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BJ Emerson, VP Technology, Tasti D-lite and Planet Smoothie presentation on "Local Marketing Rules" at FranCamp in Atlanta, May 2012.BJ spreadheaded the integration of the Tasti D-Lite brand experience with online communities by engaging customers and working with franchisees to expand the brand through social media. BJ shares what Tasti is also doing in the local markets to engage and build raving loyal fans.
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Local Marketing
Rules
BJ EmersonVP TechnologyTasti D-Lite Planet Smoothie
@BJ_Emerson | @tastidlite | @planetsmoothie
@bj_emerson | @tastidlite | @planetsmoothie
“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting…. …But the broad opportunities for most companies involve supplying information
or entertainment. No company is too small to participate. Those (publishers) who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products-a marketplace of content.”
@bj_emerson | @tastidlite | @planetsmoothie
In Franchising, Local
Content is King
The Franchise Opportunity
• Providing unique experiences• The death of standardization and
the rise of personalization• Capturing local flavor while
leveraging global brand image• Centralizing but co-managing
brand presence
@bj_emerson | @tastidlite | @planetsmoothie
The Power of Going Local: Comparing the Impact of Corporate vs. Local Facebook Pages
Locally created Facebook Pages deliver 5 times more reach.
White paper distributed by Hearsay Social
@bj_emerson | @tastidlite | @planetsmoothie
Corporate Reach
LocalReach
http://bit.ly/K9e9Ae
@bj_emerson | @tastidlite | @planetsmoothie
Local posts provide 8 times more fan engagement.
Corporate Engagement
LocalEngagement
@bj_emerson | @tastidlite | @planetsmoothie
One local fan is worth 40 corporate fans.
Local FanCorporate Fan
“What the results suggest is that a corporate-based Facebook presence is fine, but that’s only the tip of the iceberg. A broader strategy that integrates your corporate Facebook presence with a network of local pages has the potential to drive dramatically greater business results.”
- Craig LeGrande, Managing Partner of market research firm Mainstay Salire
@bj_emerson | @tastidlite | @planetsmoothie
@bj_emerson | @tastidlite | @planetsmoothie
Local Tweets
@TastiFranklin@TastiTustin@TastiNash
@bj_emerson | @tastidlite | @planetsmoothie
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Local Video
@bj_emerson | @tastidlite | @planetsmoothie
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Food Blogger PartySocial Media Club Events
• Host• Sponsor• Attend
@bj_emerson | @tastidlite | @planetsmoothie
Centralized but Shared Management
@bj_emerson | @tastidlite | @planetsmoothie
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@bj_emerson | @tastidlite | @planetsmoothie
@bj_emerson | @tastidlite | @planetsmoothie
LocalRecognition
Screenscape.net
Flavor Alerts
Provide a Local andPersonalizedExperience
@bj_emerson | @tastidlite | @planetsmoothie
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Coming September
2012The Tasti D-Lite
Way:
Social Media MarketingLessons for Building Loyalty and a Brand
Customers Crave
