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How Does Your Brand Stack Up?THE RESULTS ARE IN FROM OUR 2015 STUDY - NATIONAL BRANDS PROVIDE INSIGHTS INTO LOCAL MARKETING INVESTMENTS.
Balihoo and Gatepoint
Research surveyed 100 marketing professionals - Director Level and Above, from National Brands...
● What challenges are executives facing?● How do they rate the strategic value of
local marketing?● How are they localizing their campaigns
for higher ROI?
● Brands know driving consumers to locations is important● More brands are realizing that local outperforms national● More national brands are now investing in local marketing● Those that are investing in local are still limited by budget ● Tracking and metrics are a growing challenge● Despite these drivers, most brands aren’t utilizing local
marketing automation● Brands are hyper-focused on measurable ROI when
shopping for an automation platform
7 BIG INSIGHTS
INSIGHT #1:Brands know driving consumers to specific
locations is important to overall campaign success.
INSIGHT #2:More brands are now realizing that local marketing outperforms national campaigns, dollar for dollar.
50% of companies surveyed said that they expect the ROI
on local marketing spend to be higher than that of a national campaign.
LOCAL DISPLAY ADS
LOCALIZED MARKETING COMMUNICATION
18%15%
315%higher response rate1
higher open rates with local emails vs national2
higher CTRs with localized ads3
Sources: 1. Gleanster, 2. Balihoo Customer Data, 3. xAd/Doubleclick
And they’re right...
Download the Full Infographic
LOCAL FACEBOOK
MOBILE ADS LOCAL SEARCH
47%
2XLocal relevancy is top reason for engagement4
Searches withlocal intent convert at 2x the rate
of non-local searches.6
(30% of all searches have local intent! 5)
higher engagement than national benchmark5
Sources: 4. xAd/Telemetrics, 5. Google, 6. IPSOS, Google
Download the Full Infographic
TOP MARKETING CHALLENGES
2012 2014
Lack of Budget
Tracking & Metrics
Lead Generation
40%
39%
32%
Tracking & Metrics
Brand Building
Lead Generation
59%
35%
34%
Lack of Budget 34%
● National brands know that local marketing is very important or critical to their strategy
● They know that ROI is higher than national campaigns
● However, less than 25% of their budgets go into local
● And only 7% utilize automation in place of less scalable methods
WHAT YOU’VE LEARNED
When asked what factors would justify an investment in a local marketing automation platform, the two most often selected factors are “Tracking & Metrics” and “Cost-efficiency.”
BONUS DATAIn addition to asking questions about local marketing, we dove specifically into local search, one of the biggest problems national brands encounter.
However, 73% report their affiliates aren’t displayed in results any more than their competitors or even worse, not at all.
CONTROL4 CHALLENGES
● Consumer behavior continues to trend towards making purchases locally
● Ensuring a consistent online presence across 3,000 independent dealers was next to impossible
● Driving local online traffic and leads that convert to sales was a challenge
● Tracking of resellers’ individual marketing results was difficult
Download the Full Case Study
CONTROL4 LOCAL WEBSITES
Balihoo and Control4 launched over 4,000 local and regional websites to capture leads at the local level.
CONTROL4 LOCAL WEBSITESWith Local Websites, Control4 now has:
● A branded URL on the subdomain of their main website that provides instant authority online
● Local websites that are easy for top search engines to crawl and follow best practices for search engine optimization (SEO)
● Name, address, and phone number (NAP) consistency across all online directories
● Google+ Local Registration and management for local relevance
● Unique content, locally-relevant links and citations to ensure content is tailored to the various markets
CONTROL4 RESULTS
Download the Full Case Study
“The local websites we launched in conjunction with Balihoo has given us the ability to maintain a local brand presence online by leveraging our independent dealer’s physical locations and associating them in with our brand. We have seen phenomenal results with this effort and more importantly, we are getting leads directly to our dealer network faster than we ever have.”
– Tyler Reed, Senior Marketing Manager
Local Marketing Automation can provide you the tools you need to connect your consumers with the local providers of your products and services...
LOCAL WEBSITES
SEARCHENGINE
MARKETING
LOCALEMAIL
SOCIALMEDIA
TRADITIONAL CO-OP ANALYTICS
BALIHOO CUSTOMERS SEE RESULTS WITH LOCAL MARKETING AUTOMATION
13:1 ROI on demand-gen and relationship campaigns
[email protected] | balihoo.com | 866-913-8417
ABOUT BALIHOO Leading national brands, across a multitude of industries, use the Balihoo local marketing platform to activate millions of data-driven local campaigns for over 350,000 local outlets.
Balihoo is proud to call many of the top companies in the world our customers, including Aflac, Geico, Wendy’s and New Balance.
www.Balihoo.com