27+ local marketing pro tips: Local Marketing Lab rewind

Welcome to another insightful edition of the Evocalize blog, where we’re looking at local marketing pro tips from March’s episodes of the Local Marketing Lab podcast. 

As the digital landscape continually reshapes the world of marketing, it becomes crucial for multi-location business leaders to stay alert to the latest strategies and tips. We brought together four distinguished guests, each a local marketing pro in their field, to share their invaluable insights. Their collective expertise, distilled into key themes, serves as a guiding beacon for those navigating the intricacies of local marketing. 

Dive in with us as we explore these themes, packed with local marketing pro tips to elevate your business strategy.

Meet the guests

In March, our Local Marketing Lab podcast was graced by the presence of four local marketing pros, each offering a wealth of knowledge in their respective domains. Here’s a brief introduction to these remarkable individuals:

• Ashwin Kamlani, a master in the art of data-driven decision-making, brings a sharp analytical mind to the table. His expertise lies in tailoring pricing strategies to the nuanced needs of each location, ensuring that every marketing dollar spent translates into real value. [View episode here]
• Tim Sweetman stands out as a storyteller extraordinaire. He emphasizes the profound impact of creating authentic connections with customers and embedding your business in the community fabric. [View episode here]
• Olga Lopategui, with her deep understanding of customer loyalty programs, shares her insights into how such initiatives can deepen relationships and provide a clearer understanding of consumer behavior. [View episode here]
• Gregg Majewski champions the cause of hands-on leadership. He underscores the importance of being involved in the nitty-gritty of daily operations, demonstrating that true leaders aren’t just strategists but also active participants in their business’s success. [View episode here]

These local marketing experts, each with their distinct approach, converge on a common goal: to empower multi-location businesses with actionable strategies and transformative insights. Stay tuned as we delve deeper into their shared wisdom, offering tons of local marketing pro tips.

Customer-centric approach and hospitality: The pillars of local marketing success

When it comes to local marketing, a customer-centric approach and hospitality emerge as pivotal pillars. This theme, echoed across our March Local Marketing Lab podcast episodes, highlights the undeniable value of nurturing deep, meaningful connections with customers. 

Why is this focus critical? Because in a landscape brimming with choices, the businesses that remember the human element – those that treat customers not as transactions but as valued community members – are the ones that truly flourish. Our March guests shared a plethora of local marketing pro tips that pivot on this central idea.

Local marketing pro tips:

• Prioritize individual customer needs: Emphasize the importance of customizing the customer experience by understanding and addressing individual needs and preferences. (Ashwin Kamlani)
• Transparent, storytelling-driven communication builds trust with customers (both consumers and restaurant partners). (Ashwin Kamlani)
• Foster genuine connections: Encourage building authentic relationships with customers, creating a sense of belonging and loyalty. (Tim Sweetman)
• Ensure you have the basics covered – great food, friendly service, and clean facilities. (Tim Sweetman)
• Invite loyal customers to special events like team parties to make them feel included. (Tim Sweetman)
• Observe your customers closely to understand their unique needs and interests. (Tim Sweetman)
• Use loyalty programs strategically to gain deeper insights into customer behavior and preferences, enhancing overall engagement. (Olga Lopategui)
• Lead from the front by being hands-on in operations – Gregg leads by example, working alongside his team in the kitchen to truly understand their challenges. (Gregg Majewski)
• Embed your brand in the local community through events, partnerships, and authentic storytelling. Go beyond just traditional advertising to create a tangible presence and connection. (Gregg Majewski)

These local marketing pro tips underscore a fundamental truth: at the heart of every successful marketing strategy is a profound respect and understanding of the customer. By implementing these tips, businesses can elevate their customer relationships, turning every interaction into an opportunity to delight, engage, and retain their audience.

Importance of data-driven decision-making: Steer local marketing with precision

In today’s marketing world, intuition alone won’t cut it. This is where data-driven decision-making comes into play, a theme strongly emphasized in our March episodes of the Local Marketing Lab podcast. Our guests shared their insights on why leveraging data is a game-changer for businesses looking to make a significant impact in their local markets. 

