Local marketing: how to be visible where your customers are looking
Associated Flowdake use case: Retail Networks & Franchises
Local marketing is often underestimated. Yet this is where many purchase decisions are made.
The local marketing paradox
Multi-site companies want to be locally visible while maintaining brand consistency.
According to BrightLocal, 81% of multi-location businesses plan to open new locations in 2024.
Why consistency is key
A customer doesn't think in 'national campaign' or 'local campaign'. They simply see a brand.
Google indicates 80% of users search locally before visiting a store.
Centralize strategy, simplify execution
Local marketing works when strategy is central, execution is distributed, and rules are clear.
• Strategy is centralized: the network's head office defines the campaigns and provides approved templates.
• Execution is distributed (but guided): field teams get simple tools to make minor adjustments and publish locally, without being able to "break" the brand guidelines.