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By Peter Heffring

One thing Facebook has reinforced with the launch of its new Timeline is that change is constant. The platform will inspire new behaviors out of consumers which will likely give local marketers unique advantages over the much bigger national brands. Local marketers, while having fewer fans, tend to have 50 times the user engagement than the bigger guys. With this particular Facebook change, two advantages for local marketers are made apparent.

The new top stories feature will ensure that consumers don’t miss posts from the brands they care about most. Compelling content continues to be the key in getting that attention, and localized content is usually more relevant. This new feature gives local marketers an additional opportunity to stay at the top of their consumer’s minds.

Facebook is also playing around with a new algorithm called Graphrank. This update will prioritize News Feed content which helps users to sort through the clutter. Graphrank favors posts that users interact with the most. Since localized content has higher levels of engagement, content from local marketers could potentially gain priority.

So how can bigger brands use these updates to their advantages? The key is to think like a local marketer.

CLIENT FOCUS: NACSPAC

SOCIAL CORNER: NEW FACEBOOK: WHAT IT MEANS FOR LOCAL MAKETERS

From the weather you would never know that fall was official here. As you start thinking about plans for 2012 don’t forget to take time to reflect on your company’s marketing strategy. The recent passing of Apple’s, Steve Jobs offers a chance to reflect on the ability of one person’s creative vision to affect in many ways the lives of millions of people around the world. His ability to see things in a new way and create products that nobody had thought about should inspire business owners of all kinds. So as you start to think of next year, challenge your marketing plan to help you stand out from the rest of the field.

Sincerely,Taylor G. AbbettPresident

ISSUE TWO 2011

412-281-1442www.tailoredmarketing.com

TEXT WORTHY NEWSLETTER

DEAR READERS

Monroeville Area Chamber of Commerce, Mobile Web Application

MonroevilleAreaChamber.mobi

NACSPAC Member-Only Auction Website,Auction.NACSonline.com

ProxCity, Brand Identity

Project: National Association of Convenience Stores is an international trade association representing more than 2,100 retail and 1,600 supplier company members. NACSPAC member companies do business in nearly 50 countries worldwide, with the majority of members based in the United States. NACS was looking to create an online auction site to supplement its live auction at its national trade show.

Strategy: While working with various departments at NACS, the online auction was created to also work with their current database and online infrastructure. A tutorial video was also created to explain to the members how to use the system.

Results: The site was successfully introduced at the 2011 show to X attendees. NACS plans on using the system for other auctions which are held throughout the year.

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ISSUE TWO 2011

412-281-1442www.tailoredmarketing.com

By Taylor Abbett

Many business owners ask me how they should be spending their marketing budget. As we look towards planning for 2012, I thought I would share some quick thoughts. Questions you should ask: Where did we spend our current marketing dollars? What worked, and what didn’t? What might have worked if we changed it slightly? What was a big waste of time and money?

Once you understand how 2011 went, then you can brainstorm on whether there are other ideas that should be explored for 2012. Of course in today’s data hungry world, you should have some kind of tracking system for everything. For example, your website gives tons of information, but the main areas of interest for marketing should be: what pages were looked at; how many total impressions; how many total clicks; and hopefully, how many sales leads were generated. If you don’t have a ton of time to dwell on marketing data, this simple formula can be used for every marketing tool.

Another example: You ran a series of ads in a trade magazine. How many people saw it? If there was a call to action, how many people took advantage of it? And finally, did it generate any leads? With these questions answered, it should help shape your strategy for next year.

Finally, think about the overall purpose of your marketing budget. Is your goal to generate leads for the sales department, or do you have enough leads and are more interested in ongoing brand awareness?

Another question business owners often ask me is what amount should they be spending on their marketing? While there are a number of factors, a simple approach is to determine how much a sale is worth to you. Based on how aggressive your growth plan is for 2012, take a percentage of the gross sales and plow it back into marketing. For instance, a financial company might earn thousands of dollars in fees over many years for each new client they obtain. If they are in a growth mode, they might consider spending 10-15% of that amount on trying to get more clients. As the economy continues to go up and down, keep in mind that sometimes the best investment is in the money you spend on marketing your own company!

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ARTICLE OF INTEREST: 2012 MARKETING BUDGET INSIGHTS

2012 SPENDING PLANS

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CHANNELS IN PLAN Current Planned No

Don’t KnowBrand Sentiment

SponsorshipEngagement

Loyalty

Cost Savings/E�ciency

Return Sales

LeadsOverall Sales

Brand Awareness

New Sales

Overall Sales

Don’t Know Brand SentimentSponsorship

EngagementLoyalty

Cost Savings/E�ciency

Return Sales

Leads

Brand Awareness

New Sales

SMALL BUSINESS

ENTERPRISE

MARKETING OBJECTIVES: BRAND AWARENESS VS. NEW SALES

MARKETING CHANNELS SHIFT: RISE OF SOCIAL & MOBILE

BUDGET SPENDING

Crea

ted

Soci

al M

edia

SEO

Dire

ct M

ail

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ine

Dire

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ies

Prin

t

Emai

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Paid

Pla

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n So

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Med

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Mob

ile

Dis

play

Ads

thro

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Net

wor

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Tele

mar

ketin

g

Paid

Sea

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List

ings

9%

11%

80%

13%

17%

77%

19%

9%

72%

22%

12%

65%

27%

17%

57%

33%

21%

46%

42%

21%

37%

48%

14%

38%

52%

11%

38%

62%

9%

29%

65%

10%

26%

Crea

ted

Soci

al M

edia

SEO

Dire

ct M

ail

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Dire

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Prin

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Mob

ile

Dis

play

Ads

thro

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Net

wor

ks

Tele

mar

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g

Paid

Sea

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List

ings

55%

11%

34%

1%

31%

17%

77%

20%

19%

34%

27%

33%

14%

38%

15%

28%

12%

25%

35%

54%

2%

30%

14%

45%

30%

5%

21%

32%

27%

28%

13%

30%

45%

15%

10%

41%

12%

35%

12%

37%

25%

30%

8%

Increase Decrease Same Don’t Know

Methodology: The Distributed Marketing Blog’s marketing budget survey included responses from 190 marketing managers, directors, vice presidents or CMO’s; about half (48%) come from small and mid-size businesses, and the rest from large enterprises (52%). Respondents were split between B2C (40%), B2B (38%) and marketing organizations charged with reaching both for di�erent products or lines of business (22%).