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The Ultimate Playbook
for Retail Local Marketing
A
Playbook
Modern Retail Marketing:
At the intersection of personalization and mobile
Today, your consumers
demand the very best
from...
THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM
The buying decision for the retailer consumer has changed. ...
Discover shopper
behavior and match
the their shopping
experience to their
needs and wants
When planned and executed corre...
THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM
This retail guide outlines the four key steps
to achieving ...
The first step to local retail marketing is to define your goals.
If your company is focused on building customer loyalty,...
THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM
The 3 Elements to
Local Discoverability
Local Websites take...
Twenty percent of local business listings are inaccurate and one out of every four local business
listings is missing key ...
THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM
Local Paid Search puts your locations at the top of search ...
THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM
• A branded URL for local websites that
greater discoverabi...
THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM
The results were stellar.In less than 12 months, Control4 e...
The second step is listening to your local customers and local
stores for input. For campaigns to be effective, we know th...
THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM
Now that you have an understanding of your customers’ traff...
After executing on your discoverability campaigns, now is the time to sample
other tactics that may be helpful in increasi...
For example, LiftMaster recognized that they needed to invest in a
strong local marketing strategy to show up in local sea...
THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM
Solution
In the span of a couple of months, Balihoo
and Lif...
THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM
LiftMaster Results
Five weeks after launching a pilot progr...
THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM
1)	 Google Study, 2014
2)	 2014 Moz Local Search Ranking Fa...
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The Ultimate Playbook for Retail Local Marketing

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Today, your consumers demand the very best from your retail story. In the age of eCommerce, there is a common belief that online sales are overwhelming brick-and-mortar sales. It just isn’t true. In fact, today more consumers want to purchase from a local store more than ever. But, they want their journey to be personalized and relevant to them. The retailer that markets to the consumer the exact way that they want to be marketed to will get that consumer’s purchase and more than likely their loyalty. As important as personalizing the journey, consumers want to be shown the quickest and most effective way to make their local purchase.

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The Ultimate Playbook for Retail Local Marketing

  1. 1. The Ultimate Playbook for Retail Local Marketing A Playbook
  2. 2. Modern Retail Marketing: At the intersection of personalization and mobile Today, your consumers demand the very best from your retail story. In the age of eCommerce, there is a common belief that online sales are overwhelming brick-and-mortar sales. It just isn’t true. In fact, today more consumers want to purchase from a local store more than ever. But, they want their journey to be personalized and relevant to them. The retailer that markets to the consumer the exact way that they want to be marketed to will get that consumer’s purchase and more than likely their loyalty. As important as personalizing the journey, consumers want to be shown the quickest and most effective way to make their local purchase. Human Behavior is Driving the Local Customer Journey 70% of purchases made 5 miles from a customer’s home (Google Study) 79% of smartphone owners and 81% of tablet owners use their devices to search for information on local businesses Approximately 80% of mobile searches result in the purchase of a product or service, and 75% brought the customer into the physical store “Near me” searches or mobile searches performed to locate a purchase within a close proximity to the shopper have increased 340% since 2011 and have doubled last year alone THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM
  3. 3. THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM The buying decision for the retailer consumer has changed. The point where the shopper begins looking for a solution is what we call the “last mile of marketing”. It is the point where shoppers make attempts to discover a product or service - often using a mobile device – and ends with a relationship being built with a local brick-and-mortar location. The Last Mile of Marketing is also where your company and its products and services are discovered and convince the shopper to buy, giving them the quickest access to your local point of purchase. It is also the window of time where shoppers can discover your competitors as well. Examples of the “last mile of marketing”: STUDENT AT HOME Looking to replace his or her broken laptop locally before school starts the next day For the new sport he just signed up and looking to get gear quickly SPORTS FAN LOOKING FOR NEW EQUIPMENT BUSINESS TRAVELER NEW TO A CITY LOOKING FOR LUNCH Trying to find a close place for lunch to take a new client while in a “foreign” city BUSY MOM IN A MINI-VAN Trying to find a close pet food store for the dog her daughter just found COFFEE FANATIC LOOKING TO REPLACE HER ESPRESSO MACHINE Looking for the closest retail outlet that carries the latest espresso machine
  4. 4. Discover shopper behavior and match the their shopping experience to their needs and wants When planned and executed correctly, “the last mile of marketing” has the promise to: Drive foot and phone traffic to the local store Engage customers in more meaningful ways at the physical store Increase awareness of your brand and store location for future visits
