We’re back again with the results from our 2015 survey of marketing professionals from national brands, Director level and above. In this presentation, Balihoo and Gatepoint Research present the results, as well as actionable insights from marketing executives. You will learn: The biggest marketing challenges executives are facing How executives rate the strategic value of local marketing How national brands are localizing their marketing campaigns How to begin a local marketing automation search

1. How Does Your Brand Stack Up?
THE RESULTS ARE IN FROM OUR 2015 STUDY - NATIONAL
BRANDS PROVIDE INSIGHTS INTO LOCAL MARKETING
INVESTMENTS.

2. Balihoo and Gatepoint
Research surveyed 100
marketing professionals -
Director Level and Above,
from National Brands...

3. ● What challenges are executives facing?
● How do they rate the strategic value of
local marketing?
● How are they localizing their campaigns
for higher ROI?

4. ● 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

5. INSIGHT #1:
Brands know driving
consumers to specific
locations is important to
overall campaign success.

6. In fact, 64% of companies
said a local marketing
strategy is CRITICAL.

7. INSIGHT #2:
More brands are now
realizing that local marketing
outperforms national
campaigns, dollar for dollar.

8. 50% of companies surveyed
said that they expect the ROI
on local marketing spend to be
higher than that of a national
campaign.

9. … that’s a 13% increase from
our 2012 survey.

10. EMAIL
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

11. LOCAL FACEBOOK
MOBILE ADS LOCAL SEARCH
47%
2X
Local relevancy is top
reason for
engagement4
Searches with
local 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

12. INSIGHT #3:
More national brands are
now investing in local
marketing.

13. In 2012, 66% of national
brands were investing in local
marketing.

14. But in 2014, 77% of national
brands are now investing in
local marketing.

15. That’s an 11% jump in
two years.

16. INSIGHT #4:
Those that are investing in
local are still limited by
budget.

17. In fact, 73% spend less than
20% of their marketing
budgets on local.

18. INSIGHT #5:
Tracking and metrics are a
growing challenge.

19. 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%

20. INSIGHT #6:
Despite all of these drivers,
brands still aren’t utilizing
local marketing automation.

21. Instead...

22. 34% hire agencies to
localize campaigns.

23. 11% rely on their affiliates.
(agents, dealers, individual locations, franchisees)

24. 24% localize campaigns
individually in-house.

25. 16% don’t localize at all.

26. ● 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

27. So, why aren’t more
brands using local
marketing automation?

28. INSIGHT #7:
Brands are hyper-focused on
measurable ROI when
shopping for an automation
platform.

29. 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.”

30. How can automation help me with these two
issues?
We’ll show you! (Hint: Keep Going...)

31. BONUS DATA
In addition to asking questions about local marketing, we dove
specifically into local search, one of the biggest problems
national brands encounter.

32. 77% of companies report
that consumers use Search
Engines to research their
products and services.

33. However, 73% report
their affiliates aren’t
displayed in results any
more than their
competitors or even
worse, not at all.

34. This is good news for the
brands poised to take
advantage of local SEO.

35. We promised to show you how...

36. CASE STUDY
Control4 Implements
Balihoo’s Local Websites
Solution

37. 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

38. CONTROL4 LOCAL WEBSITES
Balihoo and Control4 launched over 4,000 local and regional
websites to capture leads at the local level.

39. CONTROL4 LOCAL WEBSITES
With 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

40. CONTROL4 RESULTS
Download the Full Case Study

41. “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

42. BUT Local Websites are
just one channel.

43. 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
SEARCH
ENGINE
MARKETING
LOCAL
EMAIL
SOCIAL
MEDIA
TRADITIONAL CO-OP ANALYTICS

44. At scale.

45. BALIHOO CUSTOMERS SEE
RESULTS WITH LOCAL
MARKETING AUTOMATION
13:1 ROI on demand-gen and
relationship campaigns

46. sales@balihoo.com | 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