7 Deadly Sins of Local Franchise Marketing

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www.bluewaterbrand.com/7sins  

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#7Sins  @BluewaterBrand  

Craig    Boyte  Director  of  1:1  Digital  Strategy  14+  years  of  digital    marke@ng  experience  …Devil  

MaKenzie    Wangsness*  

Digital  Marke@ng  Expert  10  years  of  digital    

marke@ng  experience  …Angel  

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1 Relying on My National Brand to Do All of My Marketing

#7Sins  

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6  in  10  senior  marketers  say  that  local  marke@ng  is  essen@al…  

7% of  them  say  they  are  good  at  it  

ONLY  

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Start Using Local Marketing!

»  Enhance  your  store's  image  in  the  community  

»  Increase  customer  loyalty  »  Grow  store  traffic,  sales  and  

awareness  

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2 Not Having a Local Microsite

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63%

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85% 85%  of  consumers  are  searching  for  local  business  online  

of  small  businesses    do  not  have  a  website  

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Build a Solid Microsite!

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»  Op@mize  your  local  site    (so  you  can  be  found  in  search  results!)    

»  List  your  phone  number  on  the  home  page  

»  List  your  email    

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3 Not Knowing Where You Rank in Search Results

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90% of  all  consumers  begin    on  a  search  engine  

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75% of  searchers  never  scroll    past  the  first  page  

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Get Active Online!

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»  Set  up  and  link  to  your  Google+  page  

»  Register  with  local  directories    

»  Get  local  reviews  

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4 Forgetting About Mobile

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3  out  of  5  consumers    search  for  local    businesses  on  their    smartphone  

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52%  of  users  report  that  a  poor  mobile    experience  will  make  them  less  likely    to  engage  with  that  brand  in  the  future  52%

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Make Sure Your Local Site is Mobile Friendly!

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When  people  visit  a  mobile-­‐friendly  site,    

74%  of  them  say  they’re  more  likely  to  return  to  that  site  in  the  future!!  

74% #7Sins  

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5 Not Taking Advantage of Your Customer Data

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 86%  of  buyers  will  pay  more  for  a  be`er        customer  experience.                

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86%

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Only  1%  of  customers  feel          that  vendors  consistently  meet  their                expecta@ons…    

You Have the Data Use It!

»  Think  coupons,  mailings,  promo@ons,  loyalty  club  and  birthdays    

»  Data  is  the  key  to  personalized  marke@ng  and  building  loyalty    

»  Using  your  data  the  right  way  will  create  a  be`er  customer  experience    

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6 Ignoring Social Media

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of  all  adults  (and  89%  of  adults  under  30)  use  social  media        72%

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83%  of  small  businesses  using  social  media  believe  it  is  important  to  their  business  

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Leverage Social Media! »  First,  work  with  corporate  to  use  

the  best  approach  and  respect  the  franchise  brand  

»  Next,  stay  ac@ve.  Post  ogen.  Respond  ogen.  

»  Listen  to  what  your  customers  are  saying  on  social    

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7 Turning Your Marketing Off

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According  to  the  Associa@on  of  Na@onal  Adver@sers,  most  businesses  predict  at  least  a  

10  -­‐  30%  cut  in  their  marke@ng  budgets  

L  

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Market Even Smarter!

»  Maintain  or  even  increase  your  marke@ng      

»  Examine  your  current  marke@ng  and  find    what  can  be  improved  

»  Use  marke@ng  tac@cs  that  drive  immediate  results  –  like  direct  response!  

#7Sins  

Download the Infographic!

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»  bluewaterbrand.com/7sins  

#7Sins  

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#7Sins  @BluewaterBrand  

Craig Boyte Director  of  1:1  Digital  Strategy  [email protected]  

MaKenzie Wangsness* Digital  MarkeOng  Expert  [email protected]  

Than

k yo

u!

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