harnessing the power of your network for national to local marketing success

Harnessing the Power of Your Network for National-to-Local Marketing Success

WEBINAR:

March 25, 2014

2© 2014 BIA/Kelsey. All Rights Reserved.

Introduction & Agenda

Welcome & Thank You for Joining Us

Chris Marentis

Founder & CEO,Surefire Social

Jed Williams

VP, Consulting,Senior Analyst,BIA/Kelsey

What We’ll Cover

National Goes Local: A Booming Opportunity

Digital Marketing Optimization: Challenges To Be Addressed 

Strategies to Win the National-to-Local Game

Case Study: How Gutter Helmet Drove Leads with a "Networked" Marketing Strategy

Your Turn – Q&A

3© 2014 BIA/Kelsey. All Rights Reserved.

About BIA/Kelsey

Information on the Market– Industry and Market Forecasts, SMB

Research, Consumer Studies, Market Data

Information on the Competition– Competitive Intelligence

Innovation & Best Practices– Reports, Advisory, Conferences

Insights & Analysis– Concierge Service, Advisory & Custom

Research

Funding– Investment Banking & Mezzanine Funding

Delivering Services That Drive Growth & Revenue

RESULT

Accelerating our clients’ business growth & financial bottom line

4© 2014 BIA/Kelsey. All Rights Reserved.

About Surefire Social

By providing a personal, coaching-centric approach at the local level, Surefire Social increases visibility through coordinated national and hyper-local search, retargeting, social and mobile marketing programs that deliver quality leads.

Surefire Social delivers powerful enterprise SaaS marketing solutions for national brands that want to drive visibility and sales for local dealers and franchises.

More Leads. More Profits. Revolutionary Marketing.

5© 2014 BIA/Kelsey. All Rights Reserved.

National Goes Local: A Booming Opportunity

Digital Marketing Optimization: Challenges To Be Addressed 

Strategies to Win the National-to-Local Game

Case Study: How Gutter Helmet Drove Leads with a "Networked" Marketing Strategy

Your Turn – Q&A

6© 2014 BIA/Kelsey. All Rights Reserved.

The Booming National-Local Market

Source: BIA/Kelsey U.S. Local Media Forecast (2013 to 2017)

GROWING FROM

$45 Billion $53 Billion20142017

TO

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The Big Idea: Winning in National-to-Local Digital Marketing

“Brands that will win the future will pull together and harness the power of their individual, localized networks for a coordinated strategy that drives business results.”

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National Goes Local: A Booming Opportunity

Digital Marketing Optimization: Challenges To Be Addressed 

Strategies to Win the National-to-Local Game

Case Study: How Gutter Helmet Drove Leads with a "Networked" Marketing Strategy

Your Turn – Q&A

9© 2014 BIA/Kelsey. All Rights Reserved.

Media Used for Advertising or Promotion: Top 5 Channels

BIA/Kelsey Local Commerce Monitor™ (LCM), Wave 17, Q3 2013

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Franchisees Spend Heavily for Online Presence

BIA/Kelsey Local Commerce Monitor™ (LCM), Wave 17, Q3 2013

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Franchisors Heavily Committed to Online Presence of Franchises

BIA/Kelsey Local Commerce Monitor™ (LCM), Wave 17, Q3 2013

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Owned & Earned Media ROI Remains Unclear

BIA/Kelsey Local Commerce Monitor™ (LCM), Wave 17, Q3 2013

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Methods of Tracking Source Leads

BIA/Kelsey Local Commerce Monitor™ (LCM), Wave 17, Q3 2013

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The Net Effect

53% of national marketers lack resources and bandwidth for local

38%struggle with

logistics of localized marketing

<10%are able to execute local campaigns

within 3 days

US Firms Lose $50 Billion Due to Localization Challenges

Sources: U.S. State Department 2013; and CMO Council, Connecting Customer Engagement into Measurable Local Strategies, February 2013

15© 2014 BIA/Kelsey. All Rights Reserved.

National Goes Local: A Booming Opportunity

Digital Marketing Optimization: Challenges To Be Addressed 

Strategies to Win the National-to-Local Game

Case Study: How Gutter Helmet Drove Leads with a "Networked" Marketing Strategy

Your Turn – Q&A

16© 2014 BIA/Kelsey. All Rights Reserved.

Strategies to Win the National-to-Local Game

Technology

Content Creation & Optimization

Local Adoption

12

3

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Technology: Establish Your Digital Footprint

1

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Technology – Track & Optimize

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Technology Takeaways

Has National and Local publishing across web, social, and directories

Enables crowd sourcing and opportunities for local community involvement

Provides data tracking and analytics on a single shared platform

A National Brand Will Win with a Platform That…

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Create / Acquire Content: Get Everyone Involved!

Content Creation/Editorial Planning & SEO

Social Media

Newsletters

Promotions

Blog

2

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Local Adoption: Build the Momentum!

Educate businesses at the local level & work together as a team.

Get local businesses to spend additional money to get that winning “network” effect!

3

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National Goes Local: A Booming Opportunity

Digital Marketing Optimization: Challenges To Be Addressed 

Strategies to Win the National-to-Local Game

Case Study: How Gutter Helmet Drove Leads with a "Networked" Marketing Strategy

Your Turn – Q&A

23© 2014 BIA/Kelsey. All Rights Reserved.

Case Study: National Brand

Prior Dealer Network Strategy: The corporate office outsourced lead generation at a cost per lead basis with zero transparency.

New Objective: Corporate wanted to take back control with a National to Local marketing strategy that created transparency and consistency across their dealer network.

Our Solution: To build a platform that ensures consistent application of brand standards while maintaining local flexibility and the ability to demonstrate ROI at all levels.

24© 2014 BIA/Kelsey. All Rights Reserved.

Case Study: National Brand

Before: Higher cost per lead Little visibility into performance

Parent Site

Child SiteAfter: Dramatically reduced cost

per lead Transparent view of

performance Google organic traffic makes

up 55% of all site visits versus paid

3% conversion rate (active leads hot transferred to local dealers)

Results

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(Continued) Case Study: National Brand

Facebook is ranked #4 in overall traffic coming to the business’s website!

Out of the top 10 sites- Facebook makes up 3 of the sites bringing traffic to the business’s website!

26© 2014 BIA/Kelsey. All Rights Reserved.

National Goes Local: A Booming Opportunity

Digital Marketing Optimization: Challenges To Be Addressed 

Strategies to Win the National-to-Local Game

Case Study: How Gutter Helmet Drove Leads with a "Networked" Marketing Strategy

Your Turn – Q&A

27© 2014 BIA/Kelsey. All Rights Reserved.

Engaging Going Forward

Upcoming Conference

LEADING IN LOCAL: The National Impact Atlanta, May 7-9Examining how national brands, franchises and multi-location businesses are engaging local markets with innovative technologies and strategies. 

Save $200 on Registration with Promo Code: NATLOC

www.biakelsey.com/LeadinginLocalNational-Local

Visit www.surefiresocial.com to request a demo or call (888)-804-8685.

Learn more by downloading our report:

www.biakelsey.com/Sponsored-Research

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Q&A

!?

Chris Marentis

cmarentis@surefiresocial.comFounder & CEO

Surefire Social

THANK YOUJed Williamsjwilliams@biakelsey.com

VP, Consulting & Sr. Analyst

BIA/Kelsey