BIA/Kelsey’s GOLOCAL award recognizes the best local marketing initiatives of national brands, franchises and multi-location businesses
CHICAGO, March 24, 2016 – Brandmuscle won the award for “Strategic Use of Digital Marketing” at BIA/Kelsey’s 2016 GOLOCAL Awards presentation this week based on a timely Facebook advertising campaign the local marketing software and services company designed and executed on behalf of an insurance agent representing a national brand.
Brandmuscle beat out more than two dozen other GOLOCAL applicants for the award, which was given to a “campaign (that) highlights the use of digital marketing in a fresh, attention-grabbing manner,” according to BIA/Kelsey, the local media analyst firm awarding the prize. The award winning local marketing campaign targeted LGBT consumers in New York City during Pride Week in June 2015, using a smart-but-simple Facebook ad that coincided with media buzz around the Supreme Court’s decision to recognize gay marriage.
“This is a great example of how important it is to meet an objective with a straightforward and timely execution to a diverse audience,” said Maribeth Papuga, executive-in-residence, BIA/Kelsey, who presented the award. “Insurance is not something people think about each day, but it is a competitive field given the number of agents and insurance companies targeting consumers.”
Titled “Equality is My Policy,” the Facebook ad campaign outperformed similar marketing tactics by creating a hyper-local message from the insurance brand’s national efforts to support the LGBT community. Working with the local insurance agent, Brandmuscle helped turn a historical moment into a great business opportunity by defining the target audience, location and specific interests on Facebook, then customized nationally-approved creative with a strong message to create a powerful campaign and call-to-action that generated phone calls and website leads.
“We know local affiliates are under a lot of pressure to produce sales, so we work one-on-one with them to leverage the national brand and create uniquely targeted campaigns that resonate better with local audiences,” said Lori Alba, Marketing Director at Brandmuscle. “Our campaign used a unique strategy that not only made the agent proud, but also drove significant measurable results.”
According to Brandmuscle’s State of Local Marketing Report, local affiliates of national brands struggle with digital and social media even though they are using it more. In fact, Brandmuscle’s study found that 77 percent of local affiliates who recognize the value in social media marketing find it too complicated to implement.
“Small business owners affiliated with a national brand are looking to their national brand partners to make sense of a rapidly-changing, complex media landscape,” said Alba. “Our national brand clients have faith in Brandmuscle to guide their agents hand-in-hand, showing how personalized support can mean success for the local agent and national brand alike.”
Offering a comprehensive local marketing automation platform backed by 24/7 on-demand support, Brandmuscle helps national brands capitalize on opportunities and local market conditions with brand-compliant, customized marketing across all mediums and formats. Headquartered in Chicago with offices in Cleveland, Austin and New Jersey, Brandmuscle employs more than 650 talented professionals and serves more than 200 of the world’s leading brands. Brandmuscle is the only software provider ranked “Best” in all categories of Gleanster’s Local Marketing Automation Vendor Benchmark report and has appeared on Inc. Magazine’s 500 | 5000 Fastest-Growing Companies in America List multiple years. For more information about Brandmuscle call (866) 464-4342 or visit www.brandmuscle.com.
About BIA/Kelsey BRANDS and GOLOCAL
The Brand-to-Local Marketing Summit occurred March 22 in New York City and examined the drivers of $61 billion in spending by franchise and brand marketers targeting local audiences, as well as the roles of agencies, media and adtech/martech companies. GOLOCAL Award submissions were evaluated by a panel of local marketing industry judges within three entry categories (innovation, sales/revenue and strategic use of digital marketing) to determine how effectively each program fulfilled its stated objectives, showed ingenuity and distinctiveness, and exemplified skillful marketing strategy. More information about BIA/Kelsey BRANDS, including the agenda, speakers and sponsors is available at http://www.biakelsey.com/BRANDS.
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