spicing up a corporate brand with local flavor
TRANSCRIPT
Spicing Up a Corporate Brandwith Local Flavor
CORPORATE BRANDS
A SEA OF SAMENESS
LOCAL BRANDS
CORPORATE Consistency Production and
purchasing efficiencies
Economies of scale Standardization
Operate efficiently and profitably
Authenticity Personality Expertise Engaged with local
events and issues
Embraced by the community
LOCAL
The term “glocal” has been coined to describe an organizational approach that provides clear global strategic direction along with the flexibility to adapt to local opportunities and requirements.
We tend to see it with multi-national companies that adapt their product offering and messaging to suit local tastes and customs
McDonald’s is a classic example India’s McPaneer Royale, a vegetarian sandwich Thailand’s Samurai Pork Burger Mexico McDonald’s sells McMollette, an open-
faced breakfast sandwich with beans, cheese, and sauce
STRADDLER BRANDSSmaller-scale corporate brands that want to be seen as local
ABOUT MELLOW MUSHROOM“Mellow Mushroom is more than just a restaurant, more than just a place to eat; we’re a part of the community. By reaching out and working with our local communities, we are building bonds with locals, neighbors and friends. Each Mellow Mushroom is independently owned, and each restaurant contributes to its local community in a unique way. Whether through donations, volunteer work, or involvement with local causes, our commitment is to make the world a better place, one slice at a time.”
STRADDLER BRANDS HopCat Marketing Director Chris Knape says -
“We’re not trying to be a big chain. We’re trying to make each place feel special," he said. “We want to be the anti-chain chain…”
Walter Rob, Co-CEO of Whole Foods Market says, “How do we define local? Well, mostly we like to leave it up to our stores.”
Okay, so you have a $15 billion company coming to town that wants to be “local” – what do you do (or
not do)?
CHALLENGES Location Stripped-down version of the urban mega-
store Regional pricing Local products offering
OPPORTUNITIES Local partnerships Affinity groups Media/PR Social media Community events In-Store events
LOCAL PARTNERSHIPSPartnered with these organizations for 5% Community Support Days
HEAR NebraskaThe BayCommunity CROPSEastridge Elementary (Neighborhood Walking Track project)The Cat HouseGreat Plains Trail NetworkMilkworksLincoln Arts CouncilCenter for People in Need
LOCAL PARTNERSHIPSPartnered with these organizations for “One Dime at a Time” bag donation program
Friendship HomeHearts United for AnimalsLincoln Public Schools FoundationLincoln Parks Foundation Heartland Big Brothers/Big SistersFoundation for Lincoln City Libraries
AFFINITY GROUPS – RUNNING COMMUNITY
AFFINITY GROUPS – BEER COMMUNITY
AFFINITY GROUPS – ANIMAL RESCUE COMMUNITY
MEDIA/PR
Never say no Deliver 3-D press
releases Provide breakfast
for early shows at your location
Bring treats or swag to the station
Be a resource Cultivate their
successor
SOCIAL MEDIA In my experience, it’s all about your people (and not taking yourself too seriously)
SOCIAL MEDIA
SOCIAL MEDIA
SOCIAL MEDIA
SOCIAL MEDIA
CONVERTING ENGAGEMENT TO TRANSACTIONSThe Lincoln store had the highest social media engagement in the region (by far) and the lowest store sales (by far)
“We don’t think about the ROI of social; we think about the cost of ignoring it…I’m not dismissing ROI – because it’s always important — but we’re not about to cut back or dismiss social media because we can’t define it.” – Erich Marx, Director of Digital Marketing at Nissan
“Every time you ask for your social media ROI a kitten and a unicorn dies somewhere.”
– Scott Stratten, President of Unmarketing
EVENTSCommunity Events Focused on supporting Lincoln’s
events/values, creating personal brand connections, and potentially driving traffic back to the store over the long-term
In-Store Events Focused on driving traffic short-term and
potentially increasing basket size during or following the event
COMMUNITY EVENTSBOO AT THE ZOO
COMMUNITY EVENTSLINCOLN ARTS FAIR
COMMUNITY EVENTSTASTE OF UNL
COMMUNITY EVENTSUNL’S BIG RED WELCOME
COMMUNITY EVENTSUNL’S GET REC’D
OUR 5 COMMON SENSE COMMUNITY EVENT TAKEAWAYS1. Always something interesting to Eat, Drink, or
Do2. Coupon/offer to drive traffic back to the store3. $100 gift card raffles to build email lists4. Tactic to create social engagement5. Try every community-wide event once 6. No chairs
STORE EVENTSBUCK-A-SHUCK
STORE EVENTSEASTER AND HALLOWEEN FOR KIDS
STORE EVENTS MONTHLY BEER/WINE/CHEESE TASTINGS
STORE EVENTSLOCAL MUSIC
OUR 5 COMMON SENSE IN STORE EVENT TAKEAWAYS1. Events should highlight differentiators that
your stakeholders care about2. Experiment & autopsy3. Be creative with your space4. Bring in partners5. Make it easy to bring a friend
IN AN (ORGANIC) NUTSHELL…That was some of how we tried to “localize” the Lincoln Whole Foods Market.
Interestingly, the company is currently trying to balance its decentralized, grassroots approach with a bit more corporate control.
With recent PR issues (asparagus water & plastic wrapped oranges) and operational oversights (scale issues in NYC), the company is likely to begin to exert more oversight on local stores
TENSION BETWEEN CORPORATE & LOCAL
Corporate Efficiency with Brand Integrity
Decentralized with Quirky Authenticity
Local authenticity/autonomy is great, unless it is off-brand or hinders economies of scale
5 PIECES OF UNSOLICITED ADVICE1. Invest in Understanding Your
Customer/Consumer/Stakeholder
2. Balance Consistency with Quirkiness
3. Eschew Correctness for Relevancy
4. Be Inclusive
5. Create Your Own Economies of Scale
WRAP-UP Sociologist Roland Robertson said
“Glocalization means the co-presence of both universalizing and particularizing tendencies.“
That’s what we should all seek to do – be large in making an impact and be inclusive, and be small in how we connect personally with each stakeholder
Think Global, Act Local Think Big Act Small