5 Essential Strategies for Local Marketing Success

(Unofficial Title: Do this or watch your competitors win in the local space. It’s THAT serious.

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Mitch Lapides is President and CEO of FulcrumTech, a premier full-service email-marketing, search engine optimization (SEO), and social media agency based in the Philadelphia area.

Prior to founding FulcrumTech, Mitch built and managed several leading online publishing enterprises at Gartner (Group Vice President, gartner.com and Chief Technology Officer, Gartner), Reed Elsevier (EVP), Springhouse Corporation (VP, Electronic Products), and U.S. Pharmacopeia.

Mitch earned his BA from Brandeis University and MBA from the University of Michigan.

Mitch Lapides, President and CEO, Fulcrum Tech

Thursday, Jan. 24, 2 PM ET Your Business Lead Generation Playbook 

• Lead generation is #1 challenge most businesses have. So, how do you generate more leads?

• Define your unique selling proposition• Specific tactics to generate more leads for your business• Develop your lead generation strategy• Sign up LogMyCalls.com/webinar

About Balihoo

Balihoo Enables Brands to Translate NationalMarketing Strategy in to Local Execution

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5 Strategies (do these or lose)

1.2. 3.4.5.

Demand gen is the last thing to consider

Modify outdated co-op programs

Local Websites: make them the hub

Stop building programs for the biggest players

Value the phone

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Demand gen is the last thing to consider

Fight The

Funnel!

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Local Marketing Hierarchy of Needs

Data

Capture Demand

Upsell/Cross-sell

Demand

Gen

Capture

Connect

Drive

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Demand Generation is the Last Thing to Consider

• Co-Branded, SEO optimized, Mobile enabled, local websites

• Local Directories / Data Feeds• Portfolio Managed Digital Executions

Capture

• Triggered eMail• Triggered Direct Mail• Sales collateral / In Office Material• Social

Connect

• Traditional media• Online Banner • Promotions

Drive

“Stop chasing leads and start building your pyramid” –Pete Gombert, Balihoo CEO

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EXAMPLE - KOHLER

Capture

Connect

Drive

Data

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Stop building programs for the biggest players

The Pareto Principle

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Things we hear, a lot.

We support our top resellers

We can measure and track programs from our Gold and Platinum partners

20% of our affiliates represent 80% of our business?

…biggest partners understand marketing

What customized programs

Our channels team works with the top tier partners…?

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Stop Building Programs for the Largest Players

20% Will Not

Engage

5% Demand

More

75% Want to do more, but don’t have the resources

Opportunity

Do Nothing Automated Executions Ad Hoc Executions

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Modify outdated co-op programs

I wanna get digitalLet's get into digitalLet me hear your website talk, your website talkLet me hear your website talk

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Importance of Local Digital

80%

70%

82%

95%

20%

of budgets are spent within 50 miles of the home (DMA)

of U.S. households now use the Internet when shopping locally for products and services (The Kelsey Group)

of local searches follow up offline via an in-store visit, phone call or purchase (TMP/comScore)

of smart phone users have looked for local information via mobile and 88% of these users take action within a day (Google)

By 2015, companies that focus on integrated processes for local marketing enablement will increase revenue by 15 to 20% (Gartner)

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Digital and Co-op Programs

$22.4B $1.7B = 7.5%Source: Borrell & Associates

“Of the 1000+ co-op advertising programs, representing over 1700 brands, maintained in a Local Search Association database, only 223 allow some form of Internet advertising in their policies.”

Source: ACB “Online Co-op Advertising Study,” Sept. 2011

Bob HoukExecutive DirectorTrade Promotion Management Association

“Much less than one percent of co-op ad dollars flow into online channels”

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Co-op Media Usage

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Why the Discrepancy?

