Local Marketing Strategy

Want to Grow Your Sales? Then Empower Your Channel

Tuesday, August 31, 2010 by Chris Keller

You’ve heard it a thousand times: Empower Your Channel to Grow Sales.

Sounds good, right?

Problem is that empowering your channel has always meant hiring more sales people who struggle to control the loose ends. It turns out that implementing channel marketing automation technology is a cost effective approach that will provide a tangible return on investment.

Reality

A recent call with a prospect illustrates the situation. Half of this prospect’s sales come from Group A, a handful of large, national B2C buyers with thousands of local stores. The other half of sales come from Group B, consisting of thousands of local and regional distributors with 1-5 locations. Logically, this marketer focuses the majority of his resources on the handful of big buyers who drive sales quotas.

The irony, while Group A does drive tremendous volume, and total sales, their fixation on price drives profit out of each transaction, resulting in commoditized products. In stark contrast, Group B tends to be very loyal, strong brand advocates, and more profitable (considering the very small amount spent on them currently). So the prospect neglects Group B.

Sadly, this is an all too common problem. Gerald Murray, Research Manager with IDC, recently released a study of channel marketing for large IT companies stating that, on average the IT company participants in his study have 19,000 inactive partners. Beyond IT, the problem pervades other industry sectors.

Solution

How then can the prospect cost effectively drive sales through the more profitable Group B? It turns out that hiring more people is not the solution. The increased human capital costs would outweigh the subsequent sales increase. The opportunity then must lie in the use of technology.

Murray from IDC tends to agree, though his solution is to implement partner relationship management (PRM) tools, though I don’t think that fundamentally tackles the channel marketing problems. Instead, I think a local marketing automation (LMA) platform includes the full suite of tools to solve channel problems. Also based on technology, it focuses on empowering the local channel reseller, a distinct difference from PRM tools that focus on tools for a brand’s channel marketing/sales organizations.

The LMA solution is scalable, cost effective, and ultimately places emphasis on local store marketing execution, a movement that is much more than a trend. To understand this as a solution, one must consider the MARKETING problems a channel faces:

Marketing Materials - Access and ability to customize proven, professionally designed, and nationally branded creative assets.
Advertising Funds - Traditionally administered as a co-op marketing solution, national advertising dollars are a lifeline to the small marketing budgets of local channel resellers.
Strategy - Local channel resellers typically don’t have the training, experience, or attention to develop, implement and execute effective cross-medium local marketing.
Execution - Local marketing requires knowledge of effective branding across multiple mediums.

What do you think? Are these the problems your channel faces?

My New Strategy: Pair Up Prime Time TV Ads with Targeted Local Internet Ads

Friday, August 27, 2010 by Sam Martin

Simultaneously advertising on prime time TV and on internet sites may be a solid new strategy to touch consumers according to my analysis of The Nielsen Company's recently released 2010 Q1 Three Screen Report entitled, "What Consumers Watch: Technology Enhances the Video Experience."

The report provides information and data about households and their video viewing behaviors when using HDTV, timeshifting (DVR or OnDemand) devices, broadband internet, and smartphones. The findings are interesting for local advertising buyers for franchise marketing efforts, and they suggest a new strategy may be in order.

The report finds that DVR usage and penetration into homes has increased 14% to more than nine and a half hours per month. Interestingly, while DVR usage increases, the rate of commercial viewing during playback remains steady—good news for advertisers. According to the report, on average, "45% of commercials are viewed during [DVR] playback in Q1 2010 compared with 43% in Q1 2009."

Also interesting is that 58.7% of people are using TV and the internet simultaneously. This number astounds me and got the wheels turning. Perhaps, integrating a local internet marketing campaign along with a prime time TV schedule could be an effective way to target my audience and reach them where they are currently absorbing a majority of their advertisements. It may seem obvious, but paying attention to the data and placing advertising in multiple mediums where consumers are most receptive, in an integrated fashion, is a critical component to advertising success and is one of the Balihoo media team's strengths.

Whether you work in advertising or are on the other end as a consumer, I encourage you to check out the report.

1 vs. 100: Marketing in the Face of Constrained Demand

Wednesday, August 25, 2010 by Zac Monahan

In 2008, the 100 Thing Challenge created quite a stir on the web, motivating people to own fewer material possessions and cap that ownership at 100 personal items. While Dave Bruno’s challenge lasted for a finite period, some analysts think recession fueled decreases in consumer spending may represent a permanent trend in consumer behavior.

When considered along with the 100 Thing Challenge, the idea of a permanent decreasing in spending leads to a challenging thought experiment for marketers: what if your advertising not only had to generate interest from consumers but also had to motivate them to displace another possession prior to acquiring your product?

The thought begs a number of questions:

How does your marketing emphasize the value your brand provides?
Would severely constrained demand change your approach to demonstrating this value?
If yes, would that approach be different in Albuquerque, New Mexico compared to Augusta, Maine?
How would you coordinate your efforts in different geographic areas across multiple mediums?

At Balihoo, we believe that knowledge and know-how to adapt marketing to local markets probably already exists within your Brand’s organization. Rather, what most brands are missing are the tools to execute locally. Balihoo’s local marketing software simplifies and automates your local marketing strategy, enabling national brands to collaborate with franchisees and affiliates to drive demand and appeal to local buyers with local needs. Specifically for national brands, Balihoo provides tools to streamline funds allocation and administrative oversight of Co-op Advertising programs. Take a look at our White Papers to see how our software can help both your franchisees, and affiliates to drive sales with creative and targeted campaigns tailored to the local level.

