how big brands can make localized advertising work for them
DESCRIPTION
In the mobile era consumers are demanding authentic and locally relevant content from big brands. Sixty-seven percent of smartphone users want ads customized to their city/zip code and 61% want ads customized to their immediate surroundings. The problem marketers of big brands have is how to do this type of localized marketing at scale. If you have hundreds or even thousands of locations it doesn’t seem accessible to customize each one of your ads to tailor to that audience. In this webinar we’ll discuss the value of localized marketing and how “not-so-local” brands can be doing this in a scalable way. Watch on demand: http://info.momentfeed.com/CampaignsWebinar.htmlTRANSCRIPT
How Big Brands Can Make Advertising Work for Them
Overview
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• Relevance that drives offline conversion • Closing the loop• Scalable management
Derek BrowersVP of Product
Goal: Understand the importance of localized marketing and tactics for deploying your own localized marketing campaigns
Capture
unique local audiences for each business location
Engage
consumers with authenticmessages by location
Measure
marketing performance at each point of sale
The MomentFeed Platform
PinSync LocalVoiceBusiness
Intelligence
MomentFeed
4
Engage with local
communities
Improve customer
sentiment/service
Drive foot traffic and ROI
Increase customer
engagement
Source locally relevant content
Maximize organic reach
Relevance that Drives Offline Conversion
6
Connections CustomAudiences
LookalikeAudiences
PartnerCategories
Location Demographics Interests Behaviors
Why Facebook? Unparalleled Targeting
7
Facebook is the perfect starting
point for a mobile
strategy
1.01 billion Facebook
mobile users
17% of mobile time spent is on Facebook
“The study shows that those aged 25–34 lead the way in smartphone usage, comparing prices, reading reviews, buying products and engaging with brands on social media while in-store.”
Omnicom
Users are spending 2
hours and 42 minutes a day
on mobile devices
Why Facebook? Unparalleled Reach
Compare to Traditional Advertising
8
Newspaper
Magazine
Radio
Cable TV
Google AdWords
LinkedIn Ads
Facebook Ads
0 10 20 30 40
$32.00
$20.00
$8.00
$7.00
$2.75
$0.75
$0.25
Cost to reach 1000 people
9
How Brands Use Facebook Today
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How Brands Use Facebook Today
11
How Brands Use Facebook Today
12
“Clicks don’t matter. There is zero correlation between online clicks and offline ROI.”
-Ted Zagat, Facebook
How Brands Use Facebook Today
How Brands Use Facebook Today
• Used to be only a few ways to reach your site - now there are many• The modern path to purchase is across devices, platforms, and sites• Last click ignores the supporting players
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Last-click attribution models are flawed
Customers interact with a brand 4.3 times over a 2 day period before finally making a purchase
Roughly 40% of clicks on mobile ads are accidental (Mobile Path to Purchase Study)
In 2012 Google studied the purchase path of 3,000 shoppers - all 3,000 took a different path to purchase
How Brands Use Facebook Today
Clicks
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Sales=S
ale
s Li
ft
Click-Through RateSource: Nielsen
15
4 in 5 consumers
say they want ads customized to their location
Source: Google, Understanding Consumers’ Local Search Behavior, May 2014
Local Relevance Equals Revenue
16
Source: Google, Understanding Consumers’ Local Search Behavior, May 2014
visited stores / made purchases
made unplanned visits to stores / made purchases
19%32%
Location-Based Ads Lead Consumers to Visit Stores or Make Purchases
Customers Use Location Information
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use local addressor phone number
use get directionsor call button
68%61%
Computer/Tablet Smartphone
Consumers Say It’s Important
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73%Think
Get Directions
is important
78%Think
Local Address
is important
70%Think
Call Button
is important
77%Think
Phone Number
is important
Smartphones
Computer/Tablet
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How Brands Use Facebook Today
Quantifying the ROI on Ad Spend
• Allows brand to market to defined geographic markets• Ability to provide higher quality content• Reduction of wasted impressions
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Closing the Loop
3 Strategies to Close the Loop
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1. Pilot/Control Campaigns
2. CRM-Based Custom Audiences
3. Facebook Conversion Pixel
Pilot/Control Campaigns
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• Use customer lists from a transaction-aware CRM system to build Facebook audiences and measure conversions
• Target advertising to people with similar characteristics to your existing customers and prospects
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CRM-Based Custom Audiences
CRM
AdPlatform
FacebookConsumer
Store
Custom Audience
s
OfflineConversion
Ad Spend
Ad Campaign
TransactionData
Facebook Conversion Pixel
Drop Facebook’s pixel on location-specific order pages to see if customers that viewed your ad on Facebook went on to place an order online.
