LOCALSTOREMARKETING - Marketing and · PDF fileLocal Store Marketing is one of the most valuable tools a sales plan arsenal and is frequently overlooked. Many companies budget their

©2006 Duke Marketing. All Rights Reserved. All trademarks are the property of their respective owners.

Noah’s Bagels

LOCAL STORE MARKETINGcase studies

What is Local Store Marketing?

Local Store Marketing is a specific plan targeted to a specific

group or groups of potential customers within a trading area to

create awareness and initiate trial purchases of your product or

service with potential customers right in your own backyard -

the three to five-mile radius around each store location.

Local Store Marketing efforts were a majorpart of growing Noah's number of stores.Duke Marketing developed a template to usein any new store location and programs toreplicate and provide overallconsistency and drive traffic to thestores.

Grand opening materials and eventswere customized for each store andfollowed a chain-wide formula, whichmade each store part of its communityfrom day one.

Duke Marketing directed store openingspecial events for Los Angeles, Seattleand Portland markets.

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©2006 Duke Marketing. All Rights Reserved. All trademarks are the property of their respective owners. 2

Local Store Marketing is one of the most valuable tools a sales

plan arsenal and is frequently overlooked. Many companies

budget their local marketing efforts around Advo's, Val-Paks,

and door hangers without examining the trade areas for sales

opportunities. While using other marketing resources can

produce results, Local Store Marketing is one of the most cost

effective and proven tools to achieve long-term business

relationships with customers and the community.

Starbucks Coffee Company


Why is Local Store Marketing important?

Duke Marketing developed a strategic marketingplan for Starbucks Southwest region.This plan included the development andexecution of community relations plans andpromotions.

We also consulted on StarbucksLocal Store Marketing template.


Rubio’s Fresh Mexican Grill


Local Store Marketing programs are created to:

Enhance the store's image in the community

Increase customer loyalty

Build brand awareness

Grow store traffic, sales and awareness

Develop involvement and recognition within the localcommunity

Duke Marketing handles public relations and Local Store Marketingfor the 150-unit, publicly held, quick-casual restaurant chain, Rubio’s.

Duke Marketing develops specific target storemarketing programs, provides General Managertraining, and new menu introduction promotionsas well as grand openings.

Duke Marketing created a businessto business catering program forRubio's locations in Orange Countyand Los Angeles for the holidays.The sales, following the GeneralManager regional training andexecution of the program increased15%.

Duke Marketing executed the grandopening programs for new stores.Their most recent, Folsom, has themost successful sales in the system.


McKesson CorporationHealthMart & Valu-Rite Pharmacies


Local Store Marketing Partners

The key to success with Local Store Marketing is creating communitypartners. Partners should include all of those business and non-business organizations that interact with potential customers in thetrade area. One can choose to reference the Yellow Pages, theChamber of Commerce, local community newspapers, and even thebuilding department to gather this information.

Select businesses or non-profit organizations that fit with thetype of service or products that business offers.

Determine what kind of potential customers frequent thepotential partner's place of business or interact with theactivities of the potential partner.

Focus on partner's whose customers/employees you wouldwant to make their own.

Duke Marketing directed marketing, advertising andpublic relations for 5,500 Valu-Rite and 800HealthMart pharmacies nationwide for the retailmarketing group of McKesson Corporation, aFortune 100 company.

HealthMart and Valu-Rite pharmacies are licensedlocations which sell branded products made byMcKesson Corporation. The licensees areindependent pharmacists.

Duke Marketing created new brand positioning,national television, print and radio advertisements,and the first website for the brands and licensees.

We created a Local Store Marketing plan,materials, advertisements and led regionalmeetings to present the concepts to the licensees.


LOCAL STORE MARKETING

Strings Italian Restaurants

case studies

Public Relations and Local Store Marketing

An effective public relations program consists of regular,

and consistent contact with the editorial community.

Regular contact with the editors to keep them informed

about the product, business and direction, keeps the

business in the news and the brand top of mind with

customers.

Duke Marketing created a Local Store Marketingguide for this multi-unit (30) franchise/company-owned Italian Restaurant chain's franchiseesincluding logos, artwork for advertisements, pressreleases and materials to assist each store withtheir marketing efforts.

Duke Marketing produced radio andtelevision commercials, and suppliedeach franchisee with locally taggedcopies to run in their own markets.Duke Marketing also placed themedia buys for the franchisees.



HQ Business Centers

case studies

How does Local Store Marketing work?

Local Store Marketing is an on-going process intended to build salesover time in new stores, target stores or any store. It requires aconsistent on-going effort and commitment.

Local Store Marketing plans need to be specific, measurable, planned,coordinated, executed all year long, with every store, consistently. Thisprocess ingrains the brand in the local community and the customer'sminds.

If one builds or opens a store expecting guests to come inautomatically becoming loyal guests immediately - the store will suffer.Local Store Marketing needs to be part of the store's life. It is aboutbuilding relationships, giving back to the community, creating a venuefor activity or entertainment, and serving the needs of customerswithin the 3-5 mile radius around the store for many, many years.

Duke Marketing directed all marketing and salesaspects of HQ Business Centers, a 186-unit, $250million, global franchise network of executivebusiness suites. Local Store Marketingmanuals, programs and tools were created forfranchisees.

Duke Marketing created a packet to attractnew franchisees as well as a multi-media CD-Rom. The CD-Rom attracted new franchiseesand worked as a PR tool. It generated somuch interest that Tri-Com Pictures did anational television program "InternationalBusiness Perspectives" with HQ BusinessCenters which aired in the U.S. and abroad.



