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LOCAL * MOBILE * SEARCH * SOCIALFOR BRICK & MORTAR RETAILERS

MAGIC s.l.a.t.e.

Red Door Interactive

Director, Cross Channel Marketing @ Red Door Interactive

Offices in San Diego, Carlsbad & Denver

Acquire Convert

RetainExtendContact [email protected]: @jfaris


Local Marketing


“All Politics is Local”


Increased relevancy can be achieved by developing & distributing compelling messaging specific to different geographic markets or user locations

GeoMessage

Website

Email

Display

Social

Search

Mobile


Mobile


>


Google Think Mobile


PAID

Local/Mobile Organic Search


70% of local business searches are now conducted online

TMP Directional Marketing, Google/IPSOS


Organic

Local/Mobile Paid Search


Google Agency Land


Cabela’s Test Paid search pushed traffic to

Cabela’s retail stores during a key holiday sales event

Customized ad copy, with retail store coupons

Geo-targeted within 200 miles of each store

Relevant landing pages

Retail Results Paid search successfully

pushed traffic into retail locations

10% Coupon download conversion rate

40% redemption rate


Drive-To Advertising Network


Check-Ins, Deals, and Reviews

Local/Mobile Social


ComScore Global Y/Y change Jan 2010 - Jan 2011

-21%

+52%

+1%

Social

Portals

Search


“37% of shoppers find online social sources to be an influential driver when making decisions” Google 2011

Source: Brian Solis & Jesse Thomas


Only 19% of ‘new customers’ return to the retailer/service provider after initial dealInc Magazine


TIPS FOR DEALS

Capture deal customer emails/phone numbers in-store with an incentive to return through an instant bounce-back coupon

Incentivize deal customers to “like” and check-in Check-in deal for repeat purchases

Be prepared, provide stellar service, and ask for a local review Pair up with a manufacturer/retailer for a co-op coupon or deal

Bid on coupon terms in Search (brand & non-brand) Use PPC ads and a “fangate” to offer a coupon on Facebook Make your web-based coupons mobile-friendly

TIPS FOR OWNED COUPONS


10 Million Users1 Billion Check-ins


TIPS FOR CHECK-IN

Add/Claim & Optimize your location profile with specials Create a brand page & create your own tips

Make them interesting and not 100% sales focused Monitor and reward mayors & other frequent customers Pair up with a brand for a co-op check-in special Pair up with a charity (e.g. Surfaid, Surfrider Foundation,

etc…) Monitor tips, many of which are essentially reviews Review check-in data for trends Promote the special


TIPS FOR FACEBOOK CHECK-IN DEALS

Pair up with a brand or charity for a co-op check-in deal Simple copy is more engaging

Mention any restrictions Include a clear call-to-action

Be mindful of deal fatigue and the number of deals you run

Logistics matter Promote the deal


1/11 - 1M users 1/12 – 15M users Will hit 1B photos this year


TIPS FOR SOCIAL PHOTO SHARING

Create, share, and pin photos that reflect your brand Set up Boards using your city name Name a Board after your business type and products Try to post only high quality shots Give your audience a behind the scenes look

Always use descriptive text Cross-promote on other social platforms Don’t be lame

Do more than just post product or other self-serving shots

Follow other users and participate


“83% of consumers say online customer reviews influence their purchase decisions”Opinion Research Corp.


TIPS FOR RETAIL REVIEWS Don’t fake reviews Request reviews from loyal customers

In-store, email, social, website Segment email by domain (Gmail, Yahoo!)


TIPS FOR BRAND REVIEWS

"Write-a-Review" link on product pages

Email solicitation Order confirmation follow-up Provide past reviewers with

samples Ask reviewers to describe

themselves and how they use the product

Monitor & engage wherever possible

Leverage your best reviews as testimonials

Take feedback to heart


QUESTIONS?Contact [email protected]: @jfaris

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