{"id":5461,"date":"2019-11-21T05:18:21","date_gmt":"2019-11-21T10:18:21","guid":{"rendered":"https:\/\/responseblog.wpengine.com\/?p=5461"},"modified":"2019-11-21T05:18:43","modified_gmt":"2019-11-21T10:18:43","slug":"building-marketing-scale-with-hyper-local-tactics","status":"publish","type":"post","link":"https:\/\/responseblog.wpengine.com\/2019\/11\/building-marketing-scale-with-hyper-local-tactics\/","title":{"rendered":"Building Marketing Scale With Hyper Local Tactics"},"content":{"rendered":"

When I was an Account Executive (AE) at Saatchi & Saatchi in NYC I was assigned to the Johnson & Johnson Adult Tylenol business.\u00a0 It was a huge piece of business for the agency, so there were two AE’s.\u00a0 For a short time I was one and Marisa Thalberg was the other.\u00a0 To this day, Marisa is one of the brightest people I’ve ever had the honor to work with.\u00a0 She ended up becoming the CMO of Taco Bell.\u00a0 She has spoken about the 7 paradoxes of digital marketing<\/a>, one of them being the challenge for brands to be global but have hyper-local relevance.\u00a0<\/span><\/p>\n

\u201cTaco Bell and other global brands tell stories that must be global, because they are shared throughout the world, Thalberg says, but equally important local opportunities also exist. Brands need to tell stories with local relevance and global interest, according to Thalberg. Some campaigns may serve both purposes, but marketers should also specifically target local and global markets with different types of content.\u201d\u00a0 <\/span><\/p><\/blockquote>\n

For many of us on the front lines of restaurant marketing, this paradox can seem daunting. We\u2019ve got to grow the brand with hyper-local tactics that can scale from restaurant to restaurant,\u00a0 market to market, and for some nationally to globally. Fortunately, this seemingly highly contradictory statement, is actually achievable, as there are more options in the digital world that we would have ever thought possible in years past.\u00a0 Let\u2019s explore just a few.\u00a0<\/span><\/p>\n

WEBSITE<\/b><\/span>\u00a0<\/span><\/p>\n

We know firsthand the power of a website to both build the brand across all markets while also providing localized content.\u00a0 We recently launched a new website for Uncle Julio\u2019s. While it is best in class technically, outscoring all of their competitors for site speed even with lots of video, it is also a perfect example of best in class customization down to the individual restaurant.\u00a0 The site content changes based on each location\u2019s weather (think patio messaging on beautiful spring and summer days), various menu offerings (like a new entree that is being tested in one specific restaurant or market), time of day (like from 10a – 1p lunch items appear versus from 4p – 8p dinner items are featured), day of week (for example Taco Bar on Tuesdays, Brunch on Sundays) and more. \"Uncle<\/span><\/p>\n

IN-APP MOBILE MARKETING<\/b>\u00a0<\/span><\/p>\n

We have partnered with companies that have access to mobile phone users\u2019 location information. As you can imagine this information is highly valuable to anyone who wants to hyper-target their audience. Here are a few examples:<\/span><\/p>\n