Il Fornaio Restaurants

case studies

Local Store Marketing plans and programs must be done with

the operations team--regional, district, store managers, and

franchisees. Determining their needs and ability to execute as

well as timing is crucial to success with Local Store Marketing.

The Local Store Marketing efforts should not burden the

operators, but support them. Many marketing teams do not

include this crucial role of operations, and the best plans and

programs never see the light of day. Ultimately, it is about

buy-in.

Duke Marketing manages Il Fornaio, the 28-store Italianrestaurant chain, public relations and Local Store Marketingin specific markets.

One Local Store Marketing project was thereopening of the Hyatt Sainte Claire in SanJose, CA. Duke Marketing worked with theHyatt Hotels, the City of San Jose and theredevelopment department of San Jose tocreate a 250 person event including aribbon cutting by Mayor Ron and seven ofhis council members.

The most recent Local Store Marketing projectDuke Marketing is handling for Il Fornaio is there-introduction of a 100 year old historiclandmark hotel, Il Fornaio at the Alta Mira inSausalito, CA, that will be home to Il Fornaio'sprivate catering venue and Sunday brunch,

How do you execute Local Store Marketing plans andprograms?


Round Table Pizza


If Local Store Marketing is so great, why doesn’t every chain use it?

Local Store Marketing is challenging. In fact, most advertising agencies do not offerthis service to its multi-location clients because it is difficult and is a long term projectand requires a great deal of effort. It takes on-going commitment, creativity, and lotsof work. However, the best part of Local Store Marketing is its rewards. Local StoreMarketing can make such an impact on a community and drive sales, frequency,loyalty and awareness, that it can eliminate the need for other forms of advertisingexpenditures.

Here is an example:

Duke Marketing provided Local Store Marketing anddeveloped programs for Round Table Pizza corporate stores,the fifth largest pizza franchise firm in the nation, withover 500 franchised and company owned storesoperating in the Western U.S.

We directed focus groups and research studies todetermine the trade area market needs and createdpromotions and materials for events and programs.

McDonald’sMcDonald’s has a tremendous advertising

budget to create awareness, drivetraffic, and increase sales.

They spend little resources onlocal store marketing

activities.

Advertising is more short term.

Stores in non-media

marketssuffer.

Savvy CompanyThe Savvy Company spends more effort

on LSM to drive sales and awarenessthan it does on advertising.

For one location or non-mediamarkets, LSM is more cost

effective.

Advertising mediumsare becoming more &

more segmented,LSM is more cost

effective.

LSM islongterm.

LOCAL STORE MARKETING EFFORT ADVERTISING BUDGET

ADVERTISING BUDGET LOCAL STORE MARKETING EFFORT



GET LOCAL STORE MARKETING STARTED!

To get particular locations sales to grow and to generate awareness, a LocalStore Marketing plan needs to be developed for store locations or trade areas.

Objectives:

Determine locations needing Local Store Marketing.

Research areas and locations for plan development.

Meet with GM's, franchisees, area managers to determine what has workedin the past, and gather information regarding store area, customer profile, etc.

Create a test area of stores to test programs with strong store managers.

Provide feedback from test stores.

Develop specific Local Store Marketing tactics for stores/areas.

Put together communications plan for store and work with GM to plan andcommunicate particular events to staff.

Provide training for execution and implementation of programs.

Execute Local Store Marketing plans per store and area.

Evaluate results and determine next steps.

Provide feedback to headquarters.

Bear Rock Cafes

Duke Marketing has developed local store marketingprograms for Bear Rock Cafes with over 30 locationsacross the country. Duke Marketing also provides newstore openings and public relations for the chain.


Jenny Craig


Arby’s Restaurants

Duke Marketing was hired by Arby’s largest regional franchise to providelocal store marketing training to more than 40 store managers. DukeMarketing developed a tool kit and letter for managers to use to drive salesin their local markets.

Jenny Craig, the largest weightmanagement service company in theworld with over 648 company-owned andfranchised Centres, hired Duke Marketingto provide local center programs for allU.S. locations.

Duke Marketing created a new LocalCenter Marketing program for JennyCraig to encourage doctors to referpatients.

Duke Marketing created adoctor’s brochure andpatient brochures.

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Massage Envy


WineStyles

WineStyles, the nation’s leading retail wine store franchise, with over 100locations and more on the way, hired Duke Marketing to work with areadevelopers on new store openings and local store marketing.

Direct mailers, print advertising and events were developed and lead toseveral very successful store openings.

Massage Envy is the nation’s leading franchise provider ofmassage therapy services. Duke Marketing was hired todevelop new store opening and local store marketing plansfor California area developers.

VIP parties, direct mail, complimentary neck massage andfundraisers were used to garner press, awarenessand open these unique and convenient spas to thepublic.

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Daphne’s Greek Cafes


Pasta Pomodoro

Duke Marketing was hired by Pasta Pomodoro, the50-unit Italian quick-casual chain to provide LocalStore Marketing and public relations including astore-wide community relations and local restaurantmarketing guide.

Duke Marketing also handled new store openingsand fundraisers.

Duke Marketing is currently working withDaphne's, the 50-unit Greek quick-casualchain to provide Local Store Marketing andpublic relations in the Northern Californiamarket, a new area of growth.

Duke Marketing developed branded storeopening events “Big Fat GreekFundraisers” which raised money for nonprofit groups and awareness about the delicousfood.

Duke Marketing handles directmail, events, communityrelations and store openings forthis growing chain,

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LOCALSTOREMARKETING - Marketing and · PDF fileLocal Store Marketing is one of the most valuable tools a sales plan arsenal and is frequently overlooked. Many companies budget their