Local Brand Marketing

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Creating a Donation Generation

Kim Mitrook, director of corporate marketing at LifeSouth Community Blood Centers, and Brite Whitaker, foundation director at Five Points of Life, discussed how the two organizations successfully reached Millennials through event marketing.

Creating a Donation Generation

In this presentation, Kim Mitrook, director of corporate marketing at LifeSouth Community Blood Centers, and Brite Whitaker, foundation director at Five Points of Life, discussed how the two organizations successfully reached Millennials through event marketing.

Local Watch: Uncovering Growth Opportunities

Media viewing preferences are much like our individual penchants for food — they vary by region. The same is true for how we consume media, and subsequently how much we consume.

Local Marketing: Bringing the Message Home

Localism and targeting are more important than ever as technology is enabling marketers to have one-to-one conversations with consumers. Featuring case studies from ANA members BP, Coca-Cola, and Walmart, this Insight Brief discusses how national brands are going local. Read why local TV is more relevant than ever and why having a local social media page is essential.

Leveraging Geo-Social Data to Unlock Mobile and Local Targeting at Scale

Brett Martin, CEO of Sonar, discussed how Sonar translates geo-social data into rich audience segments.

Leveraging Geo-Social Data to Unlock Mobile and Local Targeting at Scale

Brett Martin, CEO of Sonar, discussed how Sonar translates geo-social data into rich audience segments.

Balihoo Study: National Brand Use of Digital in Local Marketing

This micro study from Balihoo found that two-thirds of marketers believe that local digital marketing is extremely or very important when it comes to achieving national brand success.

The Mojo of SoLoMo

For Walmart’s Stephen Quinn, ANA’s new board chair, the convergence of social, local, and mobile (SoLoMo) spells revolution. Quinn also weighs in on some of the topics he hopes will produce spirited discussion over the course of his term.

Local Marketing Automation: Translating National Strategies into Local Executions

This white paper from Balihoo argues that the most efficient way for a national brand to generate demand at the local level is to implement a local marketing automation platform that integrates technology with services to drive enterprise-level marketing strategy and implementation throughout an affiliate network.

Going Local: A Marketing How-To Guide for National Brands

This guidebook explores how national brands can integrate more local efforts into their marketing campaigns by exploring the local web, optimizing online local listings, enabling local pay per click, and scaling social media at the local level.

Game Changer

Local advertising on a national level is making a difference for big brands. It's predicted to pass the $100 billion mark in 2013, up from $91 billion in 2011.

Local Matters

The best way to win an audience is to communicate at the local level. There is a level of trust for the local broadcast stations that can’t be replicated nationally.

Mass Medium Unmatched

As TV continues to change and grow, the interactivity is becoming increasingly more important. It's time to reinvent the television station as the entry point for local media consumers.

The New TV Station: Today’s Local Media Content Provider

As viewers “opt in” to a broadcaster’s local media community, marketers can tap in to a number of advertising opportunities to reach active, engaged, and opinionated consumers.

National Brand Use of Local Marketing and ROI Metrics

This micro study from Balihoo shows that 66% of brands are currently investing in local marketing.

On the Mark

Digital technologies make it easier than ever for brands to connect at a local level. Discover how Coca-Cola, Burger King, Pepsi, and Dunkin' Donuts are using digital to market their brands globally.

Cardiac Care From a Cactus

Although recognized nationally as a Top-100 Hospital by Thompson Reuters, Abrazo consistently ranked fourth among Phoenix's five major metro healthcare systems in terms of brand preference and utilization. Abrazo Health Care elevated their image to improve brand perception, increase heart care preference and more than double emergency department usage goals.

Moving Day

Every July in Canada, a cultural phenomenon happens. The people of Quebec move, not one by one, but all at once. Ikea saw this as an opportunity to demonstrate the brand's purpose, help move IKEA into the hearts and minds of all Quebecers, and move Quebecers into an IKEA store.

Never Settle for Less

After yet another dismal season, H&R Block presented a challenge: Motivate a skeptical, cost-conscious consumer to fire their current tax preparer and ask them to believe, instead, that with H&R Blocks expertise behind them, they stood a better chance to get more money back in their taxes.

Your Next Consumer: The Convergence of Social and Mobile

David Cooperstein, vice president and practice leader, Forrester Research, discussed what marketers must do to reach their future customer: the always addressable consumer.

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