In our recent white paper, we tackle the subject of Local Marketing by defining its role in an overall marketing strategy, revealing the necessary tools for a successful execution, and providing a glimpse into how technology is making LRM more accessible than ever. Here is an excerpt from the white paper describing the necessary tools for local marketing success:

Tools For Success

For Local Marketing campaigns to be successful, operators must have all the tools necessary to execute them. If operators use only some of these tools, results will be less robust. It is the corporate brand’s responsibility to ensure operators are adequately equipped with the following components:

> Accessibility – The technology platform used to view, customize and order Local Marketing materials must be easily accessible to all operators no matter where they are located or how they are wired. A Web-based solution is generally considered the best option as opposed to a program that must be installed locally or downloaded.

> Ease of Use – The Local Marketing program should be easy and fast to use – requiring only minutes out of their busy day. This applies to viewing materials, customizing them, placing an order and understanding what to do with the materials once they arrive. The number of steps in each process should be minimal. And instead of giving users an infinite number of customizable options, provide them with a manageable list to choose from.

> Modular Design – Marketing elements should be designed in a modular fashion so that individual components can be customized. This is where local operators have an opportunity to utilize their knowledge of community, preferences and traffic patterns. The design should also be agile so that marketing groups can send new information and keep marketing materials fresh – without having to design each piece from scratch.

> Cost Effectiveness -The program must be cost-effective. It should leverage a print and fulfillment workflow from many locations, which provides an opportunity for significant buying opportunities and operational efficiencies. Individual orders also should be handled with ease.

> Funding Model – The funding model is something that can be a barrier to implementation. Most franchise agreements require franchisees to invest a portion of their own money, but there has to be an incentive for them to dig into their own pocket when it comes to Local Marketing. Local Marketing is perceived as a field of risk and experimentation, which can deter investment. The most successful models have aggregated everyone’s spend together so that individual risk is minimized. As a result, franchisees are more likely to test new ideasand find success.

> Education – The most important component of Local Marketing is operator education. This includes the mechanics of the system, as well as which customer situations are most conducive to Local Marketing efforts. For example, the franchisee should consider the customer behaviors they are trying to influence and the results they hope to achieve.

You can read the white paper in its entirety here.

And now over to you: do you have any Local Marketing insights you’d like to share?