To Scale or Not to Scale? 10 Factors for Brands to Consider

To Scale or Not to Scale? 10 Factors for Brands to Consider

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Multi-location (MULO) brands are complex and sometimes filled with risks. In the retail sector alone, more than 3,000 stores have closed so far this year. However, establishing a brand in one region and scaling it to multiple geographies (sometimes even global) can be very profitable in the long run. But with that complexity comes a wide […]

Career Moves: Locality, Uberall, Duda, Yext, DevHub, Moz, Vcita and more

Career Moves: Locality, Uberall, Duda, Yext, DevHub, Moz, Vcita and more

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In Street Fight’s biweekly roundup of career moves, Kelly Benish looks at new faces at Uberall, Moz, Devhub , Wix and more, anniversaries at ReachDesk, Botify and beyond plus numerous opportunities at companies including TikTok, Snap and Seismic Locality announced the appointment of industry expert John Brohel as their new Chief Financial Officer. Brohel brings […]

Marketing Agency Perspective: Improving the Franchisor-Franchisee Relationship

Marketing Agency Perspective: Improving the Franchisor-Franchisee Relationship

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The relationship between a franchisor and a franchisee is … unique. Given the franchise business model and the fact that a franchisor is in a relationship with hundreds or thousands of franchisees, it’s especially important to nurture a better corporate and franchisee relationship. Here are five ideas to do just that, from a franchise marketing […]

Put a Pin in It: The Definition of a Place is Transforming

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Domino’s just launched a new product (and is running campaign ads), enabling consumers to have pizza and other treats delivered wherever they “drop a pin.” It’s aptly called Pinpoint Delivery™.  The definition of a “place” is transforming. Pre-Internet, it was simply a physical brick-and-mortar location. You went to those places to shop, dine, stay, meet, […]

Maxwell Bonnie Creates a New Industry for Smaller Manufacturers

BOOM: Maxwell Bonnie Creates a New Industry for Smaller Manufacturers

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Restaurants and retailers are “traditional” MULO (multi-location categories). But the business world is changing, and different types of brick-and-mortar enterprises are emerging as new industry. We’ve covered several MULO (multi-location) business categories that are appearing in response to business/consumer needs — like podcast studios, IV locations, and boutique gyms. Inventors and manufacturers are now proliferating. […]

Co-Op Advertising is Surging in Popularity — Here’s Why

Co-Op Advertising is Surging in Popularity — Here’s Why

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Shopping isn’t what it used to be. Social media has not only impacted shopping, but it also altered the trajectory of supporting infrastructure like co-op advertising. Rather than visiting stores in-person, casually searching for products on Google, or sifting through email newsletters from their favorite retail brands, the majority of consumers today are using social […]

What CTV Can Learn From OOH Advertising Measurement

What CTV Can Learn From OOH Advertising Measurement

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What if I told you (in Lawrence Fishbourne’s best Morpheus voice) that in some circles, OOH measurement is, in fact, more advanced than CTV’s equivalent?  And that CTV has a lot to learn from its much older, but just as rapidly innovating, advertising brethren.  Billboards, bus shelters, and airports in the public space are getting […]

Building a Successful Experiential Marketing Campaign on a Budget

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For many businesses, the most significant disadvantage of an experiential marketing campaign is the price tag. Depending on the event you plan, the number of guests you invite, and the location you choose, the costs associated with your event can ring up to tens of thousands of dollars. Fortunately, I can fill you in on […]

Meet a New Flock of Local Influencers: An Interview with Emily Steele of Hummingbirds

Meet a New Flock of Local Influencers: An Interview with Emily Steele of Hummingbirds

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Meltwater recently reported on “influencer fatigue” and asserted that only 3 percent of consumers are still swayed by the opinions of celebrities. But we all know that word-of-mouth marketing and targeted social media with the help of local influencers can still be highly effective tactics. A new breed (or should we say flock*) of influencers […]

