Local Marketing Rules

Local Marketing

Rules

BJ EmersonVP TechnologyTasti D-Lite Planet Smoothie

@BJ_Emerson | @tastidlite | @planetsmoothie

@bj_emerson | @tastidlite | @planetsmoothie

“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting…. …But the broad opportunities for most companies involve supplying information

or entertainment. No company is too small to participate. Those (publishers) who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products-a marketplace of content.”

@bj_emerson | @tastidlite | @planetsmoothie

In Franchising, Local

Content is King

The Franchise Opportunity

• Providing unique experiences• The death of standardization and

the rise of personalization• Capturing local flavor while

leveraging global brand image• Centralizing but co-managing

brand presence

@bj_emerson | @tastidlite | @planetsmoothie

The Power of Going Local: Comparing the Impact of Corporate vs. Local Facebook Pages

Locally created Facebook Pages deliver 5 times more reach.

White paper distributed by Hearsay Social

@bj_emerson | @tastidlite | @planetsmoothie

Corporate Reach

LocalReach

http://bit.ly/K9e9Ae

@bj_emerson | @tastidlite | @planetsmoothie

Local posts provide 8 times more fan engagement.

Corporate Engagement

LocalEngagement

@bj_emerson | @tastidlite | @planetsmoothie

One local fan is worth 40 corporate fans.

Local FanCorporate Fan

“What the results suggest is that a corporate-based Facebook presence is fine, but that’s only the tip of the iceberg. A broader strategy that integrates your corporate Facebook presence with a network of local pages has the potential to drive dramatically greater business results.”

- Craig LeGrande, Managing Partner of market research firm Mainstay Salire

@bj_emerson | @tastidlite | @planetsmoothie

@bj_emerson | @tastidlite | @planetsmoothie

Local Tweets

@TastiFranklin@TastiTustin@TastiNash

@bj_emerson | @tastidlite | @planetsmoothie

10

Local Video

@bj_emerson | @tastidlite | @planetsmoothie

11

Food Blogger PartySocial Media Club Events

• Host• Sponsor• Attend

@bj_emerson | @tastidlite | @planetsmoothie

Centralized but Shared Management

@bj_emerson | @tastidlite | @planetsmoothie

13

@bj_emerson | @tastidlite | @planetsmoothie

@bj_emerson | @tastidlite | @planetsmoothie

LocalRecognition

Screenscape.net

Flavor Alerts

Provide a Local andPersonalizedExperience

@bj_emerson | @tastidlite | @planetsmoothie

17

Coming September

2012The Tasti D-Lite

Way:

Social Media MarketingLessons for Building Loyalty and a Brand

Customers Crave