Yelp Empowers Multi-location Brands with New Features and Enhanced Tools
Yelp announced today its Summer Ad Product Release, designed to deliver greater value to multi-location service businesses and national brands through a series of new features and updates. This latest rollout includes tools for multi-location service businesses to generate and manage high-intent leads, such as the newly introduced Request a Quote for Brands with a […]
LeSportsac Uses AI to Build Omni-Experiences for Shoppers
As digital marketing practices evolve in the retail space, LeSportsac has had to shake up its strategy to keep apace. Using a combination of artificial intelligence and machine learning, LeSportsac has been able to modernize its marketing programs and more effectively serve its customers.
7 Platforms National Brands Can Use to Run Local Campaigns
The biggest challenge for national marketers targeting local markets has traditionally been scale, but new hyperlocal solutions are making it easier for major brands to reach hundreds, or even thousands, of markets with individualized campaigns that can be generated with the click of a button.
Why Enterprise Marketers Are Such an Elusive Market
A new report based on insights collected from 200 executives at some of the biggest brands and retailers, reveals a lingering preference for traditional media over digital. But it offers a glimmer of hope where it shines a light on the pain points that are keeping digital from realizing its full potential with enterprise marketers…
6 Marketing Strategies for National Retailers Managing Local Outlets
National retailers have access to expertise, money, and boatloads of data-driven marketing tools, but that doesn’t necessarily mean they’ve got it all figured out when it comes to local marketing. One-quarter of national brands say they’re unable to track ROI at the local level, and 33.8% aren’t even investing in local marketing. Here are six strategies that national brands should consider…
Case Study: Frozen Yogurt Chain Integrates Payments Into Mobile App
No clear frontrunner has shown up in the mobile wallet space, and businesses like Orange Leaf Frozen Yogurt are tired of waiting for one to appear. Instead of utilizing an existing mobile payment platform, the frozen yogurt chain is rolling out its own mobile wallet as part of an update to its iPhone and Android app. When its mobile payments solution debuts this summer, Orange Leaf customers will be able to pay for purchases with their smartphones at the POS…
Case Study: Heineken Uses Foursquare Partnership to Reach Target Demo
Size matters for Heineken, which is why the global beverage brand took a close look at Foursquare’s 40 million users and 3.6 million check-ins at bars, restaurants, and nightlife venues when deciding whether to partner with the vendor on its 2014 mobile campaign. “As a brand, we are always investigating new and innovative ways to bring our programs to life,” Heineken brand manager Bram Reukers told Street Fight…
Case Study: Hotel Chain’s Hyperlocal ‘Microsites’ Increase Online Bookings
Spurred by industry research showing that today’s travelers are more interested in creating memories than receiving discounts, Red Lion has launched a hyperlocal initiative that involves developing local “microsites” for each of the company’s hotel properties, along with localized menus, new transportation signage, and even employee nametags that offer localized tips for guests…
Case Study: Caribou Coffee Amps Up Holiday Sales With Mobile Gift Cards
In an effort to enhance Caribou Coffee’s mobile marketing capabilities, and spur a boost in gift card sales during the important holiday shopping season, vice president of marketing Michele Vig launched an eGift card initiative in early November. Now, customers who purchase eGift cards online can send their gifts to friends via email. Recipients can then redeem their gifts by showing their smartphones to a cashier or printing the gift card at home and handing over a paper printout…
6 Ways National Brands Can Improve Their Local Campaigns
The hyperlocal technology that brands need to reach consumers locally is available and ready, so why aren’t more brands taking advantage of the opportunity? Only 7% of national marketers say they have effective local campaigns in place, according to a 2013 study by Balihoo. Here are six strategies for helping brands make the most of their local campaigns…
Case Study: Lenovo Uses Local Search Tactics to Drive In-Store Sales
How does a brand without its own brick-and-mortar stores drive offline sales? That’s the question that Donna Bedford and Rick Medeiros have struggled with as they continue to develop Lenovo’s local search strategy. “We’re starting to think, how do we start becoming more hyperlocal? We’re a global company, so how do we develop that hyperlocal presence and really try to make sure that people clearly know who we are,” Medeiros says…
Case Study: Blimpie Closes the Loop With New Mobile Gaming App
“For a restaurant company like ours, millenials are hugely important,” says Steve Evans, vice president of marketing at Blimpie, the quick-serve restaurant with nearly 1,000 franchise locations. “They tend to be a huge customer base for years to come, and all the research that we’ve seen shows consumers make their brand choices — and their brand loyalty — early on in life. If you get people in their earlier years, they’re still open to change.”
Addressing Multi-Location Brands’ Digital Marketing Pain Points
Street Fight’s 2017 State of Hyperlocal analysis showed that selling to enterprise local marketers was one of the toughest challenges facing suppliers, right up there with raising their own company’s brand awareness and showing marketing attribution and ROI.