5 Steps: Creating an Effective Referral Marketing Program

Monday, August 23, 2010 by Marcie Blagden-Ellison

If you own a local business or are a local product distributor, you likely know how powerful customer referrals can be to your bottom line. While most business owners recognize this opportunity, many mistakenly leave Referral Marketing out of their annual local marketing strategy.

Perhaps you're thinking: "Referral Marketing - as a strategy? Referrals should be organic," which, in part, is correct. Referral marketing should be organic; however, if you aren't providing your satisfied customers with the tools and an incentive to share their experience(s) with their social networks (via referral marketing tactics), you're missing out on a huge opportunity.

At the end of the day, nobody talks about businesses that allow themselves to be forgotten. In order to get a significant amount of referrals, you need to ensure that you've made it EASY for customers to refer you. To do this, you need a referral marketing plan.

To get started, follow these steps:

1. Consider the companies that you've referred. Why did you refer them?

Taking a minute to consider the companies that you've referred will help you to identify some tactics or methods that can help kickoff your referral brainstorming process. Once you've identified several referral marketing masters, consider what seems to 'work' for them.

Example: My gym has practically mastered the art of referrals. They continually run members-only promotions that encourage members to bring friends and family into the gym (free training, free gym bag, discounted month, discounted Smoothies, free body analysis, etc.). As such, I've referred several neighbors and family members. So, If you have a membership-based business, take note!

2. Identify Your Target Referrer
Not all of your customers are going to be your best referral candidates. Carefully consider who among your most satisfied customers are your target referrers. Once you have that person identified, think about what makes him/her happy with your service. What do they find valueable? You want to make sure that the value(s) and benefits(s) that they will be sharing align with your referral marketing goals.

3. Create Your Custom Referral Plan
Ultimately, everyone likes to get a deal. Offering a discount, free item, unique promotion, etc. is often the best way to prompt referrals. Most satisfied customers will be more than happy to recommend your business - especially if you're offering them an incentive to do so. To ensure that your plan gets off to a successful start, make sure that all of your employees are onboard.

NOTE: As a rule of thumb, industry experts suggest waiting until the transaction (i.e. cash register exchange) is complete before asking for referrals.

4. Elicit the Correct Information
Using a referral form or card will help you capture the information you're after AND will encourage referrals. Consider creating a personalized form or card of some sort (that offers a discount/free item to BOTH the referrer and the referree). Following the business transaction, send/provide these referral cards to your satisfied customers.

5. Keep Track - and Keep in Touch!
Don't worry if a number of your referral candidates don't immediately recommend your business. Depending on your business, the referral process might take longer (i.e. car dealerships). Make sure you have your referral contacts' info on file and keep in touch with them by sending quarterly letters or newsletters.

Example: The car dealership that I bought my last car from sent me a personalized tin filled with cookies around the holiday season. I've sent them two referrals and won't forget them anytime soon (i.e. - Send more cookies, please!).

At Balihoo, our media planning strategy team provides many of our clients' local business owners with integrated marketing plans. The different types of referral programs that I have seen this team come up with is remarkable. To continue exploring the art of customer referral programs check out this Entreprenuer blog post. Or to learn more about building a breakthrough local store marketing plan, check out this free white paper.

Let Us Organize Your Skittles

Friday, August 20, 2010 by Paul Price

Imagine a big jar filled with Skittles. The Skittles are randomly distributed throughout the jar; a jumbled mishmash of red, green, yellow, purple and orange. The jar is on a machine that shakes it vigorously. Now, imagine that this shaking action is captured on a video and played in reverse.

There is no way that you can tell the video is being played in reverse. When the video is played backward, the candies bounce just as they would when played forward. You have no way to know if the video is playing forward or in reverse.

Now, record a new video in your mind. This time, start with a jar where the Skittles are arranged in colored layers. Moving from the bottom to the top, you have red, green, yellow, purple and finally a orange layer. As the machine shakes the jar, the candies bounce and collide until they are again randomly distributed.

In this video, you can easily distinguish a forward playing recording from one that plays in reverse. This experiment illustrates the effect of entropy known as the arrow of time. The basic principle of this model is that without the help of an external exertion of energy, a system tends to become less ordered over time. Interestingly, this is the only physical property that seems to define the flow of time from past to future.

I got to thinking about this principle as I was mowing, weeding and maintaining my yard yesterday afternoon. Everything in life follows this principle: yards, cars, homes, computer systems, roads and even business strategies including your local advertising strategy. It will slowly fall apart and become less effective over time if you don't continually test, measure and refine it. For example, if local internet marketing was not a part of your strategy a few years ago, it may not have hurt your sales. But, today, if you aren't investing in local internet marketing, then you are almost certainly losing opportunities.

Even if you are executing a successful local pay-per-click campaign today, it is almost guaranteed to be less successful in the future if you don't continually test, measure and refine your approach. The same goes for all other mediums, strategies, tactics and local marketing ideas. You have to stay up-to-date on the new tools and techniques or your competitors who do keep up will leave you behind.

As a national brand, local affiliate, reseller or independent small business owner, you have a lot to worry about, and probably don't have time to get into the nuts and bolts of fighting local advertising entropy. That is where Balihoo comes in. We do that work for you; from ad builder software to email campaign automation, microsites and local media buying. Click here to take a look at some of our whitepapers and case studies. If you are a franchisee or product reseller, then direct your national brands to Balihoo, so that we can help them and you to get your skittles (aka: local store marketing strategy) to look more like this:

Moe's Southwest Grill Nailed It!

