News and Analysis
Physical Books Are a Hit with Digital Natives
For all the handwringing about how social media is chipping away at our mental health, digital social platforms are driving at least one type of analog media: physical books. As in the kind, where you flip actual pages by lamp light. No scrolling. No clicking. Just honest-to-God printed words on paper. And the delicious irony […]
Who Says Chickens Can’t Fly? Raising Cane’s is Soaring (BOOM)
Why did the chicken cross the road to Cancun? To meet with Raising Cane’s 3,000 team members to present the plan for the future! Raising Cane’s is a multi-billion-dollar brand with over 800 locations. Founded in 1996, the company’s sales have been on the upswing. The brand gathered its team in Mexico to present its […]
Brand Building or Performance Marketing? Why Multi-Location Brands Must Invest in Both
Brands have long grappled with the decision of how to allocate marketing dollars across brand building and performance marketing. Building sustainable brand awareness and a strong reputation requires a long-term investment with tough-to-measure results. Performance marketing delivers more immediate local leads and sales. It’s easy to see why many brands overinvest in performance marketing at […]
Commentary
The Customer Journey Isn’t Linear Anymore: How Marketers Can Adapt
Brands that previously were able to define a customer journey and maybe even map it out in a linear fashion face a new reality. They no longer possess the means to dictate how a consumer interacts with them. Here are three tips on how marketers can adapt their strategies for the new customer journey.
Latest Posts
BOOM: Hair Care for Men…Beyond Shaves and Haircuts
Hair care post-pandemic is a rapidly-growing multi-location (MULO) category. As we reported recently, the industry was up 17 percent in 2022 and is expected to hit $41B by 2026. Women still spend more on hair care than men. They invest an average of $228 yearly on haircuts and $24 per month on hair products versus […]
Thumbtack, Scorpion Partnership Streamlines Marketing for Home Services Pros
The digital martech provider Scorpion is partnering with the home management platform Thumbtack, in a first-of-its-kind integration announced just this week. With the deal in place, Thumbtack’s customer base of small business owners and solopreneurs working in the home services industry will be able to utilize Scorpion’s advertising and communications tools to get more leads […]
Simon Says “Your Product is In-Stock!” The Rise of Product Search Today and How Brands Should Respond
Simon Property Group recently expanded its Simon Search technology, enabling mall-goers to determine if the brands they want are in-store, before they head out to shop and spend. Product search before visiting a multi-location (or other) business is nothing new. Google reports that 74 percent of brick-and-mortar shoppers will do some online sleuthing before they […]
How Audio Advertising Became a Blindspot for U.S. Brands
With the state of the U.S. economy still unclear, more advertisers are tightening their belts and re-evaluating their media mix. In a recent study by WARC, 96% of retail and CPG marketers said they’re evolving their advertising approach and tapping into digital audio advertising as a way to ensure a smooth path-to-purchase. According to Paul […]
Getting Your Local, Foreign ‘Phrase’ Just Right
Phrase is a global leader in enterprise localization software. The Phrase Localization Suite powers the entire localization ecosystem for global businesses, connecting, automating and managing high-quality localized content at speed and scale. The Phrase software can handle more than 500 languages, supporting 50+ file types and processing 2B+ words monthly. It has 200K global users. […]
BOOM: We All Scream for Ice Cream (and retailers reply)
The summer is upon us, and many people are seeking ways to cool down. Although the old-fashioned neighborhood ice cream truck is a rarity, multi-location (MULO) ice cream and frozen dessert retailers show no sign of melting. Although the category has declined slightly from time to time, it still represents $5.5B in revenue in the […]
Ad-Media Companies Show Increased Interest in Data Privacy
Move over, Metaverse. Take a nap, AI. Businesses in the ad-media marketing industry are taking an increasing interest in data privacy, according to the Bombora Upswell Report, which delves into the latest trends and developments across eight industries. According to the report, the interest in data privacy rose 70 percent among companies in the ad-media […]
Why Are Multi-Location Brands Ghosting Their Customers?
You may have heard of ghosting in the dating or job application world. It’s when someone communicates with you and then vanishes suddenly and without a trace. Your messages go unanswered. Here today…ghost tomorrow! Multi-location brands (MULO) are ghosting their customers and prospects. A recent study by SOCI, “The High Cost of Invisibility for Multi-Location […]
On GDPR’s 5th Anniversary, Fragmentation Remains Biggest Privacy Challenge
The more things change, the more they stay the same. Although the privacy landscape is quite different in 2023 than it was five years ago, when the European Union’s GDPR went into effect in May of 2018, the adtech industry in the U.S. remains in a state of flux, struggling to deal with fragmentation caused […]
5 Franchise Tips to Ease Friction
Franchise businesses account for a whopping 10.5% of all companies with paid employees. According to the U.S. Census Bureau, they account for $1.3 trillion in sales across various industries. Franchising enables brands to grow and quickly open multiple locations. People who buy into franchises have the ability to fulfill their entrepreneurial dreams without shouldering the […]
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