  5. 5. THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM This retail guide outlines the four key steps to achieving a successful local retail marketing strategy Plan Listen Execute Optimize 1 3 2 4
  6. 6. The first step to local retail marketing is to define your goals. If your company is focused on building customer loyalty, leveraging mobile marketing to automatically reward loyal customers is a good fit for that strategy. If your company’s focus is on customer service, leveraging mobile and location-based marketing to automatically notify an associate of a VIP’s arrival is a good step. If you are wanting to drive new customer sales, focusing on digital awareness and discovery of local outlets is a key goal. At Balihoo, we believe the foundation to successful local marketing is “discoverability”. That is, making all your local points of purchase – whether company owned, partner led, or a mix of both- are easily found by customers with a need or desire that begin their digital journey. Basically, it is marketing the right message to the right person AT THE RIGHT TIME. It’s not surprising that online search is the tool consumers use most frequently to find your locations—your retail outlets, franchisees, distributors, agents, channel partners, and representatives. In fact, 90% of consumers search online and THEN purchase offline in local markets.1 For a national brand with local storefronts or partners, the key to discoverability is ensuring that when a consumer searches for your type of product or service, they are served up locally- relevant results for your local storefronts ABOVE those of your competitors. This is the moment when many national brands lose potential customers to their competitors, without even knowing it. Plan 79% of smartphone owners and 81% of tablet owners use their devices to search for information on LOCAL businesses Approximately 75% of those searches bring the customer into a physical store - and 80% result in a purchase 1 THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM
  7. 7. THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM The 3 Elements to Local Discoverability Local Websites take your dealer or company locator to another level. Local websites allow all locations to show up individually in location searches and maps on top search engines, capturing the immediate attention of consumers looking for your product or services NOW. Key elements for success: • Use an automation platform to create all websites simultaneously - using your own database of locations and their offerings. • Allow local partners to customize and configure strategic elements. • Launch corresponding City Websites - which enable all the brand locations for that city to be easily categorized by city - for both the search engines and consumers. • Enable call tracking - which allows you to report on the resulting phone traffic generated to your partners. LOCAL WEBSITES | The heart of your local marketing strategy
  8. 8. Twenty percent of local business listings are inaccurate and one out of every four local business listings is missing key information.2 By centrally managing all of your brand’s business listings from a single database, you can ensure that they are correct, consistent and visible online. Key elements for success: • Make sure your automation platform checks your data for accuracy—locating and resolving duplicate listings and missing data. • Publish your data to all the major U.S. data aggregators. • Easy reporting on listing status and performance LOCAL LISTINGS | An overlooked step in generating demand The 3 Elements to Local Discoverability
  9. 9. THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM Local Paid Search puts your locations at the top of search engine results, captures the attention of local customers who are looking for your product or category, and drives traffic to your local partners and locations. Key elements for success: • A platform that allows for corporate-managed approach, which cut costs by only spending funds where it makes sense. • Localized ad copy and keywords list that increases traffic to local websites and boosts results for your partners and locations. • Detailed campaign reporting features that let you understand how you are doing in aggregate, by location, and other key criteria. • Utilize radius configurations to keep locations from competing with each other With Local Websites, Local Listings, and Local Paid Search, your national brand has an effective set of tools that can extend your national strategy to a local level, drive more demand and foot traffic, ensure consistent and accurate information, and increase return on your marketing dollars. But does it work? LOCAL PAID SEARCH | Engage customers earlier in the purchase cycle The 3 Elements to Local Discoverability
  10. 10. THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM • A branded URL for local websites that greater discoverability and consistency • Built-in best practices for search engine optimization (SEO) for each local website • Name, address, and phone number consistency across all online directories • Unique local content and locally-relevant links to tailor content to specific markets • Google+ Local Registration and management for local relevance Control4, a leading provider of automation and control solutions for the connected home, has a distributor base of 3,000 independent dealers. Ensuring a consistent online presence and seamless customer experience— while driving local online traffic and leads—was a challenge. By implementing local websites in partnership with Balihoo, Control4 revolutionized their online presence. They now have: An example
  11. 11. THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM The results were stellar.In less than 12 months, Control4 experienced tangible success and exponential growth, including: “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 at Control4
