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LOCAL STORE MARKETING
case studies
What is Local Store Marketing?
Local Store Marketing is a specific plan targeted to a specific
group or groups of potential customers within a trading area to
create awareness and initiate trial purchases of your product or
service with potential customers right in your own backyard the three to five-mile radius around each store location.
Noah’s Bagels
Local Store Marketing efforts were a major
part of growing Noah's number of stores.
Duke Marketing developed a template to use
in any new store location and programs to
replicate and provide overall
consistency and drive traffic to the
stores.
Grand opening materials and events
were customized for each store and
followed a chain-wide formula, which
made each store part of its community
from day one.
Duke Marketing directed store opening
special events for Los Angeles, Seattle
and Portland markets.
©2006 Duke Marketing. All Rights Reserved. All trademarks are the property of their respective owners.
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LOCAL STORE MARKETING
case studies
Why is Local Store Marketing important?
Local Store Marketing is one of the most valuable tools a sales
plan arsenal and is frequently overlooked. Many companies
budget their local marketing efforts around Advo's, Val-Paks,
and door hangers without examining the trade areas for sales
opportunities. While using other marketing resources can
produce results, Local Store Marketing is one of the most cost
effective and proven tools to achieve long-term business
relationships with customers and the community.
Starbucks Coffee Company
Duke Marketing developed a strategic marketing
plan for Starbucks Southwest region.
This plan included the development and
execution of community relations plans and
promotions.
We also consulted on Starbucks
Local Store Marketing template.
©2006 Duke Marketing. All Rights Reserved. All trademarks are the property of their respective owners.
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LOCAL STORE MARKETING
case studies
Local Store Marketing programs are created to:
Enhance the store's image in the community
Increase customer loyalty
Build brand awareness
Grow store traffic, sales and awareness
Develop involvement and recognition within the local
community
Rubio’s Fresh Mexican Grill
Duke Marketing handles public relations and Local Store Marketing
for the 150-unit, publicly held, quick-casual restaurant chain, Rubio’s.
Duke Marketing develops specific target store
marketing programs, provides General Manager
training, and new menu introduction promotions
as well as grand openings.
Duke Marketing created a business
to business catering program for
Rubio's locations in Orange County
and Los Angeles for the holidays.
The sales, following the General
Manager regional training and
execution of the program increased
15%.
Duke Marketing executed the grand
opening programs for new stores.
Their most recent, Folsom, has the
most successful sales in the system.
©2006 Duke Marketing. All Rights Reserved. All trademarks are the property of their respective owners.
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LOCAL STORE MARKETING
case studies
Local Store Marketing Partners
The key to success with Local Store Marketing is creating community
partners. Partners should include all of those business and nonbusiness organizations that interact with potential customers in the
trade area. One can choose to reference the Yellow Pages, the
Chamber of Commerce, local community newspapers, and even the
building department to gather this information.
Select businesses or non-profit organizations that fit with the
type of service or products that business offers.
Determine what kind of potential customers frequent the
potential partner's place of business or interact with the
activities of the potential partner.
Focus on partner's whose customers/employees you would
want to make their own.
McKesson Corporation
HealthMart & Valu-Rite Pharmacies
Duke Marketing directed marketing, advertising and
public relations for 5,500 Valu-Rite and 800
HealthMart pharmacies nationwide for the retail
marketing group of McKesson Corporation, a
Fortune 100 company.
HealthMart and Valu-Rite pharmacies are licensed
locations which sell branded products made by
McKesson Corporation. The licensees are
independent pharmacists.
Duke Marketing created new brand positioning,
national television, print and radio advertisements,
and the first website for the brands and licensees.
We created a Local Store Marketing plan,
materials, advertisements and led regional
meetings to present the concepts to the licensees.
©2006 Duke Marketing. All Rights Reserved. All trademarks are the property of their respective owners.
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LOCAL STORE MARKETING
case studies
Public Relations and Local Store Marketing
An effective public relations program consists of regular,
and consistent contact with the editorial community.
Regular contact with the editors to keep them informed
about the product, business and direction, keeps the
business in the news and the brand top of mind with
customers.
