A high-stakes segment of local marketing is occupied by multi-location (MULO) brands. They have their own set of dynamics given the need to raise their marketing game across thousands of zip codes in some cases. What is Rowan doing to tackle these challenges? We hear from CEO Louisa Schneider.

Key Takeaways

Here are a few key messages or insights that we gleaned from this session (takeaways assembled with collaboration from session moderator Nancy Shenker).

• Only 2 percent of VC funding goes to women founders. Rowan founder & CEO Louisa Schneider is part of that small club.
• Rowan’s ear-piercing brand concept was inspired by conversations Schneider had with other mothers about the need for more sanitary and safe experiences.
• Early press exposure led to a partnership with Target, but Rowan is now going it alone and focusing on its own branded stores.
• Now the expansion strategy is rapid but rational.
• As for top marketing lessons from Rowan’s journey, the changing search landscape has steered several tactics, including Google’s growing focus on reviews and SEO for multi-location brands.
• These factors, among other things, have increased the importance of word-of-mouth marketing, customer care, and delivering unique and positive moments to customers.

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StreetFight Presents: What’s Near Me? The Good, Bad & Ugly of MULO Expansion Today

As a CMO or marketing leader, understanding the intricacies of local SEO may not be necessary. But, consumers rely on their small screens and voices to guide their daily choices on what to eat, what to buy, and where to go. It’s all about finding those MULO (multi-location) brands that perfectly cater to our needs and desires – conveniently.

Speakers

Louisa Schneider, Rowan
Nancy Shenker, StreetFight