AMA Webcast: Measuring the ROI of Local Marketing

When:	Back to Calendar June 18, 2012 @ 1:00 pm - 2:00 pm
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Cost:	FREE
Categories:	National Webcasts

According to a recent research study*, 66% of national brands are investing in local marketing, with larger national brands being 50% more likely to invest in local marketing than smaller national brands. Local marketing is increasingly important as consumer purchase behavior includes digital and mobile media.

But, it can be difficult for national brands to successfully execute local marketing in hundreds of local markets, and it can be particularly challenging to measure marketing effectiveness when customized and delivered by third parties (channel partners, franchisees, resellers) who may not share details on marketing execution.

The session will provide the following insights:

• A review of local marketing challenges and opportunities for national brands
• Identification of the ROI drivers for local marketing
• Tips for measuring the contribution of marketing through local affiliates
• How to prioritize key metrics to maximize ROI from local marketing

*National Brand Use of Local Marketing and ROI, April 2012, Balihoo

PRESENTERS:
Susan Tormollen, Director of Marketing, Balihoo
Jim Lenskold, President, Lenskold Group

MODERATOR:
Anna Carbonara,
American Marketing Association