Brandmuscle local marketing expert and Chief Strategy Officer Clarke Smith helped restaurant owners and managers boost their local marketing efforts with this presentation of practical advice from the company’s 2016 State of Local Marketing Report at the Midwest Foodservice Expo on Tuesday, March 8, 2016 in Milwaukee, Wisconsin.

1. THE
STATE OF
MARKETING
Data, Trends and Tips for Local
Marketing in 2016 & Beyond
©2016 BrandMuscle, Inc.
LOCAL
In partnership with:

2. Introduction
Clarke Smith
Chief Strategy Officer, Brandmuscle
20+ years of agency and corporate marketing
experience including Hallmark Cards and
Bernstein-Rein Advertising.
Brandmuscle
Provider of local marketing automation
software and services to 200+ of the world’s
leading brands. 600K local businesses rely on
Brandmuscle to execute their local marketing
efforts.
#OwnLocal

4. Topics We’ll Cover
#OwnLocal
1. What types of marketing do local
businesses say are working best
for them today
2. How to be in the right place, at the
right time, with the right message
3. Tips and ideas to heat up your
2016 marketing plan

5. 2nd Annual State of Local Marketing Report
Methodology
We surveyed thousands of our clients’
local affiliates (franchisees, operators,
agents, dealers and distributors) who use
Brandmuscle’s local marketing platform
and used a representative sample of 860
to get a better understanding of what’s
working (and what’s not) in local
marketing.
#OwnLocal
http://bit.ly/localmarketingreport

6. HOW MUCH TIME
DO YOU SPEND ON
MARKETING?
#OwnLocal

7. 1/3 Spend < 10% of Time on Marketing
32%
22%
17%
7%
5%
5%
4%
4% 1% 3%
0 - 10% 11 - 20% 21 - 30% 31 - 40%
41 - 50% 51 -60% 61 - 70% 71 - 80%
81 - 90% 91 - 100%

8. HOW MUCH MONEY
DO YOU SPEND ON
MARKETING?
#OwnLocal

9. 11%
7%
30%
19%
13%
20%
Under $500 $501 - $1,000 $1,001 - $5,000
$5,001 - $10,000 $10,001 - $20,000 Over $20,000
67% Spend < $10K on Marketing

10. WHAT TYPES OF
MARKETING DO YOU
USE? HOW SATSIFIED
ARE YOU?
#OwnLocal

11. Types of Marketing We Evaluated

12. WHAT’S WORKING
(AND NOT) IN LOCAL
MARKETING?
#OwnLocal

13. Summary of Findings

14. Marketing Used
90%
86%
73%
68%
55%
53%
50%
87%
80%
72%
64%
84%
65%
56%
47%
85%
85%
81%
77%
73%
73%
69%
68%
65%
63%
60%
60%
52%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%

15. Marketing Satisfaction
85%
80%
76%
75%
73%
67%
59%
83%
77%
74%
74%
62%
61%
49%
85%
77%
76%
75%
73%
68%
68%
65%
65%
65%
64%
61%
58%
56%
53%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%

16. Traditional Media Snapshot

17. Traditional Media Feedback
“I think the only reason
I even do Yellow Pages
is because my
competition does.”
“Radio and TV cost so
much and they are gone
too quickly to be
beneficial.”
“Newspaper
circulation is
dropping but costs
are increasing.”
“Direct mail reaches our
target markets with a
great degree of
accuracy.”

18. Local Events & Sponsorships Snapshot

19. “Local events have worked
best; we are able to get our
message out directly to
customers without a filter and
we receive a direct
response.”
Local Event & Sponsorship Feedback
“Being involved in the
community is the most effective.
It puts your name and business
out with fellow community
members as someone they can
like and trust.”
“We attempted a week-
long stand at the fair. It
didn’t work because it
wasn’t our target
market.”
“Sponsorships show that
we support our local
businesses; it goes a long
way in return.”

20. Digital Media Snapshot

21. Digital Media Feedback
“The most successful
campaign so far has been
Google AdWords with a 30%
ROI. I believe most of our new
leads are internet search or
word of mouth.”
“Blogging is very time
consuming. It’s very
passive, and growing an
audience of followers is a
business on it’s own.”
“Text messaging works to
get people interested in a
promo. It allows direct
contact in real time. Local
and personal.”
“More support from
national partners
would be helpful…”

22. Social Media Snapshot

23. Social Media Feedback
“I use Facebook with
good results for B2B
marketing.”
“Word of mouth, Facebook
and LinkedIn are all we
use because we have no
advertising budget.”
“I’d like more education
on using LinkedIn and
Twitter.”
“Our system to manage
Twitter, LinkedIn and
Facebook was not set up
correctly and we can’t get the
vendor to fix it.”
“Someone once told
me Facebook is like
having a billboard in
your basement.”

