How to Solve the Franchise PPC Cannibalization Problem

Working with dozens of franchise brands, it’s been interesting to see how digital teams have structured their national pay-per-click (PPC) programs. Actually, maybe “interesting” isn’t the right word. It’s more so concerning. Many are so narrowly focused only on their national campaigns, they’re aloof when it comes to the local campaigns their franchisees are running. If corporate marketing teams are running digital campaigns on behalf of local franchises, they’re likely not set up and optimized in such a way where they’re being given enough TLC to drive meaningful results at the local level. While some brands get it right, many others have failed miserably. 

The ideal scenario is executing local store PPC correctly alongside and in cooperation with national programs and gleaning insights from the data on one program to benefit the other in a symbiotic fashion.

How First-Party Data Can Drive a Comeback for Local Travel

Long live the road trip. Experts predict that people will largely look to visit domestic and drivable destinations because of new health and economic concerns. We’ll see more three- and four-day trips because of finances, work pressures, safety concerns, and changing school schedules. That said, travel companies, hotels, and CVBs are now considering reinvesting in marketing to local audiences. It’s time to hit the gas at this first sign of recovery.

Marketers have to think about geo-optimization because there may be pockets of travel in certain regions and an opportunity to be more fine-tuned. Larger brands that do national advertising may miss an opportunity to be more targeted on a regional basis.

AARP Launches Platform Empowering Neighbors to Assist Each Other during Pandemic

Built by the team at AARP Innovation Labs over the course of just a few weeks, the Community Connections mutual aid aggregation platform gives volunteers and people in need a place to connect. It features a searchable directory of local mutual aid organizations, which are typically informal groups that provide key daily services, such as picking up groceries and delivering medications to people who are at high risk for contracting Covid-19. People can access the platform to find volunteer groups nearby, with links to those groups’ websites and locator maps.

The Largest 2020 Ecommerce Driver is Global Expansion

Ecommerce is now a staple in everyday life, so much so that Americans spent $154.5 billion online in the third quarter of 2019, according to a US Census estimate. Unfortunately, the COVID-19 pandemic has forced business for the near future to be almost completely online. 

While this transition will take some getting used to, it also affords the opportunity to reach across conventional borders. We’ve moved beyond the novelty of being able to buy something online and receive it quickly. As we look to what the next 25 years have in store, continued success in the ecommerce world depends on superior customer experience — meeting customers where they are and when they need it most.

Why and How to Take Steps Toward Brand Assurance

Companies are adapting at breakneck speed. For example, Dick’s Sporting Goods is offering curbside pickup to protect its customers and staff. DoorDash is discounting delivery services to help working parents. Walgreens is making it easier to get critical prescriptions. Measures such as these have been essential in instilling a sense of community, care, and trust.

We must not attempt to carry on business as usual. We can no longer think about marketing and advertising in the same ‘brand vs. demand’ framework. Now is the time for brand assurance — to actively fulfill brand promises, to help customers, and to maintain brand reputation. 

The Core 4 Digital Marketing Challenges Multi-Location Brands Experience — And The Tech Solution

One particular area that’s difficult to navigate for multi-location companies is how to best serve highly targeted marketing campaigns to local customers across hundreds or thousands of very unique communities where your retail locations exist. Across the many multi-location brands at which I’ve worked, including national retailer Batteries Plus Bulbs, it’s an issue with which our internal marketing teams and outside ad agencies struggled. 

In this article, I’ll identify four main marketing challenges I believe all multi-location retail marketers can relate to and how to use technology to solve them.

Retail Q5: Secrets to Maximizing Holiday Social Advertising Campaign Impact

The heightened emphasis on shopping during the holidays is a boon for retailers and advertisers, as brands flood all of our social feeds and airwaves with hot deals—not to mention the ever present cadre of e-commerce offerings also trying to break through. Spending on digital ads is also expected to increase as more advertisers shift their efforts to social media over television and print.

Naturally, much of this social media spending will go to Facebook. It can seem difficult, especially for SMB retailers, to break through the noise. But there is hope if you know how to game the system to be able to maximize the impact of your Facebook ads. There is this concept of “Q5,” which refers to the ~15 day period during just before and after the holidays where the lead time on ground shipping makes shopping online difficult. You’ll hear differing definitions on the exact time frame, and there is a regional element, too, as not everyone lives within one- or two-day shipping distances. 