Strings Italian Restaurants
Duke Marketing created a Local Store Marketing
guide for this multi-unit (30) franchise/companyowned Italian Restaurant chain's franchisees
including logos, artwork for advertisements, press
releases and materials to assist each store with
their marketing efforts.
Duke Marketing produced radio and
television commercials, and supplied
each franchisee with locally tagged
copies to run in their own markets.
Duke Marketing also placed the
media buys for the franchisees.
©2006 Duke Marketing. All Rights Reserved. All trademarks are the property of their respective owners.
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LOCAL STORE MARKETING
case studies
How does Local Store Marketing work?
Local Store Marketing is an on-going process intended to build sales
over time in new stores, target stores or any store. It requires a
consistent on-going effort and commitment.
Local Store Marketing plans need to be specific, measurable, planned,
coordinated, executed all year long, with every store, consistently. This
process ingrains the brand in the local community and the customer's
minds.
If one builds or opens a store expecting guests to come in
automatically becoming loyal guests immediately - the store will suffer.
Local Store Marketing needs to be part of the store's life. It is about
building relationships, giving back to the community, creating a venue
for activity or entertainment, and serving the needs of customers
within the 3-5 mile radius around the store for many, many years.
HQ Business Centers
Duke Marketing directed all marketing and sales
aspects of HQ Business Centers, a 186-unit, $250
million, global franchise network of executive
business suites. Local Store Marketing
manuals, programs and tools were created for
franchisees.
Duke Marketing created a packet to attract
new franchisees as well as a multi-media CDRom. The CD-Rom attracted new franchisees
and worked as a PR tool. It generated so
much interest that Tri-Com Pictures did a
national television program "International
Business Perspectives" with HQ Business
Centers which aired in the U.S. and abroad.
©2006 Duke Marketing. All Rights Reserved. All trademarks are the property of their respective owners.
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LOCAL STORE MARKETING
case studies
How do you execute Local Store Marketing plans and
programs?
Local Store Marketing plans and programs must be done with
the operations team--regional, district, store managers, and
franchisees. Determining their needs and ability to execute as
well as timing is crucial to success with Local Store Marketing.
The Local Store Marketing efforts should not burden the
operators, but support them. Many marketing teams do not
include this crucial role of operations, and the best plans and
programs never see the light of day. Ultimately, it is about
buy-in.
Il Fornaio Restaurants
Duke Marketing manages Il Fornaio, the 28-store Italian
restaurant chain, public relations and Local Store Marketing
in specific markets.
One Local Store Marketing project was the
reopening of the Hyatt Sainte Claire in San
Jose, CA. Duke Marketing worked with the
Hyatt Hotels, the City of San Jose and the
redevelopment department of San Jose to
create a 250 person event including a
ribbon cutting by Mayor Ron and seven of
his council members.
The most recent Local Store Marketing project
Duke Marketing is handling for Il Fornaio is the
re-introduction of a 100 year old historic
landmark hotel, Il Fornaio at the Alta Mira in
Sausalito, CA, that will be home to Il Fornaio's
private catering venue and Sunday brunch,
©2006 Duke Marketing. All Rights Reserved. All trademarks are the property of their respective owners.
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LOCAL STORE MARKETING
case studies
If Local Store Marketing is so great, why doesn’t every chain use it?
Local Store Marketing is challenging. In fact, most advertising agencies do not offer
this service to its multi-location clients because it is difficult and is a long term project
and requires a great deal of effort. It takes on-going commitment, creativity, and lots
of work. However, the best part of Local Store Marketing is its rewards. Local Store
Marketing can make such an impact on a community and drive sales, frequency,
loyalty and awareness, that it can eliminate the need for other forms of advertising
expenditures.
Here is an example:
ADVERTISING BUDGET
LOCAL STORE MARKETING EFFORT
Savvy Company
McDonald’s
McDonald’s has a tremendous advertising
budget to create awareness, drive
traffic, and increase sales.
The Savvy Company spends more effort
on LSM to drive sales and awareness
than it does on advertising.
They spend little resources on
local store marketing
activities.
Advertising is more
short term.
