One of the themes that emerged from BIA/Kelsey’s Leading in Local conference in Atlanta earlier this month was the importance of location targeted ad strategies for national brands. That theme culminated in a mega session on Day 2 of the conference on location targeting strategies.
We set it up as a series of case studies that took the stage one by one. There was lots of diversity in the companies, campaign objectives and takeaways. This was emblematic of another key theme of the conference: there’s a great deal of variability in ad tactics from one brand to the next.
That’s always been the case in local, given the fragmentation of SMBs, all those categories and “headings”. Each has different needs. We learned in Atlanta that while it’s not as pronounced for national “multi-location” businesses, they are still quite diverse in their marketing dynamics.
We’ll be mining and posting short videos on these themes in the days and weeks to come. To kick off the series, here’s my intro to the mobile & location forum. It covers a few key trends to set the stage for the next speakers; or in this case the next videos to come. Stay tuned for that.