How National Advertisers Can Market Locally Without Losing Brand Consistency

The biggest challenge large brands face when utilizing local marketing platforms is keeping their messages consistent. Sixty-four percent of brands surveyed are looking for ways to eliminate the customer confusion that can occur when different marketing messages are sent out across competing platforms, and 81% say communicating a consistent brand message is their top priority for the upcoming year. Here are five ways that brands can do just that…

Case Study: Walmart Expands Mobile Efforts With Scan & Go App

The retail giant isn’t trying to dissuade customers from using their smartphones while they shop. In fact, the retailer is beefing up the carrier signals inside its stores to make it easier for customers to get online. Instead, the company is combating the threat of showrooming by encouraging customers to fill their screens with its own mobile application.

Case Study: Duane Reade Uses Brand Advocates for Local Campaigns

Rather than relying solely on traditional advertising to promote the company’s recent rebranding efforts, the drugstore chain’s online/public relations manager Calvin Peters has expanded the company’s social media efforts and created what he calls a “VIP blogger team.” Peters has partnered with bloggers with online communities centered around the New York metro area to generate buzz and organic media in the form of user-generated content…

Case Study: Jelmar Reaches Younger Demo With Location-Based Promotion

The cleaning products manufacturer ran a promotion last year with inMarket’s CheckPoints mobile app, which rewarded customers for scanning CLR and CLR Bath & Kitchen products with their smartphones. As a result, Jelmar saw an immediate uptick in sales at stores where the mobile promotion ran…

Case Study: Texas Roadhouse Goes Local on Facebook

Rather than creating a single Facebook page to serve as a hub for all 300 plus Texas Roadhouse locations, Dave Dodson and his team have created local Facebook pages for each restaurant in the national chain. Dodson says people are more likely to be engaged with local pages, leading to an increase in comments, likes, and photo submissions on social networks like Facebook, Twitter, Instagram, and Foursquare…

Street Fight Daily: Groupon Acquires Glassmap, Google Targets Coupons

A roundup of today’s big stories in hyperlocal content, commerce, and technology.Groupon Acquires Realtime Location-Aware Service Glassmap To Help You Find Deals (TechCrunch)… Google launches Google Launches Zavers, Targeted Digital Coupons with Real-Time Redemption Data for Retailers (The Next Web)… 21 Things I Learned Running Hyperlocal News Sites (Vouchification)

Street Fight Daily: Field Trip Adds Deals, Local Online Ad Rev to Jump in 2013

A roundup of today’s big stories in hyperlocal content, commerce, and technology... Local Online Ad Rev to Grow 31% in 2013 (NetNewsCheck)… Google’s Location-aware Field Trip Tour Guide App Now Serves Up Local Deals, Courtesy of Scoutmob (The Next Web)… How Location-Based Social Networks Are Changing the Game for Businesses (Entrepreneur)…

Case Study: Mattress Retailer Uses Targeting to Boost In-Store Sales

At Innovative Mattress Solutions, online marketing director Brett Morris relies on display ads that work in tandem with his company’s print and television campaigns to promote holiday sales and in-store events. He uses geo-targeting to reach consumers living within a 15-mile radius of his company’s stores, and relies on different ad sets based on the demographics of the consumers he’s trying to hit…

Moe’s Southwest Grill Launches Nationwide Check-In Campaign

Rather than having individual franchises run their own social check-in campaigns, Moe’s Southwest Grill decided to pull together their promotions and launch a nationwide campaign that aggregates Foursquare and Facebook check-ins at more than 440 Moe’s locations. Lauren Barash, the chain’s director of marketing, says she is already seeing enthusiasm from customers…

Clif Bar Uses Foursquare’s API for Geo-Targeted Twitter Campaign

By restricting advertisers from targeting users at specific locations, Twitter has made it difficult for big brands to use its platform when running geo-targeted campaigns in the past. Clif Bar found a way around this challenge earlier this summer, when the company began asking customers with GPS-enabled devices to voluntarily tweet their locations for the chance to win coupons and prizes…

Street Fight Daily: PayPal Partners with Discover, Gannett Gets Social

A roundup of today’s big stories in hyperlocal content, commerce, and technology.PayPal Trumps Square’s Deal With Starbucks by Partnering With Discover (All Things D)… Gannett Has Bought Social Media Ad Company BLiNQ (TechCrunch)… Groupon’s Risk of Traveling Salesmen (Wall Street Journal)…

JiWire: ‘Massive Increase’ in Hyperlocal Ad Interest From National Brands

The company’s Q2 “Mobile Audience Insights Report” takes a deep dive into the ways in which specific segments of consumers are leveraging location – both in terms of utility and tagging content. Where hyperlocal advertising is concerned, according to JiWire’s director of marketing, Dee Dee Paeseler: “Brands know they want it, they’re just trying to figure out how to use it.”

Case Study: Jenn-Air Connects With Luxury Consumers Via Mobile App

As vice president of marketing for Jenn-Air, Brian Maynard oversaw the development of a mobile application that uses GPS technology to help high-end consumers connect with retailers offering Jenn-Air products in their local areas…

Case Study: Target Encourages Guest Loyalty With Shopkick Partnership

When Target took its partnership with Shopkick nationwide and rolled out the app at its 1,764 stores in May 2012, it became the largest retailer to partner with the mobile loyalty platform to date. While the partnership is still in its infancy, Target communications manager Molly Snyder says store managers are already reporting tremendous feedback and enthusiasm…

Case Study: Weather Channel Partners With PlaceIQ for Targeting

Pat McCormack, vice president of mobile sales and strategy at The Weather Channel Companies, talks more about the PlaceIQ partnership and explains how adding locality to the creative of a mobile ad improves user engagement…

Case Study: Sotheby’s Uses Mobile iPad App to Attract High-End Buyers

Consumers purchasing multi-million dollar properties want to see more than just static photos and written descriptions when researching homes online. According to John Passerini, vice president of interactive marketing at Sotheby’s International Realty, high-end buyers want to understand the “context” of the properties they’re viewing. To satisfy this need, Sotheby’s used LBS-technology to create a “lifestyle overlay” for its mobile iPad app…

Case Study: Pet Supply Chain Finds Value in SMS Advertising

Lipof Advertising creative director Nathan Lowery says businesses that inundate their customers with meaningless marketing messages are actually doing more harm than good. In his experience handling advertising and marketing for Pet Supermarket, Lowery has noticed that customers are less likely to unsubscribe from SMS advertising lists when they’re sent messages that have actual value, like coupons and discount codes…

Case Study: MomentFeed Sifts Cinnabon Data to Up Customer Engagement

MomentFeed worked with Cinnabon to merge duplicate venues, adjust inaccurate geo-codes, and update venues with correct addresses and consistent branding. The result? Cinnabon corporate communications manager Rachel Hadley says the company has seen a nearly 700% increase in customer engagement on Foursquare, Facebook, and Twitter over the past eight months…

Case Study: Golf Center’s ‘Grizzly’ Check-Ins Build Loyalty

At TopGolf, a golf entertainment facility with locations in Virginia, Illinois, and Texas, regional marketing director Scott McMahon says he was able to boost the number of Foursquare check-ins in 2011 by creating a “Grizzly” special that tied in with the company’s “Fun Doesn’t Hibernate” marketing campaign…

Case Study: Using Deal Sites To Fill Rooms At Off-Peak Times

Companies in the travel and tourism industry have been quick to jump on the daily deals bandwagon in an effort to boost occupancy rates in a sluggish economy. The revenue manager at Charlestowne Hotels says he’s contacted by deal companies all the time, and that he chooses which businesses to work with based on how much they’re willing to negotiate…