Thursday, August 19, 2010 by Brian King

I was recently catching up on some light reading at FastCasual.com, a site devoted to insights for innovative restaurants, when I stumbled upon an article that made so much rationale sense in a world that can sometimes be so irrationale.

The article, Moe's invests in local-store marketing strategy, is in reference to Moe's Southwest Grill's recent corporate initiative to increase local marketing efforts by adding a grassroots element to the franchisee's bag of available tools for franchise marketing.

Below are two favorite quotes from the article, and my thoughts on them:

1. "Local-store marketing has always been a part of what we do and we have always provided a kit to our franchise partners, but not many of our franchisees are comfortable leaving their four walls." - Right on! So many franchises want to focus on local advertising and marketing, but neglect to provide quality tools to the franchisees that truly enable them to act as effective local marketers. Ahem. . .better take a peek at Balihoo's Local Marketing Automation solution.

2. "It allows the franchisee. . .to totally control his or her territory, and they're less reliant on corporate staff or the franchisor to do the marketing for them." - FINALLY! While their effort is primarily focused on grassroots marketing, at least they are working to put tools in place so that local marketing isn't something that is only discussed during executive brainstorming sessions, but rather something that is actively done at a local level to drive demand generation.

Kudos to the team at Moe's. Now my recommendation to them: Call us, because we all know that grassroots marketing is just one component of the numerous marketing activities that should take place at the local level. We can help you with the rest!

Five Signs that ‘Local Marketing’ is Much More Than a Trend

Thursday, August 19, 2010 by Chris Keller

In the last few years, Balihoo has served a growing list of national brand clients. The attention that has been given to our ‘local marketing automation’ platform has caused me to reflect on five signs that ‘Local Marketing’ is much more than a trend:

‘Local Marketing’ Search Volume is Dramatically Growing—As a search term, ‘Local Marketing’ started growing in 2008 and has exploded in the last year, according to Google trends. Variations of this term have seen a similar explosion in growth. Balihoo coined the term ‘local marketing automation’ and owns that space as evidenced by it owning the top three Google search results.
Analysts' Increased Attention—Analysts like Forrester and BIA/Kelsey are giving increased attention to local marketing, local search and now ‘hyperlocal’ media trends.
1. A recent Forrester “Distributed Marketing” report illustrates the ‘local marketing’ challenges. It was music to my ears and I was glad to see Balihoo was included as a vendor solution, although sad that Forrester didn’t give more attention to define the integrated approach Balihoo employs to combine ad building, co-op management and execution across all mediums. That approach is how we are changing the rules of the game. Seriously, a 30-minute demonstration will prove my point.
2. A review of BIA/Kelsey blog posts illustrates the growing interest in local, hyperlocal and geo-targeting topics.
Steady Saturation of Mobile—the ubiquitous adoption of mobile phones has changed how brands can “connect” with consumers.
1. Texting was slow to take off, but according to CTIA, the Wireless Industry Association, in ’09, 152B SMS text messages were sent monthly, up from 9.8B in 2005.
2. According to the Pew Research, adult cell phone ownership has gone from 65% to 83% between ’04 and ’09 and 93% of 18-29 year-old adults and 75% of 12-17 year-old teens have cell phones.
3. Smartphones and mobile devices--with the launch and adoption of the iPad and Kindle platforms-- are fueling a revolution in mobile computing.
Meteoric Adoption of social platforms and geo-location tools—Facebook, LinkedIn, and Twitter’s meteoric rise along with other evolving geo-location based tools like Yelp, Foursquare, and Groupon are changing the way consumers consume and share information. It presents huge opportunities and challenges for marketers.
Increased Acquisition/IPO Activity—The last few months have resulted in some interesting acquisition/IPO activity that affects local marketers including IBM’s announcement to acquire Unica, and ReachLocal’s $54 Million IPO. Other activity includes Yelp’s Rejection of Google’s $500 Million offer, Google’s subsequent launch of Google Places, and Facebook's announcement today of its geo-location solution, Facebook's Places.

So what does this all mean for national brands?

First, it means every national brand needs to have a local marketing strategy. What is yours?

Second, as stated in the Forrester research, local marketing is very difficult. That is where Balihoo comes in--pardon the quick plug. We have the best tools available for ad-creation, asset management, co-op advertising administration, media planning, microsite creation, and execution across all mediums including social. In addition, Balihoo has an incredible CEO, management team, and board of directors that understand Balihoo's opportunity to revolutionize local marketing.

Pete Gombert said it almost as good as Bob Dylan sang it, that Times They Are a Changin' and all signs indicate that 'Local Marketing' is much more than a trend. It may be a revolution.

The ABCs to Know Your Audience

Friday, August 13, 2010 by Tiffany Schrenk

Recently, I have had multiple, similar conversations with Balihoo clients about the importance of identifying target consumers..

Establishing a target audience is one of the most important aspects of a successful local marketing campaign. Without this, advertisers cannot accurately identify likes, dislikes, and habits of potential consumers which are critical to the success of the overall integrated strategy and marketing plan across multiple mediums.

Unfortunately, more often than not, those who manage local advertising make a mistake assuming that their target audience consists of individuals just like them. As a case in point—based on a recent situation I had to correct—most females older than 35 are not listening to sports radio during their morning commute.

In general, this ABC approach provides a good starting point for identifying target audiences. It is a simple model with some good succinct advice and is a great exercise for local advertisers developing a local marketing strategy.

A - Audience - Define the characteristics of your target audience. You can't serve everyone and so you must weigh specific characterizations with generalities. You are often better to lean toward specifics.
B - Behavior - What actions do you want that target audience to take now and over time.
C - Conversion - How will you turn that prospect into a customer. Consider the paths from their position to your product and leverage people, processes technology to influence your target to become a customer.

