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How National Brands Win Local CustomersAn Inside Look at the NatLo Top 150 Rankings
#BePlaceable Copyright © 2014 Placeable™ - Confidential and Proprietary
What is the NatLo™?
• Local digital marketing performance analysis of multi-location brands
• Based on key dimensions that provide proxy for success
• Score and rank of brand performance
• Fundamental direction for digital marketing improvement
#BePlaceable Copyright © 2014 Placeable™ - Confidential and Proprietary
Why we created the NatLo™ Top 150
Identify the most impactful strategies for multi-location brands to successfully market to customers online Create independent validation for brand effort as local digital marketers Establish a proxy for measuring success Score brands and rank competitors Illuminate path to improvement
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What we learned
Majority of multi-location brands (1,000+) do not meet minimum dimensions of success Category-specific performance score is more important than overall rank All brands demonstrate sizeable room for improvement (top score of 78) Businesses that require in-store action generally outperform brands that prioritize ecommerce
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The NatLo™
TOP 10 BRANDS
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Visit NatLo.com to download the full report
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The NatLo™
TOP 10 BRANDS BY CATEGORY
Automotive
Health, Fitness &Personal Care
Business & Professional
Hospitality
Childcare:
Entertainment
Financial
Restaurant
RetailTransportation & Storage
Visit NatLo.com to download the full report
#BePlaceable Copyright © 2014 Placeable™ - Confidential and Proprietary
How we scored and ranked the brands
Assessed 1,030 brands with a minimum of 100 locations Initial screening criteria (three critical assets) • Indexable online locator • Mobile locator • Unique local landing pages
Used publicly available location data Leveraged Placeable Workbench™ to measure and score dimensions Aggregated dimension scores for composite rank
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Four Dimensions of the NatLo™
Precision: Pinpoint Location Accuracy
Depth: Enriched & Complete Content
Visibility: Authoritative, Optimized Landing Pages
Reach: Relevant 3rd Party Listings Coverage
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Precision TOP 5
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79
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Visibility TOP 5
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Depth TOP 5
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Reach TOP 5
#BePlaceable Copyright © 2014 Placeable™ - Confidential and Proprietary
How brands use the results
High-ranking brands (overall or among peers): • Third-party proxy validation of effort
Low-ranking among peers:
• Strengthens argument for resources/change • Provides roadmap for improvement
Not ranked: • What critical assets are missing? • Get your score • Identify path to improve
DONE
#BePlaceable Copyright © 2014 Placeable™ - Confidential and Proprietary
What’s next for the NatLo™ ?
Publish dimension scores for brand Publish industry-specific analysis and strategies of success NatLo analysis of multi-location brands with ecommerce emphasis NatLo Top-150 - 2015
Provide ongoing assessment/scoring for inquiries
#BePlaceable Copyright © 2014 Placeable™ - Confidential and Proprietary
Ask Us!
Contact us for more [email protected] / 855.433.7133
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