  12. 12. The second step is listening to your local customers and local stores for input. For campaigns to be effective, we know that they must be personalized and relevant. Using a data-driven approach to marketing allows marketers to customize their campaigns based upon the local needs of your customers. By listening and incorporating data from your local markets, you can create campaigns that are meaningful and specific to the needs of your local market customers. Using local market intelligence, such as weather, census data, building permits, and data from the local stores, can help you create discovery campaigns that are specific to your company AND local market needs. For example, so your company makes portable heaters. You know that the northeast markets are going to receive significant snowfall in December. Why not create a local paid search campaign to specific markets where you have stores based upon Weather.com data? Use platforms like Balihoo’s Local marketing Cloud can allow you to do this at scale for all your locations across the country. Another effective method for prioritizing which markets to focus discovery tactics on is to compare store data. Let’s say that your brand has 150 locations in 20 states. These locations are in metro areas with population levels of greater than 500,000 people. The graph below represents data from 10 of these stores over a 90 day period. Listen2
  13. 13. THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM Now that you have an understanding of your customers’ traffic and shopping patterns for each market – and local market data - it is time to execute your discovery campaigns. We recommend starting with campaigns targeting markets that are challenged with revenue and foot traffic as a test. Developing local sites, local paid search, and optimizing local listings for these markets is a great way to test your campaigns and see the greatest results. Execute3
  14. 14. After executing on your discoverability campaigns, now is the time to sample other tactics that may be helpful in increasing local marketing effectiveness. Other marketing tactics, such as display advertising, re-marketing, local direct mail, local social media marketing, and local email are effective tactics to boost retail store traffic, create awareness, and build loyalty. One digital tactic that we have seen be effective after a discoverability strategy has been executed is local display advertising. Location-based ads help brands improve targeting, boost engagement and generate more effective creative collateral. Did you know this startling statistic: four out of every five consumers want ads customized to their city, zip, or immediate surroundings?3 What’s more, personalized display ads have a 10x higher click-through rate when compared with traditional ads.4 In fact, local relevancy is the top reason for engagement with mobile ads.2,3 Optimize4 THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM
  15. 15. For example, LiftMaster recognized that they needed to invest in a strong local marketing strategy to show up in local search results. At the same time, LiftMaster wanted to maintain a seamless brand presence down to the local level, and compete in local markets, or risk losing a sale. Objectives • Invest in proven digital tactics versus heavy, untrackable traditional media • Grow presence in local search, while generating additional traffic and awareness • Activate national campaigns at the local level for more dealers without needing to bring on more staff • Develop and uphold a seamless and effective customer experience A local marketing success story
  16. 16. THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM Solution In the span of a couple of months, Balihoo and LiftMaster developed a pilot plan to start generating traffic to local dealers, growing the LiftMaster brand in target local markets, and increase online impressions. By launching both the Local Websites Solution and Local Display Advertising, LiftMaster has experienced exponential growth in each area of interest. The 3 Elements to Local Discoverability
  17. 17. THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM LiftMaster Results Five weeks after launching a pilot program for a group of 105 locations, LiftMaster has experienced incredible growth and results. In addition to the data below, Balihoo has provided invaluable insights into how LiftMaster’s national campaigns and advertising translate to sales at the local level, and armed them with a solution to track and measure ROI from local campaigns to help inform their strategy for future efforts. The 3 Elements to Local Discoverability “By partnering with Balihoo, we found a Local Marketing platform provider that understands the ins and outs of the local marketing space and allows us to respond to market trends and customer needs. We are excited to continue to grow the relationship with Balihoo and evolve the way the LiftMaster brand reaches consumers at the local level.” - Mike Bevan, Director of Digital Marketing and Dealer Services 25 million online impressions more than double the industry averages 0.34% CLICK-THROUGH-RATE, More than 100,000 clicks to local websites 175 clicks on maps for directions to local dealers 82 visits to dealer websites 64 emails to local dealers 42 lead form submissions in five weeks Low cost-per-click rates at $0.25 SUBMIT
  18. 18. THE ULTIMATE PLAYBOOK FOR RETAIL LOCAL MARKETING | BALIHOO.COM 1) Google Study, 2014 2) 2014 Moz Local Search Ranking Factors Study 3) IPsos MediaCY, 2014 4) “Display Re-targeting”. Get Elastic, 2013 Summary and Conclusions LOCAL WEBSITES The heart of your local marketing strategy LOCAL LISTINGS An overlooked step to generating demand LOCAL PAID SEARCH Allows you to compete at the category, brand, and product levels At its heart, retail marketing is local marketing. The foundation to a successful local marketing strategy is to allow your local stores to be discovered by searching customers, mostly likely on a mobile device. Ensuring your local storefronts are listed AT THE TOP of a customer’s search for local brand and product searches is key through deploying 3 key tactics: But, “The Last Mile of Marketing” can be empowered by demand generation and relationship-building tactics such as email, direct mail, social media, and digital display - all with a local lens.

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