RESEARCH MICRO STUDY

NATIONAL BRAND ADOPTION OF LOCAL MARKETINGNATIONAL BRAND ADOPTION OF LOCAL MARKETINGBalihoo surveyed 100 marketing professionals, director level and above, from national brands.

39% of companies believe it is critical to be able to direct consumers to locations to purchase their products or services - 25% said it was very important.

When asked what factors wouldjustify an investment in a local marketing automation platform,the two most often selected factors are:

A INFOGRAPHIC

BRANDS KNOW LOCAL IS IMPORTANT...

Leading national brands, across a multitude of industries, use the Balihoo local marketing platform to activate millions of data-driven local campaigns for over 350,000 local outlets.

Balihoo is proud to call many of the top companies in the world our customers, including Aac, BancVue, Geico, and New Balance.

THE 4 BIGGEST MARKETING CHALLENGES OUR SURVEY RESPONDENTS FACE ARE:

39%

25%

CRITICAL VERY

IMPORTANT

50% of companies surveyed said that they expect the ROI on local marketing expenditures to be higher than that of a national campaign (up from 37% in our 2012 survey).12% expect in to be lower, 16% expect it to be the same.

MORE BRANDS ARE REALIZING THAT LOCAL MARKETING OUTPERFORMS

THE ROI OF NATIONAL CAMPAIGNS

50%EXPECT LOCAL ROI

TO BE HIGHER

EXPECT NO

DIFFERENCE

EXPECT LOCAL ROI

TO BE LOWER

16%

12%

BUT, THOSE THAT ARE INVESTING IN LOCAL

ARE STILL LIMITING THE BUDGET

LESS THAN 20%OF MARKETING BUDGETS ARE SPENT ON LOCAL

TRACKING AND METRICS

(59%)

LEAD GENERATION

(34%)

AND LACK OF BUDGET

(34%)

BRAND BUILDING

(35%)

HOWEVER, ONLY...

INSTEAD...

7% of companies are utilizing Local Marketing Automation.

34% hire agencies to localize campaigns,

11% rely on their afliates to market themselves, and

24% produce all local campaigns, individually, per location, in house.

Another 16% simply don't localize.

TRACKING & METRICS COST-EFFICIENCY

AND

MORE BRANDS ARE NOW INVESTING IN IT

IN 2012IN 2012 IN 2015IN 201566% of national brands were investing in local marketing.

77% of brands are investing in local marketing.

...IN FACT,

MEASURABLE RESULTS ARE KEY