Most brands have robust national advertising campaigns, and while these are important for driving broad awareness through activation via traditional channels, they ultimately lack a local touchpoint that allows them to reach potential customers when and where it counts. Social media enables brands to activate locally, reaching consumers on their social media feeds throughout the day- where they spend most of their time.
As a national brand, you have two challenges when it comes to advertising:
- Communicating your brand message and product positioning at scale
- Activating local consumers to visit your locations in their area
Facebook advertising through Tiger Pistol is built to meet these challenges. What does it look like? Let’s take a look at two examples: 1) CPG brand that sells through independent businesses, and 2) A national financial services brand that sells through sales agents.
1) Taking a CPG brand from Global to Local:
Through a local program, locations that sell your products can advertise both their business and your products at the same time.
For example, promoting your latest product, Tiger Pistol helps scale a national campaign locally by publishing your product messaging via the individual location’s page.
A global campaign promotes your product, but can only indirectly promote the locations where your consumers can actually purchase it. Consumers will need to take extra steps to discover where they can buy your product.
Turning this into a local campaign can super charge this activation by promoting sales through local channels.
Notice, the local campaign is still brand controlled, but the call to action is now local, driving sales directly to the point of consumption. This way, your marketing dollars now drive local sales more efficiently, by directing consumers exactly where they need to go to buy.
To enrich their campaigns, Creature Coffee can utilize their corporate data, such as web traffic, to their product pages to segment their consumers. Through local campaigns this data can be geo-fenced for the individual locations to leverage in their campaign targeting along with a means to show potential customers the products they are most interested in.
This same tactic can work with services too!
A global campaign promotes your services, but again, imperfect for driving local action. For Insurance Co., consumers must take the steps of finding an agent to get to the point of purchase.
A local campaign maintains the brand message and positioning of the service, but now consumers can engage directly with agents and submit their contact information to start the buying process more efficiently.
Insurance Co. can now easily funnel leads to agents by retargeting their website visitors and customer data while also capturing new leads directly in their local agent’s service area.
Both of the above examples show how a global campaign can be re-positioned to activate locally. But how do you measure success? It’s really no different at the local level. It’s simply additive by including the end-location within the strategic framework. For Creature Coffee, this means driving sales at their independent locations and measuring foot traffic. Both serve the global KPIs of promoting the Creature Coffee product and the local KPI for Joe’s Coffee Shop with happy customers right through their door.
For Insurance Co., a global-to-local campaign can measure responses both locally and in aggregate. Agents gain value with a means to be proactively involved with their individual sales processes. Through a personalized campaign using brand assets and messaging from Insurance Co. Even better, it’s a win for customers because now they can reach out to Insurance Co. agents directly to engage in the buying process.
Ready to simplify social advertising, and enable local activation at global scale? Contact Tiger Pistol today.
After earning his Masters in Mass Communications in 2015, Chris Mayer worked at Facebook prior to joining Tiger Pistol as a Project Manager. He specializes in helping digital agencies and national brands build scaled Facebook advertising solutions with an emphasis on local activation. Outside the office, he enjoys, basketball, Formula One, and sharing opinions on film and television.