In my role as Chief Evangelist for Pica9, I encounter hundreds of companies every year that are intent on improving their brand-to-local support and execution. At industry conferences, roundtables, and in one-on-one consulting sessions, I've watched several common frustrations emerge, as brand managers can clearly see the path to success—but find themselves road-blocked along the way.
1. Leadership Doesn't Prioritize the Brand-to-Local Problem
Feeding leadership credible research on the importance of brand-to-local marketing.
Check out our Brand-to-Local Marketing Reading List. You'll find a list of brand-to-local research articles from respected sources like The Harvard Business Review.
Dramatize your organization's challenges by conducting interviews with a few of your largest local marketing partners.
According to MediaPost, for more than 61% of local marketing partners, local marketing support is one of their top priorities. They'll be able to tell you what they need, what your brand provides, and how large the gap is between the two. Make a habit of doing this annually, and track your results over time so you can assess progress.
All this really takes is a little bit of mystery shopping. Look for examples of off-brand executions in store. Sign up for communications at the local level and see how consistent brand delivery is in that channel. Examine your competitor's local store websites to see if they truly create a presence unique to the community. If your brand is falling behind, it will be clear—to you and to leadership both!