Common sense should be your measuring stick in all local advertising and local media buying practices.

Facebook or Email? Where does your target consumer turn first?

Thursday, August 12, 2010 by Marcie Blagden-Ellison

"What is the first thing you do online on a typical day?"

ExactTarget posed this question during a recent research project developed to provide insight into how consumers interact with brands online.

The study concluded with some interesting findings, including:

42% of U.S. internet users use Facebook daily (69% of which are FANS of one or more companies on Facebook)
88% of U.S internet users use email everyday (95% use it at least monthly)
93% of U.S internet users are subscribers (i.e. they have opted-in to receive permission-based emails)
58% of online consumers check their email first
11% start their day by checking Facebook

Looking deeper, it turns out that how and where internet users start their online day can reveal a lot about how they typically interact with brands online - and what they ultimately want from those online interactions.

TO SUMMARIZE:

Facebook-first consumers:

Tend to share more information online
Prefer that brands maintain a solid distinction between how they communicate via email vs. Facebook
Engage with brands for entertainment or to be 'in-the-know' regarding brands' activities
Tend to be younger - 43% of high school aged teens begin their day on Facebook (compared to 22% who start with email)

Email-first consumers:

Tend to more task-oriented online
Are more readily engaged through the use of deals, promotions or new product announcements
Less interested in providing feedback to brands on their products and services without an incentive to do so
Tend to be older

So what does this mean to you? Well, several things:

Skilled Coordination:  Marketers need to coordinate their Facebook and email strategies to ensure that they're maximizing their communication with their target audience.

Messaging and Communication Balance:  Brands need to carefully balance their tone, engagement level and message to deliver their target audience with the savings, information, entertainment, deals etc. that appeal to them.

Both are "Keepers":  With 93% of online consumers 'subscribers' and 38% 'Likers' of brands on Facebook, both email and Facebook are powerful tools for connecting your brand to your target consumer.

Ultimately, national brands' (and their dealers, distributors and affiliates) have local advertising needs that could greatly benefit from carefully planned and researched integrated marketing plans. Balihoo's local marketing automation and services solution (which includes Facebook and email - as well as TV, Direct Mail, POP, Radio, Display, Outdoor, Newspaper, Magazine, etc.) AND co-op functionality AND a professional media team can streamline the efforts of virtually any local business owner, product distributor, dealer, etc.

Optimizing your facebook and email effort is just the tip of the iceberg! Explore the possibilities by scheduling a demo today!

Got great customer service? Flaunt it!

Tuesday, August 3, 2010 by Kallen Hayes

A few days ago I encountered what struck me as a very unique online banner ad for Zappos.com. It was an image of a charming customer service representative with a speech bubble that read 'Happy to help 24/7". How interesting, I thought, that the message of the advertisement was focused not on Zappos' wonderful selection of shoes, their speedy (free!) delivery, or even their multitude of other clothing and home goods offered for sale on their website, but rather on their customer service! I figured it was not just a standalone banner ad that I had stumbled upon. I knew there had to be a good sized campaign going on with more of these charming puppets promoting Zappos famous customer service and quirky (er... charismatic) employees.

Perhaps I've been living in a cave for the last few months to not have already seen this retail marketing campaign on any other media outlets. After just a little bit of investigating, I learned the campaign, developed by Mullen, currently spans TV, print, and online video, and has already garnered quite a bit of attention for its trailblazing focus on the company's customer service department. The ads center around phone calls made by Mullen employees posing as actual customers making unusual (and rather hilarious) requests. The puppets fielding the phone calls are modeled off of real-life Zappos employees. Their responses to the requests are authentic -- the employees didn't know the calls were pranks. (I can't help but make a comical comparison to the Crank Yankers episodes).

The campaign is clearly taking the lead in a recent trend to bring customer service out from the dark cubicles of off-shore office buildings and onto the center stage of integrated marketing plans. Customer service has for too long been considered a cost center for companies, and hasn't received the attention and promotion it deserves. As service departments improve, it makes sense that this aspect of a business would naturally become a bragging point to attract new customers. Ann All supports this idea in her article, Customer Service: a Selling Point for Those That Get It Right. She says customer service as subject matter for sales and marketing is smart because great customer service is an excellent differentiator from the masses of other companies who've neglected that department.

As more customer interactions move to the online platform, companies are beginning to realize that their online presence --be it their website, their online chat services or their local internet marketing-- must convey the empathy and personalities of the people behind the technology. For Zappos, even their tagline 'Powered by Service' aims to draw the attention away from their highly advanced warehousing and shipping technology to the actual people manning their phones, executing orders, and happily on call to serve their customers.

I know for a fact that our company, Balihoo, is making great strides to reach out to our current and prospective customers to understand their wants and needs in order to continue moving forward as a customer-centric company. We want to design our local marketing software as an easy to use self-service portal while at the same time providing fantastic customer service to our end users seeking technical support or professional help with their media planning strategy.

Kudos to Zappos for being one of the first companies to embrace the new age of customer service and to step out with a memorable and entertaining campaign that rightfully gives tribute to its valued customer service agents. From the ads' featured customer interactions it's clear that the contagious energy and joyful attitude of the Zappos employees is easily perceived through every phone call and live chat conversation with their customers. As the bar for customer service continues to rise, I think Zappos is a clear front runner in the game.

