Summary
- Local online campaigns are often more cost-effective than national ones and have a strong branding effect.
- Joint marketing investments between the headquarters and local branches provide greater advertising opportunities and additional marketing budgets.
- Introducing local branches and stores to local online marketing enhances training and support in the digital transformation process.
- Local branding is a crucial factor in attracting more customers to physical stores.
Companies that distribute their products and services through legally independent sales structures often face the challenge of determining how to best implement local marketing for their external locations.
On one hand, the company aims to promote its brand, products, and services; on the other, independent branches or locations expect to be sufficiently represented in advertising efforts.
While various processes and strategies have been developed and refined in the offline world to address this challenge, the online landscape remains unclear for many. Which measures are most effective? How can the complexity of multiple online channels—each of which needs to be utilized differently per location—be managed effectively?
Furthermore, individual locations are increasingly taking marketing into their own hands, attempting to advertise independently through platforms like Facebook and Google. This often results in chaotic outcomes, such as brand safety issues, competition between the corporate brand and individual locations, and uncoordinated promotions.
At the same time, decision-makers at the headquarters understand that the majority of sales success is generated at the individual store level. Take, for example, the insurance industry, where consumers increasingly fail to differentiate between providers:
“70% of respondents do not recognize differentiation among the brands studied.”
Source: www.horizont.net
Here, the local representative plays a key role in making the difference for the customer. However, for this to be effective, the customer must first be able to find and recognize the representative. Today, online marketing is one of the most essential components of the local marketing mix.
Interestingly, in online marketing—especially in mobile advertising, which now drives most online interactions—brand recognition is a key factor in advertising effectiveness.
The Goal
The objective is clear: local stores should be supported online to strengthen sales while simultaneously promoting both the local business and the corporate brand (local branding).
The challenge of implementing these measures can be addressed through technologies such as Localyzer.
What Specific Benefits Does This Offer Headquarters?
From our numerous discussions with clients, the most frequently cited advantages include:
- Increased advertising exposure and foot traffic at local stores
- Higher sales at individual locations
- Greater control over online marketing efforts at the store level (campaigns, creatives, promotions, and coordination between national and local campaigns)
- Meeting the growing demand for online marketing support from individual branches
Additional Strategic AdvantagesBeyond these immediate benefits, there are three additional key advantages that are often overlooked but equally important:
- Cost-Effectiveness and Strong Branding: Local online campaigns tend to be more affordable than national ones while still delivering a significant branding impact.
- Shared Marketing Investments: A co-investment model (e.g., 50% paid by the local store, 50% by headquarters) creates more advertising opportunities and larger budgets. With hundreds of locations, this shared contribution to corporate marketing expenses can be substantial.
- Training and Digital Support: Introducing local branches to online marketing enhances their digital skills and provides ongoing support. This leads to further marketing opportunities, such as promoting national events while engaging customers locally.
ConclusionThe combination of these advantages has led to highly satisfactory results for our clients. Even without a direct focus on sales growth, structured local online marketing efforts bring significant benefits to all store locations.If you would like to learn more or explore specific case studies, feel free to contact us and share your feedback or experiences.
