Specialism · Multi-location marketing
Multi-location marketing: every location strong locally.
Ten, fifty or more locations, but is every one of them performing as well as it could? With multi-location marketing, head office steers centrally on data and brand, while every location gets found in its own area.
When
Time for multi-location marketing if…
- every location has its own budget and its own approach
- regional managers are swamped with ad hoc marketing questions
- you don’t know which locations are lagging behind, or why
- locations bid for the same customer on Google and social media
What we do
From local audit to fine-tuning per region.
- 01
Local audit
We screen the online performance and local visibility of every location and find out where budget is leaking away.
- 02
Data structure
We set up tracking centrally, so you can compare per location and for the whole network.
- 03
Central framework
Head office approves the brand style, templates and message. That is the framework for every location.
- 04
Local roll-out
Campaigns around the catchment area of every location, with local content within the brand guidelines.
- 05
Shared lessons
What works well at one location, we use at the others.
- 06
Benchmarking
One dashboard shows you which regions are doing well and which locations need extra attention.
What multi-location marketing is
One brand, many locations, one approach.
Multi-location marketing is marketing for organisations with several locations under one brand: franchise brands, branch networks and chains. The challenge is always the same. The brand has to be the same everywhere, and yet every location has to be found by customers nearby.
It often goes wrong when only head office’s overall figures are looked at. Then you miss that one region is doing fine while another is lagging behind. Or that two locations are bidding against each other on Google. That is why we look per region and per location.
What it delivers
Calm at head office, buy-in at the locations.
Every location works from the same strategy. That gives head office an overview and a fixed schedule, instead of dozens of separate requests. Every message fits the brand, which builds trust with customers across the country.
We divide the budget by catchment area and rule out internal competition with geographic boundaries and a clear campaign structure. If a location is busy, we scale back there. If it is quiet somewhere, we put in extra effort there.
The locations themselves have little to do. Because they see the results in their own area, support for the central strategy grows.
Part of
Every specialism works for the whole franchise brand.
This specialism is part of Hybrid and On-demand, used for the brand and for every location. Not a franchise, but still have a question? You can also hire us for this on its own.
Frequently asked questions
About multi-location marketing.
My location managers are already busy. Will this take up a lot of their time?
No. We take care of the strategy, the ads and the fine-tuning. Now and then we ask the locations for local input, such as photos of the team. We set up a simple, fixed process for that.
How do you stop locations competing with each other on Google?
With geographic exclusions and a smart campaign structure. That way location A doesn’t bid for the same customer in the same area as location B. It saves on click costs too.
Can we adjust campaigns per location?
Yes. If a location has capacity in its diary or stock that needs to go, we temporarily put more in there. If another location is fully booked, we scale back there.
A good conversation first, then a plan.
In one hour we discuss where you stand and which opportunities we see. If we are not the right fit, we will tell you.