10 tips to level up your local marketing

July 14, 2023

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In this insightful conversation between marketing experts Matthew Marx and Jeremy Julian on The Restaurant Technology Guys Podcast, they delve into the challenges faced by franchise businesses in today’s rapidly evolving digital landscape. The discussion highlights the importance of data-driven marketing strategies, the role of Customer Data Platforms (CDPs), and the impact of local store marketing on franchise success.

Data-driven local store marketing strategies

Matthew and Jeremy discussed how data has become the new oil, providing valuable insights into consumer behavior, preferences, and trends. For restaurant leaders, understanding and leveraging this data can be the key to creating successful marketing campaigns that resonate with their target audiences.

Local store marketing includes using data from each location and feeding into social media ads

By implementing data-driven digital marketing techniques, restaurants can personalize their messaging and target specific demographics effectively. The shift from traditional advertising to data-driven approaches allows restaurant brands to optimize their marketing spend, improve customer experiences, and drive foot traffic to individual franchise locations. 

Here are some quick points Matthew and Jeremy talked about:

  • “Data is the new oil.” The power of data in today’s marketing landscape cannot be underestimated, especially for restaurants. It allows businesses to make informed decisions, create targeted campaigns, and measure the effectiveness of their marketing efforts.
  • “Marketing dollars are only as good as the data behind them.” Understanding consumer behavior, preferences, and trends is crucial for a successful marketing campaign.
  • The shift from traditional advertising to data-driven digital marketing has transformed the industry, allowing for personalized and hyper-targeted messaging to specific audiences.

Related: Unleash the power of your data with Evocalize

Lifecycle marketing for restaurants

Matthew and Jeremy emphasized that building and maintaining connections with customers beyond one-off transactions is crucial for long-term success. Lifecycle marketing involves understanding the customer journey from the initial point of contact to becoming a loyal advocate for the brand. 

By capturing and analyzing customer data at different stages, restaurants can tailor their marketing efforts to meet individual preferences and needs. Implementing personalized promotions, loyalty programs, and targeted messaging can enhance the overall customer experience, leading to increased customer retention and repeat business. 

  • “Restaurants that focus on lifecycle marketing can create lasting relationships with their customers, turning them into brand advocates who not only return for more visits but also recommend the restaurant to others.”
  • “Embracing lifecycle marketing allows restaurants to adapt to changing consumer behaviors and preferences, fostering brand loyalty in an increasingly competitive industry.”
  • “It’s a powerful tool for restaurant leaders seeking sustainable growth and success in the long run.”

The role of Customer Data Platforms (CDPs)

With the help of Customer Data Platforms (CDPs), restaurant leaders can centralize and analyze data from various sources, enabling better decision-making and more efficient marketing efforts.

  • “CDPs are the collection of your data.” CDPs pull together data from various sources, making it actionable for marketing purposes.
  • CDPs are foundational to a brand’s core infrastructure, helping merge and organize data that was once siloed and difficult to work with. They enable brands to gain better visibility into their marketing efforts, making it easier to understand which channels and campaigns are most effective.
  • CDPs also allow for more effective email marketing, as well as targeting specific audiences across various platforms based on their preferences and behaviors.
CDP data being used to personalize two digital marketing programs

Localized marketing for franchise success

Matthew Marx emphasized the need for franchisees to have control over their marketing budgets and decisions while still benefiting from the support of the corporate level. By leveraging data-driven strategies and automation, restaurants can deliver personalized local store marketing campaigns, reaching customers where they spend most of their time and driving traffic to their stores. 

  • “Franchisees want easy and effective programs that are transparent.” Franchise operators have limited time and resources, so marketing automation is crucial for their success.
  • Evolving technology makes it possible to automate marketing processes, removing the burden of manual tasks from franchisees.
  • Data-driven campaigns and local store marketing efforts can increase foot traffic and sales for individual franchise locations.
  • The ability to modify and customize marketing programs to suit the unique needs of each franchise is essential for success.

Related: The power of AI for restaurants: 5 tips to enhance efficiency and customer experience


Matthew Marx and Jeremy Julian’s conversation highlights the significance of data-driven marketing strategies and the essential role of Customer Data Platforms in modern franchise operations. Implementing localized and automated marketing campaigns, also known as local store marketing, can significantly impact the success of individual franchisees and the brand as a whole.

To gain more insights and in-depth knowledge, we encourage you to listen to the entire podcast episode above or on YouTube. This conversation provides valuable takeaways for businesses aiming to stay ahead in the competitive world of franchising.

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