The Emergence of Coordinated Local Marketing 

In the past 10 years, as consumer expectations, government regulation, and privacy standards have all increased, it has become harder for brands to forge authentic relationships with their customers. In parallel, local marketing has emerged as a way to not only replace that fading marketing signal, but to further reinforce and foster brand connections with customers in a more authentic manner.  

Distributed or local marketing is when an enterprise scales their marketing efforts to empower local users such as franchisees, regional managers, and other community team members to communicate with customers at a regional level.  

Identifying Your Brand’s Peer Group 

At a high-level, an enterprise’s readiness can be categorized across three levels that determine their effectiveness and competitiveness in leveraging local operators to increase brand value. These are the three T’s of local marketing: Team, Tech, and Tactics.  

• Team refers to the collaborative marketing efforts within an organization.  
• Tech consists of the set of tools required for unified central and local digital marketing. 
• Tactics involve the implementation of strategies to connect with customers and grow revenue. 

Assessing Your Brand’s Local Marketing Readiness  

We’ve created a brand readiness assessment so that you can easily gauge where your organization is in the local marketing journey. Across the three pillars of Team, Tech and Tactics, your brand’s current-state can be compared against industry best-practices and scored to identify where you’re positioned in local marketing effectiveness.  

Within each of the three T’s of local marketing, there are three levels of progress, starting with Aware, then Active, and finally Advanced.  Everything begins with Awareness, but you’re not in the game until you’re Active. And the true winners are utilizing Advanced approaches. 

In addition to a clear methodology for orienting your relative position to the landscape, we provide quick-implementation, low-hanging fruit ideas that you can use to step up your local marketing program from its current level to the next.   

Ready to see if your brand’s local marketing program is at the Aware, Active, or Advanced level? Click here to download the readiness assessment.