Harnessing the Power of Your Network for National to Local Marketing Success

Harnessing the Power of Your
Network for National-to-Local
Marketing Success
WEBINAR:
March 25, 2014

2© 2014 BIA/Kelsey.All Rights Reserved.
Introduction & Agenda
 Welcome & Thank You for Joining Us
Chris Marentis
Founder & CEO,
Surefire Social
Jed Williams
VP, Consulting,
Senior Analyst,
BIA/Kelsey
 What We’ll Cover
 National Goes Local: A
Booming Opportunity
 Digital Marketing Optimization:
Challenges To Be Addressed
 Strategies to Win the
National-to-Local Game
 Case Study: How Gutter
Helmet Drove Leads with a
"Networked" Marketing Strategy
 Your Turn – Q&A

About BIA/Kelsey
 Information on the Market
– Industry and Market Forecasts, SMB
Research, Consumer Studies, Market Data
 Information on the Competition
– Competitive Intelligence
 Innovation & Best Practices
– Reports, Advisory, Conferences
 Insights & Analysis
– Concierge Service, Advisory & Custom
Research
 Funding
– Investment Banking & Mezzanine Funding
Delivering Services That Drive Growth & Revenue
RESULT
Accelerating our clients’
business growth &
financial bottom line

About Surefire Social
 By providing a personal,
coaching-centric approach
at the local level, Surefire
Social increases visibility
through coordinated
national and hyper-local
search, retargeting,
social and mobile
marketing programsthat
deliver quality leads.
Surefire Social delivers powerful
enterprise SaaS marketing
solutions for national brands that
want to drive visibility and sales
for local dealers and franchises.
More Leads. More Profits. Revolutionary Marketing.

 National Goes Local: A Booming Opportunity
 Digital Marketing Optimization: Challenges To
Be Addressed
 Strategies to Win the National-to-Local Game
 Case Study: How Gutter Helmet Drove Leads
with a "Networked" Marketing Strategy
 Your Turn– Q&A

The Booming National-Local Market
Source: BIA/Kelsey U.S. Local Media Forecast (2013 to 2017)
GROWING FROM
$45 Billion
$53 Billion2014
2017
TO

The Big Idea:
Winning in National-to-Local Digital Marketing
“Brands that will win the
future will pull together
and harness the power
of their individual,
localized networks for a
coordinated strategy that
drives business results.”

 Digital Marketing Optimization:
Challenges To Be Addressed

Media Used for Advertising or Promotion:
Top 5 Channels
BIA/Kelsey Local Commerce Monitor™ (LCM), Wave 17, Q3 2013

Franchisees Spend Heavily for Online Presence

Franchisors Heavily Committed to
Online Presence of Franchises

Owned & Earned Media ROI Remains Unclear

Methods of Tracking Source Leads

The Net Effect
53%
of national marketers
lack resources and
bandwidth for local
38%
struggle with
logistics of localized
marketing
<10%
are able to execute
local campaigns
within 3 days
US Firms Lose $50 Billion
Due to Localization Challenges
Sources: U.S. State Department 2013; and CMO Council, Connecting Customer
Engagement into Measurable Local Strategies, February 2013

Be Addressed

Strategies to Win the National-to-Local Game
Technology
Content Creation & Optimization
Local Adoption
1
2
3

Technology:
Establish Your Digital Footprint1

Technology – Track & Optimize

Technology Takeaways
Has National and Local
publishing across web,
social, and directories
Enables crowd sourcing
and opportunities for
local community
involvement
Provides data tracking
and analytics on a single
shared platform
A National Brand Will Win with a Platform That…

Create / Acquire Content:
Get Everyone Involved!
Content Creation/
Editorial Planning & SEO
Social Media
Newsletters
Promotions
Blog
2

Local Adoption: Build the Momentum!
 Educate businesses at
the local level & work
together as a team.
 Get local businesses to
spend additional money
to get that winning
“network” effect!
3

Be Addressed

Case Study: National Brand
Prior Dealer Network Strategy: The corporate
office outsourced lead generation at a cost
per lead basis with zero transparency.
New Objective: Corporate wanted to take back
control with a National to Local marketing
strategy that created transparency and
consistency across their dealer network.
Our Solution: To build a platform that ensures
consistent application of brand standards
while maintaining local flexibility and the
ability to demonstrate ROI at all levels.

Case Study: National Brand
Before:
 Higher cost per lead
 Little visibility into performance
Parent Site
Child SiteAfter:
 Dramatically reduced cost
per lead
 Transparent view of
performance
 Google organic traffic makes
up 55% of all site visits
versus paid
 3% conversion rate (active
leads hot transferred to local
dealers)
Results

(Continued) Case Study: National Brand
Facebook is ranked #4 in overall traffic
coming to the business’s website!
Out of the top 10 sites-
Facebook makes up 3 of
the sites bringing traffic
to the business’s website!

Be Addressed

Engaging Going Forward
Upcoming Conference
LEADING IN LOCAL: The National Impact
Atlanta, May 7-9
Examining how national brands, franchises and multi-
location businesses are engaging local markets with
innovative technologies and strategies.
Save $200 on Registration
with Promo Code: NATLOC
www.biakelsey.com/LeadinginLocalNational-Local
Visitwww.surefiresocial.comto request
a demo or call (888)-804-8685.
Learn more by
downloading our
report:
www.biakelsey.com/Sponsored-Research

Q&A
!
?

Chris Marentis
cmarentis@surefiresocial.com
Founder & CEO
Surefire Social
THANK YOU
Jed Williams
jwilliams@biakelsey.com
VP, Consulting & Sr. Analyst
BIA/Kelsey

Harnessing the Power of Your Network for National to Local Marketing Success

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