How Does Your Brand Stack Up? Our 2015 Micro Study Results Are In!

How Does Your Brand Stack Up?THE RESULTS ARE IN FROM OUR 2015 STUDY - NATIONAL BRANDS PROVIDE INSIGHTS INTO LOCAL MARKETING INVESTMENTS.

Balihoo and Gatepoint

Research surveyed 100 marketing professionals - Director Level and Above, from National Brands...

● What challenges are executives facing?● How do they rate the strategic value of

local marketing?● How are they localizing their campaigns

for higher ROI?

● Brands know driving consumers to locations is important● More brands are realizing that local outperforms national● More national brands are now investing in local marketing● Those that are investing in local are still limited by budget ● Tracking and metrics are a growing challenge● Despite these drivers, most brands aren’t utilizing local

marketing automation● Brands are hyper-focused on measurable ROI when

shopping for an automation platform

7 BIG INSIGHTS

INSIGHT #1:Brands know driving consumers to specific

locations is important to overall campaign success.

In fact, 64% of companies said a local marketing strategy is CRITICAL.

INSIGHT #2:More brands are now realizing that local marketing outperforms national campaigns, dollar for dollar.

50% of companies surveyed said that they expect the ROI

on local marketing spend to be higher than that of a national campaign.

… that’s a 13% increase from our 2012 survey.

EMAIL

LOCAL DISPLAY ADS

LOCALIZED MARKETING COMMUNICATION

18%15%

315%higher response rate1

higher open rates with local emails vs national2

higher CTRs with localized ads3

Sources: 1. Gleanster, 2. Balihoo Customer Data, 3. xAd/Doubleclick

And they’re right...

Download the Full Infographic

LOCAL FACEBOOK

MOBILE ADS LOCAL SEARCH

47%

2XLocal relevancy is top reason for engagement4

Searches withlocal intent convert at 2x the rate

of non-local searches.6

(30% of all searches have local intent! 5)

higher engagement than national benchmark5

Sources: 4. xAd/Telemetrics, 5. Google, 6. IPSOS, Google

Download the Full Infographic

INSIGHT #3:More national brands are now investing in local marketing.

In 2012, 66% of national brands were investing in local marketing.

But in 2014, 77% of national

brands are now investing in local marketing.

That’s an 11% jump in two years.

INSIGHT #4:Those that are investing in local are still limited by budget.

In fact, 73% spend less than 20% of their marketing budgets on local.

INSIGHT #5:Tracking and metrics are a growing challenge.

TOP MARKETING CHALLENGES

2012 2014

Lack of Budget

Tracking & Metrics

Lead Generation

40%

39%

32%

Tracking & Metrics

Brand Building

Lead Generation

59%

35%

34%

Lack of Budget 34%

INSIGHT #6:Despite all of these drivers, brands still aren’t utilizing local marketing automation.

Instead...

34% hire agencies to localize campaigns.

11% rely on their affiliates.(agents, dealers, individual locations, franchisees)

24% localize campaigns individually in-house.

16% don’t localize at all.

● National brands know that local marketing is very important or critical to their strategy

● They know that ROI is higher than national campaigns

● However, less than 25% of their budgets go into local

● And only 7% utilize automation in place of less scalable methods

WHAT YOU’VE LEARNED

So, why aren’t more brands using local marketing automation?

INSIGHT #7:Brands are hyper-focused on measurable ROI when

shopping for an automation platform.

When asked what factors would justify an investment in a local marketing automation platform, the two most often selected factors are “Tracking & Metrics” and “Cost-efficiency.”

How can automation help me with these two issues?

We’ll show you! (Hint: Keep Going...)

BONUS DATAIn addition to asking questions about local marketing, we dove specifically into local search, one of the biggest problems national brands encounter.

77% of companies report that consumers use Search Engines to research their products and services.

However, 73% report their affiliates aren’t displayed in results any more than their competitors or even worse, not at all.

This is good news for the brands poised to take advantage of local SEO.

We promised to show you how...

CASE STUDYControl4 Implements Balihoo’s Local Websites Solution

CONTROL4 CHALLENGES

● Consumer behavior continues to trend towards making purchases locally

● Ensuring a consistent online presence across 3,000 independent dealers was next to impossible

● Driving local online traffic and leads that convert to sales was a challenge

● Tracking of resellers’ individual marketing results was difficult

Download the Full Case Study

CONTROL4 LOCAL WEBSITES

Balihoo and Control4 launched over 4,000 local and regional websites to capture leads at the local level.

CONTROL4 LOCAL WEBSITESWith Local Websites, Control4 now has:

● A branded URL on the subdomain of their main website that provides instant authority online

● Local websites that are easy for top search engines to crawl and follow best practices for search engine optimization (SEO)

● Name, address, and phone number (NAP) consistency across all online directories

● Google+ Local Registration and management for local relevance

● Unique content, locally-relevant links and citations to ensure content is tailored to the various markets

CONTROL4 RESULTS

Download the Full Case Study

“The local websites we launched in conjunction with Balihoo has given us the ability to maintain a local brand presence online by leveraging our independent dealer’s physical locations and associating them in with our brand. We have seen phenomenal results with this effort and more importantly, we are getting leads directly to our dealer network faster than we ever have.”

– Tyler Reed, Senior Marketing Manager

BUT Local Websites are just one channel.

Local Marketing Automation can provide you the tools you need to connect your consumers with the local providers of your products and services...

LOCAL WEBSITES

SEARCHENGINE

MARKETING

LOCALEMAIL

SOCIALMEDIA

TRADITIONAL CO-OP ANALYTICS

At scale.

BALIHOO CUSTOMERS SEE RESULTS WITH LOCAL MARKETING AUTOMATION

13:1 ROI on demand-gen and relationship campaigns

[email protected] | balihoo.com | 866-913-8417

ABOUT BALIHOO Leading national brands, across a multitude of industries, use the Balihoo local marketing platform to activate millions of data-driven local campaigns for over 350,000 local outlets.

Balihoo is proud to call many of the top companies in the world our customers, including Aflac, Geico, Wendy’s and New Balance.

www.Balihoo.com