Transforming Granite

Monday, August 2, 2010 by Matt Borud

Last Saturday, Balihoo had the pleasure of presenting at the Granite Transformations annual franchise convention in New Orleans. Now this was a significant occasion for several reasons beyond franchise marketing - namely it being my first time in the Big Easy. After the celebration of Balihoo's arrival subsided, it was time to get down to business and talk local store marketing with some eager and engaged franchisees.

The marketing team at Granite Transformation has taken an active and aggressive approach to solving issues that countless franchise organizations face. How can a national marketing team better support local franchisees? Is your brand's creative material compelling and effective - does it help sell your product? How can your marketing team manage seemingly limitless local customizations for hundreds of franchisees across the country? How can you ensure your franchisees are using brand approved advertising material in their local advertising efforts, and how can you track and report on the results? How can your franchisees leverage Facebook, Twitter, local PR, SEO, blogs and YouTube? This list goes on and on - and frankly it requires much more than sophisticated ad builder software or someone to manage your local media buying. It requires a team of dedicated marketing experts each specializing in key challenge areas your franchisees face.

Kudos to Carl, the Granite Transformations FAC, and the rest of their marketing team for building a strong network of marketing and advertising experts for their franchisees to leverage. From PR to creative agency, online and social media marketing to franchise marketing software - Granite Transformation has covered their bases and giving their franchisees the tools necessary to thrive in a competitive and challenging market. There are certainly more hurdles to overcome, but the question becomes, whether you're a marketing executive, a franchisee looking for local marketing help, or a prospective franchisee checking out different opportunities - is your organization bold enough to take the steps Granite Transformations has taken to ensure they're franchisees have the most innovative local store marketing tools in the industry? If the answer to that question is 'no' - it may be time to reevaluate your franchise marketing strategies and talk with Balihoo about what we can do for your organization's marketing effort. Because at the end of the day, you're competing with Granite Transformations, whether for home improvement business, the consumer's limited budget and mindshare or your next well-qualified potential franchisees - and they just retooled like the Miami Heat.

From all of us at Balihoo, we're very excited to kick off our relationship with the Granite Transformations team next week. Thank you for your hospitality last weekend and the opportunity to partner - we're looking forward to a successful relationship!

New Advertising Services - We're Listening

Friday, July 30, 2010 by Betsie Richardson

When Nobel Biocare asked Balihoo to partner with them to provide local consumer advertising for their dental implant clinician clients, we jumped at the opportunity. We initially rolled out a subscription service that provides clinicians with a soup-to-nuts advertising campaign. We are excited to announce that we have added two new subscriptions to our service offerings. We have our clients to thank for communicating what they want, and we listened!

In the initial "Platinum" Subscription, we start by diving into the market to develop a cross-medium annual strategy with budget allocation, detailed tactics and demographic research. The service also includes a suite of creative material that includes TV, radio, print, direct mail, online, internet paid search - the full gamut. We load this material into our proprietary co-op marketing software where clinicians can customize it to their brand and objectives. Finally, we perform local media buying and post-buy analysis.

Having consulted with hundreds of dental implant clinicians over the past year, we have learned a lot about what they want in an advertising campaign. Importantly, we learned many clinicians are not ready to dive into a mass media advertising campaign, the cost barrier aside. They are simply not ready to see their name on TV or a billboard. This puts them in a defensive position with their GP referral base that they may not be ready to manage. They are, however, very comfortable with Internet marketing and hosting free patient education seminars through their local newspaper.

These learnings combined, we came up with the Gold and Silver Subscriptions.

Gold includes:

Print (newspaper & direct mail)
Online (Google AdWords bidding & E-mail)
Microsite (w/customizable offers that update immediately)
Media Buying
Account Management

Silver includes:

Online (Google AdWords bidding & E-mail)
Microsite (w/customizable offers that update immediately)

The Gold subscription includes material focused on marketing patient education seminars. Silver will eventually include microsites that market dental services other than implants (i.e. wisdom teeth, veneers, crowns and bridges, etc.) We will continue to deliver services as our clients ask for them and always welcome new ideas!
Are you a Nobel Biocare customer? Are you interested in local marketing ideas to grow your dental implant business? Go to www.dentalmarketing.balihoo.com to learn more or download our whitepaper here.

FACEBOOKISTAN

Friday, July 23, 2010 by Alex Fascilla

In 2004, I remember Facebook emerging (seemingly) from nowhere as a new social networking site intended solely for college students (going so far as to require a .edu email address to even sign up). It was very blue, and very simple--example: remember the days before the News Feed? The days when the 'Poke' finger took up like half your welcome page? It was 'social networking' at its best... if Mark Zuckerberg intended social networking to be a platform for co-eds to pepper each other with Status Updates like "dude, I got soooooo blaaaasted last nite" and maintain Interests like "Being Drunk". Nice, Zuck.

Fast forward to 2007, and we see a donnybrook begin to form. FB starts to throw its weight around by opening up service to high school students and suddenly you're either a MySpacer or a Facebooker. Those that preferred clean lines, a simple interface, and legitimate friend requests choose Bookface. Those that didn't mind a clunky interface, albeit full customization possibilities, and loads of fraudulent friend requests sided with MySpace.

Now recall Facebook circa 2008-09 (shouldn't be too hard, 2009 was like, less than a year ago). As FB opened up to the whole of humanity, youth everywhere were able to painfully recount their story of hovering over the "Ignore" button before frustratingly clicking "Accept" after receiving the dreaded Parental-Unit Friend Request--to me, when this occurred, the party was over. The lights were flipped on, the beer was dumped out.
(Hey, the after-party still rages on Twitt... ughh, forget it).

