Local data: a game-changer for multi-location marketing

July 14, 2023

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Understanding the role of local data in multi-location marketing

So, you’ve got a thriving multi-location franchise, but how do you ensure your marketing efforts hit the bullseye in each location? That’s where local data marketing comes in, and it’s a game-changer. Local data is any specific information and insights related to each individual location of your franchise. It encompasses everything from customer demographics and preferences to geographical trends and competitor analysis. 

But why is it so relevant in the context of multi-location marketing?

Picture this: You have thirty franchise locations spread across the country, each with its unique customer base and local market dynamics. As a marketing leader, you face the challenge of tailoring your strategies to address the distinct needs and preferences of each location. It’s no easy feat! Without accurate and up-to-date local data, you might end up shooting in the dark, missing the mark with your marketing efforts.

Local data marketing: two different ads showing across two different locations

46% of all Google searches include some sort of local intent, making local data marketing an essential ingredient for successful multi-location marketing. It provides you with the insights you need to develop targeted marketing strategies that resonate with each specific location. 

By understanding the nuances of your local markets through local data marketing, you can customize your messaging, promotions, and offers to meet the unique needs and preferences of your customers. After all, a marketing campaign that appeals to New York City might not have the same impact in Los Angeles or Chicago.

So, how do you gather this valuable local data? 

It’s all about harnessing accurate, comprehensive, and real-time information. You need to collect data from multiple sources, including customer surveys, transaction records, website analytics, and social media insights. The more detailed and specific the data, the better equipped you’ll be to make informed decisions and develop laser-focused marketing strategies. With the right local data marketing in hand, you can take your multi-location marketing efforts to the next level and achieve remarkable results across all your franchise locations.

Leveraging local data for personalized customer experiences

Alright, let’s dive into the exciting world of personalized customer experiences. You know what’s better than a one-size-fits-all approach? Tailoring your marketing efforts to each specific location using the power of local data marketing.

Data being received for each location and feeding into social media ads

Let’s say you have a restaurant franchise with locations in different cities, and you want to make the most out of local data marketing. By analyzing local data, you can uncover valuable insights about the preferences, dining habits, and trends specific to each location. Armed with this knowledge from local data marketing, you can create tailored promotions that resonate with your customers on a deeper level. Maybe your customers in Miami have a soft spot for seafood, while your customers in Austin are all about that BBQ life. By crafting location-specific campaigns through local data marketing, you can pique their interest, drive foot traffic, and increase customer loyalty.

Keep in mind that 88% of consumers that search for a local business are going to engage with that business in 24 hours. This emphasizes the importance of leveraging local data marketing to deliver timely and relevant promotions or offers that capture their attention and drive immediate action.

But wait, there’s more you can do after you know who your local customers are. You can leverage data for personalized experiences. 

Picture this scenario: A customer walks into one of your franchise locations, and thanks to local data, you already know their preferences and past purchases (maybe you collect this data from an app, email, or phone number). You can provide a personalized experience that surprises and delights them. It could be a customized recommendation based on their previous orders or a special offer tailored to their interests. By using local data to create these memorable experiences, you’re not only boosting customer satisfaction but also fostering a strong connection with your brand.

Local data from a city is used for a Google Ad when someone searches for "best realtors near me"

A national gym chain that uses local data can offer customized fitness programs based on the demographics and interests of each location’s members. Or a real estate brokerage could leverages local data to curate property listings and personalized recommendations for homebuyers in specific neighborhoods. Local data can truly transform the customer experience and set your franchise apart from the competition.

Maximizing advertising impact with local data

Now, let’s dive into the exciting world of advertising and how local data can supercharge your campaigns at the location level.

Thanks to local data, you have the power to create targeted advertising campaigns that speak directly to your audience at each franchise location. Let’s say you run a national restaurant chain, and you want to promote a limited-time offer. With local data, you can analyze customer demographics, purchase patterns, and even factors like weather or local events happening nearby. Armed with this information, you can tailor your ads to specific locations, ensuring they resonate with the local customer base.

Related: 6 ways to leverage data for location-based digital marketing

Imagine this: It’s a scorching hot day, and you’re a franchise owner of an ice cream shop. With Evocalize, each franchisee can set up automated ad programs based on shifts in the weather. If there is a heatware approaching their location, they can automatically launch targeted ads highlighting refreshing frozen treats, enticing locals to beat the heat at their shop. By aligning your ads with local trends and customer preferences, you’ll see a significant boost in engagement and conversions.

Two ads on Instagram with one advertising smoothies on a hot day and soups on a cold day.

For other ideas for a restaurant franchise to use local data for digital marketing, go here

But wait, there’s more! Local data also enables ad personalization, taking your advertising game to a whole new level. By leveraging customer data, you can create personalized ad experiences tailored to individual customers. 

Let’s say you have a fitness franchise, and you notice that a particular customer frequently visits your gym during lunchtime. With that information, you can deliver ads promoting lunchtime workout specials directly to their mobile device or inbox.

Person working out at a gym with two paid ads about the gym.

Not only does leveraging local data for targeted advertising improve your ad relevancy, but it also optimizes your ad spend and increases your return on investment (ROI). By targeting the right audience at the right time and place, you’re ensuring that your advertising dollars are well-spent. You can allocate your budget strategically, focusing on locations or demographics that show the most potential for conversions. 

Local data empowers you to make data-driven decisions, maximizing the impact of your advertising efforts.


Dive into your local data treasure trove and uncover the opportunities to create hyper-targeted, personalized ad campaigns. Whether it’s leveraging weather data, point of sale information, or customer data, local data is your secret weapon for maximizing advertising impact and driving exceptional results at each franchise location. Get ready to make waves with your advertising and watch your business thrive!

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