Local marketing pro tips:

• Implementing dynamic pricing based on real-time data in third-party delivery channels unlocks new revenue streams. (Ashwin Kamlani)
• Granular analysis of sales data, competitor pricing, and customer trends enables smarter, more profitable pricing. (Ashwin Kamlani)
• Moving beyond “gut feeling” pricing to a data-backed, analytical approach is transformative for restaurants. (Ashwin Kamlani)
• Use analytics to track customer behavior: Implement analytic tools to track and understand customer behaviors, such as in your CRM. (Olga Lopategui)
• Personalize customer experience using data: Use customer data to personalize the customer experience, enhancing engagement and loyalty. (Olga Lopategui)
• Leverage feedback from customers: Listen to customers and gather feedback to adjust your offerings and stay relevant. (Gregg Majewski)

These insights demonstrate that data-driven decision-making is not just about numbers; it’s about gaining a deeper understanding of your market and customers. As our guests have shown, harnessing the power of data is key to staying ahead in the competitive landscape of local marketing.

Personalization in marketing and engagement

The next theme shared by our podcast guests is around the importance of personalization in marketing and engagement. This approach, emphasizing the need to tailor interactions to the unique preferences and behaviors of each customer, is fundamental in today’s marketing landscape. Let’s dive into some actionable local marketing pro tips from our guests, focusing on crafting personalized experiences that resonate deeply with your audience.

Local marketing pro tips:

• Pricing and menu offerings need to be highly customized at the individual location level, even within the same restaurant group. (Aswin Kamlani)
• Craft authentic experiences: Make every customer interaction special and unique, turning regular visits into memorable stories. (Tim Sweetman)
• Get creative with personalized gestures like handwritten notes, custom gifts, etc. (Tim Sweetman)
• Surprise and delight customers by providing something unexpected and tailored to them. Make every guest feel like they are receiving a “one-of-one” experience. (Tim Sweetman)
• Personalize offers and communications based on customers’ purchasing cadence and patterns. (Olga Lopategui)
• Nudge customers gradually – don’t try to get them to drastically change their typical order. Example: If someone always buys 2 sandwiches, don’t push them to buy 6, try getting them to add a cookie first. (Olga Lopategui)
• Get your product directly into the hands and mouths of potential customers through strategic sampling – This helps create a memorable, personal experience with your brand. (Gregg Majewski)
• Find your unique value proposition for each customer base – This could be price, service level, convenient offerings like delivery/catering, etc. Identify what makes you stand out. (Gregg Majewski)

These local marketing pro tips offer a window into the power of personalization. By embracing these strategies, businesses can connect with their customers on a more personal level, crafting experiences that are not just transactions but meaningful interactions. Personalization is not just about selling a product; it’s about building a relationship.

Community involvement and storytelling: The soul of local marketing

The last theme from our March episodes highlights the significance of community involvement and storytelling in the realm of local marketing. This theme is a testament to the idea that businesses thrive not just by selling products or services, but by weaving themselves into the fabric of the communities they serve.

Local marketing pro tips:

• Be vulnerable and openly share both the successes and challenges of your business. You’ll be surprised how it builds deeper connections. (Aswin Kamlani)
• Partner with organizations to make a big local impact (e.g. paying off medical debt). (Tim Sweetman)
• Give back in meaningful ways that align with your brand and customers’ values. (Tim Sweetman)
• Engagement with local events, fundraisers, schools, and sports clubs can be extremely effective. (Olga Lopategui)
• Finding your brand’s core customer community and making that your destination is key (e.g. Smokey Mo’s building a connection with local law enforcement). (Olga Lopategui)
• Embed your brand in the local community through events, partnerships, and authentic storytelling – Going beyond just traditional advertising to create a tangible presence and connection. (Gregg Majewski)

Local marketing pro tips

The rich tapestry of insights shared by our guests paints a vibrant picture of the future of local marketing. From the art of personalization to the power of community storytelling, the themes we’ve uncovered are not just strategies but are the cornerstones of successful marketing in today’s dynamic landscape.

But, the journey doesn’t end here. There’s a wealth of knowledge waiting in each full episode, where our guests delve deeper into these themes, offering a treasure trove of local marketing pro tips that can transform your approach to marketing. Listen to the full episodes here. And don’t forget to subscribe to the Local Marketing Lab podcast. By staying tuned in, you ensure that you’re always at the forefront of the latest trends and strategies in local marketing.