Present day? As Media Life Magazine recently reported, Facebook just hit 500 million users. When I got my own P-UFR, around the summer of 2009, there were half as many users. In that article, Media Life astutely notes that if Facebook were a nation, it would be the earth's 3rd most populous. 500 million? That's a full 1/14th of the world's population. What does this mean? Well, it basically means that Facebook IS the internet. I challenge anyone to visit 3 different websites on the internet that don't mention Facebook or feature a tiny Facebook icon.

So what does it mean for the local marketer? Glad you asked, considering that's the business Balihoo is in. It means that just as you're clamoring for Search Engine Optimization and optimized Google AdWords performance, you should also be for a Facebook account. Seriously, integrate this, right now, into your local internet marketing strategy if you haven't already. You can set up a Business page (as opposed to the more personal pages I describe above) and customers, or, potential customers, can become fans of that page. Next, commit to doing these things:

Spend at least 2-3 hours a week tending your page. Conversely, limit your tending to 168 hours per week.

Share photos, videos, and blog about what you do, how you do it, or why you do what it is you do. If you don't know why it is you do what you do, wow, I don't know what to tell you. That's definitely not a good thing.

Respond to those that comment on your posts or Wall

Share links to news on your business or industry trends. Links to funny YouTube videos are appreciated but probably a bad idea. Unless you have a Facebook page, Break.com, then you should keep doing that.

Have fun (I just wanted 5 bullet points and "have fun" seemed like an easy way to get the fifth. A lot of people use that tactic.)

Moral of the local advertising story: if you're not on Facebook, your competitor probably already is--so sign up and get to postin'! BONUS moral: a business page is much different than a personal page: the party doesn't have to end when you're sent a friend request from your parent company. I apologize, that was a really terrible joke.

Guest Post - The Best Strategy for Implementing Marketing Strategies

Thursday, July 22, 2010 by Shane Vaughan

The below is a guest post from Evan Hackel at Ingage Consulting.

The Best Strategy for Implementing Marketing Strategies

By: Evan Hackel

Evan Hackel is the President and Founder of Ingage Consulting, www.ingageconsulting.com. Throughout his twenty-five year career, he has seen the need not only for improved engagement but for an understanding of why engagement plays such an important role in any organization. Evan’s company works closely with the managers and leaders of franchises, co-ops, and buying groups, to help them improve their business practices. Evan can be reached directly at ehackel@ingageconsulting.com.

When it comes to creating and implementing marketing strategies, many organizations miss an opportunity to engage their franchisees, members, or dealers. Companies tend to just present their ideas and force them down through the ranks until they have reached everyone associated with the brand. Of course, this is not really the case, but it can seem that way to recipients of the information. Implementing a marketing strategy this way will only cause franchisees, members, or dealers to resist the new strategy. In general, people like to feel like they are part of the process; therefore, they respond better when made part of the process.

In an ideal world, franchisees, members or dealers would enthusiastically implement all new marketing programs. In high performing organizations, there is a lot of enthusiasm and support for new ideas; communicating is relatively easy and there is a great deal of support for the efforts. But for many franchises, co-ops, and dealer networks, it is difficult to implement the organization’s message effectively and in the way that management would like.

One of the best ways to ensure that a marketing plan is received and executed at all levels in the organization is to first, involve franchisees, members, or dealers in advertising groups. These groups, local or regional, will represent what is happening at the consumer level and be networking groups to support each other in marketing efforts. It's important to use the groups to get input on the development of marketing plans; not just as a way to roll out a program.

Another way to engage franchisees, dealers, or members in carrying out your marketing strategy is to create a brand council. The brand council should be involved in aspects of your marketing efforts. Participants of the brand council should also be included in presentations to the franchise, cooperative, or dealer group and should be invited to write articles and postings for the organization’s intranet.

Engaging your members, dealers, or franchisees in implementing marketing strategies is just the first step. Organizations need to measure and understand the success level of their current marketing plan. Of course, this is a good practice for understanding success and helping with future marketing efforts. It is also important for franchisees, members, and dealers to know that you are paying attention to them. Many of you, I am sure, are tracking sales, which is good, but there are intangible aspects to marketing efforts that sales alone can't measure. Having a report form for your franchisees, members, or dealers to feel out their opinions on the marketing efforts is a good way to get high-quality feedback. Ask questions like: how could we have made this local marketing effort better, would you do this again in the future, and did customers mention the local advertising? Report back to the group what you have learned. This will show you have been listening.

The reports are a great idea for improving engagement and for learning more about the success of your marketing efforts, but you are likely to only get a small sampling of reports back. This is okay; the fact you are asking for feedback and that everyone knows they have the ability to share their thoughts and ideas is what's important.

How do you engage your franchisees, members or dealers with your local marketing plans? Do you have a brand council and how does that work? How do you get feedback on success?

Thanks for the guest post Evan, good information. I couldn't agree more, specifically when you're dealing with Local Marketing Automation. Whether implementing a new local advertising campaign, new channel marketing software or new local marketing software, it's critical to get buy-in from the key players. This will be one of the key drivers of adoption - in fact, we recently wrote a whitepaper identifying the key issues with adoption around new co-op marketing solutions, you can download it here.

Arrested Development Alumni Go Viral

Monday, July 12, 2010 by Phil Bear

I'm a big fan of the too-soon-canceled Arrested Development. Not the music group either. It is funny. It references pop culture. It is post modern. It is a family show that brought together families, and helps remind people what life is about. Sound familiar?

Thanks for checking out my secret text, by hovering your mouse over this picture.

