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Industry Conference for "BRANDS to Local" Highlights Distributed Marketing Challenges and Opportunities

BMI Icon Marketing Written by: BrandMuscle Marketing

BIA BRANDS 2016Local media analyst firm BIA/Kelsey brings together top minds in local marketing for day of learning and sharing

In addition to winning the award for "strategic use of digital in a local marketing campaign" last week in New York City, I had the opportunity to represent Brandmuscle as one of the major local marketing vendors in the industry. Rife with partners, competitors, media companies and a few national and global brands that sell through local affiliates, BIA/Kelsey's BRANDS summit formed a platform for intelligent conversation. The objective of that convo: make it easier for marketing managers of national brands to customize their marketing and media campaigns for local audiences.

As part of the conference (and my penchant for social media), I live tweeted the conference from the @Brandmuscle handle. We've captured that recap here 140-characters at a time along explanations of the presentations to help explain missing context. And while the recap doesn't capture the full essence of the BRANDS summit, let that serve as motivation to register for the conference next year.

KEYNOTE: Brand CMOs – What Your Local Strategy Should Look Like

"Bruce Rogers leads Forbes' Insights thought leadership research division, as well as the Forbes CMO Practice. The co-author of "Profitable Brilliance: How Professional Services Firms Become Thought Leaders," Rogers is an expert on the trends changing the business landscape. Get inspired with his innovative insights on the future of brands and local marketing and map your own success story."

93% of large brands are changing, but only 50% feel ready for it. #BIAKBRANDS - @Brogers825 @Forbes Media pic.twitter.com/aU3TWNk7oN

— Brandmuscle (@brandmuscle) March 22, 2016

The days of spin marketing are gone. We have transformed to an advertising world about telling the best truthful story. #biakbrands

— Brandmuscle (@brandmuscle) March 22, 2016

The CMO skillset: measuring to understand what's important and orchestrating chaos without universal expertise. - @Brogers825 #biakbrands

— Brandmuscle (@brandmuscle) March 22, 2016

"Brands: what is your 'Uber' or 'Tinder' experience?" - @Brogers825 on importance of mobile and #UX. #BIAKBRANDS pic.twitter.com/4zqCdvNbb3

— Brandmuscle (@brandmuscle) March 22, 2016

National brands are focused on tying the "last 1,000 feet," of local/physical to digital experiences. #BIAKBRANDS pic.twitter.com/ndrg3JZuAV

— Brandmuscle (@brandmuscle) March 22, 2016

90% of purchases still happen in the real world, not digitally. How does your mobile marketing supplement in-store experiences? #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

Here's the report @Brogers825 mentioned at #BIAKBRANDS: "Publish Or Perish" https://t.co/gcsjPj2Gxs

— Brandmuscle (@brandmuscle) March 22, 2016

"Location intelligence is the new business intelligence." - @Brogers825 on #LocalMarketing at #BIAKBRANDS pic.twitter.com/8eI2wvjDUy

— Brandmuscle (@brandmuscle) March 22, 2016

 

Charting the Course for Using Local to Drive Value for Brands

"Brands have the ultimate goal of driving revenue via personalized marketing and ROI accountability. The cluster of local consumer signals is predictive of buying behavior and offers incredible opportunity to significantly lift brand and engagement goals. This session will discuss this symbiotic relationship and illustrate how to craft a profitable local strategy that will drive brand awareness on the local level."

Re: mobile/location marketing: "We can't earn consumer trust (and keep it), if we're not delivering value" - VP Ad @UnderArmour #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

Determining a centralized or decentralized strategy in #LocalMarketing *first* is crucial to distributed mrktg. @JonPaulRexing #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

"Search, social and location" is the informal theme of #BIAKBRANDS thus far. How does *one person* manage this on the brand side?

— Brandmuscle (@brandmuscle) March 22, 2016

 

Brand to Local Marketing Strategies: Cracking the Code

"Some brands opt for a more formal and centralized strategy for brand campaigns while others prefer to delegate more autonomy downstream. We'll examine case studies that clearly illustrate what’s working and why, to demonstrate the type of success each type of campaign can drive for brands."

"Local media still needs to be sold in (internally and w/ clients). Education and politics abound." - @joechJC #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

In local media, you can target by zip code or GPS or beacon location but also by behavior or weather or interests. #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

"As #LocalMarketing evolves, terminology (at national and local levels) gets confusing" - @rducey asking panel how to simplify. #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

Understand what local affiliates care about and share the data on what they need. #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

Don't underestimate the power of technology to connect co-op, creative and media companies to give brands the power/control. #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

 

KEYNOTE: Reaching, Connecting and Engaging Brands with Consumers Using Cross-Platform Strategies

"Having spent the last decade as a top research, analytics and consumer insights expert, Subramanyam is one of a select group of media and entertainment executives with extensive experience in all areas of the industry – television, digital, radio, and social media. Her vital role in iHeartMedia’s vast array of operations gives her in-depth understanding of how to use digital analytics, ratings and measurement, ad sales research, mobile measurement, and programming analysis to build productive cross-platform strategies. If data secretly intimidates you, Subramanyam will tame it for you and explain how to make it work to your advantage immediately."

How do national brands connect #LocalMarketing channels? @iHeartRadio Ad exec sharing insights. #BIAKBRANDS pic.twitter.com/PFKONrXdDW

— Brandmuscle (@brandmuscle) March 22, 2016

A local voice connects to local consumers. @iHeartRadio has seen this on digital radio and social. Brands should follow suit. #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

You can't steer consumers anywhere in cross channel marketing. You just need to be on the platforms they care about. #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

 

Brands Go Local with Data-Driven Marketing

"We've heard the most successful campaigns are fueled with data analytics. But what type of data is the most important to track? We'll discuss how to build transparency, confidence and efficiency into your data aggregation process to drive better campaign decisions you can feel confident about."

