Place ’19 Day 1: Proving the Value of Localized Marketing
October 16, 2019 | Contributed by: Neal Polachek
Yesterday I had the pleasure of hosting Day One of Place ’19 event here in Austin, TX. The sold-out event is being held at Facebook’s lovely new offices in Austin, TX, just steps from where the Austin City Limits festival rocked out over the past two weekends.
While we didn’t rock Austin like Guns N’ Roses, but we did have a spirited opening afternoon. And, amazingly, I managed to moderate the sessions and take sufficient mental notes to draft this post. So I can walk and chew gum at the same time after all.
Our opening panel of Neha Shah from Foursquare and Matt Kojalo from Skyhook set the stage for Place ’19 by covering some of the key topics we’ll be discussing during the balance of today. These included the impact of CCPA (California Consumer Privacy Act) on location marketing (and the prayer that we don’t end up with 50 unique state privacy policies) and the evolution of brick and mortar given the challenges many retail operators are experiencing in the face of an ever-growing Amazon giant.
SOCi CMO Monica Ho followed Neha and Matt and took us through the finding of the Localized Social Marketing LSM Benchmark Report co-sponsored by SOCi and the Local Search Association/Localogy. The study’s findings suggest that many national brands aren’t yet recognizing the importance of deploying a comprehensive local social marketing initiative. The study analyzed 163 national and regional brands on the basis of their attention to presence, care, and engagement.
Monica pointed out that the research clearly suggests that companies that pay sufficient attention to localized social marketing are realizing considerably faster growth than brands that do not.
Synup’s Brett House then took us through an interesting case study of how Goodwill turned to technology to address its deficiencies in localized social marketing. Brett offered a cascade of stats on how they’ve helped the $2.5 billion non-profit raise its digital presence and profile. I asked Brett if he could share with the audience how the improved digital profile translated into more store visits and more engagement with other aspects of the Goodwill. He indicated that data is forthcoming.
Local veteran Zach Chambers of Uberall brought along John Armatas, Chief Champion & Promoter, Founder, Pure Silver Creative, to share the Kale Me Crazy story. John offered a wonderfully deadpan account of the challenges he faced in convincing his client Roi Shlomo of Kale Me Crazy that marketing really matters. John talked about how at the end of the day Roi cares about results and Uberall helps him achieve them.
The day rounded out with presentations from Damien Rollison and Jason Tabeling of Brandify and BrandMuscle, respectively. Their mission was to demystify the notion of co-op marketing and advertising. Damien did this by sharing Brandify’s journey to help an auto parts company and its independent distributors do a better job of leveraging the benefits of a shared marketing budget.
Damien acknowledged that it takes a fair amount of prodding and pushing at both the corporate level and at the distributor level, but once that is done, the pieces do fall into place. Jason from BrandMuscle, made the case that by removing friction from the co-op process and pointing to best practices can unleash considerable value via the co-op model.
At the cocktails and connecting reception hosted by YEXT at Elenor, I heard high praise for the panelists and their content. We expect by this time tomorrow, that same high praise will apply to today’s great panelists and speakers. I look forward to Dan Hight and Mike Boland’s help with today’s discussions.
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