It's basically like Little House on the Prairie, is what I'm getting at.

So when I heard through the grapevine (old fashioned term for reading something on the internet) that a couple of the besties from Arrested Development were creating their very own viral marketing company, I was pretty excited.

I've probably watched this video like 100 times. But the question that the fellas from DumbDumb (and ulitmately Orbit in this case) have to ask themselves, is it effective in terms of marketing.

It seems that in order for a brand to market themselves effectively in modern times, they have to pull out all the stops. Gone are the days of relying on print and radio alone. In the above example, Orbit has gone way past standard marketing strategies of "the olden days" to reach their audience.

Balihoo has created local marketing automation tool for this exact reason. We know that in order to reach the largest audience, brands and franchisees need a local marketing strategy that encompasses media of all types. Our platform currently encompasses over 12 mediums, where local dealers and franchisees can access, customize, and execute local media planning from one easy to use place.

I'm curious, of the viral marketing that our readers have seen, can you recall the product they were promoting?

Come on!

See the Whole (Product)

Friday, July 2, 2010 by Kevin Donaldson

Companies are not just the sum of their parts.

One of the concepts of lean software development is 'See the Whole'. While one of the more abstract concepts, I believe it not only applies effectively to software development, but also at a much higher level.

First - See the Whole, does not imply that you need to/should ignore details but more importantly be aware of temptations to optimize parts at the expense of the whole. For instance, a common issue that befalls many a SaaS (Software as a Service) company is thinking of oneself as only a software company. There is nothing wrong with being 'primarily' a software company but very few companies can/should claim the term only and expect to be successful.

Even if you distinguish internally between software development and supporting/additional services, your customer likely doesn't know and/or care about the distinction. To them, they are interacting with you (the company) - not a specific department, tool or service. Its all part of the same experience.

The question is then: why do we organize our business's in a way that is so counter intuitive to this? Early stage startups often organize correctly simply due to the limited scope of offering and team size, but as a company grows and transitions, organizational silo'ing is an unfortunate side effect that is hard to prevent. This results in teams thinking about their part of the puzzle, and less and less about the whole picture. Even the discipline of product management falls into this trap. Product managers in SaaS companies typically manage software products only.

At Balihoo we have been going through a transition this year both in terms of growth and helping the organization think about our offering as a 'Whole Product'. Our product is not just a local marketing software platform, but the the collective set of everything that our customers interact with. Easy on the surface. At this point our discussions are limited to a subset of the organization while we work through the execution challenges, however simply re-orienting our focusing on the whole product has already increased our ability to 'see' better. Here are a few early examples:

Functional managers no longer localize their thinking about their piece of the offering but often think more holistically, which drives more questions and earlier identification of issues.
Product strategy now becomes a cross functional initiative and not just limited to the software. In the past we would release new features in our software and then identify 'wrap around' services. Now we think about these in advance, which creates a more well rounded product and hence a better customer experience.
New discussions on how to expand the product roadmap beyond just a focus on the software and its upcoming features to thinking around whole product priorities.

There are still challenges.

Operationalizing some of these concepts could create cross functional conflict
It could put additional pressure on our ability to stay agile (ie - seen as overhead on process)
It might be subject to interpretation and mean different things to different people
It will take some work to make it tangible to everyone across the organization

Nevertheless, creating a finely tuned machine should always be an organizational goal no matter how many leaks, squeaks and gear grinding is currently happening. Here's to Seeing the whole!

This is part of a series on thinking lean. Previous Posts:

Decide as Late as Possible

The Power of Word-of-Mouth Advertising: How to Generate it?

Tuesday, June 29, 2010 by Marcie Blagden-Ellison

There is no question that word-of-mouth (WOM) marketing tactics can generate interest, store traffic and sales. Hearing about a product or brand from a real person is simply viewed as being more powerful - and in many cases, more "trustworthy" that hearing about it from the brand or manufacturer.

Today, one of the best places to generate WOM is on the internet. At a time when seemingly "everyone" maintains at least one social network presence - the internet is more influential than ever and provides brands with a platform to spark WOM (the not so easy part: WOM success requires solid concepting, precise timing and proper execution).

According to this study, the internet encourages brand-related conversations (thereby influencing our purchasing decision and brand preferences) and generates WOM more successfully than TV. While only 7% of all brand-WOM conversations occur online, 38% of people have brand-WOM conversations offline that are influenced by the internet (Yahoo estimates this 38% to be about 74 million people). Also of interest, apparently 15% of our conversations involve subjects, products or brands that we discuss (or back up) with information found online.

This discussion brings up two things:

1) If you are still dragging your feet when it comes to diving into local internet marketing - WHY!? Your customers are online and in your absence your competitors are getting all the glory.

2) Obviously not all WOM is GOOD - but if you aren't a part of it and/or ready to address it (good or bad) that's far worse! Get ahead of the game by planning an online campaign with the goal of sparking WOM buzz. With FREE tools like Twitter and Facebook - all you need is a clever concept, an appealing offer, intelligently planned timing and a targeted audience.

So, is your brand generating lucrative WOM action with its local internet marketing strategy? At Balihoo, our media team has a blast researching and developing unique, affordable, non-conventional advertising tactics for our clients' local marketing and media plans - who knows what they could do for your brand.

Real Men Clip Coupons? How about the Wealthy and Affluent?

Monday, June 28, 2010 by Marcie Blagden-Ellison

According to Harris Interactive, coupon-clipping has become increasingly popular among men. Typically tailored to the female consumer; coupons are increasingly being used by males (with 51% of men reportedly having used a coupon in the past six months)! So, if you market to men, it may be time to get into the coupon game.

