National Survey Unveils Successes, Failures in Local Marketing

BMI Icon Marketing Written by: BrandMuscle Marketing

Brandmuscle Report Highlights Trends in Social Media, Digital and Traditional Marketing - What's Working, What's Not and Ways to Improve

CHICAGO, Sept. 10, 2014 -- Local affiliates of national brands are making the shift from traditional to digital marketing but not nearly at the pace of their parent companies, according to the latest report by Brandmuscle.

In June 2014, an in-depth study of hundreds of local affiliates reviewed the implementation and success of common marketing methods including traditional media, in-person events and digital marketing tactics. The results are compiled in Brandmuscle's "State of Local Marketing Report," which the company will unveil during a webinar on Tuesday, September 30, 2014.

Brandmuscle Local Marketing Roadmap

"Marketing has probably changed more in the past two years than the previous fifty," said Clarke Smith, Chief Strategy Officer at Brandmuscle. "Insights from our study help corporate marketers and their local affiliates make sense of the growing complexity of communication channels so that the marketing programs they build can work across dozens, hundreds or thousands of regional markets."

The report leverages insights from Brandmuscle's client base of more than 175 national and global brands, including 700,000 local affiliates and more than $2 billion in channel marketing investments the company tracks each year. The study focused on tactical execution, asking dealers, agents and franchisees about the current state of local marketing across social media, digital media, print media, direct mail, events and more.

Major findings from the study that will be discussed in more detail during the webinar include:

  • Local affiliates are frustrated by digital tactics and tend to avoid them, despite a varying degree of satisfaction with traditional tactics.
  • Local affiliates drive marketing success using traditional media in non-traditional ways.
  • A clear digital divide exists between local affiliates and their customers, especially as it relates to their presence on the web and social media.

"Corporate marketers, regional brand managers and industry enthusiasts will learn from the results and insights uncovered in our study," said Smith. "Beyond a snapshot of how the industry approaches local marketing at the tactical level, we've outlined easy steps for improvement."

About the webinar Presenter: Clarke Smith has spent two decades in leadership roles as a corporate and agency marketer, including time with Hallmark Cards and Bernstein-Rein Advertising in Kansas City. Smith has been an active influencer in the marketing technology space and currently guides technical and strategic development at Brandmuscle.

Click here to register for the webinar. Space is limited, so you are encouraged to reserve a spot now.

About Brandmuscle 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 over 650 talented professionals and serves nearly 200 of the world's leading brands. Brandmuscle has appeared on Inc. Magazine's 500 | 5000 Fastest-Growing Companies in America List multiple years, and is the only software provider ranked "Best" in all categories of Gleanster's 2014 Local Marketing Automation Vendor Benchmark report. For more information about Brandmuscle call (866) 464-4342 or visit

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