Stores in
non-media
markets
suffer.
LOCAL STORE MARKETING EFFORT
For one location or non-media
markets, LSM is more cost
effective.
Advertising mediums
are becoming more &
more segmented,
LSM is more cost
effective.
LSM is
long
term.
ADVERTISING BUDGET
Round Table Pizza
Duke Marketing provided Local Store Marketing and
developed programs for Round Table Pizza corporate stores,
the fifth largest pizza franchise firm in the nation, with
over 500 franchised and company owned stores
operating in the Western U.S.
We directed focus groups and research studies to
determine the trade area market needs and created
promotions and materials for events and programs.
©2006 Duke Marketing. All Rights Reserved. All trademarks are the property of their respective owners.
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LOCAL STORE MARKETING
case studies
GET LOCAL STORE MARKETING STARTED!
To get particular locations sales to grow and to generate awareness, a Local
Store Marketing plan needs to be developed for store locations or trade areas.
Objectives:
Determine locations needing Local Store Marketing.
Research areas and locations for plan development.
Meet with GM's, franchisees, area managers to determine what has worked
in the past, and gather information regarding store area, customer profile, etc.
Create a test area of stores to test programs with strong store managers.
Provide feedback from test stores.
Develop specific Local Store Marketing tactics for stores/areas.
Put together communications plan for store and work with GM to plan and
communicate particular events to staff.
Provide training for execution and implementation of programs.
Execute Local Store Marketing plans per store and area.
Evaluate results and determine next steps.
Provide feedback to headquarters.
Bear Rock Cafes
Duke Marketing has developed local store marketing
programs for Bear Rock Cafes with over 30 locations
across the country. Duke Marketing also provides new
store openings and public relations for the chain.
©2006 Duke Marketing. All Rights Reserved. All trademarks are the property of their respective owners.
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LOCAL STORE MARKETING
case studies
Arby’s Restaurants
Duke Marketing was hired by Arby’s largest regional franchise to provide
local store marketing training to more than 40 store managers. Duke
Marketing developed a tool kit and letter for managers to use to drive sales
in their local markets.
Jenny Craig
Jenny Craig, the largest weight
management service company in the
world with over 648 company-owned and
franchised Centres, hired Duke Marketing
to provide local center programs for all
U.S. locations.
Duke Marketing created a new Local
Center Marketing program for Jenny
Craig to encourage doctors to refer
patients.
Duke Marketing created a
doctor’s brochure and
patient brochures.
©2006 Duke Marketing. All Rights Reserved. All trademarks are the property of their respective owners.
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LOCAL STORE MARKETING
case studies
WineStyles
WineStyles, the nation’s leading retail wine store franchise, with over 100
locations and more on the way, hired Duke Marketing to work with area
developers on new store openings and local store marketing.
Direct mailers, print advertising and events were developed and lead to
several very successful store openings.
Massage Envy
Massage Envy is the nation’s leading franchise provider of
massage therapy services. Duke Marketing was hired to
develop new store opening and local store marketing plans
for California area developers.
VIP parties, direct mail, complimentary neck massage and
fundraisers were used to garner press, awareness
and open these unique and convenient spas to the
public.
©2006 Duke Marketing. All Rights Reserved. All trademarks are the property of their respective owners.
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LOCAL STORE MARKETING
case studies
Pasta Pomodoro
Duke Marketing was hired by Pasta Pomodoro, the
50-unit Italian quick-casual chain to provide Local
Store Marketing and public relations including a
store-wide community relations and local restaurant
marketing guide.
Duke Marketing also handled new store openings
and fundraisers.
Daphne’s Greek Cafes
Duke Marketing is currently working with
Daphne's, the 50-unit Greek quick-casual
chain to provide Local Store Marketing and
public relations in the Northern California
market, a new area of growth.
Duke Marketing developed branded store
opening events “Big Fat Greek
Fundraisers” which raised money for non
profit groups and awareness about the delicous
food.
Duke Marketing handles direct
mail, events, community
relations and store openings for
this growing chain,
©2006 Duke Marketing. All Rights Reserved. All trademarks are the property of their respective owners.
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