How CPGs Can Score a Touchdown This Fall by Emulating Spiked Seltzer’s 2019 Summer Splash

In a way, local football fandoms are microcosms for the communities they represent. Each franchise fandom possesses a deeply rooted culture — the kind of loyalty and camaraderie marketers strive to inspire among their own consumers. From high school matchups and college games to the national stage and beyond, the opportunity to tap into local sports to forge meaningful connections with consumers is conspicuous. The strategies and tactics to go about creating those connections, though, is far from obvious. 

To home in on a seasonally relevant, hyperlocal strategy for tailgating and football, brand marketers can look to the strategies hard seltzer brands implemented that resulted in the overwhelming successes of the past summer. 

How Local News Publishers Can Score With Proximity Marketing

Proximity marketing is becoming increasingly popular as brands and local merchants try to reach consumers on the go. In this Q & A, James Ewen, marketing manager at UK-based proximity-marketer Tamoco talks about how local news publishers can benefit from this trend.

Street Culture: inMarket Retains a ‘Startup Mentality’ as It Scales Up

“Startup culture doesn’t just mean a stocked kitchen with burritos in the freezer and tons of snacks in the kitchen, or jeans in the office,” says the company’s communications VP Dave Heinzinger. “It means everyone has the ability, from the CEO on down, to roll up their sleeves and really go to work on whatever needs to be done.”

Street Culture: At Ibotta Good Ideas ‘Come From Anywhere’

“It’s been a challenge as we grow with how to disseminate information,” the company’s HR vice-president Alison Meadows told Street Fight. “We’ve been conscious about getting the next level of leaders below the senior leaders involved in decisions, because they’re going to have to roll them out.”

This Holiday Season, Brands Need to Pay Special Attention to Data Details

Many brands are already breaking out holiday decorations, hoping to attract the efficient crowds this early in the season. But glittery ornaments and fake snow only goes so far: 30% of local search users have cited “inaccurate” information as the issue they most frequently experience, and Google’s “near me” searches have increased 34-fold since 2011. Once the Brandify 360° Network completes initial listing corrections, the solution provides additional insights and value, such as pinpointing where online traffic originates from for specific listings and automating details to save time and energy for management.

As 10-Year Mark Approaches, West Seattle Blog Sticks to Profitable Basics

In December 2005, West Seattle Blog was a “personal project” with no news or advertising. A major windstorm that struck West Seattle and King County in December 2006 changed all that, and in the nearly 10 years since, WSB has become a highly regarded inspiration for independent digital community sites.

Nashville ‘Indie’ Home Page Media, Now 5 Sites, Expands ‘Where There’s a Need’

Kelly Gilfillan launched her Home Page Media Group in suburban Nashville in 2009 smack in the middle of affluent turf that had been long “owned” by Gannett’s the Tennesseean. Having expanded her model to several nearby communities since then, Gilfillan is on track to hit $1 million revenue by 2017.

6 Reasons Why Hyperlocal Tech Initiatives Continue to Elude Consumers

Hyperlocal is a totally logical concept in the minds of technologists, analysts, and investors, but many hyperlocal tech initiatives have yet to catch fire with consumers. Part of the challenge is people are creatures of habit. Here are six reasons why hyperlocal tech will continue to elude consumers’ grasp in 2016.

On 2nd Birthday, Fast-Growing ‘Indie’ San Angelo Live Clicks Its Spurs

Joe Hyde, founder and publisher of San Angelo Live, is seeing his independent community news site in West Texas hit $60,000 in monthly ad revenue. And on its second anniversary, the site continues to attract more unique visitors than the site of its 131-year-old “legacy” competitor.

Lessons Learned While Building a Hyperlocal Startup

I recently asked our sales team what they thought about serving the local market. I drilled down on what it’s like to build a hyperlocal company in today’s ever-connected world and how to best handle the inherent challenges of this unique customer base…

How SMBs Can Create Comprehensive Local Marketing Strategies

When it comes to creating marketing strategies that include two or more hyperlocal solutions, many local merchants don’t even know where to begin. Here are five strategies that SMBs should consider…

6 Waitlist Management Tools for Restaurants

Eager to eliminate the organizational challenges and financial liabilities that go along with traditional reservation systems, restaurants are increasingly turning toward digital platforms that allow diners to stay at home, or shop at nearby businesses, until their tables are ready. Here are six platforms that restaurants can use to manage their waitlists…