News and Analysis
Marketing Facts & Predictions for the Big Game
We still don’t know who will play in the Super Bowl on February 9th, but we already know some major advertisers taking the field. As usual, it’s an eclectic mix of CPG brands, tech companies, and service businesses, with a tiny team of MULO (multi-location) brands thrown in. And, even if brands don’t spend the […]
Continuously Adapting as Your Target Audience Evolves
PR professionals establish their clients’ campaigns on proven strategies, but they also adapt those strategies as campaigns unfold to make sure they are performing optimally. One factor that can significantly impact how they adapt strategies is the evolution of the client’s perfect target audience. Identifying the perfect target audience is one of the earliest steps […]
‘Mellow’ From PetFriendly Helps Calm Pet Anxiety
Is there a pet owner who has never come home to a piece of damaged furniture, a shredded shoe, or mangle remote control? Unlikely. PetFriendly believes a little understanding is in order. Pets are like people in that they, too, have emotions, including anxiety. So many stimuli can harsh a pet’s mellow that we don’t […]
Commentary
The Next Big Change for Brands: Digital Trust
Data privacy and consumer trust are key priorities for multi-location brands, users, and the U.S. government. On January 1, the California Privacy Rights Act was put into effect, a solid sign that federal privacy laws may be in the near future in the U.S. In fact, a recent McKinsey report explored the topic of “Digital […]
How Multi-Location Brands Can Improve Customer Experience
According to recent reports, 43.5% of brands agreed that positive CX is a critical differentiator when it comes to getting an edge on the competition. Creating positive customer experiences seems like a no-brainer, but in reality bridging the CX perception gap between customer service, marketing, and sales teams and potentially 10s or 100s of store […]
Latest Posts
Ethan Chernofsky of Placer.ai on the Omnichannel Experience
One word we’ve seen non-stop in the MULO (multi-location) space over the past five years is OMNICHANNEL. Smartphones, the pandemic, and Amazon all accelerated this shopping style. The consumer not only decides which brands they like and what products they need (or want) but also how they want to buy them, pick them up, and […]
Unveiling the Crystal Ball: 5 Predictions for Digital Advertising in 2024
As we say goodbye to 2023 and look forward to 2024, the digital advertising landscape is poised (yet again) for significant shifts and transformations. Here are five bold predictions that are set to reshape digital advertising in 2024. Political Ad Spend Will Soar to Unexpected Heights Creating Unanticipated CPM pain for ALL Marketers and Brands […]
10 Things We Saw in the Multi-Location Brand Space in 2023
Of course, we’ll be publishing predictions for 2024 and beyond, but here’s a brief recap of some of the major shifts (and tiptoes in new directions) in the MULO (multi-location) brand space in 2023. The pandemic is over…the virus remains…and some shopping and dining trends have forever changed. We’ll detail some of those evolutions (or […]
Study: Higher Allocation to OOH Channel Boosts Performance
It’s time for media buyers to click their heels together three times and repeat: there’s no place like out-of-home (OOH). A study of ad-trends data from 2017-2022, the most recent data available, indicated that brands that re-allocated more of their media spending to the OOH channel saw increased effectiveness of campaign performance. Three verticals in […]
BOOM: Dina Mitchell Launches a Gluten-Free MULO Brand
Dina Mitchell was the brain behind The Tropical Smoothie Café brand in Nevada and Southern California. Starting with only 23 locations, the brand grew to 1,300 and Mitchell’s stores clinched several Franchise of the Year awards and she became the Area Developer of the Year. After fifteen years of growth (including a $22 million year) […]
The Evolution of Social Media Advertising in 2023: What Lies Ahead in 2024
In the rapidly shifting terrain of social media advertising, a single platform is stealing the spotlight, and it’s showing no signs of slowing down. TikTok, with its exponential growth, is racing ahead as one of the most prominent social platforms of 2023. But the story doesn’t end there. Meta, the tried and true veteran in […]
Using Low-risk, High-reward Enterprise GenAI for Marketing
There is a dizzying array of new generative AI solutions promising to optimize customer journeys and experiences. So it’s no surprise many digital marketers are ready to go all-in with the technology. In fact, 63% of marketing leaders plan to invest in Enterprise GenAI tools over the next two years. But taking a frenzied leap […]
Digital Advertisers Suit-Up for the Big Game
Is Super Bowl LVIII in Las Vegas REALLY almost here? Yep. On February 11th, teams (and the digital advertisers that leverage the game) will run onto the field and play to win. As we know, Super Bowl advertising has transformed from the early days of big 60-second TV spots to fully integrated campaigns that are […]
4 Bites of the CosMc’s Launch
Trade and consumer media was buzzing last week with news of the new brand launched by 68-year-old McDonald’s. This new beverage brand, CosMc’s, (that also serves a limited food menu) declares on its website: “At CosMc’s, you’ll find exactly what you need to take you to your happy place. And you’ll feel rejuvenated by more […]
Achieving MULO Marketing Success With Contextual Advertising
Not only can multi-location marketing be effective for businesses that have multiple brick-and-mortar locations, but it can also be an effective way to reach a larger audience and build brand awareness in the radius of store or shop locations. When using multi-location marketing, it is important to consider the different needs of each location, however, […]
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