Kayla Dillon runs marketing for Bar Louis, a bar/restaurant chain that scored off the charts in Soci’s Location Marketing Benchmarking Report. This is an annual report from Soci, mining data from PlacesScout, that measures how well brands do localized marketing.

Kayla shared some experiences, best practices, and observations from her work in trying to create unique connections with customers at the individual location level.

Key Takeaways

Here are some of what we learned from Kayla.

• Responding to reviews — positive and negative — is critical. And personalized touches like using the reviewer’s name are key. Automation tools make it possible to do this level of personalization efficiently.
• Reviews are an incredible data source for businesses to use to improve their operations. Brands need to take advantage of this data.
• The pandemic made it harder to do face to face localized marketing (e.g. handing out flyers) which made social media and localized markting platforms even more important.
• Companies building localized marketing platforms for businesses like Bar Louis need to achieve two things — simplicity and scalability. Otherwise, they will fail.

StreetFight I: How Are Multi-Location Brands Using Data to Drive Customers In-Store?

Every marketer wants to believe their organization is data-driven, but what does it truly mean to run a data-driven digital marketing strategy for a multi-location brand in 2022? How are brands amassing data given emerging privacy regulations? Are they looking into zero-party data and expanding first-party data collection methods? Changing how they use third-party data? What kinds of data are most valuable to brands as they aim to drive online customers in-store?

Joe Zappa, Managing Editor – StreetFight
Mike Boland, Sr. Analyst – Localogy
Kayla Dillon, Head of Marketing – Bar Louie