News and Analysis
The Beauty Industry is Prepping for Small Business Saturday – Here’s How
Small Business Saturday is one of the most important events of the year for local beauty and wellness providers. Spas and salons rely on sales of gift cards and beauty products to sustain their businesses during leaner times.
Developed by American Express in the depths of the recession in 2010, Small Business Saturday is placed in the middle of two of the biggest shopping events of the year, Black Friday and Cyber Monday. While proportionally fewer sales happen on Small Business Saturday than Black Friday or Cyber Monday, consumer awareness around the annual event is growing.
The Risks and Outsize Rewards of Political Branding
In a time of unprecedented political partisanship, the risks and rewards of corporate political messaging are amplified. Viral marketing strategies including Nike’s partnership with racial justice activist and football star Colin Kaepernick, Gillette’s toxic masculinity ad, and Chick-fil-A’s anti-LGBTQ stances rally political sympathizers to a brand’s side and alienate ideological foes.
Street Fight checked in with Jen Capstraw, director of strategic insights and evangelism at growth marketing company Iterable, to get a sense of how significant the benefits and drawbacks of political branding are, which ideological direction political ads are predominantly taking, and how strong the evidence is for the efficacy of partisan messaging.
Valuing Diversity, Gen Z Searches for Tailor-Made Holiday Experiences
Gen Z shoppers, in particular, have more friends with different races, gender identities, and sexualities than previous generations. They are more likely to be influenced by social media stars, who come from a wide variety of backgrounds, than traditional Hollywood celebrities. As a result, members of this generation value diversity more than other generations, and that value influences their purchasing decisions year-around.
“If you look at baby boomers from this lens, they’re far more homogenous. Millennials and Gen Z are the antithesis [of] homogeneity,” Hebets says. “Brands need to understand that millennials and Gen Z don’t want to be put in the traditional box with respect to marketing or otherwise. They want brands to embrace and recognize their diversity.”
Commentary
New Street Fight Report: Benchmarking and Best Practices in Enterprise Local Marketing
The report Enterprise Local Marketers 2017: Benchmarking and Best Practices examines current trends in their local marketing tactics, channels, and operations. By analyzing the survey data and correlating digital marketing effectiveness with spending, tactics, and management, Street Fight has identified key enterprise local marketing best practices.
What Happens If Facebook Gets Serious About Local?
What Google is to search, Facebook is to social. Those same local business owners know that, when it comes to social marketing, a good portion of their success depends on what they and their customers do on Facebook. So if Facebook gets serious about local, could that change the local landscape? What would it look like?
Latest Posts
Local Loyalty: Klosebuy Plans to Bring Powerful Marketing to Main Street
New loyalty entrants are looking to make life simpler for the thrifty with suites of services that stretch from the marketer all the way to a consumer’s wallet. And some of those, like Klosebuy, are focusing local — targeting the SMB by giving them the power over loyalty programs once reserved for the big guys.
Sponsored Report: Optimizing Local Presence for Mobile Search
This free report looks puts a focus on key areas that will give marketers an edge: mobile-optimized websites; mobile-optimized SEO; and an attention to basic name/address/phone number information, particularly as it pertains to those “near me” searches. The report also features actionable takeaways with a “7 Strategies for Local Search Success” tip sheet…
Street Fight Daily: Snapchat Will Acquire Vurb, Local Sites Fill Traditional News Void
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Snapchat is Acquiring Mobile Search App Vurb for Over $110 Million… As Legacy News Organizations Cut Back, Local Sites Are Cropping Up to Fill the Void… Omnichannel May Never Catch On, But It’s the Next Big Thing for Local…
LBMA Podcast: Snapchat + Yext, Gimbal’s Experiences, Unacast’s Thomas Walle Jensen
Welcome to This Week in Location Based Marketing, a weekly video podcast from the Location Based Marketing Association with Asif Khan and Aubriana Lopez. On the show: GoGoGrandparent, Pets At Home + GrandVisual, Macy’s + IBM’s Watson, Mentos + Posterscope, Apple iOS10, Sephora, Tinder, and Flirtey + 7Eleven.
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