Geofencing: How to Leverage Location-based Ads

Geofencing: How to Leverage Location-based Ads

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Geofencing is one of the most underutilized paid media strategies. Marketers in any vertical can use targeted location-based ads to serve personalized creative and messaging to the right audience, whether that user is on the other side of the globe or walking by the front door. What Is Geofencing? Geofencing is delivering digital ads based […]

Pets are a Profitable Priority for MULO Brands

BOOM: Pets are a Profitable Priority for MULO Brands

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Consumers are spending on their “fur babies” these days in record numbers! Viewed as members of many families, dogs, cats, birds, guinea pigs, and even rabbits and snakes compel shoppers to take out their wallets to feed, tend to, and even dress their beloved animals. The market size for the the pets care segment was […]

Real Talk About Advertising ROI: Focusing on Fundamentals

Real Talk About Advertising ROI: Focusing on Fundamentals

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Advertising isn’t an exact science: at best, advertisers might be able to establish cause and effect between a particular campaign and ROI, but the why of why a campaign succeeded or failed is often a mystery. Agencies and their clients will often have to move from quantitative analysis (each dollar spent translated to X amount […]

Touchdown! How MULO Brands Score During Football Season

Touchdown! How MULO Brands Score During Football Season

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Many retailers and restaurants already have their eyes on the December holidays and are filling the shelves with pumpkin spice everything and costumes. We understand that huge MULO (multi-location) chains have planned their inventory and marketing campaigns months in advance. Advertising, licensing deals, and other NFL football properties add a whopping $5B to the U.S. […]

7 Ways to Use AI Responsibly for Multi-Location Marketing

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AI is no longer a thing of the future. It’s something that’s here—and it’s here to stay. In fact, more than 80% of marketers are currently using AI tools. But what are some practical applications of AI for multi-location marketing and how can you use it to streamline processes and improve campaigns? We’re sharing seven […]

Come to Place

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What place? Place! When? November 7th. OK. But what place? Place! No…that’s not a typo or a reboot of the old “Who’s on First?” Abbott & Costello routine.  The Place23 Conference is a one-day event brought to you by Localogy, Street Fight’s “sister” company. With Street Fight hosting 2 sessions (more to come on this), […]

Shuttered Forever or Transformed? 12 Storefront Businesses That Went Poof!

Shuttered Forever or Transformed? 12 Storefront Businesses That Went Poof!

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Is this about nostalgia or a MULO (multi-location) business lesson? Probably a bit of both. In our ongoing BOOM and BUST series, we talk about MULO retailers, restaurants, and service businesses that declared bankruptcy or became obsolete because of management issues or blindness to consumer trends and technologies. Let’s walk down memory lane and reflect […]

As DMPs Face Extinction, It’s Time for Marketers to Adapt to the New Advertising Landscape

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There’s a seismic shift happening in the advertising landscape as privacy takes center stage and the era of cookies slowly fades away. Yet, somehow, there are still those who cling to cookies as their primary means of audience targeting and measurement in online advertising. Despite roughly 60% of industry leaders foreseeing the consequences of losing […]

The Branding Implications of SEO: Why Franchise Brands are Embracing CMS

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In the dynamic world of brand marketing, the digital experience is paramount. Historically, the speed of a website’s load time was not just a technical metric, but a reflection of franchise brands promises to consumers.  Today, with the advent of Core Web Vitals (CWV), the narrative has evolved. It’s no longer just about speed; it’s […]

BOOM: Barry’s Bulks-up its MULO Brand

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The boutique fitness industry is having a moment.  And Barry’s (formerly Barry’s Boot Camp) is making moves to grow along with it. With plans to quadruple its 48-location footprint by 2030, Barry’s offers a “unique blend of high-intensity (HIIT) cardio, strength training, music, and signature red lights,” according to a profile of the company CEO […]

Mastering the Retail Supply Chain to Drive Intelligent Outcomes

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Retail has been ramping up digital transformation for a few years now, in an attempt to keep pace with consumer expectations for frictionless, more personalized, omnichannel experiences. This transformation has been further accelerated by current external factors like the pandemic, global conflict and economic headwinds. As part of this effort, reimagining supply chain practices has […]