Complementing national media with #LocalMarketing that's customized but consistent helps fuel major growth in specific markets. #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

Local media today lacks a common language and common metrics, but it's not a quick fix. Make the data and systems simple to win. #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

Connect national and local marketing people even if they are in different departments. Give media planners confidence. #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

 

Programmatic + Local TV = Audience Targeting

"Programmatic advertising is becoming entrenched in national and headed into local television but there are many moving parts required for success. Learn the top 5 things you need to know right now to drive targeting, efficiency and ROI."

"There are companies in the #LocalMarketing space that build and integrate and understand brand-to-local media. Use them." #BIAKBRANDS 😁

— Brandmuscle (@brandmuscle) March 22, 2016

"Households don't buy products, people do" has evolved to "people with behaviors buy certain products." Also a local layer. #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

 

FIRESIDE CHAT: David Lebow, Chief Revenue Officer, YP Marketing Solutions

"The basics of local content are name, location and phone number. Then photos and reviews specific to local." @dlrating #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

Fireside chat, sans fire, with tons of insights on the intersection of #LocalMarketing and search. https://t.co/XTFd8N3LzA

— Brandmuscle (@brandmuscle) March 22, 2016

A challenge of selling good #LocalMarketing is making an increasingly complex space easier for national brand clients. #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

 

AFTERNOON KEYNOTE: Localizing a Brand in a Mobile Marketplace

"Dunkin' Donuts – the very brand name conjures good thoughts. But delicious food doesn't guarantee the continued success of a brand. Today's busy consumers are looking more and more to their mobile phones for connections to brands. Our keynoter will reveal innovations Dunkin' has used to localize its brands in a mobile consumer marketplace."

"#LocalMarketing has gone from 'nice to have' to 'must have.' And it means more than just geography." - @DunkinDonuts' JCostello #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

Brand differentiation must now be national and local. What is your brand purpose? Who is it for? Know your local market. #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

#biakbrands Dunkin' Brands John Costello-it isn't the brand or products so much as how is it presented and nurtured locally

— Michael Taylor (@LocalMediaGuy) March 22, 2016

Partnerships with local sports teams drove national levels of mobile downloads for @DunkinDonuts according to @JohnCostello307. #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

Partnerships with local sports teams drove national levels of mobile downloads for @DunkinDonuts according to @JohnCostello307. #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

Partnerships with local sports teams drove national levels of mobile downloads for @DunkinDonuts according to @JohnCostello307. #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

Mobile is devouring the world, but use it intelligently by listening to your consumers and not the hype. #BIAKBRANDS pic.twitter.com/12w6KABd3B

— Brandmuscle (@brandmuscle) March 22, 2016

.@DunkinDonuts considers 3 factors when experimenting: franchisee profitability, national profitability and brand advancement . #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

.@DunkinDonuts uses company stores first and localized testing before rolling out major changes brand wide. #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

 

Tapping the Power of Co-Op Dollars, Market Development Funds and Brand Networks

"Brands understand that local marketing pays off but they have different strategies for developing, running and funding programs. How can the creative forces of local and those of brands synergize their efforts? It's achievable with the right data, insights and budget application. Don't let outdated marketing programs leave billions in untapped revenue on the table."

Only 40% of SMBs in this study take advantage of co-op funds. Does that seem low to you? #BIAKBRANDS pic.twitter.com/8ajBO6p5Rh

— Brandmuscle (@brandmuscle) March 22, 2016

One co-op program tweak can impact thousands of local affiliates w/ small budgets. It's complicated. That's part of the struggle #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

On the flipside, national brands want to make sure they're funding the right things, ex: paids search vs. rent. https://t.co/Xz9piMAwhl

— Brandmuscle (@brandmuscle) March 22, 2016

Work with national brands to make co-op easy for local affiliates to use. @Pear_says example w/ @Allstate is a good one. #client #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

Most co-op programs are not built w/ the flexibility needed for digital marketing. Having the right software makes a difference. #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

 

Location-Based Marketing – Mobile, Beacons, IoT

"The consumer’s purchase journey literally is becoming mapped from top of the funnel to actual purchase behaviors. With access to increasingly powerful and timely data, brands have powerful tools to inform campaign strategy and execution and see closed-loop ROI and campaign optimization results."

The next wave of #LocalMarketing lies in location-based technology enabled by mobile, beacons and IoT. #BIAKBRANDS pic.twitter.com/bMbHqUnFE4

— Brandmuscle (@brandmuscle) March 22, 2016

In-store consumer tracking makes every shelf its own "URL" to track consumer behavior and interest. #BIAKBRANDS pic.twitter.com/uy9cJ9NwsH

— Brandmuscle (@brandmuscle) March 22, 2016

A key to success with location-based mobile marketing? Follow the universal "don't be creepy" law. Great stuff. #BIAKBRANDS

— Brandmuscle (@brandmuscle) March 22, 2016

 

...And of course:

Proud of our team for winning a #LocalMarketing industry award. Read about it here: https://t.co/ysBwboz209 pic.twitter.com/GPsW88AOl4

— Brandmuscle (@brandmuscle) March 29, 2016

 

Did you attend the summit? Even if you didn't, what do you think? Let us know in the comments below.

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