1.
5 Essential Strategies for Local
Marketing Success
(Unofficial Title: Do this or watch your
competitors win in the local space. It’s THAT
serious.

2.
Webinar Offer
 LogMyCalls Free Trial
• LogMyCalls.com/30-day-trial
• Coupon Code: DAMGOOD
• Call (866) 811-8880
2

3.
Next Webinar
 Thursday, Jan. 24, 2 PM ET
 Your Business Lead Generation Playbook
• Lead generation is #1 challenge most businesses have. So, how do you
generate more leads?
• Define your unique selling proposition
• Specific tactics to generate more leads for your business
• Develop your lead generation strategy
• Sign up LogMyCalls.com/webinar
Mitch Lapides, President and CEO, Fulcrum Tech
Mitch Lapides is President and CEO of FulcrumTech, a premier full-service email-marketing,
search engine optimization (SEO), and social media agency based in the Philadelphia area.
Prior to founding FulcrumTech, Mitch built and managed several leading online publishing
enterprises at Gartner (Group Vice President, gartner.com and Chief Technology Officer,
Gartner), Reed Elsevier (EVP), Springhouse Corporation (VP, Electronic Products), and U.S.
Pharmacopeia.
Mitch earned his BA from Brandeis University and MBA from the University of Michigan.
3

4.
About Balihoo
Balihoo Enables Brands to Translate National
Marketing Strategy in to Local Execution
4

5.
5 Strategies (do these or lose)
1. Demand gen is the last thing to consider
2. Stop building programs for the biggest players
3. Modify outdated co-op programs
4.
Local Websites: make them the hub
5. Value the phone
5

6.
Demand gen is the
last thing to consider
Fight
The
Funnel!
6

7.
Local Marketing Hierarchy of Needs
Data
Capture Demand Capture
Upsell/Cross-sell Connect
Demand
Gen Drive
7

8.
Demand Generation is the Last Thing to Consider
• Co-Branded, SEO optimized, Mobile enabled, local
websites
Capture • Local Directories / Data Feeds
• Portfolio Managed Digital Executions
• Triggered eMail
• Triggered Direct Mail
Connect • Sales collateral / In Office Material
• Social
• Traditional media
Drive • Online Banner
• Promotions
“Stop chasing leads and start building your pyramid”
–Pete Gombert, Balihoo CEO
8

9.
EXAMPLE - KOHLER
Data
Capture
Connect
Drive
9

10.
Stop building
programs for the
biggest players
The Pareto Principle
10

11.
Things we hear, a lot.
We support our top resellers
What customized programs
We can measure and track programs from our Gold and Platinum partners
Our channels team works with the top tier partners…
20% of our affiliates represent 80% of our business?
…biggest partners understand marketing
11

12.
Stop Building Programs for the Largest Players
Opportunity
20% Will 75% Want to do more, but don’t have the 5%
Not resources Demand
Engage More
Do Nothing Automated Executions Ad Hoc Executions
12

13.
Modify outdated
co-op programs
I wanna get digital
Let's get into digital
Let me hear your website talk, your website talk
Let me hear your website talk
13

14.
Importance of Local Digital
80% of budgets are spent within 50 miles of the home (DMA)
70%
of U.S. households now use the Internet when shopping
locally for products and services (The Kelsey Group)
82% of local searches follow up offline via an in-store visit,
phone call or purchase (TMP/comScore)
95%
of smart phone users have looked for local information
via mobile and 88% of these users take action within
a day (Google)
20%
By 2015, companies that focus on integrated processes
for local marketing enablement will increase revenue by
15 to 20% (Gartner)
14

15.
Digital and Co-op Programs
$22.4B $1.7B = 7.5%
Source: Borrell & Associates
“Of the 1000+ co-op advertising programs, representing over
1700 brands, maintained in a Local Search Association
database, only 223 allow some form of Internet advertising in
their policies.”
Source: ACB “Online Co-op Advertising Study,” Sept. 2011
Bob Houk
Executive Director
Trade Promotion Management Association
“Much less than one percent of co-op ad
dollars flow into online channels”
15

16.
Co-op Media Usage
16

17.
Why the Discrepancy?
• Resistance to change
• National e-initiatives
• Complexity
• Lack of technology to manage and
execute
17