24. There Is No “Magic Pill”

25. TODAY’S MARKETING
REQUIRES AN
INTEGRATED APPROACH
#OwnLocal

26. $$AWARENESS
$$CONSIDERATION
PURCHASE &
EXPERIENCE
$$$LOYALTY
$$$$ADVOCACY
Traditional Sales Funnel

27. <1990 1990s
Direct Mail
Telephone
1999 2000s 2015
TV
Radio
Print
Display
Email
Direct Mail
Telephone
IM
TV
Radio
Print
Display
Cable TV
Website
Search
Online Display
Email
Direct Mail
Telephone
IM
TV
Radio
Print
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Webinars
Affiliate Marketing
Mobile Email
SMS
Email
Direct Mail
Telephone
TV
Radio
Print
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Affiliate Marketing
Webinars
Blogs
RSS
Podcasts
Contextual
Wikis
Social Networks
Mobile Web
Social DM
Voice Marketing
Mobile Email
SMS + MMS
Email
Direct Mail
Telephone
TV
Radio
Print
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Affiliate Marketing
Webinars
Blogs
RSS
Podcasts
Contextual
Wikis
Social Networks
Mobile Web
Behavioral
Social Media & Ads
Virtual Worlds
Widgets
Twitter
Mobile Apps &
Geolocation
The Explosion of New Media

28. Loyalty
Advocacy
Traditional
OOH
Radio
Print
Cable
Digital
SEO
Paid Search
Paid Media
Bloggers
Local Listings
Music/Video Ads
Digital
Content Marketing
Landing Pages
Food Delivery Services
Local Deals
User Reviews
Social Media
Media Retargeting
Loyalty Program
Social Media
Email
SMS Social Media
Reviews
Traditional
OOH
Radio
Print
Cable
Today’s Buyer’s Journey

29. RIGHT MEDIA
RIGHT TIME
RIGHT MESSAGE
#OwnLocal

30. AWARENESS:
TRADITIONAL
MARKETING
STILL WORKS, BUT IT CAN BE
EXPENSIVE
#OwnLocal

31. Tips for Traditional Marketing
1. Develop strong creative with compelling offers to
cut through the clutter.
2. Use traditional marketing in non-traditional ways:
– Sticky notes on newspapers
– Neighborhood newspapers
– Ethnic radio (right time of day)
3. Negotiate; ask for value-adds

34. AWARENESS:
3 IN 4 CONSUMERS
WHO FIND LOCAL INFO IN SEARCH RESULTS
ARE MORE LIKELY TO VISIT
#OwnLocal

35. restaurants near me
The phrase
has been used
34xmore since 2011

36. Digital Media Examples
Tips here from Client Dev and Digital
Focus on integrating tactics
How Do You Show Up Here?
1. Local Listings
2. Paid Search

37. Tips for Local Listings
1. Claim your business listing ($10.3B lost sales for
merchants with missing listings)
2. Accurate business information
– Company Name
– Hours of Business
– Phone Number
– Pricing / Menu

38. Tips for Paid Search Advertising
• Select the right keywords and monitor them closely
• Geotarget - Focus on zip code
• Schedule ads to run at the right time of day (i.e.
lunch crowd)
• Get the tools and help you need

39. CONSIDERATION:
CONVERT “IMMEDIATELY OR
WITHIN AN HOUR”
#OwnLocal
64% OF MOBILE
RESTAURANT SEARCHERS

40. 1. Positive Reviews
2. You’re Open
3. Menu
4. Offers
Choosing A Restaurant

41. 88 percent of Internet users
read online reviews to judge
local business.
- eMarketer
Online Reviews

42. A half-star increase on Yelp
makes it 30-49% more likely a
restaurant fills up during peak
hours.
- UC Berkley study
+
Online Reviews

43. A one-star increase on Yelp can
lead to a 9% revenue boost.
- Harvard Business Review
+
Online Reviews

44. Tips for Online Reviews
1. Serve good food and provide
excellent service
2. Claim your page
3. Sign up for instant notifications;
monitor (Google alerts)
4. Reply to negative reviews in a
polite and helpful manner
5. Remind your customers to share
reviews

45. POST-PURCHASE:
BUILD A FOLLOWING WITH
SOCIAL & EMAIL
#OwnLocal

46. Keep Them Coming Back

47. Share your story. Use hashtags. Interact.
Social Media Tips

48. Be bold. Chef’s posts. Behind the scenes.
Social Media Tips
•

49. Facebook Advertising Tips
• Choose social imagery that
looks like a news feed
update
• Appeal to as many of the five
senses as possible
• Highlight the food and
experience

50. Email Tips
Recognize loyalty.
Cross promote
using social media,
reviews and events

51. USE LOCAL EVENTS &
SPONSORSHIPS
TO CREATE AWARENESS &
TRAFFIC
#OwnLocal

52. Tips for Local Events
• Use local events, no matter
how small, to connect with
your community (and let
them sample your food)
• Create your own experience
that draws in customers
• Build affinity and support
local causes

53. Next Steps?

54. Traditional media isn’t dead; look for non-traditional
ways to use it and negotiate.1
2 Social media is a great way to build loyalty but it requires
a lot of care and attention; focus on the one or two social
channels that make the most sense for your business.
4 Track your marketing efforts and results so you can
understand what’s working (and not). Don’t be afraid to
test new things. Review regularly and adjust.
Leverage any tools or resources that your suppliers
might make available.3

55. YOU!
THANK