As consumer use of mobile devices increase, national brands must strategically plan for and activate local marketing campaigns. While SMBs struggle to look like big brands, most national brands are trying to have a local presence. Download the presentation slides from this webinar and learn: -Ways big brands can gather and focus on local data -How national brands can use local websites and email marketing -The importance of focusing on local customers...and how to do it

1. 6 Key Things National
Brands Need To Know
About Local Marketing
@balihoo
@logmycalls
#localmarketing

2. About Balihoo
Balihoo Enables Brands to Translate National
Marketing Strategy in to Local Execution

3. The Balihoo Team
Susan Tormollen
Branding + Integration
Alden Dale
Technical Marketing
Marcie Ellison
Email Marketing
Caleb Donegan
SEO/Digital Marketing

4. The 6 Key Things…
1.Local Websites
2.Local Registrations
3.Email Marketing
4.Focus on Local Data
5.Call Tracking
6.National & Local Strategy Integration

5. LOCAL WEBSITES
The Hub of Local Marketing

6. What are Local Websites?
Local websites are the hub for all local marketing tactics
Co-branded, geographic-specific sites
…carrying through
brand-approved images
and messages.
CORPORATE WEBSITE LOCAL WEBSITE & MOBILE SITE

7. Lead
Capture
Form
Multiple pre-determined
tactics are executed to
generate leads
Unique
Tracking
Number

8. How to Get Started
Audit:
» Current local market presence
» Current websites
» Location/dealer finder
Identify:
» Capabilities of local marketers/affiliates
» Corporate resource availability
» Technology options Download Worksheet at
http://balihoo.com/resources/local-web-test

9. LOCAL
REGISTRATIONS

10. What It Is
In a nutshell: mentions of your business.
The Big Three:
» Google+ Local
» Bing Local
» Yahoo Local
Data Providers:
» Localeze
» Infogroup
» Acxiom

11. Why It Matters
It fuels major local search features
» Local Pack, Local Carousel, New Google Maps

12. How and When to Get Started
Get Started ASAP
» Takes time to gain traction
» Claim your listing before confusion
Start with Google
» Register with Google+ Local

13. EMAIL
MARKETING

14. What is Email Marketing?
3 Primary Types
» Promotional Emails – Acquire new customers and/or persuade
existing customers
» Customer Loyalty Emails – Enhance your customer relationship
» Association Emails – Place your brand’s message and/or offer into
an email sent out by someone else
For every $1 spent, $44.25 is the average return
on email marketing investment.

15. 5 Benefits of Email Marketing
1. Gets you in front your customer.
Fast fact: the average person checks their inbox several times a day and a
whopping 82% of us reportedly open emails from companies.1
2. Personalization capability.
Fast fact: personalized subject lines are 22.2% more likely to be opened.2
3. Mobility.
Fast fact: 64% of decision-makers read their email via mobile devices.3
4. Plays well with social media.
Fast fact: Emails that include social sharing buttons have a 158% higher click-
through rate.4
5. Results.
Fast fact: 7 out of 10 people say they made use of a coupon or discount from a
marketing email in the prior week. 5
1. Litmus, 2. Adestra July 2012 Report, 3. TopRankBlog, 4. GetResponse, 5. 2012 Blue Kangaroo Study,

16. Tips for Success
» Grow your list
» Set measurable goals
» Tailor the email
» Analyze the results
FPO (Spreadsheet)

17. FOCUS ON
LOCAL DATA

18. Local Marketing: What Data is Driving Your Decisions?
» Demographic information is becoming increasingly available,
cheaper to obtain, and more reliable.
» Varied customer demographic profiles at different locations could
dramatically change the results of effectiveness of local campaigns.
» While some marketing campaigns are “customer profile neutral”
most campaign’s have most of their effectiveness derived from
being served to the right type of customer.
Only 31% of Senior Marketing Executives
reported using customer profile data to drive
campaign decisions at a local level in 2012.

19. Don’t Miss Out on Free Data
» Sufficient sample size is key to determining whether or not given
campaigns are effective.
» Local data aggregation may highlight key flaws (or gems) in your
marketing campaigns that were unable to be seen when only
national averages are used.
» Statistically relevant data will drive business decisions with
measureable ROI instead of marketing hunches.
Only 6% of Marketing departments partner
with IT to aggregate data from local affiliates
or branches across the organization.

20. Data Must-Do’s
About the Data: The CMO Council’s online quantitative audit of 296 senior marketers was conducted
between November 2012 and February 2013. 57% of respondents come from companies with more
than $500 million in revenues. 41% are from B2B companies, 28% from B2C, and the remainder from
hybrid organizations. The largest industry representations are IT (16%), financial services (11%), retail
(9%), telecom (9%), and manufacturing (8%).
Don’t miss out on gathering local data any longer.
Make expensive “hunches” a thing of the past.
Use local data to find the gems in your campaign
and weed out the underperformers quickly.

21. CALL TRACKING

22. The Facts Around Phone Conversion Are Astounding
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
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)43%
82%
65%
60+%
10%

23. 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

24. Example: Teleflora

25. NATIONAL &
LOCAL STRATEGY
INTEGRATION

26. Digital is Changing Everything
Before…
Now

27. Alignment Drives Increased Revenue
• National brand expertise
• Local nuances
• Aggregated
• ROI
• National + Local =
Power
• Processes, systems,
security
• Alignment is key
• National/local
• Stakeholders
• Objectives and
metrics
Strategy Data
TacticsAnalytics

28. 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
Local marketing is essential for
meeting consumers when and
where they are ready to buy.
By aligning national and local,
you can:
» Leverage changing consumer
behavior
» Be found online by consumers
» Expand your brand’s reach
through the right mix of tactics
» Increase top-line business
growth

29. Additional Resources
http://balihoo.com/local-marketing-resources

30. Contact Us
Please feel free to contact us for further discussion, questions, or to
learn more about Balihoo.
Susan Tormollen
stormollen@balihoo.com
@stormollen

31. THANK YOU!