National Brand, Local Strategy
Local advertising and marketing are key to any advertising success and national brands are tuning in. In fact, BIA/Kelsey’s recent forecast reveals that local advertising will reach approx. $174.9 Billion in 2021. Leading the pack in this ad spend are the national brand marketers, who are now considered the biggest investors in local media.
There has never been a more complex media landscape. National brands have more opportunities that they can sometimes manage. And – digital and data solutions have changed the face of advertising and there’s no turning back. Hyper-targeting your best audience and speaking directly to them is now simply a prerequisite. Marketers are expected to spend $32 Billion more in local digital advertising or 43% of total advertising dollars by 2021.
Some national brands have a natural fit for local advertising. Others need to consider what is going to drive the best results for increasing brand exposure and sales revenue. What matters most? A multi-channel, multi-market approach.
Don’t take our word for it. The proof is in the results.
Cuddl Duds, a national clothing retailer, needed to increase brand exposure and drive store traffic. They invested in a new integrated campaign – an approach they had never embarked upon.
To achieve optimized results, a custom digital campaign was developed, consisting of: programmatic, streaming radio, streaming TV, high-impact video, and newsletters. Each program and flight had specific demographic targets and markets. Now, don’t get me wrong. This is a robust program and there are a lot of moving pieces. Most brands don’t even try to manage themselves. [shameless plug approaching].
That’s when it’s critical to have a strong media partner. MediaMax developed and executed the program…only to achieve great results for the brand. Check out the Cuddl Duds case study and understand why it’s critical for national brands to leverage geo-targeted advertising strategies. In this case, most programs outperformed industry benchmarks and ultimately produced the results the client wanted. Brand exposure was heightened, store traffic increased, and sales were lifted. Now, that makes all of us warm and fuzzy.