{"id":950,"date":"2018-03-13T08:02:30","date_gmt":"2018-03-13T12:02:30","guid":{"rendered":"https:\/\/sites.e3local.com\/e3local\/?p=950"},"modified":"2018-03-13T13:18:36","modified_gmt":"2018-03-13T17:18:36","slug":"mythbuster-local-marketing-not-cheap-or-immediately-effective","status":"publish","type":"post","link":"https:\/\/e3local.com\/mythbuster-local-marketing-not-cheap-or-immediately-effective\/","title":{"rendered":"Mythbuster\u2026 Local Marketing Not Cheap or Immediately Effective"},"content":{"rendered":"

As a young field marketing manager for a growing restaurant brand I was challenged by seasoned operators to make local ad spend go further.\u00a0 Every idea seemed to be on the table, every price point or promotion made \u201ccents\u201d to them.\u00a0 Local marketing, they believed, could always cost less and deliver more. Local marketing, in their eyes was cheap and immediately effective.\u00a0 My relative inexperience at the time and the bravado of these marketing (I mean operations) experts led my intuition toward trust and belief in the concept that local marketing was in fact cheap and immediately effective.\u00a0 In retrospect, I chalk that season of my professional life up to\u00a0I didn\u2019t know what I didn\u2019t know<\/em>.<\/p>\n

Just so we\u2019re on the same page\u2026 I define local marketing as local advertising tactics used at a community level to build brand awareness, amplify corporate messaging, connect socially with potential customers and reinforce key equities with existing customers.\u00a0 Local marketing tactics may be broadscale in nature or one to one.\u00a0 Very often, local marketing programs serve one of three categories; Civic Pride and Participation, Charitable Contributions or Cooperative Partnerships. Local marketing is delivered through print, broadcast, digital, social or just as commonly, at a one-to-one level in neighborhoods.\u00a0 It would seem there are as many local marketing options as there are brands that need to succeed with them.<\/p>\n

Fast forward twenty-five years or so.\u00a0 I still direct marketing strategies designed to strengthen a brands financial position in local markets.\u00a0 On one level, the value I place on local marketing has never been higher.\u00a0 However\u2026the expectations for local tactics and the role they plan in an overall strategy have changed dramatically.\u00a0 To be clear, I believe that for a brand to grow nationally, they must succeed locally.\u00a0 Successful brands understand this.\u00a0 They know sustainable success means winning the local battle is fundamental to winning the war. The paradigm shift for me over two decades is that Local Marketing is a long term investment, not a short term sales fix.\u00a0 Local marketing is essential to success but fraught with risk.\u00a0 It is most certainly not cheap or immediately effective.<\/p>\n

The simplest illustration is door hanging vs localized Facebook\u00ae or digital display.\u00a0 For many local advertisers, it is still common to advertise locally handing out promotional materials into local neighborhoods and at local events.\u00a0 The argument is the materials are cheap and labor costs are practically zero.\u00a0 False and false.\u00a0 Best case scenario, you can print and distribute door hangers or flyers at .20 cents each. \u00a0To keep the math simple, a local advertiser can deliver 1,000 impressions in an afternoon.\u00a0 So total spend is $200 to for a 1,000 impressions.\u00a0 Impressions delivered with no measurable level of targetability outside of right time and right place assumptions.\u00a0 Conversely, you can build a custom audience inside Facebook\u00ae or Google\u00ae that targets messaging to a specific audience based on geography, demographics, shopping behavior and affinities.\u00a0 You can deliver these impressions with much a much smarter level of targeting at a cost (in general terms) of $5.00 per thousand.\u00a0 Said simply, for the same $200, you can deliver 40x the impressions to a much more targeted audience. \u00a0\u00a0You also give the potential customer immediate opportunity to connect with your brand through landing pages and quick links to key messages.<\/p>\n

Quality of impression and measuring value of an impression are equally important parts of the equation.\u00a0 Topics for another day perhaps?\u00a0 But in short\u2026you can use your own historical data on inquiries, conversion rates and average ticket to estimate ROI on the illustration.\u00a0 I assure you that short term profit from local marketing spend is hard to find.\u00a0 It\u2019s a long term brand promise that needs to be delivered on at unit level.\u00a0 Local marketing by common definition is comparatively the most expensive.\u00a0 It is also the channel least scrutinized from a cost vs return perspective.\u00a0 Instead, marketers rely on the concept that if it\u2019s local it must be a good idea.\u00a0 That concept is generally bad for business.\u00a0 There is a cost and a return on every ad dollar.\u00a0 Successful advertisers learn to value each dollar.\u00a0 That doesn\u2019t mean every dollar serves the same purpose or should have the same ROI\u2026they won\u2019t.\u00a0 It does mean every dollar matters.<\/p>\n

My suggestion is to think with a very localized perspective but spend each ad dollar using common \u201ccents\u201d metrics including cost of impression, engagement and take rates along with the most important KPI of them all, ad to sales ratio. As I said, no other media channel gets less cost vs return scrutiny as local marketing.\u00a0 The fact is, it should get the most.<\/p>\n","protected":false},"excerpt":{"rendered":"

As a young field marketing manager for a growing restaurant brand I was challenged by seasoned operators to make local ad spend go further.\u00a0 Every idea seemed to be on the table, every price point or promotion made \u201ccents\u201d to them.\u00a0 Local marketing, they believed, could always cost less and deliver more. Local marketing, in…<\/p>\n","protected":false},"author":4,"featured_media":951,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-950","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-local-marketing","category-1","description-off"],"yoast_head":"\nMythbuster\u2026 Local Marketing Not Cheap or Immediately Effective - E3 Local Marketing Solutions<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/e3local.com\/mythbuster-local-marketing-not-cheap-or-immediately-effective\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mythbuster\u2026 Local Marketing Not Cheap or Immediately Effective\" \/>\n<meta property=\"og:description\" content=\"As a young field marketing manager for a growing restaurant brand I was challenged by seasoned operators to make local ad spend go further.\u00a0 Every idea seemed to be on the table, every price point or promotion made \u201ccents\u201d to them.\u00a0 Local marketing, they believed, could always cost less and deliver more. 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