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Ad Platform
ConsumerLocal Order Page
Spend
ConversionPixel Data
Campaign
Online Purchase
ROI Data
Scalable Management
National Campaigns TodayWhat if you could tailor every
ad to its local audience?
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Unprecedented Relevance & Reach
Hello Salt Lake City! Come try our NEW Italian Sausage Cannelloni for a limited time only. See you soon! - Jeff Murray, GM of the OSF at 189 Trolley Sq.
The Old Spaghetti Factory
April 18
• Segment 1.35 billion consumers at the store level
• Launch campaigns targeted to hundreds or thousands of locations at once
• Automate content localization for maximum engagement & ROI
Welcome to MomentFeed Campaigns
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Objectives that drive real business
ROI
Simple, 3-step creation process
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Localized Advertising Made Simple
Real-time audience
estimation
Preview multiple ad placements
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Measure ROI in Real Time
Drill down to location-level ad
performance data
Track the value of each ad
action
ROI measurement on each campaign
Easily compare campaign metrics
Case Study:The Old Spaghetti Factory
Success Story
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Localized Facebook Advertising
The Old Spaghetti Factory used localized Facebook content and targeting in their ads, driving business results in foot
traffic and sales
Driving ROI at the Point of Sale
Local Reach
650,000unique local
customers reached
Transactions
7,164more customer
transactions
ROI
30xon Facebook
ad spend
Sales Growth
4.7%increase in post-Easter
sales growth
The Solution
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St. Louis, MO
19 pilot locations published localized ads targeted to fans and friends of fans closest to each individual location
650,000 Unique Local Customers Reached
Across 19 pilot locations, The Old Spaghetti Factory was able to reach more than 650,000 unique Facebook users that lived near one of
their restaurants
The Results
The Results
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7,164Net Gainin customer
transactions for the Pilot Group
Control Group Pilot Group-8750
-6562.5
-4375
-2187.5
0
2187.5
-6,464
697
Significantly More Customer Transactions
The Results
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Series10%
4%
7%
11%
14%
18%
Pilot Group Control Group2013 Recovery 2014 Recovery
4.7% higher
2.4% lower
Higher Post-Easter Sales Recovery
The Results
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30x ROI*
Spend Revenue
*The top two positive outliers were removed from the pilot group this ROI analysis
Clear ROI on Facebook Ad Spend
The Response
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Ryan Durrett
Director of Marketing
OSF International, Inc.
“MomentFeed’s platform made it easy for us to produce
real business results through localized ads. It's easy to
assume that localized marketing would be impactful, but
until now it's been hard to execute at scale, let alone
prove. The pilot provided us with a clear picture of the
return on our Facebook ad spend -- including a clear
increase in real customer transactions in our
restaurants. It clearly demonstrated the impact a
Facebook ad campaign can have when you provide a
relevant, local call to action to the communities you
serve.”
Solving the Local Advertising Challenge
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Challenges Solutions
Relevance at scale
Targeting to the individual location level
Closing the loop
Dynamic localization of content ensures relevance for any
audience
Automated targeting to the individual location level drives customers to specific points of
sale
Ability to measure and track real results including sales,
transactions, and ROI directly from the MomentFeed dashboard
MomentFeed Campaigns
Driving revenue through localized ads
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