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TODAY’S  PRESENTERS

Tyler  LudwigDirector,  Product  &  Strategy  at  Rio  SEO

Carlos  E.  CorredorMarketing  Manager  Hallmark  Gold  Crown  -­‐ Local

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Source: US  Census  Bureau  (2015),  World  Bank  (2015),  Greg  Sterling  estimates  based  on  Bureau of Economic Analysis, Census Bureau Data (2015)

~ $10 Trillion is influenced by digital media channels

Total US GDP $17+ Trillion

Digitally Influenced Offline Spending

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Cross-Platform Consumers

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Media Sources Used in the Past Month“We  would  like  to  know  when,  if  ever,  you  last  used  the  following  sources  

to  look  up  information  or  learn  about  products/services   in  your   local  area.”

Source: LSA-­Burke  Local  Media  Tracking  Study,  n=8,000  (2015)

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Challenge for Brands

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YOU  WILL  LEARN  HOW

Different  verticals  can  benefit  from  local  search  and  what  tactics  need  to  be  in  place  to  effectively  ‘win’  local  consumers

Using  digital  media  to  drive  foot  traffic  and  sales  when  combined  with  your  ongoing  seasonal  marketing  objectives

Managing  your  brand  across  many  channels  and  locations  can  seem  daunting  without  proper  strategy  within  the  organization

Extending  your  marketing  budget  can  reach  additional  consumers  in  their  moments  of  need  across  different  platforms  and  devices

SEASONAL  MARKETING  TIPS  FOR  SUCCESS

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Evaluate  your  marketing  strategy  from  a  national  level  to  individual   local  segments

Consider   the  source  of  truth   (i.e.  data)  that  will  drive  your  campaigns  across  locations

Ensure  your  marketing   tools  are  in  place  and  built  for  scale

Work  with  key  stakeholders  and  partners  that  understand  your  goals  and  objectives

LOCAL  IS  NOT  ONE  SIZE  FITS  ALL

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BUILDING  YOUR  FOUNDATION

Make  sure  your  core  business  information   is  correct,  up-­‐to-­‐date  and  available  for  consumers

Take  control  of  your  brand  messaging  across  desktop,  mobile,   search  engines,  and  valued  directories  (i.e.  Yelp,  Foursquare,  etc.)

Use  data  to  determine  where  your  audience  engages  most  and  where  you  need  to  be

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START  PREP  WORK  EARLY

Seasonal  marketing  cannot  be  done  reactively  and  expected  to  work

Start  preparing  for  your  campaigns  at  least  30-­‐60  days  in  advance  to  alleviate  last  minute  hurtles

Coordinate  asset  collection,  local  messaging,  and  launch  schedules  for  all  stakeholders

Determine  how  you  will  track  the  effectiveness  of  each  campaign

“Someone's   sitting  in  the  shade  today  because  someone  planted  a  tree  a  long  time  ago.”  ―  Warren  Buffett

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TIME  TO  LAUNCH,  BUT  WHERE?

Update  local  business   listings  to  mirror  your  marketing  campaigns  (hours,   images,  etc.)

Personalize  your  online  brand  experience  with  rich  content  and  media  on  local  landing  pages  or  directory   listings

Push  your  messaging  far  and  wide  to  capture  the  biggest  audience  (email  marketing,   social,  niche  directories)

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LAUNCH.  ANALYZE.  REPEAT

Monitor  your  business  information   to  ensure  updates  are  in  place,  as  publishing  can  take  time

Measure  impact  to  sales  online  and  in-­‐store  with  unique  promotion   codes  or  analytics

Analyze  initial  trends  and  engagement   to  optimize  mid-­‐campaign   initiatives

Utilize  reporting  and  insight   to  tweak  your  next  campaign  proactively

HALLMARK’S  UNIQUE  APPROACH

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2000 ROOFTOPS

650 OWNERS

MARKET VARIABILITY

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Hallmark’s  national  advertising  is      important  for  building  strength  and

relevance  of  the  brand  and  to  showcase  productsthat  establish  Hallmark  Gold  Crown  stores  as  the  place  that  best  delivers  a  branded  experience.  “

”Local  store  marketing  efforts  support  the  brand  as  well  as  increase  loyalty  to  a  specific  store, reach  new  consumers

in  the  retailer’s  communities,  and  givesthe  store  credit  for  marketing.

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The RCM program is an easy-­to-­use online tool boxthat provides the capabilities and knowledge to allowretailers the flexibility to execute their local storemarketing.

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RCM

DIRECT MAIL

EMAIL

SOCIAL

SEARCH IN-­STORE

LANDING PAGES

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crown rewards consumer database

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branded content

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customer acquisition

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marketing expertise

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DRIVE traffic and dollars(

Manage your BRAND(EXTEND your marketing budget reach

(

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TAKEAWAYS  Seasonal  campaigns  at  the  local  level  requires  more  than  a  shotgun   approach  to  be  successful.  Knowing  your  consumer  and  where  they  engage  should  be  your  first  step  before  launch.

Make  sure  that  your  entire  web  presence  on  search  engines  and  directories  is  queued  up  well  before  launch  to  make  sure  data  is  published   in  time.

Having  a  scalable  solution   to  execute  each  campaign  will  allow  you  to  launch,  analyze,  and  reiterate  in  the  future.  

Knowing  your  brand  value  will  contribute  not  only  to  a  national  strategy,  but  also  provide  guidance  and  value  to  each  local  store  when  working  with  franchisees  and  separate  owners.

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THANKS  FOR  JOINING!For  News,  Case  Studies  and  Press  visit  Rio  SEO  online  at

www.RioSEO.com /  858.529.5005  /  @rio_seo  /  #localseo

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