment
• Ensures a better customer experience
39 Proprietary and confidential. Do not distribute.

40. Benefits of Channel Alignment
• Ensures a better customer experience
• Allows for better budget allocation & utilization
40 Proprietary and confidential. Do not distribute.

41. Benefits of Channel Alignment
• Ensures a better customer experience
• Allows for better budget allocation & utilization
• Helps to reduce or eliminate consumer confusion
41 Proprietary and confidential. Do not distribute.

42. Benefits of Channel Alignment
• Ensures a better customer experience
• Allows for better budget allocation & utilization
• Helps to reduce or eliminate consumer confusion
• Creation of internal brand ambassadors
42 Proprietary and confidential. Do not distribute.

43. Benefits of Channel Alignment
• Ensures a better customer experience
• Allows for better budget allocation & utilization
• Helps to reduce or eliminate consumer confusion
• Creation of internal brand ambassadors
• L
Leverage th power of your l
the f local sales channel
l l h l
• There is power in the #’s online. Especially in social.
43 Proprietary and confidential. Do not distribute.

44. Summary
• Seeing is Believing
• A clear understanding of who’s placing ads and in what media
44 Proprietary and confidential. Do not distribute.

45. Summary
• Seeing is Believing
• A clear understanding of who’s placing ads and in what media
• Th Wh the Wh and the H
The Who, h What d h How
• Who should be engaging in online marketing and in what capacity
45 Proprietary and confidential. Do not distribute.

46. Summary
• Seeing is Believing
• A clear understanding of who’s placing ads and in what media
• Th Wh the Wh and the H
The Who, h What d h How
• Who should be engaging in online marketing and in what capacity
• Setting (and following) the House Rules
• Set clear policies on branding tactics
46 Proprietary and confidential. Do not distribute.

47. Summary
• Seeing is Believing
• A clear understanding of who’s placing ads and in what media
• Th Wh the Wh and the H
The Who, h What d h How
• Who should be engaging in online marketing and in what capacity
• Setting (and following) the House Rules
• Set clear policies on branding tactics
• Consistency, Consistency, Consistency
• Open and ongoing communication and education for local Dealers
• Continuity from Corporate to Local and across all media
47 Proprietary and confidential. Do not distribute.

48. Summary
• Seeing is Believing
• A clear understanding of who’s placing ads and in what media
• Th Wh the Wh and the H
The Who, h What d h How
• Who should be engaging in online marketing and in what capacity
• Setting (and following) the House Rules
• Set clear policies on branding tactics
• Consistency, Consistency, Consistency
• Open and ongoing communication and education for local Dealers
• Continuity from Corporate to Local and across all media
• Know what success looks like
• Determine your success metrics and a uniform tracking system
48 Proprietary and confidential. Do not distribute.

49. Thank You
49 Proprietary and confidential. Do not distribute.

50. Come See Us at SES San Francisco
• August 16-20th
• Test Your Local/Social skills in our Search Scavenger Hunt
• 6 clues
• 2 – d (August 17th & 18th)
days (A t
• One kick @ss prize
For more details visit us online at:
www.15miles.com/ses
/
Contest details will be posted – Monday July 26th
50 Proprietary and confidential. Do not distribute.