18.
Modify Outdated Co-op Programs
5 Keys to Success
• Carefully consider the vehicles
• Control the execution
• Integrate tracking and analytics
• Make it easy
• Drive adoption
18

19.
Local Websites:
Make them the Hub
19

20.
What are Local Websites?
Local Website
Co-branded,
geographic-specific
sites
…carrying through
brand-approved
images and messages.
Corporate Website
20

21.
Local websites are the hub for local web activity
Local Web = the
linchpin to
successful local
marketing
It is the integrated,
growing ecosystem
of online channels
that collectively
drive local online
marketing.
21

22.
Example- AFLAC
Unique
Tracking
Number
Lead
Capture
Form
Multiple pre-determined
tactics are executed to
generate leads
22

23.
But how can a company manage 100s of local websites?
With automation, it’s possible to launch and update
Corporate Websites
1,000s of local websites simultaneously, resulting in:
• Top line growth and market share
• Simple way for resellers/local marketers to engage
• Brand control; consistent messaging and branding
• Ability to track and measure local ROI
23
Download Local Websites Whitepaper to learn morel about planning and implementing local websites.

24.
Value the phone
(It’s your secret local marketing weapon)
24

25.
The facts around are astounding
10% increase in click through rate for PPC ads with a
phone number (WebVisible)
43% of all search related conversions happen over the
phone (AdInsight)
82% of local searches follow up offline via an in-store visit,
phone call or purchase (Yes, this is a repeat from earlier)
65%
of businesses consider phone calls their highest quality
lead source (BIA/Kelsey & ConStat Commerce Monitor)
60+%
60-70% of Balihoo’s customers’ local marketing
conversions come from the phone! (Balihoo)
25

26.
Example: Teleflora
Situation:
• 17,000+ franchise retail locations with ecommerce
• Legacy FSI local marketing effort managed by brand was
difficult to measure
• Traditional media effectiveness declining for local retail floral
category as consumers move online – local florists not well-
versed in online tactics
Solution:
• Automated local PPC program (requires opt-in) that applies
network-wide learning's to small local budgets
• Integrated call tracking
• Auto-claiming of local search listings across Google Places
(+), Yahoo Local and Microsoft Local
• >300% ROI on program

27.
Sample Execution: Teleflora

28.
Conclusion
Carefully consider the 5 Essential
Strategies for Local Marketing “By 2015, companies
Success that focus on
integrated processes
for local marketing
Be sure your marketing efforts
enablement will
enable your national brand to:
increase revenue
• Be found online
by 15 to 20%.”
• Expand your brand’s reach
• Extend message control through Source:
Gartner Research, Top 10 Marketing Processes
sales cycle to the local level for 2012, 21 March 2012, Kimberly Collins
• Leverage changing consumer
behavior
• Increase top-line business growth
28

29.
Additional Resources
http://balihoo.com/local-marketing-resources
29

30.
Thank you
• Please feel free to contact us for further
discussion, questions, or to learn more
about Balihoo
• Shane - svaughan@balihoo.com
@shanevaughan
• Susan - stormollen@balihoo.com
@tormollen
30

31.
Webinar Offer
 LogMyCalls Free Trial
• LogMyCalls.com/30-day-trial
• Coupon Code: DAMGOOD
• Call (866) 811-8880
31

32.
Next Webinar
 Thursday, Jan. 24, 2 PM ET
 Your Business Lead Generation Playbook
• Lead generation is #1 challenge most businesses have. So, how do you
generate more leads?
• Define your unique selling proposition
• Specific tactics to generate more leads for your business
• Develop your lead generation strategy
• Sign up LogMyCalls.com/webinar
Mitch Lapides, President and CEO, Fulcrum Tech
Mitch Lapides is President and CEO of FulcrumTech, a premier full-service email-marketing,
search engine optimization (SEO), and social media agency based in the Philadelphia area.
Prior to founding FulcrumTech, Mitch built and managed several leading online publishing
enterprises at Gartner (Group Vice President, gartner.com and Chief Technology Officer,
Gartner), Reed Elsevier (EVP), Springhouse Corporation (VP, Electronic Products), and U.S.
Pharmacopeia.
Mitch earned his BA from Brandeis University and MBA from the University of Michigan.
32