Also of interest, increasingly affluent, highly educated and metropolitan-located Americans are hopping on the coupon-bandwagon. “The advent of digital savings tools coupled with a challenging economy has taken couponing mainstream. All sorts of people – including what we call the ‘sophisticated couponer’ – are proudly aboard the couponing bandwagon.” said Steven Boal, CEO of Coupons.com. ”We all want

the biggest bang for our buck, so the fact that well-heeled, educated and urban shoppers are taking advantage of coupons and searching for them online further illustrates the proliferation of the culture of couponing.”

The same study reports that 8 of 10 U.S. adults believe that they will continue to use coupons even after the economy improves - which supports the belief that the adult American's shopping habits and/or criteria have permanently changed as a result of the past 18-months. While the economically troubled climate has undeniably altered the way we shop and budget - whether or not the changes will prove to be long-lasting waits to be seen....

What is certain: your local customers, at this moment, are different than they were 2, 3 or 4 years ago - their priorities have shifted - and if you haven't reviewed and altered your local advertising and media planning strategy to meet their needs and appeal to their new ideals and interests, you're missing a huge opportunity.

Working across all media forms, helping local affiliates and distributors across numerous industries, the average Balihoo employee has developed a deep understanding of the components that go into a tailored, quality integrated marketing plan. Curious about how to enable your local affiliates, distributors or franchisees to revamp their marketing efforts to appeal to their local customer's new ideals - CONTACT US!

The Future of Marketing is Local.

Monday, June 28, 2010 by Phil Bear

It seems that every futuristic movie I watch imagines a reality void of individualism and riddled with technology. Filmmakers, it seems, believe in a future where, as we create increasingly advanced technology, we lose our humanity at the same rate . However, if real life has taught me anything about movies - it is that movies can be deceptive. Totally serious!

I've got spicy films that cost $34.99 for $40.00.

With the advancement of technology in recent years, it seems that everything is becoming more focused on sustaining and enhancing individuality: services like Twitter allow people to give updates on the most minuscule aspects of their lives, people receive news from friends and celebrities rather than subscribing to something old- fashioned like a "newspaper," and location-based services give you a notice on your cell phone if you walk near a favorite store.

With this shift in our priorities, and our focus, does it really make sense to market to the consumer with a non-personalized, generic message, in hopes that they connect with it?

Methinks not.

Local Marketing Strategy, the ability to take a national brand and customize for different demographics, needs to be the focus of every major franchised brand. Without the ability to connect to the consumer on a personal level, franchises are going to struggle to retain a customer base--no matter what the economy looks like.

Balihoo gives large brands the ability to reach out and connect with the individual, no matter the marketing medium. Our local marketing software gives franchisees the ability to access, customize, and execute a brand-approved marketing plan from one centralized web portal. Gone are the days of frustrated franchisees who don't know how they should market themselves. No longer will technology be stereotyped as the end of mankind. (See: Terminator).

Balihoo: Making the future of marketing bright, one brand at a time.

Balihoo Wins Red Herring 100 North America Award

Friday, June 25, 2010 by Shane Vaughan

We announced some exciting news this morning:

Local Marketing Automation Leader Joins Prestigious List of Innovative, Industry-Disrupting Companies

(PRWEB) June 25, 2010 -- Boise, ID - Balihoo (www.balihoo.com), the premier provider of Local Marketing Automation technology and services to national brands with local marketing needs, is a winner of the prestigious Red Herring 100 North America Award. Following a thorough analysis of hundreds of cutting edge companies and technologies and based on Balihoo's potential for explosive growth, the Red Herring editorial team chose Balihoo as one of its award recipients. Each year the Red Herring 100 North America award identifies the most promising private technology ventures from around the world, including past award winners such as Google, Yahoo!, Skype, Salesforce.com, and YouTube.

"Balihoo is honored to join the elite list of Red Herring 100 North America Award-winners, many of which completely disrupted an industry or created a new industry entirely with its distinct vision and innovative business model," said Pete Gombert, Balihoo's CEO. "We consider this recognition both an honor and validation of our efforts to reshape local marketing. Our local marketing automation solution delivers the tools and insight to empower franchisees and national brand resellers to deliver effective, customized marketing campaigns that resonate with their customers better than ever before."

"Clearly, Balihoo is poised to dramatically change the local marketing landscape with insightful and intuitive enterprise-level tools that enable the local marketer to create, implement, monitor and refine impactful marketing campaigns. Both national brands and their local representatives can engage their customers at a higher level to drive more business and increased loyalty. Delivering this increased marketing capability at the local level led us to enthusiastically endorse Balihoo as a 2010 Red Herring 100 North America Award Winner," said Anam Alpenia, Director, Red Herring.

The winners were announced on Thursday night at the conclusion of the Red Herring North America 2010 conference in San Diego, California after an extensive review of applicant qualifications and on-site presentations to the editorial team. Each applicant had to qualify as a technology company that is privately held and not listed on any exchange anywhere in the world. Winners are expected to lead the next wave of disruption and innovation.

For more information about Balihoo and how its Local Marketing Automation Solution can help companies translate national strategies into local execution, download Balihoo's Integrated Co-op Marketing Whitepaper or the latest whitepaper, Fixing the Biggest Co-op Advertising Program Issue.

About Balihoo
Balihoo is the premier provider of Local Marketing Automation technology and services to national brands with local marketing needs. Balihoo brings enterprise-class marketing to the local level and gives national brands full visibility into all local marketing activities and results. http://www.balihoo.com/