• Resistance to change

• National e-initiatives

• Complexity

• Lack of technology to manage and execute

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Modify Outdated Co-op Programs

5 Keys to Success

• Carefully consider the vehicles

• Control the execution

• Integrate tracking and analytics

• Make it easy

• Drive adoption

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Local Websites:Make them the Hub

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Local Website

Corporate Website

Co-branded,

geographic-specific sites

…carrying through brand-approved images and messages.

What are Local Websites?

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Local websites are the hub for local web activity

Local Web = the linchpin to successful local marketing

It is the integrated, growing ecosystem of online channels that collectively drive local online marketing.

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Example- AFLAC

Unique Tracking Number

Lead Capture

Form

Multiple pre-determined tactics are executed to

generate leads

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But how can a company manage 100s of local websites?

Corporate WebsitesWith automation, it’s possible to launch and update 1,000s of local websites simultaneously, resulting in:• Top line growth and market share• Simple way for resellers/local marketers to engage• Brand control; consistent messaging and branding• Ability to track and measure local ROI

Download Local Websites Whitepaper to learn morel about planning and implementing local websites.

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(It’s your secret local marketing weapon)

Value the phone

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The facts around are astounding

10%

43%

82%

65%

60+%

increase in click through rate for PPC ads with a phone number (WebVisible)

of local searches follow up offline via an in-store visit, phone call or purchase (Yes, this is a repeat from earlier)

of businesses consider phone calls their highest quality lead source (BIA/Kelsey & ConStat Commerce Monitor)

60-70% of Balihoo’s customers’ local marketing conversions come from the phone! (Balihoo)

of all search related conversions happen over the phone (AdInsight)

Example: Teleflora

Situation:• 17,000+ franchise retail locations with ecommerce

• Legacy FSI local marketing effort managed by brand was difficult to measure

• Traditional media effectiveness declining for local retail floral category as consumers move online – local florists not well-versed in online tactics

Solution:• Automated local PPC program (requires opt-in) that applies

network-wide learning's to small local budgets

• Integrated call tracking

• Auto-claiming of local search listings across Google Places (+), Yahoo Local and Microsoft Local

• >300% ROI on program

Sample Execution: Teleflora

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Conclusion

“By 2015, companies that focus on

integrated processes for local marketing

enablement will increase revenue

by 15 to 20%.”

Source:

Gartner Research, Top 10 Marketing Processes

for 2012, 21 March 2012, Kimberly Collins

Carefully consider the 5 Essential Strategies for Local Marketing Success

Be sure your marketing efforts enable your national brand to:• Be found online• Expand your brand’s reach• Extend message control through

sales cycle to the local level• Leverage changing consumer

behavior• Increase top-line business growth

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Additional Resources

http://balihoo.com/local-marketing-resources

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Thank you

• Please feel free to contact us for further discussion, questions, or to learn more about Balihoo• Shane - svaughan@balihoo.com

@shanevaughan

• Susan - stormollen@balihoo.com@tormollen

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LogMyCalls Free Trial• LogMyCalls.com/30-day-trial• Coupon Code: DAMGOOD• Call (866) 811-8880

Webinar Offer

32

Next Webinar

Mitch Lapides is President and CEO of FulcrumTech, a premier full-service email-marketing, search engine optimization (SEO), and social media agency based in the Philadelphia area.

Prior to founding FulcrumTech, Mitch built and managed several leading online publishing enterprises at Gartner (Group Vice President, gartner.com and Chief Technology Officer, Gartner), Reed Elsevier (EVP), Springhouse Corporation (VP, Electronic Products), and U.S. Pharmacopeia.

Mitch earned his BA from Brandeis University and MBA from the University of Michigan.

Mitch Lapides, President and CEO, Fulcrum Tech

Thursday, Jan. 24, 2 PM ET Your Business Lead Generation Playbook 

• Lead generation is #1 challenge most businesses have. So, how do you generate more leads?

• Define your unique selling proposition• Specific tactics to generate more leads for your business• Develop your lead generation strategy• Sign up LogMyCalls.com/webinar